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Can a small college startup take on billion-dollar giants? EatStreet proved it could. This American online food ordering platform launched with a clear mission: empower small-town and college-town restaurants with modern ordering technology.
While the big players focused on metro markets, EatStreet carved out its space as a hometown hero—digitizing Main Street eateries and creating a new path for local restaurant tech success.
"We just wanted to offer better service for both restaurants and diners. We had setbacks, of course—but we worked through them.”
Matt Howard, EatStreet co-founder and CEO.
From Dorm Room to Digital Mission
EatStreet started in 2010 in Madison, Wisconsin, born from a frustration with being charged an extra $0.75 on a takeout order.
Three University of Wisconsin students—Matt Howard, Alex Wyler, and Eric Martell—thought, “There has to be a better way.” That spark became BadgerBites, which later rebranded as EatStreet and spread across the Midwest.
Their pitch was simple: more orders, less risk. Restaurants only paid a commission when they actually received an order. As Howard said, “We get you incremental orders you wouldn't have had otherwise... and you only pay if it works.” That no-risk value proposition made EatStreet an attractive partner for thousands of small restaurants.
Local Focus, National Growth
From the beginning, EatStreet played a different game. Instead of targeting New York or LA, it focused on Tier 2 and 3 cities, mainly college towns and underserved regions. It expanded city by city, often with field reps knocking on doors and onboarding restaurants manually. By offering personalized onboarding and 24/7 support, they won loyalty from business owners who had never trusted tech platforms before.
Key Milestones and Momentum
EatStreet’s growth was nothing short of explosive:
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15,000+ restaurants across 250+ cities at its peak
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Over $40M in funding, including a $2.45M Series A, $8.4M Series B, and $26M Series C
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1.7M+ active users by 2017
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Yelp partnership enabling in-app ordering
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Acquisition of Zoomer in 2017 to launch its own delivery fleet in 25+ cities
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Forbes 30 Under 30 recognition for the founding team
EatStreet became one of the largest independent food ordering platforms in the U.S., building trust in communities where national players had little presence.
Challenges: Delivery, Scale, and the Fight to Compete
EatStreet eventually faced the realities of operating a logistics-heavy business:
- It initially relied on restaurants for delivery, but later built its own fleet after acquiring Zoomer.
- 900+ W2 drivers were added, ensuring better service but increasing operational costs.
- By 2023, due to rising costs, it pivoted back to third-party delivery fleets.
- In 2019, a data breach affected restaurant and customer information.
- Legal battles and financial strain followed, leading to a Chapter 11 bankruptcy filing in 2024.
Still, EatStreet continued operating during restructuring and expects to emerge stronger in 2025. Their story reflects both the potential and the pitfalls of building a food marketplace.
What Made EatStreet Special
- Hyper-local strategy: Focused on mid-sized towns and university markets.
- Pay-per-order pricing: Restaurants only paid when the platform delivered real business.
- Full-service approach: From online ordering to marketing to app development.
- Hands-on customer support: Real humans, real help, available nearly 24/7.
- Startup hustle: A Midwest-born culture of problem-solving and customer obsession.
The Legacy: EatStreet’s Story Isn’t Over
EatStreet’s journey leaves a powerful message: with the right mission and tech, you can bring digital transformation to any community. Their model proved that restaurant empowerment doesn’t need to start in Silicon Valley—it can begin in your own backyard.
So now the big question:
Who’s going to be the next local hero?
That’s where Ordering.co comes in.
Ordering.co: The Platform Built for Your EatStreet Moment
If EatStreet laid the groundwork, Ordering.co gives you the blueprint. Whether you’re building a hyperlocal food delivery marketplace, a regional franchise app, or a Main Street ordering platform—Ordering.co lets you launch your own technology stack under your brand, with full control.
- 0% commissions – Your revenue, your rules
- Your own app & website – No third-party branding
- Complete marketplace tools – Vendors, orders, logistics, promotions
- Scalable & customizable – Serve 1 city or 100 with the same platform
“You don’t need to raise $40 million to do what EatStreet did. You just need the right software.”
If you’re serious about building your local success story—this is your moment.
👉 Get your free demo and start building the next EatStreet today.