EatStreet is taking its message nationwide.

The Madison firm, with an app for ordering restaurant meals, will run TV ads this fall during football video games on the Big Ten Network.

It’s the primary national TV marketing campaign for EatStreet.

“It’s time for us to really buckle down and grow EatStreet. It’s time to throw gas on the fire,” stated co-founder and CEO Matt Howard.

The 30-second, animated commercials, developed by Madison advert company Planet Propaganda, tout EatStreet as “the smartest shortcut from hungry to happy.”

Howard wouldn’t disclose how a lot the commercials will value. He stated they are going to be funded by cash raised by way of previous investments. Since EatStreet started in 2010, the corporate has collected $38.5 million from buyers, together with $11 million raised in October 2016.

EatStreet says it really works with about 15,000 eating places in additional than 250 cities, and Howard plans to increase that quantity considerably over the subsequent couple of years.

“Our hope would be to launch anywhere from 50 to 100 cities over the next 12 to 24 months,” he stated.

For now, although, the aim is to extend EatStreet’s identify recognition within the cities it already covers. “By buying national, we can get into all of those homes” and make extra restaurant house owners conscious of the corporate, as properly, Howard stated.

In February, EatStreet started delivering the restaurant meals to clients in 10 cities, together with Madison and Milwaukee, after shopping for Zoomer, a Philadelphia startup that offered supply service.

The deliveries have gone properly, thus far, Howard stated, however didn’t disclose the monetary impression. “We’re really happy with the performance of those cities so far,” he stated. “By having all these drivers out on the road with EatStreet car toppers … wearing our uniforms and having our delivery bags, all those things push awareness in those markets.”

Howard stated EatStreet plans to increase supply service to extra markets in 2018.

The firm has greater than 150 staff, together with greater than 130 in Madison, and greater than 1,000 supply drivers. Howard stated he expects so as to add one other 5 to 15 staff each six months, primarily in Madison.

EatStreet moved into newly reworked quarters at 316 W. Washington Ave. a yr in the past and occupies two flooring of the 10-story constructing.

Howard wouldn’t disclose revenues and stated the corporate just isn’t worthwhile but due to its emphasis on advertising. “If you cut off our marketing, we would be a profitable company,” he stated.

Chicago-based rival GrubHub just lately stated it can purchase Eat24, Yelp’s meals supply service, for $288 million in money. GrubHub and Yelp agreed to a 5-yr partnership that may mix GrubHub ordering into Yelp’s restaurant listings. GrubHub additionally purchased Groupon’s ordering platform, OrderUp.

Howard stated, although, he sees GrubHub’s goal as huge-metropolis markets whereas Eat Street has targeted on medium-sized cities and school cities.

“GrubHub is definitely one of our competitors, but they’re much more focused on Los Angeles; San Francisco; New York; and Chicago than they are on Madison; Milwaukee; Tucson, Arizona; or Richmond, Virginia,” Howard stated.

Publicly traded GrubHub reported income of$158.eight million for the quarter that ended June 30, with internet revenue of $14.eight million. The firm says it companions with greater than 55,000 eating places and operates in additional than 1,200 U.S. cities and in London.

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