By Bitwave 
In the world of social media and e-commerce, two trends have stood out: the growth of food delivery platforms and the increasing popularity of influencer marketing. It’s no surprise that startups are now trying to combine these two concepts into a single entity. The latest example is Lanch, a Berlin-based startup that teams up with influencers and creators to launch ad hoc food delivery brands.
Lanch Raises $6.9 Million in Funding
In its latest funding round, Lanch has raised $6.9 million (€6.5 million) from investors Felix Capital and HV Capital, with several individuals participating. This investment will help the startup expand its operations and further develop its platform.
How Lanch Works
Lanch’s business model is centered around partnering with influencers and creators to launch food delivery brands. These brands are cooked in virtual kitchens – free spaces in existing restaurant or retail kitchens – using ingredients supplied by Lanch. The brands are then listed on food delivery platforms, such as Delivery Hero, Just Eat, or Deliveroo.
The startup’s first brand, Happy Slice, was created with German YouTubers Knossi and Trymacs. In its launch weekend, the brand sold over 30,000 pizzas, which caught investors’ attention. The next brand, Loco Chicken, is set to be launched in partnership with a German musician called Luciano.
A Tech-First Approach
Nono Konopka, co-founder of Lanch, believes that the startup’s tech-first approach sets it apart from its U.S. counterparts. According to Konopka, Lanch has built quality-control software that measures both qualitative and quantitative data. This allows creators to gain insights into their audience and make informed decisions about their brands.
Expanding Operations
Lanch is currently working on launching in Austria and plans to extend its operations to the U.K., Spain, Netherlands, and France. In each market, the startup will work with three or four creators, making it easier to manage and maintain relationships with these partners.
The Power of Brands
Frederic Court, founder of Felix Capital, believes that Lanch’s innovative positioning is built on community. "The ‘power of brands’ is a core belief that we have had since the beginning of Felix," said Court. "We are impressed with Lanch’s distinct and innovative positioning, built on community."
A Growing Market
The food delivery market is growing rapidly, with consumers increasingly relying on online platforms to order food. The rise of influencer marketing has also led to a surge in demand for products endorsed by popular creators.
Lanch’s success highlights the potential for startups that combine these two trends into a single entity. With its tech-first approach and community-driven positioning, Lanch is well-positioned to capitalize on this growing market.
Related Topics
- Commerce
- Creators
- Felix Capital
- Food delivery
- Influencers
- Lanch
- Media & Entertainment
- Startups
About the Author
Ingrid Lunden is a writer and editor for TechCrunch, covering mobile, digital media, advertising, and the spaces where these intersect. She has previously written for paidContent.org and has also contributed to other publications such as the Financial Times.
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