Lanch bags $ 27 million for social media spells to take fast food

E -commerce startups built around food continue to increase funding as investors are looking for sticky consumer concepts that can scathing without breaking the bank. On Wednesday, of Germany Launch – which eavesdrop for social media and influencing to develop popular food brands along with retail networks for their distribution – closed funding of $ 26 million ($ 27 million) to expand their business.

The range of the A series is led by Felix and HV Capital. Lanch does not reveal his assessment, but we understand that this is definitely up. Launch has raised about $ 34 million so far (including This seed in 2023) – so in normal series A multiples, it probably puts it between $ 100 and $ 150 million.

In an interview, Nono Konopka-Main CEO, who co-founded the company with Dominic Klug, Jonas Menert and Kevin Kok-Zayavav that the plan is to use funding to continue expanding to Germany before moving more to more Markets.

So far, Lanch has developed three brands: Loco Chicken and Happy Slice Pizza, as well as his first packed food, Happy Chips (potato chips).

Lanch will use a game plan that has developed data mixing that sources from social media and other online activities to understand market gaps; Plus the touch of creators/influencing to start and approve foods – to add this list as well.

So far – and aside the fact that all this is not particularly healthy – this formula served well to start. It was said that since a year and a half ago he released a commercial commercial, he expanded to 350 ghostly kitchens, making his hot food – Locoto chicken is particularly popular – which in turn is sold in a growing number of franchising stores, but mostly mostly by supplying food platforms such as Lieferando and Walt.

By partnering with personalities big in the German social media landscape, LANCH also has several viral victories to strengthen its profile. He sold about 30,000 pizzas within the weekend when I launched Happy Slice with a pair of online comics called Knossi and Trymacs. When he started his first chicken chicken shop – after launching the launch through Tiktok and other platforms, of course – he closed a neighborhood with crowds and the cops had to be called, Knopka said.

“Half of the population in Germany knows our brands,” Konopka said. “We are really focused on building the next cane or Chick-Fil.”

He also said that potato chips are now sold in 10,000+ supermarkets, adding that he would soon announce another breakfast.

Lanch’s rise emphasizes the emergence of a new class of start -ups (and technology company), which relies on the comprehensive presence of social media and the data it brings with it to build new types of products.

Konopka said he considers Lanch a technology company because of how he uses the data.

“It is incredibly difficult to find out where to open a restaurant, but we have 350 shipping places (its ghostly kitchens) and they give us a stunning amount of data,” he said. “The data that tells us really specifically where it makes sense to open a physical restaurant. This is a huge advantage. ”

This data also helps him identify what they like to eat to understand what a food product to work on developing the next one. On top of that, there is an aspect of social media that works on partnerships with influential and users to help promote their products and use these attention-based platforms to understand what people are interested in eating far more Cheap costs than participate in physical experiments or major marketing campaigns.

However, food -based technological startups have given the industry and investors very bad digestion over the years.

The market of startup companies for quick delivery and online groceries broke up and collapsed, eraseing Hundreds of millions of dollars investmentS D2C start -up foods also have Come and go away: They have lifted too Hundreds of millions over the yearsjust to find-in the end-many problems with supply and find chains Working as they said they would do it).

One of the reasons many D2C starting foods never work out, according to Felix’s Frederick Court, is that they tilt in expensive marketing exercises that are made for an unprofitable unit economy. The more efficient Lanch cost base is definitely part of the investor attraction, he said.