Bye bye pizza.de – Takeaway.com on market leadership

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As VentureVillage reported in April, Takeaway.com acquired Lieferando. While it was first explained that the German brands (Lieferservice.de was Takeaway.com’s German portal) will merge, Jitse Groen, Founder and CEO of Takeaway.com told WSJ that the brands will now continue to run their businesses independently. Takeaway.com plans to concentrate their marketing operations on Lieferando to make it the number one in Germany, a spot that is currently occupied by pizza.de. Groen states, “Only the market leader can be profitable.”

According to the number of orders, pizza.de is leading the market in Germany right now. Lieferando was acquired after Takeaway.com realized that Lieferservice will not become profitable on its own.

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“We want to be the number one, but that will not happen over night,” Groen explained. He adds that Takeaway.com has calculated a “very high” marketing budget for this mission. A concrete number was not mentioned.

 Lieferando will become the technical basis for all Takeaway.com portals. Groen maintained that the Lieferando office in Berlin will keep all 70 employees and communicate with Lieferservice, which is based in the Netherlands through video calls. No layoffs are planned.

According to Groen, he found Takeaway.com in 1999 with €50 in seed capital. The company is now operating in eleven countries and counts around 400 employees. An IPO is planned as soon as it “has a good position in all important countries”.

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