foodpanda, and its affiliated brand hellofood, is a global online food delivery marketplace, headquartered in Berlin, Germany, and operating in 41 countries on four continents. The platform provides a service that allows users to select their local restaurants and place their orders online on the web or via the app. foodpanda/hellofood allows customers to order various cuisines from over 25,000 restaurants worldwide. foodpanda/hellofood is the fastest expanding Rocket Internet venture in terms of country expansion.
foodpanda/hellofood processes and sends orders directly to partner restaurants, who then deliver directly to customers. The service is available online and on mobile applications. Customers place their orders by entering a postcode on the site and browsing for food from a large list of restaurants. They can create meals by browsing the menus of restaurants and selecting items they want to order. Once a customer is ready to place their order, they click on the “order now” button, enter a delivery address and then proceed to the checkout. Restaurants receive these orders and then deliver directly to customers. foodpanda/hellofood sends out an SMS confirmation for orders and their estimated delivery time.
foodpanda was launched in March 2012 in Singapore and expanded quickly into 16 countries by the end of the year. This was followed by an expansion into seven more countries, to make a total of 23, by February 2013. The company stated that it aimed to move into 40 nations in Asia, Europe, Latin America, the Middle East and Africa by the end of Q1 2014 and did achieve this within the timeframe. An article in the New York Times stated that ‘’Ralf Wenzel and his company are evidence that the method works,’’ regarding the success of their rapid expansion plans.