Delivery Hero, parent company of Lieferheld, today announced the acquisition of its largest competitor pizza.de. This step makes the Berlin-based company Delivery Hero the clear market leader of the online food ordering industry in Germany. Sources familiar with the matter told us, that the purchase price was above € 250 million. That’s a lot of cash – even for a company like Deliver Hero that so far has raised a total of almost $ 300 million.
Pizza.de was founded 2007 and soon became the leading online platform for food ordering in Germany. The pizza.de brand is especially popular among students and young people and has continuously evolved through innovations such as real-time delivery tracking.
Lieferheld and pizza.de will remain independent brands with strong brand profiles – at least for now. Combined they are defacto the leading online food ordering company in Germany. Restaurants that cooperate with both brands can now be serviced by a single point of contact. The Delivery Hero Group, which was founded in 2011, will now focus on growth in its successful international markets, particularly in Asia and Latin America.
Niklas Östberg, CEO of Delivery Hero: “With pizza.de and Lieferheld we now have two strong brands in our home market, which significantly improves our position in a highly competitive environment.”