Barcelona-based VICIO has just packed up €17 million in new investment for its breakthrough burger brand. The startup has secured backing from Leo Messi, Antoine Griezmann and Javier Rubió’s investment vehicles.
The food industry hasn’t been immune to digital transformation. What we eat, where we eat, how we purchase food, and what influences our food choices are all increasingly impacted by the digital space, and it’s created a new era for the industry.
Founded in Barcelona by local entrepreneurs Aleix Puig and Oriol de Pablo, VICIO has been shaping the food delivery space since 2020 – one burger at a time. Now, the startup has scored €17 million as it reports annual growth of more than 100%.
The funding was led by IRIS Ventures with companies from Barlon Capital, managed by Javier Rubió, also co-invested and with world-renowned athletes Leo Messi and Antoine Griezmann also getting involved.
Aleix Puig, co-Founder and co-CEO of VICIO, said: “We are very pleased with the outcome of this transaction, which will provide the company with an injection of energy. The entry of new investors of recognised prestige not only validates our approach and business model, but also allows VICIO to take a leap forward and position itself as one of the leading players in the sector.”
VICIO is a food delivery brand specialising in the online sale of burgers. It’s tapped into a very particular market, but it seems to have got the recipe right – and that foes for the taste of the burgers as much as the business strategy. The brand offers quality burgers cooked to specific orders and has successfully bet on community-based marketing strategies. When it expanded to Madrid, for example, the company launched a campaign with Jessica Goicoechea which saw home orders increase in Madrid and Barcelona by 40% and the Instagram video exceeded one million views.
Montse Suarez, founder and Managing Partner of Iris Ventures adds: “At Iris Ventures we are very excited to accompany such passionate founders as Aleix and Oriol in their vision to shake up the Spanish fast food market with an innovative concept, betting on a premium product, the digitization of service and the power of the VICIO brand, a culturally relevant brand, with a personality that connects and unites its community”.
Since its launch the brand has been the leader in the premium burger segment on the Glovo app, making it one of the fastest-growing and most promising brands in Spain. So far, over 2 million burgers have been sold, and, the company closed 2022 with a turnover of €20 million, a fivefold increase compared to the previous year.
The Barcelona-born brand is now planning to expand and will use these funds to maintain its exciting growth trajectory. The aim is to be present in Spain’s main cities in less than three months, adding to its 15 branches found in Barcelona and Madrid.
VICIO will also invest in hiring new talent, improving processes and technology, and continuing to perfect the product.
Aleix Puig: “We would like to thank the investors for their support, as it gives us the opportunity to continue growing, innovating and offering unique experiences to our customers. Although VICIO was already a leader in food delivery for the new generations, the boost we have received with the entry of new partners encourages us to continue building on the quality of the product and to continue incorporating talent, technology and communication as fundamental and differentiating elements that allow our brand to stand out in a saturated sector.”
