Unlocking Revenue from Underutilized Kitchens
Many restaurants, from small independent eateries to large hotel chains, operate at less than full capacity. This presents an opportunity for TastyUrban, a Berlin-based startup, to help businesses generate extra income by licensing its digital-first food brands without significant upfront investment. Through an innovative, asset-light restaurant franchise model, TastyUrban enables restaurants to make better use of their kitchen space while leveraging digital marketing and delivery services for rapid growth and lower overhead costs.
Backing from Investors to Fuel Expansion
TastyUrban has raised €6.5 million in Series A funding, led by IBB Ventures and backed by Fulcrum, Monte Carlo Capital, and existing investors Earlybird-X and Cardumen Capital. This latest round brings the company’s total funding to €9 million. The capital will be used to enhance tech infrastructure, expand brand offerings, and accelerate international growth. While the company did not disclose its valuation, the funding underscores investor confidence in TastyUrban’s scalable and cost-effective business model.
Solving Key Restaurant Industry Challenges
Founded in July 2022 by Felix Chrobog (ex-Gorillas, ex-Deliveroo), Marc Hansell (ex-Gorillas, ex-Sender), and Gerry Pidgeon (ex-Gorillas, ex-Tier, ex-Deliveroo), TastyUrban aims to tackle three pressing issues in the restaurant industry: underutilized kitchen space, demand for innovative food brands, and financial limitations faced by restaurant owners.
Market saturation and a shift toward online food delivery have led to lower kitchen utilization for many businesses. Meanwhile, consumer demand for high-quality, delivery-optimized food continues to rise. To address these challenges, TastyUrban provides restaurant owners with a flexible revenue stream that requires minimal upfront costs.
CEO Felix Chrobog explained: “Our deep expertise in retail and gastronomy helped us identify a critical gap in the industry. We empower restaurateurs by optimizing their kitchen performance and processes, generating significant additional revenue. Small business owners can license our brands without the burden of high investment costs, allowing them to focus on delivering great food while we manage the operational complexities.”
A Digital-First, Asset-Light Franchise Model
TastyUrban operates through a scalable, partnership-based approach by licensing its food brands to restaurants with available kitchen capacity. This enables restaurant owners to increase revenue without adding new infrastructure. By collaborating with international chefs, TastyUrban creates delivery-optimized food concepts designed for the evolving needs of the digital food service industry.
The company’s approach focuses on four key areas:
- Chef Partnerships: Partnering with top international chefs to develop exclusive, delivery-first food brands.
- Host Kitchen Model: Utilizing existing kitchen infrastructure and personnel to expand brand reach without extra investment.
- Affordable Franchise Licensing: Offering cost-effective brand licensing options for small restaurant owners, significantly lower than traditional franchise fees.
- Tech-Enabled Efficiency: Providing a full-service tech stack to streamline restaurant operations, from procurement to training.
Modernizing Restaurant Operations with Technology
TastyUrban’s technology-driven approach simplifies restaurant management, enhancing efficiency across its network of virtual brands. Through integrated procurement, supply chain management, and partner training tools, restaurants gain access to a comprehensive system designed to maximize profitability.
By leveraging dual market research—analyzing global food trends while identifying local demand gaps—TastyUrban has successfully launched multiple consumer-focused brands, including Birdie Birdie, Nanuh, and Fly Dumplings. Additional brands, spanning fast-casual and health-conscious segments, are in development across Europe.
Currently, the company collaborates with over 80 restaurants across 25 German cities, making its brands available via major delivery platforms such as UberEats, Wolt, and Lieferando.
Scaling Across Germany and Europe
TastyUrban’s long-term vision is to become Europe’s leading multi-brand virtual restaurant franchise. The company aims to grow its network of independent restaurant partners and enterprise collaborations while expanding its portfolio of delivery-optimized brands.
Chrobog concluded: “We will continue launching innovative brands while scaling our asset-free franchise model across Europe. By driving digital transformation in a fragmented industry, we empower restaurant owners with new revenue opportunities and operational efficiencies.”
IBB Ventures Investment Manager Roman Pimonov added: “TastyUrban’s multi-brand approach aligns perfectly with evolving consumer preferences and food industry trends. By enabling restaurants to increase revenue and quickly bring new concepts to market, Felix, Marc, and Gerry are reshaping the future of food delivery. We are excited to support their journey.”
As the demand for convenient, high-quality delivery options continues to grow, TastyUrban is well-positioned to redefine the restaurant industry, making profitable use of underutilized kitchen spaces while delivering fresh, exciting food brands to consumers worldwide.
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