Milano Vice, a Berlin-based food technology company, has secured €8.3 million in a Series A round.
The round was led by Coefficient Capital, with significant contributions from True, Geschwister Oetker, and Speedinvest. Additional investments came from noted food tech and delivery entrepreneurs like Ole Strohschnieder (Just Spices), David Brunier (Flash Coffee), Christian Gaiser (Numa), and founding investor Fabian Wittleben (CG Partners). This funding aims to scale operations and extend Milano Vice’s reach both within Germany and internationally.
A digitally-driven concept
Founded in 2021 by Rudolf Donauer and Dennis Murselovic, former Delivery Hero executives, Milano Vice introduced the world’s first digitally-powered, delivery-first pizza restaurant concept. Since its launch in January 2022, the company has sold over 1 million pizzas across Berlin, Hamburg, Frankfurt am Main, and North Rhine-Westphalia. Currently, Milano Vice collaborates with over 60 businesses in Germany, demonstrating its rapid growth and popularity.
We always wanted to create something that would have a positive impact on food entrepreneurs, and the work we’ve been doing with Milano Vice is in service of this vision.
Rudolf Donauer, Co-Founder & CEO
Addressing industry challenges
The company recognises the challenges faced by many German food businesses and restaurants. This includes: underutilised kitchens, inflation, and rising rents and food prices. Traditional restaurant models require substantial upfront investment, yet kitchens typically operate at only 40% capacity. Milano Vice addresses this inefficiency by partnering with professional kitchens, thus boosting their sales significantly. For instance, one Berlin bakery increased its monthly sales from €20K to €95K through its partnership with Milano Vice.
Building a modern brand
Milano Vice is not just a food delivery service; it’s cultivating a lifestyle pizza brand tailored to Millennials and GenZ. The company has garnered some of the highest reviews among chain restaurants in Germany and boasts impressive repeat rates. Its brand strength is enhanced through local events, creator collaborations, and streetwear partnerships. With proprietary technology, including AI and computer vision, Milano Vice ensures high-quality pizzas and recently launched an online ordering platform to enhance the consumer experience.
Comments from investors
Arpon Ray, Partner at Coefficient Capital, praised Milano Vice’s capital-efficient business model, proprietary technology, and brand-building approach, which he believes resonates with modern consumers. Sven Wiszniewski of Geschwister Oetker Beteiligungen KG highlighted Milano Vice’s focus on quality and digital optimization in the daily operations of smaller restaurants. Joe Seager-Dupuy, Director of VC at True, lauded the unique brand and innovative model that positions Milano Vice as a top choice for pizza in Germany.
Expanding physical presence
In October 2023, Milano Vice launched its first physical pop-up location in Berlin, offering whole pizzas and individual slices. The company plans to continue growing its brand through a multichannel strategy. It will also seek to expand its physical presence with small-format locations, leveraging alternative real estate. This expansion strategy underlines Milano Vice’s commitment to evolving the pizza delivery and restaurant model in the digital age.
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