Food ordering service Delivery Hero expands to China

Food ordering startup Delivery Hero is moving into China. China becomes the 12th market for the Berlin-based startup and will operate its service from Shanghai under the name Waimai Chaoren.

Delivery Hero launched in 2010 with Lieferheld.de which became the second largest online food ordering and delivery service in Germany. Visitors to Delivery Hero sites can find their favorite dish through thousands of online menu cards from various restaurants. Orders as well as payments are placed online and restaurants are peer-reviewed.

Delivery Hero’s international expansion strategy has largely been through acquisitions. According to TNW, Delivery Hero is expanding into China through its acquisition of Aimifan.com.

Delivery Hero recently secured 25 million euros to expand into South Korea via YoGiYo.

TNW quotes Markus Fuhrmann, Head of Special Projects at Delivery Hero and a partner of Delivery Hero investor Team Europe as saying: “Our management team has a lot of experience in expanding businesses into China and Asia. It’s a difficult market, but if you get it right, the potential is enormous”.

Team Europe is a tech startup incubator that recently opened an office in Seoul, South Korea to incubate internet companies in Asia.

Africa is still left wide open with Mr. Delivery remaining one of the strongest players in South Africa.