efood
“Can a national food-delivery marketplace become the financial platform for its restaurant partners by monetizing transaction data?”
Founded2011
HQHeraklion Attica, Athens, Greece
Latest roundAcquired by Delivery Hero (2015)
IndustryMarketplace / Food delivery
The story
efood grew from a Greek food-ordering startup founded in 2011 into the dominant delivery marketplace in Greece across 100 cities and 21,000 restaurant/retail partners. Acquired by Delivery Hero in 2015, it now sits inside a global delivery group. In 2026 it moved beyond pure marketplace economics by embedding merchant financing through finmid — using platform transaction data as underwriting signal — signaling a broader shift toward becoming a financial platform for its restaurant partners.
Product timeline
2011
efood founded in Greece as an online food delivery platform.· launch
2015
Acquired by Delivery Hero as part of European expansion.· acquisition
2026
Launched efood Capital, an embedded lending program powered by finmid, offering up to €30,000 to 21,000 partner merchants.· lending
The stack
2 layers disclosed in efood’s embedded-finance stack
Payments / PSP
AdyenPiraeus Bank
Lending
in the full report
Accounting gap: significant
2 more providers across 1 layer, with confidence-scored evidence and source URLs, are in the Embedded Finance Index report.