“Can a national food-delivery marketplace become the financial platform for its restaurant partners by monetizing transaction data?”
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.
efood processes payments through Adyen and Piraeus Bank.
efood's lending and capital products are provided by finmid.
The Embedded Finance Index 2026 maps 2 layers in efood's stack: Payments / PSP (Adyen and Piraeus Bank); Lending (finmid and efood Capital).
efood is founded in 2011 and headquartered in Heraklion Attica, Athens, Greece.
Get a read on where your own stack stands against efood and the rest of its category — what they built versus bought, which providers they use, and where the gaps in your own strategy and competitive set actually are.