On the surface Milano Vice seems to be a pizza franchise, but something interesting happens if you look for where its kitchens are - its site cryptically says that they are "cooler on the internet" and only available digitally. Dig a little deeper and you find that there is no kitchen: Milano Vice is a sophisticated technological operation utilising spare capacity in its network of partner restaurants to deliver pizzas to hungry customers under its virtual brand.
Though it is still early days for the 2021-founded company, its pilot program was wildly successful, tripling sales with many of the partner restaurants. Its success so far lies in how precisely it is targeting Millennial and Gen Z consumers with its product and marketing, and in the strength of its process optimisation to increase margins for its partner restaurants.
Milano Vice has raised impressive funds in an early venture capital round, which it is using to expand its partnership program and scale its talent pool in all areas of the business. Having achieved remarkable growth in Berlin, Cologne and Hamburg already, it certainly seems set to achieve its long term goal of becoming the dominant virtual food provider in Europe.
Kirsty
Company Specialist at Welcome to the Jungle
