Rocket Internet’s Hellofood Receives $8M From North Africa’s iMENA To Launch In The Middle East


Rocket Internet’s Hellofood has recieved $8 million from iMENA Holdings, a leading regional group of consumer online businesses in the Middle East and North Africa (MENA) region to launch online food ordering service in the Middle East region.

According to Khaldoon Tabaza, iMENA’s co-founder and Managing Director, “We are very excited with the potential opportunities and advantages that this partnership will offer us. Rocket Internet is regarded indisputably as the world’s largest online business incubator and partnering with them consolidates our efforts to position iMENA as the region’s leading online group.”

“As a result of this new partnership, we will be rolling out Hellofood across various countries in the Middle East to address the demand for a highly efficient and quick food order and delivery service in the region. The announcement of this partnership and the launch of this new service demonstrate a major step in our long-standing commitment to offer online services with high demand and a proven business model in the Middle East region,” Adey Salamin, iMENA’s co-founder and CEO added.


Hellofood also known as FoodPanda reaches around three billion people worldwide and allows users in each market to order different cuisines and flavours from hundreds of restaurants which deliver the orders quickly to their doorstep:
Hellofood has raised over $20m from a group of investors, including Investment AB Kinnevik and Phenomen Ventures. iMENA’s $8M makes it a strategic investor and partner in Hellofood ME in Saudi Arabia, and into various countries in the Middle East.


Users will simply visit the homepage and pick out the restaurant of your choice; order your meal; check out and pay for your order online; and sit back, relax and wait for your order to arrive. To further ensure promptness, users will receive an SMS confirming the order and its delivery time.

The announcement was made during a press conference held on (September 9, 2013) at the JW Marriott Marquis Dubai.

‘Hellofood,’ is a leading online food ordering platform currently operating in 28 countries in Latin America, Asia, Central and Eastern Europe, and the Middle East.