Rocket Internet’s online food ordering platform Hellofood Brazil has today acquired Peixe Urbano Delivery, its third after acquiring Jánamesa and MegaMenu.
Analysts view Hellofood’s third acquisition as strategic, as Peixe Urbano Delivery operates in many cities across Brazil. It will also diversify Hellofood’s coverage for a nationwide rollout. It also gives Hellofood access to over 2,000 restaurants, making it a leading force in the online food ordering market in Brazil.
According to Emerson Calegaretti, founder and co-CEO of hellofood Brazil, “We are very proud to complete this takeover with Peixe Urbano Delivery. They are a pioneer in their business sector and have a respected brand that in a few months of operating already reached a very strong position in the Brazilian market. We are bullish regarding Brazil as we have now the largest portfolio of partner restaurants of one of our operating countries.”
The third acquisition in just four weeks consolidates Hellofood’s position in Brazil and makes it one of the market leaders, offering the largest amount of restaurants to its customers.
Hellofood and its affiliated brand foodpanda covers 28 countries including Nigeria, Kenya, Morocco among others. It has both an online and mobile platforms for users across the countries it operates. Hellofood brazil’s expansion might be good for users in the short run but it’s killing competition which helps improve service delivery. Do you it is ethical for firms to buy out their competitors? What do you think?