34% of startups fail due to lack of product-market fit. Learn how to avoid it for only $15!

Startup Cemetery

A big resource for entrepreneurs and startup owners, in which we have collected and analyzed why +100 big companies have failed. Learn from mistakes, and avoid being part of the 90% of businesses that fail.

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Take Eat Easy

Restaurants delivered to your door

General Information
Category
Food and Beverage
Country
Belgium
Started
In 2013
Business Failure
Business Outcome
Bankruptcy
Closed
By 2016
Cause of Failure
Competition
Founders & Employees
Number of Founders
Four
Name of Founders
Adrien Roose, Chloé Roose, Jean-Christophe Libbrecht, Karim Slaoui
Number of Employees
Between 101 And 250
Funding
Number of Funding Rounds
3
Total Funding Amount
€16.4M
Number of Investors
5
Description

TakeEatEasy came into the on-demand food market with the purpose of enabling quality restaurants to provide a reliable delivery service for their customers. Their job was to align supply and demand in time and space by automatic optimization and dispatching of orders to couriers and restaurants. TakeEatEasy provided a deep integration in restaurant operations thanks to their app which customers to order dishes online, change prep time order and cancel orders. The TakeEatEasy app connected customers with reputable restaurants and delivered meals to the customer’s doorstep under one hour.

Cause of Failure

One of the main problems that TakeEatEasy, as many other startups in the sector, experienced was related to capital and profit. For one, the food delivery business is especially cash demanding. The contribution margin they were able to make was not high enough to cover the fixed operational costs and the company was not able to raise a third round of funding that would have added up to the existing capital and push them till the break-even point. After signing a financing term sheet with a French state-owned logistics group, their board rejected the deal and withdrawn their offer leaving the company without a backup plan.

The competition was another factor as they were up against direct competitors of the likes of Deliveroo, UberEATS and Delivery Hero’s Foodora. In addition to that, one of their main investors ended up acquiring and aggressively investing in a direct competitor. Rocket Internet, who was the main competitor to TakeEatEasy, also invested in Delivery Hero’s Foodora. Rocket internet now owned two direct competitors to TakeEatEasy, which didn’t leave space for a balanced competition. The company tried sourcing for investors but the competitive market failed them and VCs turned them down.

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This is Brought to You by:
NoGood

NoGood

Your on-demand growth squad for SaaS, B2B, and eCommerce brands.

NerdPilots

NerdPilots

Get fast, reliable web, mobile and software development help 24/7.

Acadium

Acadium

120 hours of digital marketing from a remote apprentice for only $299 (+ $50 off!).

This could be your AD. Sponsor Startup Cemetery to reach +10,000 entrepreneurs.

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