Take Eat Easy

About Take Eat Easy

Take Eat Easy was a Belgian food delivery startup established in 2012 by co-founders Adrien Roose, Chloé Roose, Karim Slaoui, and Jean-Christophe Libbrecht. Chloé Roose, who studied interior architecture, had a passion for the Brussels restaurant scene, which later led her to create the food guide Brussels' Kitchen after her time at Take Eat Easy. The company aimed to provide a reliable delivery service for high-quality restaurants that did not have their own delivery infrastructure.

The business operated on a commission-based model, charging restaurants a 25-30% fee on each order while also collecting a €2.50 delivery fee from the customer. Its service connected customers with partner restaurants through an application that allowed for online ordering and real-time order management. A key focus of the company's technology was the real-time optimization and dispatching of bicycle couriers to ensure efficient delivery, a critical factor for profitability. Initially, the platform launched as a visual search engine for dishes, a departure from the typical menu-based browsing of competitors, aiming to inspire users to try new foods.

After proving its concept in Brussels, Take Eat Easy expanded to Paris and secured its first venture capital funding in April 2015, followed by a second round in August 2015, raising a total of €16.4 million. This capital fueled a period of rapid expansion over the next year, with the team growing from 10 to 160 employees and operations scaling from two to 20 European cities. The number of partner restaurants grew from 450 to 3,200, and the customer base expanded from 30,000 to 350,000.

Despite achieving the milestone of one million orders, the company struggled with a business model where the contribution margin per order was insufficient to cover its high fixed operational costs. The on-demand food delivery market was capital-intensive and intensely competitive, with heavily funded rivals like Deliveroo and Foodora. The company initiated a Series C funding round in late 2015 but was rejected by 114 venture capital funds. A potential €30 million investment from a French state-owned logistics group fell through in mid-2016, leaving the startup with no viable financial backup. Unable to secure further investment, Take Eat Easy filed for judicial restructuring in July 2016 and ceased operations, serving as a cautionary tale about the challenges of balancing rapid growth with sustainable profitability in a competitive market.