Yummy77

About Yummy77

Yummy77 (Shanghai Yummy77 Network Technology Co., Ltd) was an online grocery and fresh food delivery platform that operated primarily in Shanghai, China. The company was founded in 2013 by Zhang Huan. Yummy77 was established as the business-to-consumer division of TRUE, a subsidiary of the Thailand-based agribusiness conglomerate Chia Tai Group.

The business was designed to meet the increasing demand from urban Chinese consumers for high-quality fresh foods, including imported items. Its product offerings spanned fresh fruit, seafood, meat, dairy products, and other gourmet foods. The business model was centered on a direct-to-consumer approach, allowing customers to place orders via computer or phone for delivery to their home or office. A key feature of its service was rapid delivery, initially promising fulfillment within a few hours and later evolving to a one-hour delivery window in many areas.

To achieve this, Yummy77 developed a capital-intensive logistics network. This infrastructure included a central warehouse for inventory and numerous smaller, neighborhood-level delivery stations equipped with refrigeration to facilitate last-mile delivery by scooter. This 'hub-and-spoke' model enabled the company to maintain control over the cold chain and ensure product freshness. In 2015, the company expanded its client base by beginning to supply small restaurants, a segment which grew to represent a significant portion of its sales.

A major milestone occurred in May 2014 when Amazon invested $20 million for a minority stake in the company. This was Amazon's first investment in a Chinese company and was intended to help Yummy77 expand its product categories and operational network beyond Shanghai, while allowing it to continue operating independently. By the end of 2013, the company reported sales exceeding RMB 100 million (approximately $16 million) and had surpassed one million registered users by early 2014. Despite its initial growth and significant backing, the company eventually ceased operations and is now classified as acqui-hired.