Milano Vice
Milano Vice is a Berlin-based, delivery-first virtual pizza brand founded in 2021 that sells specialty pizzas directly to consumers by leveraging the unused kitchen capacity of partner restaurants in Berlin, Hamburg, and Cologne.
- Company typePrivate
- Founded2021
- HeadquartersBerlin, Germany
- Headcount11–50
- GTM typeB2C
- OfferingServices
Milano Vice firmographics
Firmographics- Name
- Milano Vice
- Legal name
- MilanoVice
- Website
- https://milano-vice.de
- Company type
- Private
- Founded year
- 2021
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Milano Vice is a Berlin-based, delivery-first virtual pizza brand founded in 2021 that sells specialty pizzas directly to consumers by leveraging the unused kitchen capacity of partner restaurants in Berlin, Hamburg, and Cologne.
- Ownership category
- akta.pro rank
Milano Vice industry classification
Industry- Product category
- Virtual Restaurant / Pizza Delivery
- NAICS
- Limited-Service Restaurants (722513), Caterers (72232)
- SIC
- Retail-Eating Places (5812)
- akta.pro primary industry
- Pizza QSR (THAFAAAB)
- akta.pro secondary industry
- Pizza Fast Casual (THAFABAB)
Keywords
Where Milano Vice is headquartered
LocationHeadquarters
- HQ city
- Berlin
- HQ country
- Germany
- HQ region
- Europe
Offices1 record
Markets served
Milano Vice business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D
Revenue model
- Pizza sales: Direct pizza sales to consumers through delivery-first model
- Partner restaurant revenue share: Revenue generated by increasing sales for partner restaurants through virtual pizza operations
Go-to-market motion2 records
Distribution channels2 records
Marketing channels4 records
Milano Vice product offering
Product offeringCore offering
Milano Vice operates a digitally-powered, delivery-first virtual pizza restaurant concept that produces and delivers specialty pizzas directly to consumers. The company uses a proprietary technology platform together with partnerships with existing restaurant kitchens to prepare pizzas using unused capacity, enabling capital-light scaling across Germany. Core menu items include Margherita, Caesar Chicken, Hot Honey, and Green Goddess pizzas, supported by the Vice Club loyalty program and a catering service.
Differentiator
Problem solved
Functional benefit
Products and services
- Margherita Pizza Classic pizza topped with Mutti Pizza Sauce, Fior di Latte cheese, and basil, sold through Milano Vice's direct online ordering channel for home delivery.
- Caesar Chicken Pizza Pizza topped with chicken, sour cream (Schmand), green garlic breadcrumbs, and ranch sauce, sold through Milano Vice's direct online ordering channel for home delivery.
- Hot Honey Pizza Pepperoni salami pizza topped with a honey-chili drizzle, sold through Milano Vice's direct online ordering channel for home delivery.
- Green Goddess Pizza Specialty pizza variety featuring green goddess-style toppings, sold through Milano Vice's direct online ordering channel for home delivery.
- Vice Club Loyalty Program Customer loyalty program in which members earn 10 points for every euro spent on Milano Vice orders, encouraging repeat purchases.
- Catering Service Catering service offered by Milano Vice for events and gatherings, providing pizzas from the Milano Vice menu at scale.
Quantifiable outcome
- Over 1 million pizzas sold
- +2 more outcomes
Companies that use Milano Vice
Customer profileSegments2 records
Ideal customer profiles2 records
Milano Vice technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature2 records
Milano Vice partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Partner restaurants (Berlin, Hamburg, Cologne)coreDuring the 6-month pilot, Milano Vice partnered with 25 restaurants in Berlin, Hamburg, and Cologne to utilize their unused kitchen capacity for pizza production.
Scale indicators5 records
Milano Vice competitors and assessment
Company assessmentDirect peers
- Domino's Pizza: Global pizza delivery leader with strong German presence. Directly comparable as a delivery-first pizza brand, though operating an owned-store model rather than the partner-kitchen approach.
- Papa John's: International pizza delivery chain competing for the same German delivery customer. Comparable product category, target occasion, and channel.
- Pizza Hut: Global pizza brand with dine-in and delivery in Germany. Competes for the same pizza delivery occasion and consumer budget.
- Kitchen United: US ghost-kitchen operator that partners with restaurants to produce delivery-only virtual brands. Closest analog to Milano Vice's partner-kitchen operating model.
- CloudKitchens: Travis Kalanick-backed ghost kitchen infrastructure provider. Comparable virtual-restaurant model and focus on delivery-only food brands.
- Keatz: European (Berlin-based) virtual kitchen and delivery brand operator. Directly comparable as a European ghost-kitchen peer building delivery-only food brands.
Broad incumbents
- Lieferando (Just Eat Takeaway): Germany's leading food delivery aggregator; not a direct pizza brand but the dominant marketplace Milano Vice depends on for order acquisition and last-mile reach.
- Wolt: European delivery platform (DoorDash subsidiary) operating in Germany. Comparable as a distribution channel and competitive platform for delivery-first food brands.
Emerging players
- Reef Technology: Operates urban ghost kitchens and delivery hubs for restaurant brands. Similar asset-light, partner-driven model adapted to delivery-only brands.
- Taster: European operator of virtual restaurant brands built on partner kitchens. Closely mirrors Milano Vice's model of launching delivery-only food brands without owned stores.
Market position
Customer concentration
Milano Vice social profiles
Digital presenceMilano Vice financial estimates
Financial estimateRevenue estimate
Valuation estimate
Milano Vice leadership team
Management profileNumber of profiles
Milano Vice funding detail
Funding detailFunding overview
Funding rounds3 records
Investors9 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Milano Vice M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Milano Vice
What does Milano Vice do?
Milano Vice operates a digitally-powered, delivery-first virtual pizza restaurant concept that produces and delivers specialty pizzas directly to consumers. The company uses a proprietary technology platform together with partnerships with existing restaurant kitchens to prepare pizzas using unused capacity, enabling capital-light scaling across Germany. Core menu items include Margherita, Caesar Chicken, Hot Honey, and Green Goddess pizzas, supported by the Vice Club loyalty program and a catering service.
Is Milano Vice a public or private company?
Milano Vice is a private company. It is classified as venture growth investor backed and is currently operating.
When was Milano Vice founded?
Milano Vice was founded in 2021. It employs 11 to 50 people.
Where is Milano Vice based?
Milano Vice is headquartered in Berlin, Germany, in the Europe region.
How does Milano Vice make money?
Two revenue lines are on record. Pizza sales are the primary driver. The others are partner restaurant revenue share.
Who are Milano Vice's main competitors?
Direct peers on record are Domino's Pizza, Papa John's, Pizza Hut, Kitchen United, CloudKitchens and Keatz. Broad incumbents are Lieferando (Just Eat Takeaway) and Wolt. Emerging players are Reef Technology and Taster.
Does Milano Vice have an API?
No public API is recorded for Milano Vice.
What industry is Milano Vice in?
Milano Vice's product category is Virtual Restaurant / Pizza Delivery. Its primary akta.pro industry code is THAFAAAB, Pizza QSR, with a secondary code of THAFABAB, Pizza Fast Casual. Its NAICS code is 722513 and its SIC code is 5812.