Happy Delivery

What Happy Delivery does

Happy Delivery is a Bulgarian food delivery and restaurant platform operated by HEPINES EOOD (ХЕПИНЕС ЕООД), a privately held limited liability company registered in Varna, Bulgaria (EIK: 103279218). The company serves consumers across seven Bulgarian cities — Sofia, Varna, Burgas, Plovdiv, Ruse, Sandanski, and Petrich — offering both delivery and takeaway (carryout) from a network of 25+ restaurant locations operating under multiple sub-brands: Happy Bar & Grill (Mediterranean and casual dining), Burrata Italiana (Italian cuisine, pizza, pasta), Captain Cook Fish & Beef Restaurant (premium fish and beef), and Happy Sushi. The platform additionally offers "Happy on Road" highway service at Shell gas stations along the Trakia Highway, allowing pre-order pickup by travelers.

The underlying technology is a multi-platform ordering system supporting a website (dostavka.happy.bg), native mobile applications on iOS, Google Play, and Huawei AppGallery, and a phone ordering channel (070019000). The platform features a Group Ordering system allowing multiple participants to add items to a shared order via a single link, an address verification system with map and geolocation integration, and unified restaurant chain management across all four sub-brands. Distribution channels include direct delivery, restaurant carryout with a discount incentive, and the Shell highway partnership.

The business model is transaction-based: revenue is generated from food delivery orders (food items plus delivery fee) and dine-in revenue across the owned restaurant locations. Pricing is set per menu item in Bulgarian Lev with Euro conversion (1 EUR = 1.95583 BGN), with individual menu items priced from 4.99 to 9.20 EUR and salads up to 9.50 EUR. Promotional campaigns (prizes, vouchers, free meals) and event-driven marketing (Valentine's Day, birthdays) drive engagement. The go-to-market is product-led growth combined with direct-to-consumer marketing via social media (Facebook, Instagram), email, SMS, and Viber. Customer segments are horizontal: individual consumers (families, professionals, students) for everyday meals and groups/families for coordinated group orders.

Name

Happy Delivery

Legal name

ХЕПИНЕС ЕООД (HEPINES EOOD)

Website

https://dostavka.happy.bg

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Happy Delivery (HEPINES EOOD) is a Bulgarian food delivery and restaurant platform operating 25+ locations across 7 cities, offering delivery, dine-in, and takeaway from multiple restaurant sub-brands including Happy Bar & Grill, Burrata Italiana, Captain Cook, and Happy Sushi.

Ownership category

akta.pro rank

Product category

Online Food Delivery

NAICS

Limited-Service Restaurants (722513), Restaurants and Other Eating Places (72251), Local Messengers and Local Delivery (4922)

SIC

Retail-Eating & Drinking Places (5810), Retail-Eating Places (5812)

akta.pro primary industry

Food Delivery & Restaurant Logistics Platforms (BPAMAHAB)

akta.pro secondary industries

Restaurant Meal & Prepared Food Delivery (CRAFAFAB), Online Prepared Meals & Ready-to-Eat Delivery (CRAHAIAJ), Mediterranean & Middle Eastern Fast Casual (THAFABAD)

Keywords

• Food delivery services
• Online food ordering
• Restaurant delivery platform
• Multi-brand restaurants
• Takeaway services

Headquarters

HQ city

Varna

HQ country

Bulgaria

HQ region

Europe

Offices8 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Supply Chain, Operations, Marketing or Sales, Infrastructure, Technology or R&D

Revenue model

1. Food Delivery Orders: Revenue from preparing and delivering food orders placed through website, mobile app, or phone. Customers pay for food items plus delivery fee. Pick-up option available with discount incentive.
2. Restaurant Dining: Revenue from dine-in customers at Happy Bar & Grill, Burrata Italiana, Captain Cook, and Happy Sushi restaurant locations across Bulgaria.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels5 records

Core offering

Happy Delivery operates an online and mobile food ordering and delivery platform in Bulgaria, offering prepared meals from its own restaurant sub-brands (Happy Bar & Grill, Burrata Italiana, Captain Cook Fish & Beef, Happy Sushi) with delivery to customer addresses or carryout from restaurant locations. Orders are placed through a website, native mobile apps (iOS, Android, Huawei AppGallery), or by phone, and the service covers seven Bulgarian cities plus highway locations at Shell gas stations.

Product overview

Happy Delivery is a Bulgarian food delivery platform operated by HEPINES EOOD, offering online and mobile ordering across three main restaurant sub-brands: Happy Bar & Grill (a broad casual dining chain), Burrata Italiana (Italian cuisine), and Captain Cook Fish & Beef Restaurant (fish and premium beef). The platform covers seven cities across Bulgaria (Sofia, Varna, Burgas, Plovdiv, Ruse, Sandanski, and Petrich) with both delivery and takeaway (carryout) options. The ecosystem includes a native mobile app (iOS, Android, Huawei), a group ordering feature, and a highway service called Happy on Road at Shell stations. Menus span salads, main courses, sushi, burgers, pizza, pasta, vegetarian, children's, and protein-oriented offerings.

Differentiator

Problem solved

Functional benefit

Brands

• Happy Bar & Grill: Restaurant chain offering Bulgarian and international cuisine including burgers, grilled meats, and Mediterranean dishes.
• Burrata Italiana
• Captain Cook Fish & Beef Restaurant
• Happy on the road
• Rezzo

Products and services

• Happy Delivery Platform

Segments2 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

One partnership is on record.

• Shell BulgariacoreStrategic or Co-development PartnerHappy restaurants operate at Shell gas station locations along the Trakia Highway (118km from Sofia), providing "Happy on Road" service for highway travelers. Shell South location serves the direction towards Burgas, while Shell North serves the Sofia direction. This partnership provides convenient dining options for motorists on Bulgaria's main highway corridor.

Scale indicators2 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Uber Eats: Global on-demand food delivery platform with operations or historical presence in Bulgaria. Comparable product offering — multi-restaurant marketplace with group ordering and promotional campaigns — targeting the same consumer segments.
• Domino's Pizza: Global pizza delivery chain operating in Bulgaria. Comparable in the restaurant-owned delivery hybrid model with strong group ordering and promotional mechanics targeting similar consumer occasions.
• Just Eat Takeaway: European food delivery marketplace. Comparable in the food-delivery-platform category with multi-restaurant ordering and consumer-facing mobile/web ordering flows.
• Glovo: Barcelona-based on-demand delivery platform operating across Bulgaria. Direct overlap in food delivery, multi-restaurant ordering, and city-level coverage; competes for the same Bulgarian consumer occasions but operates a marketplace model rather than owning restaurants.
• Bolt Food: Delivery vertical of Estonian mobility company Bolt, operating in Bulgaria. Directly competes on restaurant meal delivery with similar mobile-app ordering mechanics and city-by-city rollout model.
• Wolt: DoorDash-owned food and goods delivery platform active in Bulgaria. Closely comparable product (multi-restaurant ordering, mobile apps, group ordering) with similar target customer and city coverage in Sofia, Varna, Burgas and other major Bulgarian cities.

Broad incumbents

• Delivery Hero: Global food delivery holding company with multiple regional brands. Comparable as parent of competing delivery platforms in Europe; broader portfolio player rather than a single-market specialist like Happy.
• Takeaway.com: European online food delivery marketplace (now part of Just Eat Takeaway). Operates as a broad incumbent across multiple European markets with overlapping product and customer base.

Regional players

• Mr. Pizza: Bulgarian pizza restaurant chain with delivery operations. Comparable as a Bulgaria-focused restaurant operator with delivery channel, useful for benchmarking single-country delivery unit economics.
• Pizza Hut Delivery (Bulgaria): Multi-brand restaurant operator with delivery presence in Bulgaria. Comparable in the owned-restaurant + delivery model, though narrower cuisine focus (pizza); relevant for benchmarking single-brand delivery economics.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/happy-delivery

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries5 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Happy Delivery