Performance Group

Performance Group is one of the largest companies in Russia for the delivery of ready-made rations for every taste. As of November 2019, the company operates in Moscow, St. Petersburg, Yekaterinburg and Krasnodar and manages three healthy food brands: Performance Food, Level Kitchen and My Food.

Performance indicators

2021: Revenue growth by 57% to RUB 5.02 billion

On March 17, 2022, Performance Group Holding announced that by the end of 2021 it had increased its gap from competitors, significantly increasing all key indicators. According to data published by the analytical agency Infoline, in 2021, the company's revenue compared to 2020 increased by 57%, to 5.02 billion rubles, and the number of orders - 1.6 times. For the second year in a row, the company is the largest producer of finished food in Russia with a market share of more than 30%.

Rating of the largest delivery services for food sets and ready-made rations by turnover, billion rubles. with VAT (companies offering kits for cooking are marked with hatching, solid filling - ready-made rations)

In 2021, the company crossed the five billion mark in revenue, which, of course, is both an important psychological threshold and a serious achievement for us. I hope that we will cross the next threshold of 10 billion in revenue very soon. Of course, it is very difficult to make forecasts about when this will happen - everything will depend on the speed of market development. However, I have no doubt that the volume of orders of ready-made food will grow. As before, Moscow and St. Petersburg will be key regions in terms of revenue, but we will continue to develop services in other millionaires, "said Artur Zeleny, founder of the Performance Group holding.

Throughout the year, from month to month, the company improved performance. During 2021, the Holding produced 29.3 million ready-made meals, which is twice as much as a year earlier. In 2021, the company delivered 639 thousand orders, completing 2.5 million deliveries, which is 49% higher than last year. In 2021, Performance Group increased the number of orders through the mobile application to 54%.

As of March 2022, Performance Group has five productions with a total area of ​ ​ 16 thousand square meters. m, which are located in Moscow, St. Petersburg, Yekaterinburg and Krasnodar, which allows you to produce up to 150 thousand ready-made meals daily.

In November 2021, the company announced the start of construction of a production complex with an area of ​ ​ 26 thousand square meters. The company plans to increase the number of dishes produced only at this plant to 400 thousand per day.

History

2024: Data breach of hundreds of thousands of users

At the end of April 2024, it became known that the personal data of hundreds of thousands of users of food delivery services Performance Group got into open access on the Internet. Cybercriminals have at their disposal a large fragment of the payment transaction database of a number of platforms, including levelkitchen.com, m-food.ru and p-food.ru.

It is claimed that the leaked fragment contains 63,870 lines and is part of a larger "drain" of personal information. It includes, but is not limited to, user names and surnames, email addresses, phone numbers, bank card numbers (partially) with validity, type and issuing bank, transaction dates and times, order numbers and amounts, payment assignments, country/city of users' location and IP addresses.

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Freepik

Telegram channel "Information Leaks" notes that on April 20, 2024, separate files (Microsoft SQL databases, Microsoft Excel tables, 1C files, etc.) related to accounting and finance were posted to the public. At the same time, the personal and payment data of customers of food delivery services were not included in this leak. But five days later, on April 25, an announcement about the sale of customer information appeared on one of the shadow forums. This information was divided into two text files - payment transactions and checks.

It is said that the full version of the stolen database includes 500 thousand unique telephone numbers and 430 thousand unique email addresses. The situation is aggravated by the fact that the stolen information is relevant - the data in the files date back to April 25, 2024. This indicates that hackers were able to maintain unauthorized access to hacked IT resources even after the release of information about the attack.^[1]

2021: Service launches in Britain, Germany, USA and UAE

In December 2021, the Performance Group announced international expansion. The company engaged in the production and delivery of ready-made food and food kits will launch similar services in, Great Britain,, and Germany. USA UAE

As the founder of the Performance Group Arthur Zeleny told Vedomosti, in March 2021 the company will launch its project in London. About $10 million will be invested to work in Europe and the UAE. This money will go to marketing, rental of premises, purchase of equipment, salaries of employees, etc.

The leader of the Russian market for the delivery of ready-made meals Performance Group launches in Britain, Germany, the USA and the UAE

In the future, Performance Group may attract third-party funding for further expansion. The company also plans to enter Israel and the Asian market.

Green explained that foreign points would not be directly related to the Performance Group. At the same time, the headquarters of the new company will be located in Russia, and a separate team will work in each specific country.

According to Infoline Analytics, Performance Group in January-September 2021 accounted for 31.9% of the Russian market for the delivery of ready-made rations and cooking kits against 28.3% in 2020. Analysts call the Performance Group the largest player in this market. At the end of November 2021, the Performance Group invested 1.5 billion rubles in expanding the production of ready-made dishes.

According to experts interviewed by the publication, entering the foreign market is absolutely logical. In many European countries, the market for the delivery of food sets is not developed so much, while strong competition has already formed in Russian cities with a population of over one million, Mikhail Burmistrov, general director of Infoline Analytics, told the publication.

Boris Ovchinnikov, partner of the Data Insight research agency, notes that a number of restrictions are still in effect in a number of countries due to the pandemic, and therefore the demand for ready-made food and its delivery will be high.^[2]

2020: Working in New Conditions

In 2020, Arthur Zeleny set goals for his company to achieve a leading position in the healthy food delivery market and win more than 50% of the total turnover of this industry.

During the coronavirus pandemic, the Performance Group actively joined the campaign to support health workers. The holding began delivering free hot meals to hospitals in Moscow and St. Petersburg every day - including the famous infectious diseases clinic in Kommunarka.

According to the forecast of analysts at Performance Group, published by Kommersant in March 2020, the pandemic may lead to an increase in the delivery segment of ready-made diets. The total market volume can reach 15 billion rubles against 12 billion without quarantine measures.

Among new consumers - those who are used to visiting restaurants and cafes - at least 50% of orders will have to them, - Arthur Zeleny believes.

2019

The company calculated what food rations Muscovites ordered this fall

More than 70% of deliveries in the capital region fall on those who, ordering ready-made rations, do not set any specific sports or other goal. Now the main motive is to eat tasty and varied, without fear of poisoning in unfamiliar cafes or restaurants.

"A year ago, the majority of consumers of radio nutrition were professional and non-professional athletes, who were important to gain weight, maintain shape or vice versa, throw off extra pounds. It was the athletes who were our focal audience. But today the lion's share of shipments falls on ordinary people, for whom the main motivator for ordering is useful, diverse and, most importantly, 100% safe food. As the volume of orders increases, the market for rations with delivery becomes more and more widespread, therefore, the client of such services today is more and more like an ordinary busy citizen with typical taste preferences, "said Zeleny Arthur, founder of the Performance Group.

Food safety with delivery and lack of time to go to a cafe or restaurant are the main motives for ordering individual rations today. It is these factors that will form the main order portfolio in the future.

Easy Meal Acquisition

On November 28, 2019, Performance Group announced the purchase of Easy Meal, one of the oldest companies in the Russian foodtech market. Read more here.

Investments by Mail.ru Group

In 2019, the media became known that the company drew attention to the technology holding Mail.ru Group. During the year, the IT giant held two rounds of investments in the Performance Group, which previously did not attract money from external investors at all - in July and October. Ultimately, Vedomosti reported that Mail's share in PG rose to 25%.

By this time, Performance Group ranked second in the Russian subscription food market, rapidly catching up with GrowFood. The company has seven production centers of its own, and the area of ​ ​ work has grown from the capital district to Moscow, St. Petersburg, Yekaterinburg and Krasnodar.

Notes