Taste for home

"Taste at home" is a service for the delivery of food sets for preparing dishes according to recipes. By September 2023, he works at and To Moscow. St. Petersburg

History

2023: Elementaree bought the Taste for Home service

On September 8, 2023, it became known about the sale of the Taste at Home service to a competitor, Elementaree. Financial and other parameters of the transaction are not disclosed. It is only known that Elementaree will transfer the customer base "Taste at Home," as well as the obligation to continue to provide the company's customers with kits.

Experts interviewed by Kommersant estimate the deal at 10-15 million rubles at the rate of 3 thousand rubles for each client of Taste for Home, the number of which is about 5 thousand people. The founder of Shefmarket, Sergei Ashin, admits that the deal could have been cash-strapped, given the company's small customer base.

It became known about the sale of the "Taste at Home" service to a competitor

The general director of Infoline-Analytics, Mikhail Burmistrov, considers the transfer of business to a larger player a logical decision. He recalls the consolidation of the market in this segment and predicts that by the end of 2023 only two players will remain - Elementaree and Shefmarket, the rest will be absorbed or leave the market.

The crisis and blocking of social networks, which were the main channels for promoting products, had a tangible impact on the Taste at Home business, says co-owner of the service Kirill Pertsovsky. According to him, with a sharp drop in orders, the service faced financial difficulties. After several unsuccessful attempts to support the sustainability of the business, investments decided to partner with Elementaree to acquire part of the assets, Pertsovsky adds.

Elementaree also suffered from blocking social networks, but thanks to a stable base of loyal customers, the service was able to continue working, said the founder of the service Olga Zinovieva.^[1]

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