Romanian entrepreneur Florin Stoian, co-founder of Star Taxi app, one of the most popular taxi order services in Bucharest, has decided to invest in a fast premium food delivery service in Romania. He recently launched Yellow.Menu, a food delivery app that people can use to order their lunch from a la carte menus. The app is available for iOS, Android, and on the web.

Yellow.Menu required an initial investment of EUR 200,000, according to Stoian.

After a four-week testing period, the entrepreneur saw good results. “In four weeks, Yellow.Menu was available on the dedicated website and the iOS app, and is now available on Google Play as well. During this period, the number of orders grew organically - all those who have ordered once, returned to order again. We've reached over 500 customers without investing in promotion and marketing, with a daily increase of 7-10%,” Stoian said.

More than 60% of the orders come from mobile devices, he added.

Yellow.Menu includes six special dished prepared daily by four renowned chefs, which are delivered in 30 minutes in special packaging and delivery conditions. The chefs have years of experience in restaurants rated with 3 Michelin stars in France, Germany, Italy, and Thailand.

The menu changes daily, being announced at 20:00. This way, the users can book and order the menu for the next day. The payment can be done by card. Currently, the delivery area covers only part of Bucharest, but future expansion is in plan, as well as a dinner menu.

Florian Stoian hopes that the new service will reach 500 daily orders by end-2015, and 1,000 by the end of next year.

Irina Popescu, irina.popescu@romania-insider.com