Vice takes a leap forward with the entry of 17 million euros from the investment fund Iris Ventures and five sports stars linked to Barça: Leo Messi, Antoine Griezmann, Andrés Iniesta, Sergio Busquets and Sergi Roberto. The footballers have entered through Barlon Capital, an investment vehicle controlled by Javier Rubió.
"In the unfavorable economic context, this influx of resources confirms the potential of our hamburger chain," celebrates Aleix Puig, co-founder with Oriol de Pablos of the company, which has sophisticated the smash burger category.
The money will be used to bring the brand to ten Spanish cities. "Currently, we operate in Barcelona and Madrid and now we will begin to grow in cities like Zaragoza and other large cities in Andalusia," says Puig, who after winning Masterchef in 2019 launched the business with a clear focus on home delivery. and in marketing through social networks.
The financing will also go towards hiring staff: Vice expects to go from 430 to 800 workers as it lands in new cities. In addition, the company will invest in improvements to its technological system and in the transfer of offices in Barcelona, where its headquarters are currently located.
With this growth plan, the company expects to double its turnover. In 2022, it was 19.5 million euros and this year, the startup expects to exceed 40 million euros, also reaching positive gross profit (ebitda).
The business model will remain the same: prepare takeaway food in its ghost kitchens (it now has 12, between Barcelona and Madrid) and subcontract the delivery through the Glovo platform, with which it has signed an exclusivity agreement. Despite being a digital native brand, Vicio has two kitchens that also operate as restaurants, a strategy that allows it to strengthen ties with its clientele.
With the entry of new investors, Puig and De Pablo have lost control of the property in favor of Iris and Barlon. In return, they have gained financial resources and public notoriety. Although the five footballers will not be official brand ambassadors, Puig is confident that they will be posting content linked to Vice on their social networks.
