German food tech startup Lanch has closed a €26 million ($27 million) Series A funding round, co-led by Felix and HV Capital, to expand its business of developing popular food brands through social media and influencer partnerships. This brings the company's total funding to approximately $34 million, with a likely valuation between $100 million and $150 million.

Lanch's unique approach involves leveraging social media data and influencer collaborations to identify market gaps and launch food products. The startup has already developed three brands, including Loco Chicken, Happy Slice Pizza, and Happy Chips, with plans to add more to its portfolio. CEO Nono Konopka stated that the funding will be used to continue expanding in Germany before entering new markets.

Since its commercial launch a year and a half ago, Lanch has achieved significant growth, with 350 ghost kitchens producing its hot food and a growing number of franchise stores, primarily through food delivery platforms like Lieferando and Walt. The startup has also experienced viral success through partnerships with popular German social media personalities, such as online comics Knossi and Trymacs, who helped sell 30,000 pizzas in a single weekend.

Konopka emphasized that Lanch's focus is on building the next Raising Cane's or Chick-fil-A, with half of the German population already familiar with its brands. The company's potato chips are now sold in over 10,000 supermarkets, and it will soon announce another snack food product.

Lanch's rise highlights the emergence of a new class of startups that leverage social media presence and data to develop innovative products. Konopka considers Lanch a technology company due to its data-driven approach, which provides a significant advantage in identifying optimal locations for physical restaurants and developing new food products.

The startup's efficient cost base, which avoids costly marketing exercises, has been a key attraction for investors. This is particularly noteworthy in the context of the food tech industry, which has experienced significant challenges and failures in the past, including the collapse of fast-delivery startups and online grocery markets, as well as the struggles of D2C food startups with supply chains and product-market fit.

Despite these challenges, Lanch's innovative approach and focus on data-driven decision-making have positioned it for continued growth and success in the competitive food tech landscape.