PedidosYa

PedidosYa is a Uruguayan multinational digital commerce brand headquartered in Montevideo. Its core service connects consumers with restaurants through a website and mobile application, allowing users to browse local establishments, place orders, and arrange delivery. The business later expanded beyond restaurant meals into quick commerce, merchant services, pickup, subscriptions, and financial products. The concept originated as a university project at Universidad ORT Uruguay. In 2008, Ariel Burschtin, Álvaro García, and Ruben Sosenke developed an idea for making it easier to order chivitos and other food online by organizing available providers according to location and cuisine. After the project was presented to Uruguay’s National Agency for Research and Innovation, the founders received a subsidy that supported development of the first platform. Additional early capital came through Uruguay’s Fondo Emprender. The initial service launched in 2009 with approximately 40 restaurants. PedidosYa introduced mobile applications for iOS and Android in 2011. That year also brought investment from Atomico and Kaszek and marked the beginning of international expansion, first into Argentina and Chile. Its regional footprint continued to grow during the following decade. Delivery Hero acquired a majority stake in 2014, making PedidosYa part of a larger international online food-delivery group while retaining its regional identity and operating brand. The platform added online payments in 2016 and continued extending its geographic coverage. It entered Bolivia in 2018, the Dominican Republic and Paraguay in 2019, Venezuela in 2020, Peru in 2021, and Guatemala in 2021. Delivery Hero’s acquisition of Glovo’s Latin American operations in 2020 also strengthened PedidosYa’s regional position. By 2022, the brand described itself as operating across 15 Latin American countries. A major development was the move into quick commerce. In 2020, PedidosYa opened its first PedidosYa Market dark stores in Buenos Aires, Santiago, and Montevideo. These app-only facilities hold food, beverages, household goods, personal-care products, and other everyday items, using inventory and fulfillment systems intended to support rapid delivery, commonly described as taking roughly 10 to 20 minutes depending on location and conditions. The business also offers restaurant pickup and the PedidosYa Plus subscription program. PedidosYa has increasingly presented itself as a broader digital ecosystem rather than only a food-ordering marketplace. In 2022 it launched PedidosYa Créditos for partner businesses, and in 2025 the financial technology initiative was described as serving merchants, delivery workers, and users with tools intended to encourage digital and financial inclusion and reduce reliance on cash. The company also operates social and sustainability programs. Its food-rescue initiative redirects suitable products that are near the end of their commercial cycle to social organizations through food-bank networks. According to company-reported figures cited in reference material, the program had donated more than five million meal servings in Latin America, including more than one million in Argentina. In 2025, Delivery Hero designated PedidosYa as a global technology center. The hub was expected to develop digital solutions for e-commerce platforms in Delivery Hero markets worldwide. The company also announced a new application version and associated technology investment. PedidosYa remains an active regional brand whose proposition combines local restaurant discovery, delivery logistics, rapid retail, merchant technology, subscriptions, and emerging fintech services.

PedidosYa began as a student technology project in Uruguay. In 2008, Universidad ORT Uruguay students Ariel Burschtin, Álvaro García, and Ruben Sosenke proposed a website that would make it easier to order chivitos by bringing restaurants together and organizing them by location and cuisine. Public innovation funding and early entrepreneurial financing helped the founders build the first version of the service. The platform launched in 2009 with about 40 restaurants and initially focused on taking online orders for establishments that already provided home delivery. The company’s first major product expansion was mobile. In 2011 it released applications for iOS and Android, making ordering more convenient on smartphones. It also attracted investment from Atomico and Kaszek. Internationalization began that year with Argentina and Chile, transforming PedidosYa from a local Uruguayan service into a regional marketplace. Delivery Hero acquired a majority stake in 2014. The transaction gave PedidosYa access to the resources and international experience of a large global delivery group while leaving the brand as a recognizable Latin American operating platform. Online payments were added in 2016, supporting a shift away from purely cash-based delivery transactions. Delivery Hero’s stock-market listing in Frankfurt in 2017 reflected the scale and valuation of the broader parent group rather than making PedidosYa itself an independently listed company. Geographic growth continued through the late 2010s and early 2020s. PedidosYa entered Bolivia in 2018, followed by the Dominican Republic and Paraguay in 2019. It expanded into Venezuela in 2020, Peru in 2021, and Guatemala in 2021. The company also benefited from Delivery Hero’s purchase of Glovo’s Latin American operations in 2020, after which those activities were incorporated into PedidosYa’s regional network. The COVID-19 period accelerated the importance of delivery and encouraged the company to broaden its fulfillment model. In April 2020, PedidosYa launched its first PedidosYa Market dark stores in Buenos Aires, Santiago, and Montevideo. Unlike conventional supermarkets, these facilities were designed for online orders and did not primarily serve walk-in shoppers. They allowed the company to offer groceries, beverages, pharmacy-related goods, and other daily necessities through a quick-commerce model supported by localized inventory. By 2022, the brand had reached a 15-country presence in Latin America. It introduced PedidosYa Plus, a subscription proposition, and formalized merchant pickup. It also developed PedidosYa Créditos to provide financial support to partner businesses. In 2025, the financial technology activity was presented as a broader initiative for merchants, delivery workers, and users, with the stated goal of improving digital and financial inclusion. The brand’s corporate and social initiatives include food-rescue and donation programs, gender-representation policies, the Mujeres Tech program, and scholarships developed with Henry Academy. The company has reported significant participation by women in its workforce and leadership, although the cited material does not establish an independently audited methodology for those figures. PedidosYa has also invested in brand culture and advertising. Its World Cup Delivery campaign, associated with the 2022 FIFA World Cup, received 11 awards at the 2023 Cannes Lions International Festival of Creativity. In 2025, the brand appeared organically within the Argentine television adaptation of El Eternauta through a delivery-worker character, followed by promotional activity involving actress Orianna Cárdenas. In March 2025, Delivery Hero designated PedidosYa as a global technology center. The planned hub was intended to create digital products for the parent company’s e-commerce platforms in numerous countries. A new application version and a technology investment announced in July 2025 reinforced the company’s evolution from a restaurant-ordering website into a regional technology, logistics, and commerce platform.

• 2025

  Global technology center designation

  [1]PedidosYaen.wikipedia.org

  Delivery Hero designated PedidosYa as a global technology center for solutions used across the group.

• 2022

  Subscription and pickup services introduced

  [1]PedidosYaen.wikipedia.org

  The company launched PedidosYa Plus, merchant pickup, and PedidosYa Créditos.

• 2021

  Expansion into Peru and Guatemala

  [1]PedidosYaen.wikipedia.org

  PedidosYa began operations in Peru and Guatemala.

• 2020

  Launch of PedidosYa Market

  [1]PedidosYaen.wikipedia.org

  The first PedidosYa Market dark stores opened in Buenos Aires, Santiago, and Montevideo.

• 2018

  Entry into Bolivia

  [1]PedidosYaen.wikipedia.org

  The company expanded its Latin American operations into Bolivia.

• 2016

  Online payments introduced

  [1]PedidosYaen.wikipedia.org

  PedidosYa began supporting online payments through its platform.

• 2014

  Majority acquisition by Delivery Hero

  [1]PedidosYaen.wikipedia.org

  Delivery Hero acquired a majority stake in PedidosYa.

• 2011

  Mobile applications and international expansion

  [1]PedidosYaen.wikipedia.org

  The company released iOS and Android applications and began operating in Argentina and Chile.

• 2009

  Platform launches in Uruguay

  [1]PedidosYaen.wikipedia.org

  PedidosYa launched its first platform with approximately 40 restaurants.

• 2008

  University project developed

  [1]PedidosYaen.wikipedia.org

  The founders developed the initial concept for an online food-ordering platform as a university project at Universidad ORT Uruguay.

A regional Latin American digital commerce and delivery platform combining restaurant ordering, rapid everyday-goods delivery, merchant services, and selected financial tools.

• Food delivery marketplace · 2009

  PedidosYa Food Delivery

  The company’s original and most recognizable service connects customers with restaurants through a website and mobile application. Users can browse menus, place orders, select payment methods, and receive food at a chosen address. The service relies on participating restaurants and delivery logistics coordinated through the platform.

• Quick commerce · 2020

  PedidosYa Market

  PedidosYa Market is a network of app-only dark stores designed for rapid fulfillment of groceries, beverages, household products, pharmacy-related goods, and other everyday necessities. The stores use localized inventory and digital order processing rather than conventional walk-in retail. Delivery times are positioned as rapid and may vary by market and order conditions.

• Subscription service · 2022

  PedidosYa Plus

  PedidosYa Plus is the brand’s subscription offering, introduced to provide recurring customer benefits within the PedidosYa ecosystem. The cited reference material identifies the service but does not specify its current fee structure, eligibility rules, or benefit schedule.

• Financial technology · 2022

  PedidosYa Créditos

  PedidosYa Créditos is a financial technology initiative aimed at supporting participating merchants and extending digital financial tools to merchants, delivery workers, and users. The stated purpose is to encourage inclusion in the platform economy and reduce dependence on cash. Detailed lending terms and product availability are not specified in the supplied reference.

• Omnichannel ordering · 2022

  Merchant pickup

  The pickup service allows customers to order through the platform and collect purchases directly from participating merchants. It broadens the platform beyond home delivery and can provide an alternative fulfillment method for customers and restaurants.

• 2025El Eternauta brand integration

  Argentina

  PedidosYa was integrated into the Argentine television series El Eternauta through a character portrayed as a PedidosYa delivery worker. After the series premiere, actress Orianna Cárdenas participated in a related brand campaign.

  Source
• 2022World Cup Delivery

  Latin America

  PedidosYa ran a campaign connected with the 2022 FIFA World Cup, using delivery and football-related creative to promote the brand during the tournament period.

  Outcome. The campaign received 11 awards at the 2023 Cannes Lions International Festival of Creativity.

  Source
• Food rescue and donation program

  Latin America

  The company operates a food-rescue initiative for products suitable for consumption but approaching the end of their commercial cycle. Through food-bank networks and social organizations, recovered products are redistributed rather than discarded.

  Outcome. Company-reported figures cited in the reference material state that more than five million meal servings had been donated across Latin America, including more than one million in Argentina.

  Source

• 2025

  Develop a global technology centerStrategy

  Background

  Delivery Hero sought to use regional engineering capabilities to develop digital solutions for its wider e-commerce network.

  Action taken

  Delivery Hero designated PedidosYa as a global technology center and announced a planned technology investment for 2025.

  Aftermath

  The Montevideo-based operation was positioned as a technology development hub serving platforms beyond its local delivery business.

  Planned technology investment. US$87 million planned for 2025 (2025)

  Source

• 2022

  Broaden the platform ecosystemStrategy

  Background

  PedidosYa had reached a broad regional footprint and was seeking additional ways to increase customer and merchant engagement.

  Action taken

  The company introduced PedidosYa Plus, merchant pickup, and PedidosYa Créditos.

  Aftermath

  The service portfolio expanded into subscriptions, alternative fulfillment, and merchant-oriented financial products.

  Source

• 2020

  Enter quick commerce through PedidosYa MarketStrategy

  Background

  The company sought to extend its delivery platform beyond restaurant meals and respond to demand for online access to daily necessities.

  Action taken

  PedidosYa opened app-only dark stores in Buenos Aires, Santiago, and Montevideo.

  Aftermath

  The brand added rapid grocery and convenience fulfillment to its restaurant marketplace model.

  Source

• 2014

  Accept majority acquisition by Delivery HeroM&A

  Background

  PedidosYa had expanded beyond Uruguay and was developing a broader Latin American delivery network.

  Action taken

  Delivery Hero acquired a majority stake in the company, making PedidosYa part of the international group.

  Aftermath

  PedidosYa continued operating under its regional brand while benefiting from its parent company’s international structure.

  Source

1. 1PedidosYaen.wikipedia.org