The Russian IT giant is based in Moscow and St. Petersburg plans to develop a new virtual fast food delivery brand – Market 15, according to vedomosti.
The new brand will operate on the basis of Lavka’s local warehouses, but the assortment, positioning and pricing policy will be different.
The service first appeared in regions in October 2022, but now the company plans to develop it in Russia’s two largest cities.
Yandex states that Market 15 is aimed at a wider audience than Lavka. Representatives of the company believe that the decision will help attract new customers to the Q-commerce business and strengthen the company’s position in this market.
The company also noted that the development of Yandex Market 15 minute will help increase the frequency of orders in the market, as it will be the entry point to the service. Market 15 will not have a separate application.
The new service will not only differ visually from Lavka – both brands will offer their customers a different assortment and discounts. “Market 15” will mainly include products in the middle and low price segments, and the catalog will have separate sections with different discounts and promotions.
Lavka’s warehouses will simultaneously process orders from two services. In addition, the company plans to increase the space of its existing warehouses and develop the dark mall format (larger area warehouses) so that they do not overlap as part of the brand’s product range.
Yandex noted that the development of two new brands will enable the company to use Lavka’s infrastructure more efficiently. The service is the service with the highest turnover per square meter storage capacity in its segment and space efficiency should increase with the new project.