A Russian IT company headquartered in Moscow and St. Petersburg is planning to roll out a new virtual fast food delivery concept named Market 15. The initiative aims to expand the company’s footprint in major urban markets while leveraging existing logistics networks.
Market 15 will operate using Lavka’s local warehouses, but its product mix, brand positioning, and pricing strategy will differ to attract a broader audience.
The service began in select regions in October 2022, and now the company is looking to scale it in Russia’s two largest cities, with a broader consumer reach in mind.
Company representatives say Market 15 targets a wider demographic than Lavka. They believe this move will bring new customers into the quick-commerce space and strengthen the company’s overall market position.
Officials added that launching Market 15 with a 15-minute delivery promise will help raise order frequency by becoming the primary entry point for the service. Market 15 will not have a separate mobile application.
The new service will differ not only visually from Lavka but also in its assortment and promotional offers. Market 15 will focus on mid to low price segments, with a catalog that features distinct discount sections and promotional events.
Lavka’s warehouses will handle orders for both services. The company also plans to expand warehouse space and develop the dark mall model, which involves larger facilities to support a wider product range without overlap between brands.
Management noted that operating two new brands will enable the company to use Lavka’s infrastructure more efficiently. The service is notable for achieving high turnover per square meter of storage capacity in its segment, and space efficiency is expected to rise with the new project.