Flower Burger Marks 10 Years with €1 Million Crowdfunding to Enter Large-Scale Retail

Ten years ago, in the heart of Milan, the Italian gastronomic adventure Flower Burger was created. Rainbow burgers, entirely plant-based, aimed to demonstrate how eating vegan could be joyful, creative, and accessible to everyone. Currently, Flower Burger celebrates its tenth birthday and announces a project that marks a new phase of growth: its entry into large-scale retail trade.

Flower Burger launches an equity crowdfunding campaign to expand its vibrant plant-based concept into large-scale retail and catering markets

To make this happen, the brand is launching an equity crowdfunding campaign on the CrowdFundMe platform. The goal is to raise around one million euros. The campaign will start in mid-October and will last two months. The funds will be used to strengthen the retail network, expand the offering for collective catering and Horeca, and develop a plant-based line dedicated to large-scale retail.

As reported by veganok.com, “bringing Flower Burger to large-scale distribution means translating an experience into a product. An evolution consistent with the European trend: normalizing and making plant-based products accessible, no longer niche. While overseas the plant-based burger market is slowing, in Europe the trajectory is different.

Almost 60% of Italian families purchase plant-based products, compared to a vegan population still under 3%. A clear signal: the future lies in integration, offering alternatives for everyone, not just a few. Flower Burger seems to want to embody precisely this transition.”

The numbers speak for themselves

Founded in 2015 by Matteo Toto, who had gained experience in the London startup scene, Flower Burger now has 18 stores in Italy, both directly owned and franchised. In 2024, it recorded a turnover of approximately €8 million. Investors include prominent names such as Francesco De Mojana, Henry McGovern, and Nicola Volpi.

Over 10 million burgers have been sold in ten years. The community boasts more than 200,000 customers and supporters. Collaborations with global brands like Barbie and Hello Kitty have strengthened the brand’s international recognition.

“With this transaction, we want to consolidate our retail presence and open new distribution channels,” commented Matteo Toto, CEO. “Bringing the Flower Burger identity to large-scale retail and catering is a natural step to evolve our model and tap into a rapidly expanding market.” The goal is clear: to transform our most loyal customers into active brand ambassadors and drive the next phase of growth, taking the Flower Burger colors far beyond restaurants.

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(Featured image by Haseeb Jamil via Unsplash)

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