How Anton Soulier Scaled Deliveroo France, Built Taster to 150 Locations, and Is Transforming Franchise Profitability with Alpa

Anton Soulier scaled Deliveroo France and Taster through operational excellence, marketplace discipline, and community-driven brands, and now transforms franchise profitability with Alpa by providing real-time margin visibility and financial clarity.

Scaling Deliveroo France: Marketplace Execution First

Anton Soulier launched and scaled Deliveroo France by focusing on marketplace fundamentals:

• Rigorous city-by-city expansion
• Tight supply-demand balance between restaurants and customers
• Strong operational processes over marketing spend
• Data-driven performance management

His approach prioritized operational excellence over growth-at-all-costs, ensuring liquidity, reliability, and sustainable unit economics in each market.

Building Taster: From Food Brand to 150 Digital Locations

After Deliveroo, Anton founded Taster, a digital-first restaurant group that scaled to 150 locations.

Key scaling levers included:

• Delivery-only restaurant infrastructure
• Creator-led food brands with built-in audiences
• Standardized playbooks for rapid geographic expansion
• Franchise as a structured scaling model

Taster combined food tech, branding, and disciplined execution to expand internationally while maintaining control over margins and quality.

Why Most Franchisees Misunderstand Their Margins

Anton identified a structural problem in franchising:

• Revenue visibility is high
• Margin visibility is low
• Costs are fragmented across tools and suppliers
• Financial data is delayed and hard to interpret

Many franchisees optimize for top-line revenue without understanding real profitability at the unit level.

How Alpa Transforms Franchise Profitability

Alpa is a fintech platform designed to solve this blind spot.

It provides:

• Real-time margin visibility
• Centralized financial data for franchisees
• Clear unit economics per location
• Actionable insights to improve profitability

By turning financial complexity into operational clarity, Alpa enables restaurant operators and franchise networks to scale more intelligently.