New Competitor

May, 2018

This spring, a new competitor entered the hotly contested food-delivery market in Germany: Its name is Picnic, and it promises a number of advantages over its rival companies: fresh goods at the best price delivered in set 20-minute windows and without a delivery fee for orders of more than EUR 25. The online food-delivery retailer was launched in the Dutch city of Amersfoort in 2015 and has enjoyed explosive growth since then, spreading to 26 additional cities in the Netherlands, including The Hague and Amsterdam. Following pilot projects in a handful of German cities in North Rhine-Westphalia (near the Dutch-German border), the company plans to offer its service to up to five cities in NRW in 2018, and to add up to 30 more cities in 2019. The service is accessible via its own smartphone ordering app and executed with its fleet of custom-designed electric delivery vans following set routes. In the medium term, experts expect the share of food purchased online in Germany to rise from its current level of 1 percent to 10 percent.

Virtual supermarket © Pixabay

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