100% Home Delivery/Takeaway in Belgium

TRENDS

The most significant trend in 100% home delivery/takeaway in 2016 was the ongoing explosion in the popularity of online ordering, which once again registered double-digit growth to claim a value share of 25% in the category. Strong growth in online ordering current value sales was fuelled by the success of third party platforms such as Just-eat.be, Pizza.be and Deliveroo.be, as well as by an increased focus on this area by foodservice operators and the rising penetration of mobile devices in Belgium.

COMPETITIVE LANDSCAPE

The competitive landscape within chained 100% home delivery/takeaway remained highly concentrated in 2016, with the top three players holding a combined value share of 84%. Delitraiteur SA was the leading company overall in 100% home delivery/takeaway in value sales terms with a share of 16%. The company had 36 outlets, most of which were located in high-end urban neighbourhoods such as Place du Chatelain in Ixelles, Brussels. Owned by Louis Delhaize SA (which also owns the Cora hypermarkets chain), Delitraiteur is a Belgian concept that is positioned between a 100% home delivery/takeaway business and a delicatessen. This fascia was initially mainly present in the French-speaking area of Belgium. At the beginning of the review period, it began to spread into Flanders, as well as into France. More of 80% of Delitraiteur outlets were franchises in 2016.

PROSPECTS

Opinions differ on the development potential of 100% home delivery/takeaway over the forecast period. Some experts believe the category still has plenty of room for expansion, as Belgians in general still prefer to sit down for food or drinks in foodservice outlets, and remain quite reluctant to become on-the-go consumers. As a result, the local 100% home delivery/takeaway category remains relatively underexploited as compared with the US or the UK.

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