100% Home Delivery/Takeaway in Denmark

PROSPECTS

Online ordering enjoys strong growth

Increased interest in easy ordering and convenience is influencing 100% home delivery/takeaway. With digital development, online ordering reached its highest in 2017 and intensified competition between foodservice providers.

Third party popularity increases

With the increasing popularity of third party platforms, many different foodservice providers joined them in 2017. Third party platforms include not just 100% home delivery/takeaway players, but also fast food and full-service restaurants.

Combination of high-quality food and convenience has potential in the category

With busier lifestyles and increased interest in easy and healthy meal options, the category has seen increased demand for gourmet and nutritious food. Traditionally, burger and pizza outlets and some Asian-style takeaway outlets have dominated this category, but the focus on healthier options has intensified.

COMPETITIVE LANDSCAPE

Diverse performance in chained 100% home delivery/takeaway

In pizza 100% home delivery/takeaway, the chained players Domino’s Pizza and Gastronomia Italiana both increased their shares. Even though the trend for healthy food keeps increasing, pizza delivery/takeaway remains among the top options in Denmark.

Domino’s Pizza leads

The chained player Domino’s Pizza led the category with highest value share in 2017. Even though the company focuses on pizza, which is generally not a healthy food option, the chain follows trends and attracts customers.

Retailers join the competition

100% home delivery/takeaway is a mature category but changing consumption patterns require foodservice providers to react quickly. Grocery retailers, facing growing competition from consumer foodservice, are actively expanding their quickly prepared food and takeaway meal options, which is one of the threats to the category.

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