In 2017, 100% home delivery/takeaway in Germany continued to be dominated by pizza, which accounted for the lion’s share of overall value sales and was also the only channel in which chained operators had a presence. A change in this situation is not expected over the forecast period, although it has to be said that virtually all players present in pizza 100% home delivery/takeaway also offer other products, for example pasta, burgers and salads.
The overall positive value development of the channel over the review period, which is expected to continue over the forecast period, was the result of ongoing trends, particularly the convenience trend, which itself is rooted in the increasingly hectic and stressful lifestyles of many German consumers, for example as a result of unprecedented levels of employment. Germans are increasingly ordering lunch or dinner from 100% home delivery/takeaway outlets, either picking it up themselves during their lunch break or on their way home from work or having meals delivered to their office or home.
Mostly positive for the channel has been the strong competition between the two major players Delivery Hero and Takeaway.com, which both run frequent promotions, which add many orders to those which are generated via operators’ own websites.
Domino’s Pizza, which became the leading player in 100% home delivery/takeaway in Germany through the acquisition of Joey’s Pizza in 2016, will further strengthen its position once its acquisition of Hallo Pizza is confirmed by the Federal Cartel Office. If everything goes according to plan, the outlets will be rebranded during 2018, with the then bigger company expected to be able to achieve further growth not only through additional acquisitions but also organically.
Nevertheless, over the forecast period even the leading player Domino’s Pizza will have to deal with the very strong level of competition in the channel, with urban areas in particular facing a high degree of saturation at the end of the review period, with one player often only being able to grow at the expense of another. On the other hand, in rural areas transportation and labour costs often make chained players unprofitable.
The ongoing digitalisation trend will continue to be mainly positive for the channel in Germany as it offers many opportunities, both in terms of services offered to consumers as well as behind the scenes. In particular, a presence on social media is expected to become even more important over the forecast period as through Facebook, Google+, Instagram, Twitter and YouTube custom-tailored campaigns can be initiated in order to widen one’s customer base as well as generate additional sales from existing customers, which is often achieved in combination with the use of discounts or other incentives.
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This industry report originates from Passport, our Consumer Foodservice market research database.