Executive Summary

Apr 2018
PROSPECTS
100% home delivery/takeaway dominated by pizza in Germany

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.

Home delivery/takeaway in line with current and prospective trends

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.

Boom in third party online ordering services will continue to support the channel

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.

COMPETITIVE LANDSCAPE
Domino’s Pizza continues to grow in Germany through acquisitions

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.

Channel characterised by intense competition

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.

Opportunities offered through digitalisation important for all players

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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Overview

Discover the latest market trends and uncover sources of future market growth for the 100% Home Delivery/Takeaway industry in Germany with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the 100% Home Delivery/Takeaway industry in Germany, our research will save you time and money while empowering you to make informed, profitable decisions.

The 100% Home Delivery/Takeaway in Germany market research report includes:

  • Analysis of key supply-side and demand trends
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of 100% Home Delivery/Takeaway in Germany?
  • What are the major brands in Germany?
  • What is the most popular cuisine type in home delivery/takeaway in Germany?
  • How have independent pizza 100% home delivery/takeaway brands competed against chained brands?
  • What new products have seen the most success for pizza or other types of 100% home delivery/takeaway operators?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Consumer Foodservice market research database.

100% Home Delivery/Takeaway in Germany - Category analysis

HEADLINES

PROSPECTS

100% home delivery/takeaway dominated by pizza in Germany
Home delivery/takeaway in line with current and prospective trends
Boom in third party online ordering services will continue to support the channel

COMPETITIVE LANDSCAPE

Domino’s Pizza continues to grow in Germany through acquisitions
Channel characterised by intense competition
Opportunities offered through digitalisation important for all players

CATEGORY DATA

Table 1 100% Home Delivery/Takeaway by Category: Units/Outlets 2012-2017
Table 2 Sales in 100% Home Delivery/Takeaway by Category: Number of Transactions 2012-2017
Table 3 Sales in 100% Home Delivery/Takeaway by Category: Foodservice Value 2012-2017
Table 4 100% Home Delivery/Takeaway by Category: % Units/Outlets Growth 2012-2017
Table 5 Sales in 100% Home Delivery/Takeaway by Category: % Transaction Growth 2012-2017
Table 6 Sales in 100% Home Delivery/Takeaway by Category: % Foodservice Value Growth 2012-2017
Table 7 GBO Company Shares in Chained 100% Home Delivery/Takeaway: % Foodservice Value 2013-2017
Table 8 GBN Brand Shares in Chained 100% Home Delivery/Takeaway: % Foodservice Value 2014-2017
Table 9 Forecast 100% Home Delivery/Takeaway by Category: Units/Outlets 2017-2022
Table 10 Forecast Sales in 100% Home Delivery/Takeaway by Category: Number of Transactions 2017-2022
Table 11 Forecast Sales in 100% Home Delivery/Takeaway by Category: Foodservice Value 2017-2022
Table 12 Forecast 100% Home Delivery/Takeaway by Category: % Units/Outlets Growth 2017-2022
Table 13 Forecast Sales in 100% Home Delivery/Takeaway by Category: % Transaction Growth 2017-2022
Table 14 Forecast Sales in 100% Home Delivery/Takeaway by Category: % Foodservice Value Growth 2017-2022