8 things we got to know about European online food marketplace from Takeaway.com’s annual report



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“2018 was a memorable year for Takeaway.com. An year in which we took several decisions that we believe are going to prove instrumental in the future development of our company” – Jitse Groen, CEO, Takeaway.com.

Takeaway.com, an online food delivery marketplace connects millions of consumers in ten European countries and Israel in tie-ups with nearly 44,000 local restaurants through websites and apps.

Founded in 2000 by Jitse Groen, Takeaway.com has become the leading online food delivery marketplace in Continental Europe and Israel in terms of the number of orders, in the Netherlands, Germany, Belgium, Austria, Poland and Israel. It’s worth mentioning here that, in 2018,

In Takeaway.com’s 2018 annual report, Jitse Groen notes that the company processed nearly €1.8 billion worth of orders (93.9 million). To find out how Takeaway has contributed to the European online food marketplace, we take a look at the essential details in the annual report.

Commission based revenue

Headquartered in Amsterdam, Takeaway generates its revenue primarily from commissions based on the Gross Merchandise Value (GMV) of the food ordered through the platform and from online payment services fees and other services they provide to the restaurants.

In fact, Takeaway’s core business model relies on participating restaurants delivering food themselves using the company’s (Takeaway) platform serving as a source of orders and facilitating online payment processes.

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Single brand strategy works big time!

One of the main reasons behind the success of Takeaway.com is “Single brand strategy”. According to the company, “We run a single brand in each country in which we operate, as we believe this is the most efficient and an effective approach to reach consumers.”

With this move, the company can concentrate on marketing efforts efficiently around a single brand instead of splurging on multiple entities.

More orders via internet and mobile

“Most of our growth continues to be driven by a channel shift, as people move from old-fashioned phone ordering to internet and mobile ordering.” Almost in every country, most orders are placed using the phone. The shift from offline to online ordering is expected to remain a structural growth driver across all the markets in the coming years.

Acquisitions is the key!

Founded by Jitse Groen, Takeaway acquired businesses in Bulgaria, Romania, Switzerland and Germany in an attempt to strengthen the brand, expand the footprint and gain strength in new technology. Especially in Germany Takeaway acquired most of the popular brands including Pizza.de, Lieferheld, Foodora and also the German businesses of Delivery Hero.

Germany is one of the few marketplaces of significant size will be sustainable over the long term. “We are excited about this opportunity because we believe Germany is one of the largest food delivery markets worldwide, while penetration is still very low compared to, for instance, the Netherlands.”

With the acquisition of 10bis in Israel, the company is planning to roll out part of the B2B technology across Europe in the course of 2019.

Bike service on the rise: Scoober!

The online food delivery marketplace provides restaurant delivery services internally under the banner ‘Scoober’, in 38 cities across ten countries, delivering food for restaurants that do not deliver themselves.

This service has expanded rapidly following its launch in 2016. In fact, Scoober delivered nearly three million orders with more than 4,200 couriers. As per the company,  increased Scoober foot-print enlarged the visibility of brand in the major cities.

Largest market in the Netherlands

Back in 2000, Jitse Groen founded Thuisbezorgd.nl and introduced online food ordering to the Netherlands. Since then, the platform has grown to become one of the most recognised consumer brands in the country. This is the largest market with 8,084 restaurants affiliated with the ordering platform.

Around 4 million active customers were listed in 2018, which together accounted for 32.7 million orders with a volume of €674 million, out of which €98.3 million remained for Thuisbezorgd.nl.

Huge potential in German market

The company has grown to become the largest online food delivery marketplace in Germany, where the people are increasingly using a mobile device to order food. According to Takeaway.come’s annual report, in 2018, 76% of our orders were transmitted via a mobile device, which is seven percentage points higher than in 2017.

In Germany, around 5.8 million active customers were listed in 2018, which together accounted for 32.6 million orders with a volume of €666 million, out of which €86 million remained for lieferando.de.

Other potential markets

Apart from the Netherlands and Germany, Takeaway.com is operational in other markets including Belgium, Austria, Poland and Israel, as well as the smaller countries like Romania, Bulgaria, Switzerland, Portugal and Luxembourg.

On average, around 4.3 million active customers were listed in 2018, which together accounted for 28.6 million orders with a volume of €456 million, out of which €55.7 million remained for the company.

Nothing beats effective marketing!

On the marketing front, Takeaway.com focused on just three things: Brand power, consumer focus, and scalability.

Takeaway.com invested a significant amount of time and money in marketing last year for numerous campaigns and consistent brand image through couriers on the street and partnering restaurants. In fact, the company added consultants for each country, visiting restaurants, providing merchandise, and other supportive services through the new Takeaway.com webshop.

In an attempt to improve the consumer experience, they enhanced the technology platform and mobile applications to drive adoption. Moreover, they also introduced welcome journeys for new consumers, retention campaigns, and app push messaging as well.

“In line with our overall strategy, the success of our marketing efforts is for a large part driven by scalability. In 2018, we further invested in automation and data, which allowed us to run more campaigns with more efficient performances. This not only resulted in strong order growth across countries but also improved marketing efficiencies.”

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Editorial team

The editorial team of Silicon Canals brings you technology news from the European startup ecosystem. 

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