The Evolution of Online Food Delivery: Insights from Foodora’s Herbert Haas

Since the onset of the Covid-19 pandemic, online food delivery has rapidly evolved, becoming an essential service for consumers across the globe. Today, individuals can order everything from gourmet meals to everyday pantry items, often receiving deliveries in under an hour.

Convenience, Experience, and Affordability in 2025

Herbert Haas, the Chief International Officer of foodora, envisions that by 2025, the food delivery industry will focus heavily on delivering convenience, seamless experiences, and affordability to consumers. Founded by Delivery Hero in 2015, foodora initially thrived in the Nordic region before expanding to countries like Austria, Hungary, and Czechia.

Pioneering its business model, foodora transitioned from solely delivering restaurant meals to also incorporating grocery deliveries. The company’s quick-commerce model includes collaborations with major European food retailers such as BILLA and PENNY, enhancing its range of offerings.

Addressing Affordability Concerns

Foodora’s partnership with PENNY, a discount retailer operating in six European nations, aims to tackle affordability issues faced by consumers. While inflation in Europe has recently begun to stabilize, food prices remain significantly higher than pre-pandemic levels, with costs reported to be one-third above previous norms, according to the European Central Bank.

In an interview with AgFunderNews, Haas elaborated on the PENNY partnership and other strategies foodora employs to maintain affordability. Recently, the company launched its Saver Delivery option, allowing customers to save on restaurant orders by waiting a bit longer for delivery.

Insights from Herbert Haas

AgFunderNews (AFN): What drives the ongoing popularity of food delivery in Europe?

Herbert Haas (HH): The core factors are convenience, a seamless experience with diverse choices, and a genuine commitment to affordability. For many, delivery has transitioned into a primary option for enjoying meals, whether at home or from local restaurants.

Haas emphasizes the importance of innovation in foodora’s app, aiming to improve user experience. The company partners with countless restaurants and local businesses to provide customers with an extensive selection of meal options and groceries.

Challenges Facing the Sector

AFN: What challenges do you face in the food delivery sector currently?

HH: The sector is highly dynamic, with current economic pressures posing significant challenges. To maintain our leadership, we focus on managing costs while consistently delivering value to our customers through promotions and discounts.

A Transaction-By-Transaction Ethos

AFN: You’ve referred to foodora’s approach as “transaction by transaction.” Can you elaborate?

HH: This ethos emphasizes that each delivery is an independent exchange of value, where efficiency, reliability, and customer satisfaction are paramount. Building customer trust one delivery at a time is crucial for long-term relationships.

Partnerships and Revenue Streams

AFN: How does your relationship with restaurants function?

HH: We operate a mutually beneficial partnership model, taking a commission from each order. The majority of the customer’s payment goes to the restaurant and the rider, while our portion is reinvested into enhancing dining experiences and logistical infrastructure.

Future Aspirations: The PENNY Partnership

AFN: How did the partnership with PENNY develop?

HH: Our collaboration with PENNY is integral to expanding our quick commerce offerings in Austria and beyond. By enhancing digital delivery options, we empower businesses and cater to a growing demand for grocery orders.

The Role of AI in Foodora

AFN: What role does AI play in foodora, and how do you see it evolving?

HH: AI is embedded throughout our operations, enhancing efficiency, customer experiences, and partner growth. For instance, AI tools assist our marketing teams in generating dynamic ads, while algorithms optimize delivery logistics. We are exploring integrating advanced technologies, such as drones, to further streamline our services.

Conclusion

As foodora continues to innovate within the food delivery ecosystem, the focus remains on providing customers with value, convenience, and a seamless delivery experience. With strategic partnerships and technology at its core, foodora is well-positioned for leading the market in the years to come.