Summary
It is a development that is currently keeping the entire delivery industry in Germany on its toes: REWE is now delivering directly from its stores – via Uber Eats, Wolt and Lieferando. What is a strategic expansion for retail is sparking a genuine debate in the restaurant and delivery world. Lieferando stands at the center of this, because the platform must now compete not only with traditional food deliveries but also with freshly delivered supermarket goods. The lines are shifting, and everyone involved must recalculate how to secure their position in this changed delivery market.
Details
Wolt and Uber Eats are initially benefiting tangibly from the REWE cooperation, as both services are now being used in a completely new context – not only for restaurant meals but also for quick weekly grocery shopping. At the same time, this development is fueling a political discussion about delivery conditions and working realities in the industry, a discussion that is currently pushing Wolt especially into the headlines. While the platforms reorganize, the fast-food giants are not standing still: McDonald's presented new burger recipes and a revamped menu platform in mid-September, with which the company is trying to keep customers loyal despite growing competition. Burger King is currently focusing mainly on promotions via Lieferando, keeping it visible in the delivery community. Domino's Pizza, meanwhile, is generating fresh buzz with new dips and special campaigns at the end of August and the end of September – a sign that even established chains must constantly sharpen their offers to stay relevant. Subway published new menu and franchise news twice in September, on the 2nd and the 22nd, demonstrating how hard quick-service restaurant operators are working to gain visibility. Five Guys, in turn, is benefiting from its growing availability on Lieferando and its ongoing expansion in Germany, allowing the burger chain to gain ground especially among a younger, delivery-oriented audience. Somewhat quieter, but by no means invisible, are the coffee brands: Starbucks maintains its presence solely through the sheer size of its store network, and Tchibo holds its own as a fixed presence in the retail and coffee segment, even without a spectacular individual announcement.
- 1Subway published new menu and franchise news twice in September, on the 2nd and the 22nd, demonstrating how hard quick-service restaurant operators are working to gain visibility.
- 2It is a development that is currently keeping the entire delivery industry in Germany on its toes: REWE is now delivering directly from its stores – via Uber Eats, Wolt and Lieferando.
- 3What is a strategic expansion for retail is sparking a genuine debate in the restaurant and delivery world.
- 4Lieferando stands at the center of this, because the platform must now compete not only with traditional food deliveries but also with freshly delivered supermarket goods.
- 5The lines are shifting, and everyone involved must recalculate how to secure their position in this changed delivery market.
Conclusion
The overall picture of the day shows an industry in transition: the traditional delivery market is being fundamentally challenged by the entry of large retail chains such as REWE, while established fast-food brands are countering with new products and campaigns to avoid losing their customers to the new competition. For consumers, this means an even greater range of ways to get food – from the restaurant to the app to the supermarket shelf right at the front door. For the companies themselves, the day becomes proof of how closely retail, delivery logistics and the restaurant sector are now intertwined, and how quickly market shares can shift in this environment.