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Delivery

REWE Makes Lieferando, Wolt and Uber Eats the Winners of the Day

September 24, 2026

“With the launch of Sofort-Lieferung in Hamburg, Jena, Cologne and Frankfurt, REWE is bringing in three delivery platforms at once, while McDonald's, Burger King and Five Guys are courting young customers with new campaigns.”

Summary

This day shows how strongly the food delivery landscape in Germany is being reshuffled right now: REWE is launching its Sofort-Lieferung service in several cities at once and is bringing in not just one but three of the major delivery platforms. In Hamburg and Jena the supermarket giant is working with Lieferando, in Cologne Wolt takes over delivery, and in Frankfurt Uber Eats now brings groceries straight to the front door. With this, REWE puts three platforms in the spotlight at the same time and makes clear that competition for fast food delivery is no longer only between restaurants but increasingly between supermarkets and delivery services. For Lieferando, Wolt and Uber Eats, the partnership with one of Germany's largest grocery retailers is a tangible vote of confidence, and for consumers, a completely new way to handle their weekly shopping.

Details

While the platforms compete for the favor of supermarket customers, the classic fast food business is seeing a battle of its own. McDonald's is making a comeback with new burger creations that will generate fresh buzz in Germany's quick-service restaurant sector in August, while Burger King is countering with an unusual collaboration: together with Toei Animation, the chain is launching a Dragon Ball Super menu aimed squarely at younger fans, which can also be ordered via Lieferando. Five Guys also benefits from this Lieferando visibility, though for a different reason: the US burger chain is in the middle of its German expansion and is using its platform presence to gain a foothold more quickly in new cities. Domino's Pizza, by contrast, is relying on a different recipe and for months has been luring customers with app-exclusive campaigns designed to move them from the website into its own ordering app, a strategy that shows how important direct customer loyalty has become beyond the large delivery platforms. In the premium burger segment, Hans im Glück is meanwhile scoring points: it is regularly featured as a particularly visible brand in current gastronomy rankings and on Lieferando overview pages, allowing it to hold its own among the biggest quick-service players. Parallel to this, the coffee and beverage world is also on the move: Tchibo surprises with the announcement of a new matcha product and supports the launch with the current Kaffeereport 2026, which analyzes trends and consumer behavior among Germans around coffee and tea. Starbucks, for its part, is pushing back with current information on new store openings and its in-house Rewards program, ensuring the brand stays in the headlines into September as well.

Key Findings
  1. 1In Hamburg and Jena the supermarket giant is working with Lieferando, in Cologne Wolt takes over delivery, and in Frankfurt Uber Eats now brings groceries straight to the front door.
  2. 2For Lieferando, Wolt and Uber Eats, the partnership with one of Germany's largest grocery retailers is a tangible vote of confidence, and for consumers, a completely new way to handle their weekly shopping.
  3. 3While the platforms compete for the favor of supermarket customers, the classic fast food business is seeing a battle of its own.
  4. 4Starbucks, for its part, is pushing back with current information on new store openings and its in-house Rewards program, ensuring the brand stays in the headlines into September as well.
  5. 5Overall, today's developments show a food service industry reinventing itself on several fronts at once.

Conclusion

Overall, today's developments show a food service industry reinventing itself on several fronts at once. The cooperation between REWE and the three major delivery services marks a turning point, where supermarkets and delivery platforms become real partners rather than merely competing for the same customers. At the same time, McDonald's, Burger King and Five Guys are fighting for the young target group with creative campaigns and expansion plans, while Domino's and Hans im Glück show that even established names must constantly sharpen their positioning. Tchibo and Starbucks, in turn, prove that coffee remains a growth market in Germany under strong innovation pressure. Anyone following Germany's food scene today quickly realizes: delivery, brand and experience are increasingly merging into a shared field of competition in which no one can survive alone anymore.