Leading Brands in Germany's Food Delivery Services in Q1 2024

Introduction

In the rapidly evolving landscape of food delivery services in Germany, Q1 2024 has seen substantial activity among leading brands. This article delves into the performance of SkipTheDishes, HelloFresh, and UberEATS, highlighting their audience trends, app engagement, and advertising strategies. Sensor Tower's comprehensive data offers a unique lens into these brands' cross-platform performance.

SkipTheDishes

SkipTheDishes maintains a strong presence in Germany through its website lieferando.de and app Just Eat Takeaway.com.

• Audience Trends: From Q4 2023 to Q1 2024, lieferando.de showed fluctuating website visits, with a peak of over 51M in January 2024. The monthly true audience remained stable above 11M, with a slight dip in March. The app-only audience consistently outperformed web-only visitors, indicating a strong mobile preference.

• App Engagement: Monthly active users for the Just Eat Takeaway.com app hovered around 8.4M in Q1 2024, showcasing stable engagement.

• Ad Spend & Channels: Significant monthly ad spend was noted in March, exceeding $3.9K, primarily on Facebook and Instagram, reflecting a strategic push in social media channels.

HelloFresh

HelloFresh's digital footprint is marked by its website hellofresh.com and app HelloFresh: Meal Kit Delivery.

• Audience Trends: The website saw a notable increase in visits in January 2024, reaching over 16M. The monthly true audience also peaked at over 2.2M during this period. The app-only audience consistently contributed to the majority of visits, highlighting strong mobile engagement.

• App Engagement: Active users on the HelloFresh app grew steadily, reaching over 1M by March 2024, reflecting increased user interest.

• Ad Spend & Channels: HelloFresh's monthly ad spend surged in January 2024, with expenditures surpassing $1.9M, predominantly across Facebook and YouTube, leveraging high-impact video content.

UberEATS for Customers

UberEATS continues to expand its reach through ubereats.com and the Uber Eats: Food Delivery app.

• Audience Trends: The website saw an increase in visits, surpassing 4.2M in March 2024. The monthly true audience steadily grew, reaching over 1.6M by the end of Q1. A balanced distribution between app and web usage indicates a diverse user base.

• App Engagement: The app's monthly active users increased from 1.2M to over 1.3M in Q1 2024, reflecting strong app engagement.

• Ad Spend & Channels: UberEATS's advertising efforts were noticeable in March 2024, with monthly spending reaching over $410K, focusing on YouTube and TikTok to maximize reach through video platforms.

Conclusion

The data from Sensor Tower highlights the dynamic nature of food delivery services in Germany. SkipTheDishes, HelloFresh, and UberEATS each exhibit unique strengths and strategies across digital platforms. Sensor Tower's unparalleled insights provide critical understanding of these trends, offering a comprehensive view of cross-platform user behavior. This data is essential for stakeholders looking to navigate and succeed in the competitive food delivery market. For more insights, explore Sensor Tower's offerings.