Leading Brands in Germany's Food & Dining Services: Q2 2024 Analysis

Introduction

In the dynamic world of Food & Dining Services, brands like SkipTheDishes, McDonald's, and HelloFresh have distinguished themselves with strong digital footprints in Germany. This article delves into their performance from Q1 to Q2 2024, leveraging Sensor Tower's comprehensive data insights across web, app, and advertising channels.

SkipTheDishes

SkipTheDishes operates through its websites, lieferando.de and takeaway.com, as well as the Just Eat Takeaway.com app.

• Audience Trends:

  • lieferando.de maintained a stable audience with visits hovering around 44M monthly.

  • takeaway.com saw fluctuating visits, peaking at 7.7M in January and dropping significantly by June.

  • The monthly deduplicated audience remained stable above 10M throughout the period, with a dominant app presence.

• App Engagement:

  • The Just Eat Takeaway.com app consistently engaged over 2M monthly active users, highlighting strong mobile engagement.

• Ad Spend & Channels:

  • SkipTheDishes' monthly advertising spend was sporadic, with a notable peak in April over $7K primarily on Facebook, indicating targeted efforts.

McDonald's

McDonald's digital presence is anchored by mcdonalds.com and the McDonald's app.

• Audience Trends:

  • Website visits showed stability, averaging around 3M monthly.

  • The monthly deduplicated audience consistently exceeded 11M, with a strong app preference.

• App Engagement:

  • The app maintained robust engagement, averaging nearly 3M monthly active users, demonstrating significant mobile market dominance.

• Ad Spend & Channels:

  • McDonald's significantly invested in advertising, peaking in May with over $2.6M spread across platforms like Instagram and TikTok, achieving high impressions.

HelloFresh

HelloFresh leverages hellofresh.com and the HelloFresh: Meal Kit Delivery app.

• Audience Trends:

  • Website visits saw a downward trend, starting at 16M in January and declining to around 9M by June.

  • The monthly deduplicated audience remained above 1.8M, with a balanced web and app presence.

• App Engagement:

  • The app engagement saw a slight decline, with monthly active users decreasing from 329K to 259K by June.

• Ad Spend & Channels:

  • HelloFresh's monthly ad spend peaked in January at nearly $2M, with significant impressions on YouTube and Facebook, indicating a broad reach strategy.

Conclusion

Throughout Q2 2024, SkipTheDishes, McDonald's, and HelloFresh have shown strong yet varied digital performances. Sensor Tower's unique ability to cross-reference web, app, and advertising data provides unparalleled insights into these trends. For more in-depth analysis, explore our Web Insights, App Performance Insights, and Pathmatics products.