Foodora Leverages Affordable Quick Commerce and “Human-Centered” AI to Transform Food Delivery in Europe

In 2025, Foodora, the European food and grocery delivery platform, continues to strengthen its position as a leader in convenience, speed, and affordability, integrating restaurant, local shop, and supermarket offerings with artificial intelligence tools designed to optimize the user experience. According to Herbert Haas, chief international officer at Foodora, the company’s strategy focuses on three pillars: accessibility, seamless experience, and affordability, key factors in a post-pandemic environment where consumers remain price-conscious.

Founded by Delivery Hero in 2015 and active in Norway, Sweden, Finland, Austria, Hungary, and Czechia, Foodora has expanded beyond restaurant deliveries to offer quick commerce through both its own stores and partnerships with major retailers such as BILLA and PENNY. Haas noted that while overall inflation in Europe has stabilized, food prices remain roughly one-third higher than pre-pandemic levels, making affordability initiatives critical to retaining and attracting customers.

Recent initiatives include the Saver program, which allows customers to save money in exchange for slightly longer delivery times for restaurant orders. “The goal is to ensure that delivery remains accessible and reliable, even under economic pressures,” Haas said. The company also offers subscription services like Foodora PRO and targeted promotions to provide value and maintain customer loyalty.

Foodora operates on a “transaction by transaction” ethos, treating each delivery as an independent exchange of value where efficiency, reliability, and customer satisfaction align. Haas explained that this approach builds long-term loyalty by earning trust with every completed order.

The platform’s relationships with partner restaurants and retailers are structured as mutually beneficial partnerships, where Foodora receives a percentage commission from each order. Haas emphasized that the majority of the payment goes directly to restaurants and riders, while Foodora reinvests its share into technology, marketing, and logistics. On average, restaurants see a 51% increase in orders six months after joining the platform, and targeted campaigns such as cost-per-click advertising can boost daily orders by 22% across Europe.

The partnership with PENNY reflects Foodora’s focus on broadening consumer choice in quick commerce. Haas highlighted that in Austria, deliveries are now offered from 46 PENNY stores, while in Hungary the company is preparing to operate from 100 PENNY stores, providing nearly 2,000 products at standard store prices. The collaboration is expected to expand to additional cities in Austria and other European markets.

Artificial intelligence plays a “human-centered” role at Foodora, enhancing operations, partner growth, and customer experience. Internal teams use AI tools such as Gemini for operational efficiency and AURA for analytics, while marketing leverages AI-generated content for dynamic campaigns. On the customer side, AI supports personalized recommendations, predictive retention analytics, and optimized delivery routes, with human oversight ensuring high-quality service for riders and users.

Looking ahead, Haas sees advanced technologies, including drones and robots, complementing AI systems in countries such as Sweden, Norway, and Czechia, further improving app navigation, menu accuracy, and overall customer experience.

In an era of rising food prices and increasing consumer expectations, Foodora’s combination of affordable quick commerce, AI-driven personalization, and reliable service positions the company to remain a leading player in Europe’s highly competitive food delivery market.