🚛 Delivery service experiment ends
Alnatura will discontinue its online delivery service starting October 1, 2024. This decision comes two years after the test phase began, marking the second time Alnatura has attempted and failed to establish an online platform. The last orders will be delivered on September 30. The test was only available around 13 locations, including Berlin and Frankfurt. Despite competitive pricing (free delivery on orders over $63), the service struggled to keep up with more advanced competitors.
💡 Technical issues and challenges
The service faced significant issues with its electric delivery vehicles. According to a report from Lebensmittel Zeitung, the electric vans frequently broke down mid-route, requiring towing. Götz Regen, the founder of Alnatura, admitted that the company underestimated the cost and logistical complexity: “The e-vehicles are expensive, and customers live far apart.”
🔧 Unmet potential
Alnatura had attempted to capitalize on its bio-centric image, offering a wide range of organic products. The app launched alongside the service was supposed to make ordering easier. However, the platform lacked user-friendliness, and attempts to improve it did not help. Even with free promotional items and favorable delivery windows, the service never reached full capacity.
🛒 Shifting focus to core business
With the delivery service ending, Alnatura will now refocus on its brick-and-mortar stores. The company plans to strengthen its position in the competitive organic market by returning to its core in-store operations. Additionally, Alnatura will cease its partner market model by mid-2025, reflecting a broader shift away from online ventures. Products will still be available through third-party services like Picnic and Amazon Fresh.
Would you pay more for organic grocery delivery?
