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Writer's pictureDeepak Bhatt

How Foodpanda Emerged as Singapore’s Leading Food Delivery Service


Foodpanda is the fastest growing online food delivery service across world. Ralf Wenzel, co-founder and managing director of Foodpanda has expanded from Germany to more than 35 countries in four continents. Foodpanda is very convenient where the customer can search for cuisine type, restaurants and price range by entering a postal code. Foodpanda aims to stand out by the execution, service, where the customers can go online, and choose from 22, 0000 registered restaurants.   


The Founder: Foodpanda was launched in India in 2012, which is driven by Amit Kohli previously a consultant and Rohit Chadda an alumnus of IIM-C, an investment banker, with over 2000 restaurants across 10 cities.


The Idea: We are living in the world where the user behavior is changing randomly. So we are just the beginning of the manual offline ordering of food over phone to ordering via mobile app and internet. The mobile app launched for Android and iOS is currently one of the leading mobile apps worldwide where most of the regions served through Foodpanda. Mobile apps bring about 15 percent of their orders. Revenue is generated when restaurants bring their menus online on Foodpanda and helps to increase their sales by user-generated recommendations.


The Team: Amit Kohli, co-founder, Foodpanda India says that we feel proud because customers want to order from us and they come back to be a part of Foodpanda network. After tasting success in India it is launched in other Asian markets Foodpanda team is excellent and they make sure that the order gets delivered in less than 45 minutes to the customers. The backend operations helped us in customers coming back and all the big brands in India are a part of Foodpanda.


The Product: Foodpanda works on simple business model where the system acts as a bridge between the restaurant and the customer. Customer has to tell us the location including city and area and choose the favorite dish from the registered restaurants. Foodpanda delivers the food at your doorstep where you can pay online or opt for cash on delivery. For every order placed we get a pre-decided commission by the restaurant. The procedure is simple and user friendly. With the current round of funding we are expanding faster than others do. There are some challenges which come with the rapid pace of expansion like online payment, internet connections, infrastructure issues, apart from ensuring that the standards are maintained, but not the most reliable in many countries. Challenge to deliver the food in less than 45 minutes can also be tricky in some places due to obscure addresses and transport service. Nevertheless, Foodpanda sees huge opportunities as more and more people are using internet to make their lives easier.


The Growth: They have their experienced local team in every country which combines to give the global standard of food delivery. In coming 5 years they are looking to register 5000 restaurants more in their list and claim pocket sales of Rs 500 crores. By 2015 Foodpanda team plans to scale to 20 new cities including Kolkata, Ahmadabad and Chennai. Foodpanda tag line says to deliver food to the ends of the Earth before the rival gets there.


The company is planning to ramp up to many cities and aiming to augment customer’s engagement with Foodpanda and deliver food at large scale.


Interaction with Ralf Wenzel Founder & CEO Foodpanda:



Video courtesy: Bits & Pretzels 2017

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