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The Thuisbezorgd Monopoly

Thuisbezorgd

By Joshua Latupeirissa – 28-11-2018

Most of us know about it, are familiar with the name, the brand and the service they provide. Thuisbezorgd.nl (or Takeaway in English) the biggest player when it comes to delivering food to your doorstep.

But, what does Thuisbezorgd actually do? Well, this is what is stated on their website; ‘’… Thuisbezorgd.nl is part of Takeaway.com, one of the world’s leading food- order sites. Takeaway.com operates on an international scale. All websites of Takeaway.com cover around 30.000 associated delivery restaurants… … We are an intermediate between consumers and delivery restaurants. Our focus is to make online food order accessible for everyone, customers or delivery restaurants. We take pride in developing and maintaining the world’s best food ordering site. Our goal is to process orders taken from our associated restaurants as reliable and fast as possible and deliver them to our customers… ‘’ In short, they are basically a platform which makes it easier for customers to find restaurants in their area and order there.

The concept is great at first sight. Make it easier for customers to find restaurants with the food they want, in their area. Now the catch, in the last few years Thuisbezorgd grew to become the absolute number one in this branch of business. And being the absolute number one comes with power. At this point, restaurants roughly owe 60 to 80 percent of their customers to Thuisbezorgd. Because of this, they’re at a point where they can raise the fees slightly every year. Most restaurants just can’t afford to lose such a big portion of their customer base.

A recent article of the NRC – in which they discuss the consequences of the food-delivery giant on a local pizza restaurant – states that from January 2018, Thuisbezorgd raised they fee to 13 percent. This means that for every single order made through Thuisbezorgd restaurants must pay 13 percent. Because of the high fees, restaurant owners try all kinds of measures to steer the customers in the direction of their own site, ordering over the phone or picking it up at the restaurant itself.

When local Chinese restaurant owner Junda Dai was asked about the situation of Thuisbezorgd and his restaurant’s position he had the following to say; ‘’ Thuisbezorgd is a great way for costumers to find us. But their fees are getting out of hand. In the beginning, it was just six percent commission, now it’s already 13 percent. We get about 70% of our orders through Thuisbezorgd so I’m not really in a position to just cut them off.’’ When competitors of Thuisbezorgd reached out to him – uber eats and hungry – he had to turn them down. ‘’We try to get the customers to order through our own site or via telephone. We offer them free mini spring rolls or a free drink and the get a 10% discount.’’

Some restaurants like Mr. Dai’s have their own delivery guys and their own scooters. But not all restaurants do. When competitors like ‘Fooddrop’ introduced the concept of offering delivery guys on bikes they gave the restaurants that do not have their own delivery guys the opportunity to offer takeout food. Thuisbezorgd quickly picked up on the idea and started to offer the same service. Locking their position of market leader even more.

It’s hard to say which way the Thuisbezorgd monopoly will go. Their position is locked, and it shows in the numbers and the faith the stockholders have. But with the rise of lots of competitors like uber eats and hungry and the distrust the restaurant owners show in them, it’s hard to say.