Warning: A few figures for the quantitatively inclined here ☺️
- Julia Römer
- Jul 23
- 2 min read
Thanks to planus media GmbH for this wonderful preparation! This is exactly where our analyses come in: It serves as a basis for identifying delivery behavior in individual urban areas. Accordingly, the order frequency forms a central starting point and enables integration into existing campaign structures.
The pizza box itself has a wide reach:
42 million people in Germany use a delivery service at least once a year
8.1 million order several times a month
Over 20% of the population order weekly or more frequently
In cities with over 100,000 inhabitants - such as Wiesbaden - the usage rate is around 60%
Pizza is consistently one of the most popular delivery dishes
In addition to the basic range, time peaks can also be systematically integrated into the planning:
The main ordering time is between 17:00 and 20:00, with a peak around 19:00
Sunday is the busiest delivery day
Holidays such as New Year, Christmas or Halloween also regularly show peaks in order volume
The demographic analysis shows which groups of people have a particular affinity for delivery services (example shown here):
18 - 29-year-olds: 71% use delivery services, 22% of them at least weekly
60 - 69-year-olds: only 7% order weekly - a significantly lower level
Among other things, this differentiation enables a targeted selection of suitable districts and pizzerias, tailored to the preferred user groups. The economic relevance of the ordering contacts can also be used strategically:
The average price for a pizza is around €8.60
The average order value per delivery is around €20
Monthly expenditure for delivery meals is around €50
Frequent customers - especially in younger target groups - spend €80 or more per month
Ordering behavior forms the basis for the potential in the area. Combined with demographic and sociographic data, this results in an individually plannable distribution, tailored to each customer.
