Picnic to expand its meal delivery service to Germany

Online grocery store Picnic will launch its prepared meal service on the German market in 2027, following a pilot in the Netherlands. The Picnic Family loyalty program will also expand to Germany.

A solution for families

Starting next year, Picnic will deliver not only weekly groceries but also freshly prepared meals to German customers. The Picnic Kookt service, which the retailer is now rolling out across the Netherlands following a pilot, will soon cross the border. “We started this two weeks ago, and already about 10% of shopping carts contain our dishes. For families, this is the best solution,” says Picnic CEO and co-founder Michiel Muller in an interview with the German trade journal Lebensmittel Zeitung. Every morning, a team of 25 chefs in Amsterdam prepares fresh meals that customers have ordered via the app. The retailer plans to roll out the concept initially in its home market, with Germany to follow in 2027.