Picnic fulfillmentcentrum

What Picnic fulfillmentcentrum does

Picnic fulfillmentcentrum (doing business as Picnic) is a Netherlands-based, online-only supermarket operating under the 'supermarkt op wielen' (supermarket on wheels) brand. The company serves Dutch households and families through a mobile-first ordering platform available on iOS and Android, with no subscription or minimum commitment required beyond a €45 minimum order for free delivery. The core product surface is the Picnic App paired with a proprietary last-mile logistics network comprising micro-fulfillment centers and a 100% electric delivery fleet that delivers within 20-minute precision time windows. Supporting products include the 'Koken met Picnic' family recipe content platform (recipes capped at 20 minutes of prep and 7 ingredients) and the 'Op Reis' specialty international assortment.

The business generates revenue purely through direct grocery and household-product sales transacted via the app — a transaction-based model with no subscription, no membership fee, and free delivery as the default. Products are sourced directly from local artisans (cheese makers, butchers, bakers) and from international specialty producers for the 'Op Reis' range. The go-to-market is direct-to-consumer and product-led: the app is both the ordering surface and the primary acquisition channel, supported by app store presence, content marketing via recipes, and word-of-mouth driven by service quality, evidenced by three disclosed awards for service and app quality. Operating geographies are limited to the Netherlands. The company is privately held, with no funding rounds, M&A activity, management team, or revenue figures disclosed in the available source material.

Name

Picnic fulfillmentcentrum

Legal name

Picnic

Website

https://picnic.nl

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

Picnic is a Netherlands-based, online-only supermarket serving Dutch households through a mobile app and 100% electric delivery fleet with 20-minute precision windows, generating transaction-based revenue from direct grocery sales with no subscription fee.

Ownership category

akta.pro rank

GTM type

B2C

Offering type

Services

Cost components

Operations, Supply Chain, Personnel, Technology or R&D, Infrastructure, Marketing or Sales

Revenue model

1. Online Grocery Sales: Picnic generates revenue through direct sales of groceries and household products to consumers via its mobile application. Customers pay for products at low prices with free delivery. Revenue is transaction-based, flowing from product sales with no subscription fee required.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels4 records

Core offering

Picnic is an online-only supermarket that delivers groceries and household products directly to Dutch households via a proprietary mobile application and a 100% electric delivery fleet. Customers browse and order products through the app and receive free home delivery within precise 20-minute time windows. The offering combines transaction-based grocery sales with curated assortments sourced from local artisans and specialty international producers.

Product overview

Picnic is an online supermarket operating as a 'supermarket on wheels' model. The company offers a unified platform consisting of a mobile app for ordering groceries, an online delivery service with 100% electric vehicles, and a recipe service. Products are sourced from local artisans (bakers, butchers, cheese shops) and delivered free to customers' homes. The portfolio includes the core Picnic App and delivery service, supplemented by recipe modules and specialty international product collections under the 'Op Reis' brand.

Differentiator

Problem solved

Functional benefit

Products and services

• Picnic App Mobile application for ordering groceries online with features including easy ordering, order tracking, and money-back guarantees. Available on iOS and Android and serves as the primary ordering platform for all Picnic customers in service areas.
• Picnic Online Supermarket Online grocery delivery service offering low prices, free delivery, and fresh products delivered within 20-minute time slots. Products are sourced from local Dutch producers and delivered directly to consumers' homes.
• Picnic Delivery Service 100% electric delivery service with free home delivery for orders starting at 45 euros, offering 20-minute precise delivery windows. Operates with a dedicated electric vehicle fleet.
• Op Reis (On the Road) Assortment Special product collection featuring locally-sourced international products at local prices, including Italian pasta, prosciutto, and burrata.

Quantifiable outcome

• 20-minute precision delivery window
• +2 more outcomes

Segments1 record

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

One partnership is on record.

• PostNLminorStrategic or Co-development PartnerPicnic has a dedicated 'Team Picnic PostNL' wielerploeg (cycling team) partnership with PostNL, indicating a collaborative relationship with the Dutch postal service. This appears to be a sponsorship/team partnership rather than a core operational integration.

Scale indicators1 record

Recent moves5 records

Expansion highlights4 records

Broad incumbents

• Jumbo: Second major Dutch supermarket incumbent expanding its online grocery and pickup/delivery services. Targets the same Dutch household segment as Picnic with a hybrid store-and-digital model.
• Albert Heijn: Largest incumbent supermarket chain in the Netherlands with a growing online and home-delivery proposition. Competes with Picnic for the same Dutch household grocery basket but from a physical-store base and broader assortment.
• Ocado: UK-based online grocery platform and technology provider with retail and B2B technology operations. Comparable as an online-only grocery operator and technology stack, though at much larger scale and with a partner-licensed model internationally.

Emerging players

• Getir: Rapid grocery delivery operator (10–15 minute) active in European urban markets. Competes with Picnic for Dutch and European urban household demand but on an on-demand rather than scheduled delivery model.
• Flink: European rapid grocery delivery brand operating in Germany, the Netherlands, and other markets. Directly competes for urban on-demand grocery demand and was acquired into the Rohlik Group, increasing overlap with scheduled online grocery.
• Gorillas: Rapid grocery delivery operator active in European cities including the Netherlands. Competes at the urban convenience frontier that Picnic also targets, though with a 10-minute rather than scheduled delivery promise.

Others

• HelloFresh: Largest direct-to-consumer meal-kit company in Europe, serving Dutch households with subscription-based ingredient boxes. Adjacent rather than directly competitive, but competes for the same household food-spend wallet and uses a similar D2C subscription model.

Direct peers

• Crisp: Dutch online supermarket delivering groceries directly to households from centralized hubs with a mobile-first ordering experience. Closest pure-play peer to Picnic in the Netherlands on both model (scheduled home delivery) and customer base (Dutch families).

Regional players

• Bringmeister: German online grocery delivery service operated from dedicated fulfillment centers with scheduled home delivery windows. Comparable to Picnic's scheduled delivery model and micro-fulfillment approach, though focused on the German market.
• Rohlik Group: Central European scheduled online grocer operating in the Czech Republic, Hungary, Austria, Germany, and Romania. Highly comparable to Picnic's model of multi-temperature home delivery from dedicated fulfillment centers, though focused on a different geography.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/picnic-fulfillmentcentrum

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Picnic fulfillmentcentrum