No more Dáme jídlo: Czech food-delivery giant gets a rebrand

Czechia’s oldest and largest food-delivery brand, Dáme jídlo, will disappear from the Czech market after 11 years of operation. The services it offers, though, will still be available under a new name – foodora. The change will take place this month.

New brand, new colors

The German company that owns Dáme jídlo, Delivery Hero, has decided to rebrand. “We are facing a period of major changes, so the rebranding is in this sense a rather symbolic event,” explained Dáme jídlo chief Adam Kolesa in iDnes. Foodora is already well-known in Nordic countries.

Services such as Dáme rozvoz (in which supermarket items can be delivered to one’s home) will also be renamed to foodora Market or foodora Go.

https://t.co/gbsNY8ckKk mÄ›nÃ jmÃ©no na foodora, novÃ¡ znaÄka nabÃdne i pÅ™edplatnÃ© https://t.co/sM66M7STQI
— Lupa.cz (@Lupacz) April 3, 2023

The change will become noticeable in Czechia from April 11. Customers will notice that, aside from the name of the company name becoming different, the firm’s logo color will switch to pink. Smartphone users will be the first to see the changes, with the app set to get an overhaul just after the Easter weekend.

Starting this spring, foodora will also emerge as a brand in Slovakia, Hungary, and Austria.

Dáme jídlo fast facts

The average Dáme jídlo order is about CZK 360
The firm covers 170 cities and towns in Czechia
Dáme jídlo cooperates with about 6,000 food- and produce-related businesses
The company says it can deliver over 10,000 meals hourly during peak times
Dáme jídlo was acquired by Delivery Hero in 2014, two years after its creation
Sources: iDnes, Novinky.cz, Seznam Zprávy

New brand, new features

Foodora in Czechia will offer consumers a new subscription system that provides free delivery from all restaurants. The app also promises to expand its delivery zones in all of the country’s larger cities as well as boost the volume of carriers.

“We believe that our customers will like foodora even more. The new brand will be common to Europe, it's a restart for us, when we want to focus much more on the quality of our services and affordability"

Dáme jídlo CEO Adam Kolesa

Kolesa also says he wants to speed up deliveries, and sees the future of convenience-based deliveries in medicines.

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Dáme jídlo and food delivery performing well in Czechia

Those currently working for Dáme jídlo – about 4,000 active couriers – are at no risk of losing their jobs. The company is doing solidly from a financial point of view, with revenue of CZK 1.3 billion in 2021.

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Food delivery is a booming market in Czechia, which saw sizable growth during the Covid-19 pandemic. In 2022, iDnes reported a 60 percent year-on-year increase in food deliveries to workplaces. According to Novinky.cz, food deliveries doubled during the pandemic. Data from Bolt Food, one of Dáme jídlo’s direct competitors, shows that about 1 in 3 Czechs “regularly have their lunch delivered to their home or work.”

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Although unsuspecting customers may initially be taken aback by Dáme jídlo’s disappearance as a brand, they can – according to the parent company – expect better service following the change. Whether this becomes reality remains to be seen.