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.

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.

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

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.

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

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.

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.”

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.