Online super Picnic has started delivering in Utrecht. The shopping service will start with free home deliveries from The Wall shopping centre. First in Leidsche Rijn, then in the rest of Utrecht.
Picnic had previously been active in Amersfoort, Leusden and Soest. With 175,000 households, Utrecht is the largest city so far. In shopping centre The Wall, Picnic has some 1,500 square metres of hub space.
Gradual growth
Picnic will start in Utrecht with four electric delivery vans. Later on, there will be fifty. About this gradual expansion, co-founder Michiel Muller says: "We cannot send fifty delivery vans on the road at once. It will grow gradually."
Apeldoorn and Almere
Picnic launched in autumn 2015. In Amersfoort, Leusden and Soest, the online grocery delivery service already has about 8,000 users, where some 30 electric cars of the super drive around.Next cities Picnic wants to target are Apeldoorn and Almere. Earlier, Muller indicated that he sees opportunities to roll out the service in 40 Dutch cities.
Distribution method
For three years, Picnic worked with a team of 30 specialists on a new distribution method, enabling it to deliver groceries to neighbourhoods without unnecessary intermediaries. Customers choose the delivery slot that suits them best and know exactly what time their delivery will take place, down to half an hour. The costs of this distribution method are low, enabling Picnic to offer free delivery. At the launch in Utrecht, Muller announced that, from now on, it intends to promote the fact that the van can also deliver products from other suppliers or services.
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