Picnic

Picnic

App-based online grocery delivery service

Overview

Picnic runs an online grocery service that delivers groceries to homes through a mobile app available in the Netherlands, Germany, and France. Customers place orders in the app, and centralized warehouses handle picking and last‑mile delivery to customers’ doors. The model lowers overhead by not running physical stores and offering free delivery, using optimized routes to keep costs down and prices low. Its goal is to make groceries affordable and convenient with an app-driven shopping experience and plans to expand across Europe, including partnerships that integrate recipes with shopping.

About Picnic

Simplify's Rating
Why Picnic is rated
B-
Rated B on Competitive Edge
Rated B on Growth Potential
Rated C on Differentiation

Industries

Food & Agriculture

Consumer Software

Company Size

5,001-10,000

Company Stage

Growth Equity (Venture Capital)

Total Funding

$1.9B

Headquarters

Amsterdam-Duivendrecht, Netherlands

Founded

2015

Simplify Jobs

Simplify's Take

What believers are saying

  • Utrecht robotized center automates 30% Dutch orders, yielding €4M EBITDA by 2023.
  • €430M funding from Edeka boosts German expansion to 50% household coverage.
  • Leads Netherlands online grocery with 280,000 peak monthly app downloads in 2023.

What critics are saying

  • Edeka's 32% stake forces strategic pivots, eroding Picnic independence within 12 months.
  • Germany expansion burns €220M yearly cash without automation, exhausting funds by 2027.
  • Amazon Fresh and Carrefour undercut free delivery, triggering unsustainable price wars now.

What makes Picnic unique

  • Picnic delivers groceries via electric vans, mimicking old-school milkman model since 2015.
  • App integrates Thermomix recipes for seamless meal planning and ordering.
  • Offers premium fresh products online, unavailable in every traditional supermarket.

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Funding

Total Funding

$1.9B

Above

Industry Average

Funded Over

6 Rounds

Growth Equity VC funding comparison data is currently unavailable. We're working to provide this information soon!
Growth Equity VC Funding Comparison
Coming Soon

Benefits

Flexible Work Hours

Phone/Internet Stipend

Remote Work Options

Health Insurance

Dental Insurance

Vision Insurance

Life Insurance

Disability Insurance

Health Savings Account/Flexible Spending Account

Unlimited Paid Time Off

Paid Vacation

Paid Holidays

Hy brid Work Options

401(k) Retirement Plan

Stock Options

Wellness Program

Mental Health Support

Conference Attendance Budget

Family Planning Benefits

Fertility Treatment Support

Professional Development Budget

Phone/Internet Stipend

Home Office Stipend

Hybrid Work Options

Remote Work Options

Flexible Work Hours

Paid Sick Leave

Paid Holidays

Growth & Insights and Company News

Headcount

6 month growth

-6%

1 year growth

0%

2 year growth

0%
RetailDetail
Mar 6th, 2026
Edeka increases Picnic stake to 32% in $486M funding round

Edeka has increased its stake in Dutch online grocery service Picnic to over 32%, up from 28%, following a €430 million investment round. The German supermarket group now holds approximately one-third of the company's shares. Other investors remain involved in Picnic, including Dutch investment firms Hoyberg and NPM Capital, as well as the Bill and Melinda Gates Foundation. The move strengthens Edeka's position in the online grocery sector.

MT Sprout
Nov 21st, 2025
Picnic raises €430M for German expansion

Picnic has raised €430 million for its expansion in Germany. The funding comes from existing investors, though founder Michiel Muller did not disclose specific parties or amounts. The online supermarket aims to reach 50% of German households within a few years, up from the current 30%.

Silicon Canals
Aug 19th, 2024
Amsterdam’S Picnic Achieves Its First Profit In The Netherlands: Know More

Amsterdam-based Picnic, an online supermarket, has achieved its first profit in the Netherlands at the end of the last year, thanks to its robotised distribution centre in Utrecht.Michiel Muller, Picnic’s co-founder and director attributes this to improved efficiency, reports FD.nl.The Dutch company didn’t disclose the exact profit amount it made, however, based on its performance in the last four weeks of 2023, it is projected to have a gross operating result (EBITDA) of €4M by the end of the year, adds the report.‘We have always said that we want to grow quickly first and then automate. It is great that this is now leading to profitability in the Netherlands,’ he says to FD.nl.The announcement comes around eight months after raising €355M in a fresh round of funding from its shareholders, including German supermarket chain Edeka, the Bill & Melinda Gates Foundation Trust, and well-known Dutch family businesses.The Dutch company invested in robotised distribution centres in Utrecht and Dordrecht in recent years.- A message from our partner -Currently, 30 per cent of the groceries ordered at Picnic in the Netherlands are automatically processed by robots, claims the report.While the Netherlands operations achieved profitability, the overall group still operates at a loss. The company reported a loss of €220.6M for the previous year and €208.7M for 2022.The Dutch company’s net turnover increased by 34 per cent to €1.2B, with turnover in the Netherlands reaching €796M, a 28 per cent increase.Muller stressed that the significant growth outpaced the loss, and the results were not unexpected. Even, the shareholders are aligned with this strategy and have understood the company’s financials, claims Muller to FD.nl.Picnic: Supermarket on wheelsFounded in 2015 by Michiel Muller, Frederik Nieuwenhuys, Joris Beckers, and Bas Verheijen, Picnic quickly became a household name in the Netherlands, and their small electric vans a familiar sight.Before its launch in late 2015, Picnic operated in stealth for three years with a team of 30 specialists, focusing on streamlining the delivery of groceries to homes without unnecessary intermediaries.With Picnic, the customer can choose the most convenient delivery time, tracked through the Picnic shopping radar down to the minute.The innovative distribution method incurs such low costs that delivery is offered free of charge, and the groceries are competitively priced.The company expanded to Germany in 2018 and entered the French market in 2021

PR Newswire
Mar 20th, 2024
45 New Members Join The Cloud Native Computing Foundation

As the community convenes at KubeCon + CloudNativeCon Europe in Paris, CNCF welcomes continued investment from organizations around the worldPARIS, March 20, 2024 /PRNewswire/ -- KubeCon + CloudNativeCon Europe – The Cloud Native Computing Foundation® (CNCF®), which builds sustainable ecosystems for cloud native software, announced today that 45 new members have joined the Foundation. Together with hundreds of organizations spanning continents and industries, these new members will help drive cloud native innovation to respond to the diverse and pressing challenges organizations face."Every quarter it is inspiring to see the number of diverse organizations who are contributing to and leveraging cloud native technologies, and who endeavor further involvement with the community," said Chris Aniszczyk, CTO of the CNCF. "Without the investment from these forward-thinking companies, we would not be able to achieve what we have thus far in building an incredible ecosystem around Kubernetes, responding to challenges we didn't even know existed when we started in 2015. We look forward to working together with these new members."About the newest Silver Members:8gears Container Registry is a Harbor-based container image management solution provided and operated by the respective project's maintainer and contributors.Container Registry is a Harbor-based container image management solution provided and operated by the respective project's maintainer and contributors. AOE 's Cloud & DevOps expertise enhances your IT through advanced Kubernetes consulting, offering knowledge transfer, training, operations, and implementation services, enabling you to adeptly manage container orchestration and future-proof your business.'s Cloud & DevOps expertise enhances your IT through advanced Kubernetes consulting, offering knowledge transfer, training, operations, and implementation services, enabling you to adeptly manage container orchestration and future-proof your business. Apollo GraphQL is the maker of Apollo GraphOS , a platform that enables API platform teams to connect their APIs and deliver a self-service graph that can power any number of applications.is the maker of , a platform that enables API platform teams to connect their APIs and deliver a self-service graph that can power any number of applications

Silicon Canals
Dec 26th, 2023
Looking For A Job In Amsterdam In 2024? These Unicorns Are Hiring Right Now

Read this article in:The startup scene in the Netherlands is dynamic, as indicated by the Quarterly Startup Report.In Q3 2023, the Dutch startup ecosystem secured €420M in venture capital funding. The report reveals that nearly €1.4B has been invested in 2023, slightly above the 2020 level.Dealroom, a database management company in Amsterdam, reports that there is also a €1.3B in new capital raised by Dutch VC funds, set to be deployed in the next 3 to 5 years.Notably, the new Amsterdam-based NATO Innovation Fund, with a €1B fund, focuses on security-related startups. With an additional €400M in new VC funds, Dutch VCs had a relatively strong quarter.Amsterdam’s startup ecosystemAmsterdam, the capital city of the Netherlands, stands out with a thriving ecosystem, offering a conducive environment for tech innovation.Renowned tech giants, high quality of life, work-life balance, and access to international talent contribute to Amsterdam being ranked among the top 3 startup ecosystems in Europe, according to the 2023 Global Startup Ecosystem Report (GSER).The city hosts around 4,000 startups employing 196,000 people. Supported by government initiatives like startup visas and a vibrant coffee culture, Amsterdam currently boasts 12 unicorns, solidifying its position as the fourth-largest startup hub in Europe.These unicorns, with market capitalisations exceeding $1B, contribute to Amsterdam’s vibrant tech landscape, making it an attractive destination for job seekers seeking innovative career prospects.Today, we bring you the list of Amsterdam-based unicorns currently hiring. Check them out below.Note: Certain details of these startups, such as founders’ names and the funding raised, have been sourced from Dealroom.Ali Nikam | Image credit: bunqBunqFounder/s: Ali NikamBunq is a challenger bank seeking to revolutionise traditional banking by enabling users to share accounts and make global payments using Maestro and Mastercard.It expanded into 30 European markets without relying on venture capital funding. By April 2021, deposits surpassed €1B, and in July 2021, the company secured €193M in a Series A round with Pollen Street Capital, valuing the company at around €1.6B.Currently, the company has 47 open positions

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