Yesterday [10.03.2025] we touched on the topic of sources of income for Delivery Platforms (see here). But we have not yet described one important issue: access to data.
Platforms, fulfilling thousands of orders, collect data not only about employees or customers, but also about their preferences: they know when, where, and what orders are most often placed.
And already in 2020, in the middle of the Lockdown, the German Hotel and Restaurant Association (DEHOGA) pointed out that this gives them a huge advantage in negotiations with restaurants.
DEHOGA described cases when the Deliveroo Platform used the collected data and launched its own kitchens in London, where the most popular dishes were prepared in advance and then quickly delivered. Amazon has also developed algorithms that, based on similar data, calculate what dishes customers want and when. According to DEHOGA, in 2020, there were “ghost restaurants” in Berlin that do not exist in reality, but were creations available only on the Wolt Platform.
So if this was the case five years ago, we can only guess how the data is used by the Platforms.
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