Picnic is an online supermarket, without traditional stores. It provides services in Amersfoort, Almere, Leusden, Soest, Maarssen and Utrecht. The business case is threefold:
- Having no stores, prices can be lower than in traditional stores.
- Having no stores, home delivery is standard. And it carries no extra fees.
- Picnic really is an app. The website is just for promotion. All the custmer sees and needs is the app, which has great functionality.
The company sent out a mail to its customers on 10 January 2017, saying that it now has 24,000 customers.
The six towns mentioned above have 780,000 inhabitants (assuming that Picnic serves the entire cities where it is active), equalling roughly 325,000 households. Picnic's penetration then stands at 7.4%.