Condensed Version The State of Food Delivery Apps 2021 — An Analysis of Food Delivery Category Trends and Top Apps in the U.S. and Europe © 2021 Sensor Tower Inc. - All Rights Reserved The State of Food Delivery Apps: Table of Contents The State of Food Delivery Apps report offers analysis on the latest trends for the category: 4. Market Overview An overview of the Food & Drink category along with its top subcategories and apps 11. Food Delivery App Market - United States Examining the top food delivery apps in the U.S. and the impact of COVID-19 22. Food Delivery App Market - Europe A look at the top food delivery apps in Europe, including a case study on Deliveroo 32. Conclusion A summary of the key takeaways from the report 2 © 2021 Sensor Tower Inc. - All Rights Reserved U.S. Adoption Soared 29 Percent Year-Over-Year Quarterly U.S. downloads of food & drink apps on the App Store and Google Play App Store Google Play 120M U.S. food & drink app installs surpassed 400 million in 2020, with Q2 being the record quarter. Despite the slowdown in adoption 100M 32M +15% growth, the Food & Drink category saw first- 26M time installs of 64 million in the first two +3% 27M months of 2021, on track to meet the 105 26M 80M million downloads from Q1 2020. 23M 23M +63% 24M 24M 23M 60M 19M The App Store drove the growth of food & 13M drink app installs amid the outbreak of 13M 11M 11M COVID-19, with 73 percent of adoption 40M 80M 82M 72M coming from the platform. DoorDash, Uber 7M 8M 67M 60M 56M 55M 55M 58M Eats, and McDonald’s were especially 52M 42M successful on both stores. 20M 38M 37M 39M 29M 30M 0 Q1 2017 Q2 2017 Q3 2017 Q4 2017 Q1 2018 Q2 2018 Q3 2018 Q4 2018 Q1 2019 Q2 2019 Q3 2019 Q4 2019 Q1 2020 Q2 2020 Q3 2020 Q4 2020 Market Overview 3 © 2021 Sensor Tower Inc. - All Rights Reserved Consumers Flocked to Familiar Brands Amid COVID-19 Top food & drink apps by U.S. downloads on the App Store and Google Play 2017 2018 2019 2020 Uber Eats Uber Eats DoorDash +3 DoorDash 1 Uber 1 Uber Technologies - 1 DoorDash 1 DoorDash - Yelp McDonald's +1 Uber Eats -1 Uber Eats 2 Yelp 2 McDonald’s 2 Uber 2 Uber - McDonald's Yelp -1 Grubhub +3 McDonald's 3 McDonald’s 3 Yelp 3 GrubHub 3 McDonald’s +1 Starbucks DoorDash +2 McDonald's -2 Grubhub 4 Starbucks 4 DoorDash 4 McDonald’s 4 GrubHub -1 Domino's Pizza Starbucks -1 Yelp -2 Starbucks +2 5 Domino’s 5 Starbucks 5 Yelp 5 Starbucks DoorDash Grubhub +4 Postmates +3 Chick-fil-A +2 6 DoorDash 6 GrubHub 6 Postmates 6 Chick-fil-A Dunkin' Chick-fil-A +1 Starbucks -2 Instacart NEW 7 Dunkin' Donuts 7 Chick-fil-A 7 Starbucks 7 Instacart Chick-fil-A Domino's Pizza -3 Chick-fil-A -1 Yelp -3 8 Chick-fil-A 8 Domino’s 8 Chick-fil-A 8 Yelp Postmates Postmates - Domino's Pizza -1 Postmates -3 9 Postmates 9 Postmates 9 Domino’s 9 Postmates Grubhub Burger King NEW Burger King - Domino's Pizza -1 10 GrubHub 10 Restaurant Brands Int’l 10 Restaurant Brands Int’l 10 Domino’s Market Overview 4 © 2021 Sensor Tower Inc. - All Rights Reserved Fast Food Apps Climbed 21% Year-Over-Year Amid COVID-19 U.S. downloads among the top 10 food & drink apps by subcategory for 2019 and 2020 2019 2020 120M The top 10 Food Delivery apps accumulated 91 million U.S. downloads in 2020, seeing moderate growth of 3 percent year-over- 100M year. Food Delivery apps had been +3% performing exceptionally well even before +21% COVID-19, positioning to reach record 80M downloads during the outbreak. 60M Fast Food, Fast Casual, and Grocery Store apps saw a major boost in adoption during 89M 91M +23% the COVID-19. Many fast food apps saw lift in 40M 83M 69M 2020, including non-delivery apps such as Subway and Taco Bell which saw Y/Y growth +56% of 46 percent and 60 percent, respectively. 20M 39M +47% +9% 32M 19M 17M 15M 16M 12M 12M 0 Food Delivery Fast Food Fast Casual Grocery Store Casual Dining Cooking Market Overview 5 © 2021 Sensor Tower Inc. - All Rights Reserved Food & Drink Saw Record Adoption in Europe During Q4 2020 Quarterly European downloads of food & drink apps on the App Store and Google Play App Store Google Play 120M Food & Drink category installs surpassed 100 million in Q3 and Q4 2020, setting a new record each quarter and climbing at a year- 100M +29% over-year growth rate of 29 percent in Q4. This category has been on the rise in Europe, +23% and saw a total of 386 million downloads 80M 63M during 2020. 58M 49M +42% 53M 60M 44M Google Play contributed vast majority new 39M 35M 36M installs for the category, accounting for 58 36M percent in 2020. In light of lockdown orders, 40M 26M 28M 23M 24M Food & Drink is off to a strong start in 2021 in 18M 13M Europe, accumulating 74 million downloads 14M 40M 42M 43M in the first two months of the year and 20M 39M 36M 33M 32M 34M 29M placing it 82 percent of the way to Q1 2020’s 25M 27M 24M 27M 21M 18M 21M download total. 0 Q1 2017 Q2 2017 Q3 2017 Q4 2017 Q1 2018 Q2 2018 Q3 2018 Q4 2018 Q1 2019 Q2 2019 Q3 2019 Q4 2019 Q1 2020 Q2 2020 Q3 2020 Q4 2020 Market Overview 6 © 2021 Sensor Tower Inc. - All Rights Reserved Food Delivery Reaches 35 Percent European Market Share Proportion of European installs by subcategory among the top 100 food & drink apps Food Delivery Fast Food Grocery Store Cooking Food Waste Restaurants (Fast Casual + Casual Dining) Other Food Delivery apps accounted for 35 percent of European Food & Drink category 27% 29% 7% 10% 5% 21% downloads in the first two months of 2021. 2017 Uber Eats, Just Eat Takeaway, and Deliveroo were the top three Food Delivery apps in Europe during the first two months of 2021. 27% 36% 6% 8% 3% 5% 15% 2018 Grocery Store apps have also been on a rise in 29% 33% 7% 7% 5% 5% 13% Europe, accounting for a 16 percent share of 2019 the Food & Drink category in the beginning of 2021. Brick-and-mortar grocery store apps with delivery ranked among the top of the 34% 28% 14% 7% 5% 5% 7% subcategory, such as Pyaterochka (based in 2020 Russia), REWE (Germany), and Morrisons (U.K.). Note: 35% 26% 16% 9% 7% 2% 6% Restaurants includes fast casual and casual dining apps. Apps in the Other category include apps such as food Jan-Feb 2021 scanner, reward programs, food waste, as well as various 0% 25% 50% 75% 100% other Food & Delivery apps. Market Overview 7 © 2021 Sensor Tower Inc. - All Rights Reserved U.S. Food Delivery Downloads Spiked Again in January 2021 Monthly downloads of top food delivery apps in the U.S. 5M DoorDash saw its highest monthly downloads DoorDash Uber Eats GrubHub Instacart Postmates Shipt in April 2020, surpassing 4 million installs. January 2021 saw a spike in downloads with 22 COVID-19 Outbreak 4M percent year-over-year growth to surpass 3 million installs. 3M Although Uber Eats didn’t see a large install spike in April 2020, the app saw steady downloads throughout the year. Uber Eats DoorDash 2M surpassed 1.4 million downloads in January 2021, accounting for 12 percent growth over Uber Eats the prior year. 1M GrubHub Instacart Postmates Shipt 0 Jan-19 Mar-19 May-19 Jul-19 Sep-19 Nov-19 Jan-20 Mar-20 May-20 Jul-20 Sep-20 Nov-20 Jan-21 Food Delivery U.S. 8 © 2021 Sensor Tower Inc. - All Rights Reserved Instacart’s Increased Market Share Carried into the New Year Proportion of U.S. downloads among the top food delivery apps DoorDash Uber Eats Grubhub Instacart Postmates Shipt Other DoorDash continued to lead the Food Delivery app space in the U.S. in the first two months 12% 39% 11% 5% 11% 1% 22% of 2021, accounting for 33 percent of the 2017 market among the top apps. DoorDash’s share has remained above 30 percent since it surpassed Uber Eats to reach No. 1 in 2019. 19% 31% 15% 6% 10% 1% 16% 2018 Instacart adoption surged during lockdown 32% 20% 16% 5% 14% 2% 11% due to the high demand for grocery delivery, 2019 and it controlled 12 percent of the Food Delivery market in 2020. This success was not short-lived as Instacart’s share remained at 32% 18% 15% 12% 9% 3% 11% 12 percent in the first two months of 2021. 2020 33% 21% 14% 12% 7% 3% 11% Jan-Feb 2021 0% 25% 50% 75% 100% Food Delivery U.S. 9 © 2021 Sensor Tower Inc. - All Rights Reserved Third-Party Delivery Services Outperformed Competitors Delivery services that experienced the greatest growth during COVID-19 12M Among food and drink apps that offer Install Growth in Mar. to May 2020 delivery, third-party delivery apps saw the Third-Party Food Delivery 10.1M most growth during the viral outbreak. 10M Grocery Store Delivery Fast Food Delivery DoorDash downloads soared 30 percent year- over-year during March to May 2020, BestInstalls Month for Mar. Installs to May Pre-March 2019 2020 immediately after the outbreak.