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Delivery Hero
Delivery Hero
Company Founded




“Now with Productboard, we have a single source of truth. We managed to turn a black box into an open box.”
Stephanie Kazalac | Delivery Hero

Stephanie Kazalac Senior Product Manager for Groceries and New Verticals

Delivery Hero

Delivery Hero

Delivery Hero might make it look easy, but processing millions of orders per day, partnering with over 500,000 restaurants, and working with a massive fleet of delivery riders requires an extremely complex technical operation. As one of the leading global online food ordering and delivery marketplaces, Delivery Hero is a network of almost 30 brands, operating in over 40 countries across four continents, with more than 22,000 employees – all on a mission to deliver an amazing experience to their customers.

With the COVID-19 pandemic sweeping the world, Delivery Hero experienced a significant increase in new restaurants, fast expansion into grocery delivery, and a substantial expansion of new customers – adding over 50,000 restaurants and 1,500 grocery stores and other local businesses in the last three weeks of March 2020 alone. More than ever, the organization is relying on the right tools to accomplish their mission.

Sebastian Sondheimer, Vice President of Global Contact Center in the company’s Berlin headquarters, says Productboard has become a critical part of how Delivery Hero runs the business. After a few internal teams experienced initial success using Productboard, he explained, “We decided to use it to build something bigger and better for all of the teams. Productboard lets our teams communicate with everything in one place.” 

Request to Roadmap

With an organization made up of many companies, in multiple countries, each operating in unique local markets, Delivery Hero faced the challenges of decentralized technology, independent, siloed teams, and product decisions with high interdependencies. “We needed a centralized place where everybody could see what other people were doing, get on the same time cycles, and speak the same language,” said Sondheimer. They created a process with Productboard which made that possible. 

“Productboard is a great tool, but it’s how you operationalize it that makes it so useful. We have a diligent process around how requests come in and all of our teams follow this process. This is simply not possible if you’re using Google Sheets.”

Sebastian Sondheimer
Vice President of Global Contact Center

Productboard has proven invaluable to Delivery Hero during the product planning and strategy process, particularly when it comes to tracking requests across teams, connecting those requests to the company’s objectives and key results (OKRs) for the quarter, and providing transparency throughout the request-to-roadmap process.

Before Productboard, local Delivery Hero teams had no visibility into how product requests were prioritized on the central team’s roadmap. “When their requests didn’t get prioritized, which happens to many requests, the biggest problem was always that they didn’t understand why,” explained Sondheimer.

Now, with Productboard, every request is captured. “Everyone has full visibility into everything that came in and a very detailed description of why it didn’t make it into the quarterly roadmap, including how it scored against OKRs, the effort score, the priority given by the team, if it was requested once or multiple times, if it was requested by users or companies, the importance to different brands, and so on,” said Sondheimer.

He explained the company’s three-step request-to-roadmap process:

  1. Put all feedback and feature requests in Productboard 
  2. Every request in Productboard, at minimum, must have a priority score, an effort score rated in “person weeks,” and visibility as to how the request is connected to the company’s quarterly OKRs on the Features Board
  3. Every quarter, each team holds an open planning session with all stakeholders to determine what they can achieve in a quarter based on the available weeks and the effort estimate in Productboard.

“The last call was remote, we had 70 people (from product, business, tech teams, and C levels) looking at all of the requests on Productboard. We fine-tuned it until we had something that everyone felt comfortable with, the requesters as well as the teams. It’s very transparent to see what has the most impact to the business,” said Sondheimer.

“Productboard helped us for the first time communicate to the local teams that the central team has a limited capacity and we have the best possible process in place to max out how much the team can do in the amount of time that we have.”

Sebastian Sondheimer
Vice President of Global Contact Center

When requests aren’t fulfilled, teams can now see that all requests are discussed for the quarterly roadmap and if they didn’t make it, they see why.

Open Box Visibility and Initiative Scoring

Stephanie Kazalac, Senior Product Manager for Delivery Hero’s Groceries and New Verticals business, explained that Productboard created an important shift across Delivery Hero’s teams. “Now with Productboard, we have a single source of truth,” she said, “We managed to turn a black box into an open box.”

Beyond visibility into requests, Productboard also provides transparency into upcoming product initiatives, allowing for better planning across stakeholders. “Productboard is a way for us to show our planning process and communicate what’s going to happen this quarter. This helps teams set expectations, plan product marketing, drive business out of new features, and plan operations,” explained Kazalac.

“The look and feel of Productboard makes it so much easier to understand quickly what the product initiatives are and when they are most likely going to happen, especially now that we are all working virtually.”

Stephanie Kazalac
Senior Product Manager for Delivery Hero’s Groceries and New Verticals business

In addition, Kazalac explained, Delivery Hero uses the Prioritization feature in Productboard to let users vote for product initiatives. “Delivery Hero is a complex organization. There are local initiatives and global initiatives and sometimes they are conflicting in terms of priorities. Productboard managed to consolidate all of the initiatives together and bring value to our business overall,” she said.

“We have experimented with some cool features to let our stakeholders score our product initiatives, such as ‘Critical,’ ‘Important,’ ‘Nice-to-have,’ and ‘Not Important.’ I personally found that it was a great way to give a voice to our stakeholders and involve them in the product roadmap process.”

Stephanie Kazalac
Senior Product Manager for Delivery Hero’s Groceries and New Verticals business

What’s Next

For Kazalac, an important next step is to integrate Productboard with Jira to provide the engineering teams with more context on product strategy. She says Delivery Hero will continue to use Productboard to standardize how they prioritize features, evaluate product choices, provide visibility into decision making, and streamline product meetings. Meanwhile, since their companies operate in very different markets, local teams will retain autonomy so they can customize their product needs based on local feedback.

From flowers to groceries and pharmaceuticals to new kitchen concepts, Delivery Hero’s teams around the world will continue their dedication to making their customers’ lives easier. They’re excited to be shaping the future of delivery, and Productboard is excited to be helping them do it.


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