How HelloFresh Is Streamlining Operations Across Markets

At Qlik Connect 2026, several companies took the stage to share their transformation journeys, highlighting a range of Qlik solutions. HelloFresh was one of them, and its story is an interesting one.

In a direct conversation with Ed Dunger, the director of ops tech automated cluster & analytics enablement, he explained how the company has approached improvements over the past few years and what that has meant in practice.

As HelloFresh has grown across global markets, its operating model has evolved alongside that expansion. Early on, regional teams were given the freedom to build and scale independently. That approach supported rapid growth and local innovation. Over time, it also created an opportunity to bring more consistency, efficiency and visibility across its supply chain, logistics and customer experience.

For Dunger, that opportunity became a focus on connecting data, improving processes and enabling faster decision-making across the business. His role spans the full supply chain, from forecasting demand with suppliers to ensuring customers receive their food on time and in good condition.

Building a more connected supply chain

HelloFresh operates a complex, end-to-end supply chain. Planning starts weeks in advance, with forecasts sent to farmers so ingredients can be grown in time. From there, procurement teams work with suppliers across regions, and products move into distribution centers before being delivered through a mix of internal fleets and third-party logistics providers.

This structure varies by market. Some regions rely heavily on third-party couriers, while others operate largely with their own fleets. Despite these differences, certain processes are consistent across the business. One area where this became clear was in how delivery exceptions were handled.

“We were sending an email manually every day to our couriers in the UK to tell them of late cancellation boxes,” said Dunger.

That type of manual work existed in several parts of the operation. It created delays and made it harder to maintain a consistent experience across teams and regions.

Turning operational data into action

To improve these workflows, HelloFresh expanded its use of data and analytics tools, including Qlik, supported by a broader data foundation in Snowflake and reporting through Tableau. The goal was not to replace existing systems but to make operations more responsive and easier to manage.

One of the first steps was creating a logistics exception application. This replaced spreadsheet-based processes with a centralized system where teams could track and resolve delivery issues in near real time. Employees could take action directly within the platform instead of relying on disconnected tools.

“We could use Qlik, and it could handle the data well; the volumes that we wanted to put through,” Dunger said.

From there, the team began layering in additional capabilities. Tasks that were previously handled manually were automated. Data could be shared instantly with other teams, and workflows became more connected. What began as a focused improvement in logistics expanded into a broader operational capability.

Improving communication with customers

A key outcome of these changes has been better communication with customers. In the past, updates about delivery issues were not always immediate. Teams often had to gather information manually before responding.

That process has improved as systems became more connected. Customer care teams can now see updates in near real time, including actions already taken. In many cases, the system handles multiple steps automatically.

“So what we’ve now got is an application, and this is one of the case studies – we’ve got our second-line agents they can triage and manage; they can click a button and it will send for whatever action button they’re clicking,” Dunger explained.

This includes calculating compensation, triggering replacement orders and updating internal systems. These updates can also flow into customer-facing platforms, giving customers clearer and more timely information about their orders.

The result is a smoother experience for both customers and support teams. Customers are informed earlier, and agents have the context they need to respond quickly and accurately.

Driving efficiency across supply chain operations

Beyond logistics, similar improvements have been made across supply chain operations. Teams responsible for ordering and inventory management now use data-driven applications to monitor stock levels, identify potential issues and make adjustments.

These tools bring together multiple data sources, providing a more complete view of supply and demand. Updates are available within minutes, which allows teams to act quickly when something changes.

One of the most noticeable shifts has been the reduction in manual processes. Many spreadsheet-based workflows have been removed and replaced with integrated tools that support faster decision-making.

“So where we’ve got a lot of value out of Qlik from the UK operational side was using it to rip out legacy G sheet processes and bring in an operational tool,” Dunger said.

This has helped teams focus on higher-value work while also improving accuracy and consistency.

Introducing predictive capabilities

With a stronger data foundation in place, HelloFresh has started to use predictive capabilities to act earlier in the process. By analyzing logistics data, the company can identify deliveries that are likely to fail before confirmation is received.

“We want to predict stuff early on in the morning that is going to fail by the information and logistics scanning data that we have,” Dunger said.

This allows teams to take action sooner, such as preparing replacement boxes or initiating customer communication. In some cases, decisions are made based on a defined level of acceptable risk, which enables faster responses.

These capabilities are also opening the door to further improvements across warehouse operations and other parts of the supply chain.

Scaling improvements across markets

One of the strengths of this approach is how it can be scaled. Solutions developed in one market can be tested, refined and then rolled out more broadly.

The logistics exception application is already being expanded beyond the UK. It is becoming a more standardized way of handling delivery issues across different regions.

This balance between local flexibility and global consistency allows HelloFresh to continue improving operations while maintaining the agility that supported its growth.

Enterprise Times: What does this mean?

HelloFresh shows how steady improvements in data and processes can lead to meaningful results across a complex operation. The focus was not on replacing everything at once. Instead, it is centered on improving specific areas where better visibility and faster action could make a difference.

For business leaders, the takeaway is to start with real operational needs. Look for areas where delays, manual work or disconnected systems create friction. Build solutions that connect data and allow teams to act in the moment.

It is also important to test and learn. Small, targeted improvements can scale into larger changes when they prove effective. This approach supports progress without slowing down the business.

As predictive tools become more accessible, organizations can begin to act earlier rather than waiting for confirmation. Even a small shift in timing can improve outcomes for both operations and customers.

The broader lesson is to focus on outcomes. When data, tools and teams are aligned, it becomes easier to deliver a consistent and reliable experience.

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