When Viennese coffee house culture meets digital convenience

AIDA moments for at home

Lieferando and AIDA bring two worlds together—digital convenience and artisanal enjoyment. The goal: to bring classic AIDA moments, from breakfast to cake, directly to your home – without compromising on quality, freshness, or emotion.

Natascha Mauthner, Managing Director of Lieferando Austria, explains how the collaboration came about, which target groups it connects, and why sustainability in the delivery sector has long been more than just a trend in an interview with Genusspunkt.

The best of both worlds

ALEXANDRA GROSCHE: What was the decisive factor in the cooperation between Lieferando and AIDA – and how does it contribute to your overall brand strategy?
NATASCHA MAUTHNER: This cooperation combines the best of both worlds: Aida's café-pastry shops are, in a sense, a Viennese institution. Run as a family business in its fourth generation, Aida impressively demonstrates how the balancing act between regionality, tradition, and innovation can be achieved. Lieferando's extensive experience and international expertise come into play in the effort to make distribution channels more diverse and digital. Together, we are bringing the delightful Aida coffee house moments even closer to the Viennese. For me personally, it's also a win-win situation: the ability to order everything from a small slice to a whole cake has sweetened many a Sunday for our family.

Lieferando stands for urban, digital convenience – AIDA for enjoyment and experience. Which target groups do you want to connect with this partnership, and where do you see the greatest potential for synergy?
With their incomparable taste and unique quality, Aida products still have the potential to connect generations today. Together, we can appeal to both: those for whom cream slices, apple strudel, and Sacher torte are an integral part of their personal childhood memories and who are still fans of the brand today. But also those who are just discovering Aida's reinterpreted classics or who are passionate about patisserie innovations. Especially with this, mostly younger, target group, the partnership with digital platforms such as Lieferando creates synergies. Both in terms of sales and communication channels.

How do you ensure that the culinary standard is maintained in the delivery context, especially for sensitive products such as pastries or coffee? Do you have your own quality or packaging standards?
We know from experience that the right packaging and efficient, safe transport are crucial, especially for sensitive products such as pastries. We use thermal bags for transport, which maintain the temperature of food during transport. This is essential for transporting hot drinks or breakfast items, but also for the consistency of pastries and desserts or the temperature of desserts. To ensure that all food arrives fresh at the customer's door, we design our delivery areas so that delivery and waiting times are kept as short as possible.

More and more restaurants are using delivery as a brand extension. How does Lieferando position itself here—as a pure platform or increasingly as a partner for experience-oriented hospitality concepts?
Lieferando combines both: at heart – and therefore also in our core business – we are and will remain a technology company. We provide our approximately 4,800 partners in Austria with a platform, infrastructure, and services to drive their digital ordering business forward. At the same time, however, we also see that demand and thus the need for on-demand delivery is growing in Austria. Not only in the food and grocery sector, but also for other everyday items such as pharmacy or drugstore products and electronic devices. That's why we are also investing more heavily in our delivery network in Austria.