HelloFresh ANZ cuts delivery kilometres with PTV tool

PTV Logistics has partnered with HelloFresh ANZ to optimise delivery routing across Australia and New Zealand, with the rollout cutting delivery kilometres by up to 4%.

HelloFresh ANZ has integrated PTV OptiFlow into its planning and distribution systems as it manages deliveries across metropolitan and regional areas in both countries. The software is now used across a home delivery network that has expanded with growing demand.

The changes have also reduced manual planning work and improved on-time delivery performance. HelloFresh ANZ linked the project to efforts to manage delivery costs as fuel and labour expenses fluctuate.

Routing has become more complex as the meal-kit group's network has expanded across dense urban markets and more dispersed regional locations. HelloFresh ANZ's system takes into account traffic conditions, delivery windows, customer density and vehicle constraints when generating routes.

PTV OptiFlow recalculates routes as conditions change during the day, helping planners respond to disruptions without repeated manual intervention.

Tony Tannous, Director of Operations at HelloFresh ANZ, described the operational impact of the deployment.

"Since implementing PTV OptiFlow, we've seen a significant reduction in planning time. Our planners spend far less time making manual route adjustments, and we've observed measurable improvements in delivery reliability. These efficiencies allow us to maintain competitive delivery pricing for our customers, even as fuel and labour costs fluctuate," said Tony Tannous, Director of Operations, HelloFresh ANZ.

Implementation work

HelloFresh ANZ also identified the setup phase as a key part of the project. The rollout has been carried out in stages, with both companies aligning data sources, configuring routing models, testing delivery scenarios and training planning teams in both markets.

This phased approach was designed to avoid disrupting daily operations while adapting the system to local conditions in Australia and New Zealand. The work included integrating real-time traffic data and local routing constraints rather than relying on a simpler point-to-point model.

Jasper van Dooijeweert, Associate Director of Transport Planning at HelloFresh, said the implementation process helped shape the outcome.

"PTV Logistics acted as much more than a software vendor; they were a true partner. By working closely with their consultants during the implementation phase, we were able to move beyond simple A-to-B routing. This allowed us to integrate real-time traffic data and local routing constraints, resulting in a more resilient delivery network that consistently meets our high service standards," said van Dooijeweert.

Regional pressure

The partnership reflects pressure on food delivery and last-mile operators to cut wasted mileage while maintaining delivery reliability. Even modest percentage reductions in kilometres travelled can lower transport costs when applied across a large network operating daily in two countries.

HelloFresh ANZ runs one of several subscription-based delivery models that depend on tight route planning and consistent customer service. Missed delivery windows, extra kilometres and manual route changes can all increase costs and strain delivery operations, especially during peak seasonal periods.

PTV Logistics said its platform is integrated end to end into HelloFresh ANZ's planning and distribution systems and is designed to maintain stable performance during heavier demand. Each phase of the rollout is being used to fine-tune results as the network develops.

Kamil Duracka, Vice President International Business at PTV Logistics, said the scale of the network made the result notable.

"HelloFresh ANZ operates one of the most demanding last-mile delivery networks in the region, and the results show what using technology for routing can do at that scale. We're focused on helping them keep that performance steady as the network keeps growing," said Duracka.