HelloFresh ANZ has reduced delivery kilometres and operating costs by up to four per cent after introducing route optimisation technology across its expanding Australian and New Zealand delivery network.
The meal-kit company has integrated PTV OptiFlow into its planning and distribution systems, using the platform to improve delivery routing across metropolitan and regional areas.
For a delivery operation managing large volumes of time-sensitive orders, route planning needs to account for far more than the shortest distance between two addresses. Traffic conditions, delivery windows, customer density, vehicle constraints and changing conditions throughout the day all influence whether a run is efficient and completed on time.
PTV OptiFlow uses dynamic routing to continuously recalculate delivery routes as conditions evolve, reducing the manual intervention required from transport planners.
HelloFresh ANZ Director of Operations Tony Tannous said the system had delivered measurable improvements in planning efficiency and delivery reliability.
“Since implementing PTV OptiFlow, we’ve seen a significant reduction in planning time,” Tannous said.
“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.”
The result highlights the potential for route optimisation tools to deliver savings in last-mile and multi-drop freight operations, where small efficiency gains can add up quickly across a high-volume network.
HelloFresh Associate Director of Transport Planning Jasper van Dooijeweert said the implementation focused on building a routing model suited to the company’s local operating conditions.
“PTV Logistics acted as much more than a software vendor; they were a true partner,” van Dooijeweert said.
“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.”
The software is fully integrated into HelloFresh ANZ’s planning and distribution systems and is intended to maintain stable delivery performance through peak and seasonal demand periods.
Kamil Duracka, Vice President International Business at PTV Logistics, said the project showed the value of using routing technology in demanding last-mile delivery networks.
“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,” Duracka said.
“We’re focused on helping them keep that performance steady as the network keeps growing.”
The rollout is being completed in stages across Australia and New Zealand. Each phase involves aligning data sources, configuring routing models, testing real-world delivery scenarios and training planning teams, allowing the platform to be refined without disrupting daily operations.
For transport operators, the project is a reminder that route optimisation is increasingly becoming a practical tool for managing cost pressure, driver productivity and customer service expectations in complex delivery networks.
