Recipe for foodora’s subscription success

foodora entered 2025 with a clear ambition: accelerate PRO subscription growth across the Nordics and convert more everyday users into high-frequency loyalists. While PRO adoption in Finland, Sweden, and Norway showed early strength (ranging from 7–15% of total platform users within the first 6 months), foodora needed a catalyst that could drive subscription trials at scale and create lasting subscriber engagement. Because PRO users already ordered nearly twice as often as the general platform, even small gains in PRO penetration could unlock meaningful revenue and frequency growth.

The challenge, therefore, wasn’t demand, it was activation: how to give more customers a strong reason to try PRO, stay engaged, and ultimately become long-term subscribers.

Klarna and foodora launched a two-part strategy centered around a high-impact entry point into PRO: both with the KLARNA: 20 kr x 5 voucher, and with the KLARNAPRO 1+1 subscription trial, designed to convert campaign participants into recurring subscribers. Customers got one extra month during the free trial when choosing Klarna as a payment method and got 20 kr off on their next 5 orders.

The voucher introduced Klarna’s most loyal and frequent users to the value of PRO, and the 1+1 trial removed friction from testing the full subscription experience. Klarna’s role extended beyond payments; tokenization enabled faster repeat ordering, and Klarna’s strong user base delivered highly engaged customers (“Klarna customers are our best customers,” as foodora put it).

Klarna visibility inside the foodora app, through voucher wallets, banners, resto tags, PRO carousels, and subscription perks, ensured the campaigns reached high-intent shoppers and positioned Klarna as a natural on-ramp into PRO.

The impact on PRO subscriptions was immediate and sustained. The voucher drove almost 100k redemptions, introducing a large wave of customers to PRO-linked benefits. Klarna’s share of monthly subscriber payments rose from 11% in January at the launch to 46% by November, marking a quadrupling of Klarna’s role within the subscription model and showing the preference for Klarna as soon as customers were made aware Klarna was available.

Importantly, a larger share of customers who redeemed the KLARNAPRO trial remained active subscribers, compared to the standard 1-month trial offer, proving that the voucher-to-trial flow created durable loyalty, not just short-term conversions. As foodora described it, Klarna users “come back more often,” “order beyond restaurants—including groceries,” and “drive higher AOV,” making Klarna not only a payment method but a subscription growth engine.