Roamler Acquires Datlinq

Roamler and Datlinq are joining forces across data collection, insight creation and community-powered in-store activation — giving brands a single route to automating their sales and marketing activity in both foodservice and retail.

Rising to the Foodservice Challenge

The foodservice market is exceptionally volatile. An average of 35% of outlets are affected by an opening, a closure or a concept change every twelve months. For a brand, that means the practical question is never simply where to sell — it is where to go, and what to focus on, at each specific location, this quarter.

Datlinq has spent years building one of the largest databases in Europe on that basis, combining online sources including consumer check-ins and reviews, and now covering more than 3 million foodservice locations.

Our up-to-date CRM data and supporting AI-driven targeting helps brands invest in areas that are relevant to end-users of their products.

We are able to identify emerging pop-up zones in city centres, calculate the footfall in bars, cinemas or restaurants, and profile the typical target audience of each location. This way we can help brands go where their products are relevant to consumers.

Marco van den Ouden CEO, Datlinq

Online Data, Offline Action

Datlinq's online dataset is now combined with millions of offline observations gathered by the Roamler community in the field across Europe. For the first time in foodservice, manufacturers can work from a complete dataset paired with an operational footprint capable of acting on it — delivering location-level insight and performing corrective actions where and when they are needed.

With the acquisition of Datlinq we can help brands drive growth in out-of-home as well, by implementing data-driven sales and marketing strategies that meet the needs of their consumers, right where they are.

Jeroen ten Haave CEO, Roamler

What This Means for Clients

From 1 February 2022, Datlinq positions itself as a Roamler company. Day-to-day operations and service levels are unchanged. What the combination adds falls into three areas.

Insights

On-demand research across foodservice and retail in almost every European country. Alongside the existing Market Monitor portfolio, it becomes possible to commission tailor-made studies for a specific product and region.

Data

Location records enriched with features that were previously out of reach — photographs of menus and venues, verification of openings and closures — across more European markets.

Execution

A new capability rather than an extension of an existing one: on-site checks to verify a product is promoted or served correctly, sample follow-up, placement of point-of-sale materials, and additional field capacity alongside your own sales team.

European Expansion

Both companies already serve premium brands in Europe's most strategic markets. Merging their technologies and expertise is aimed at extending that reach — helping brands across Europe optimise their route to market in foodservice and improve efficiency through performance-driven outsourcing.