After 10 million orders shipped, a new era begins at Kifli.hu: Hungarian CEO takes over

Szabó Dániel

In the past six years, Kifli.hu has delivered more than 10 million orders, fundamentally reshaping domestic shopping habits. The online supermarket, which was launched at the end of 2019, now reaches nearly a third of the Hungarian population and assembles hundreds of thousands of baskets every month – with fresh vegetables, artisanal bakery products, quality meats, pharmacy items, baby products or even pet food. Building on the dynamic growth and the results achieved so far, the management of the parent company, Rohlik Group, decided to put a domestic leader at the helm of the Hungarian operation, which means that in the future, even greater emphasis will be placed on decisions made locally, Hungarian customer needs and domestic supplier cooperation. Therefore, from February 1, 2026, Dániel Szabó will hold the position of commercial director and managing director of Kifli.hu Shop Kft., which operates the Kifli.hu online supermarket.

The goal of the next period is not just further growth, but also for the service to fit even more precisely the shopping habits of Hungarian households – from the compilation of the offer to supplier cooperation. Dániel Szabó’s task is to further strengthen the domestic selection, increase the proportion of Hungarian partners, and make commercial decisions that are directly based on local customer feedback. Kifli.hu’s recommendation indicator, the Net Promoter Score (NPS), is currently above 85 points, which significantly exceeds the typical average of approximately 20 points in the retail sector. NPS measures customer satisfaction and willingness to recommend, so the result indicates an exceptionally strong performance – however, the company aims to raise this standard even further in the future with even more precise responses to Hungarian customer needs.

“The ten million completed orders so far are not only a milestone, but also proof of the trust of Hungarian customers. The aim of the next period is to make online shopping natural for even more households – as a conscious, time- and energy-saving decision. We want to continue to build a service that is not only fast and accurate, but also a real convenience for every Hungarian household in everyday life – whether it is families with young children, busy professionals or anyone who wants more time for what is really important. The focus of the next period will clearly be on customers”

– said Dániel Szabó.

The Budapest-born specialist has been around for nearly He came to Kifli with 15 years of sales and marketing experience. He previously worked as the sales director of one of the largest Hungarian food delivery companies, and during his career he also gained several years of management experience at Amazon’s European division. He began his professional career at Henkel’s Hungarian team, where he rose from an intern to a global senior marketing manager position in a decade.

“With Dániel’s appointment, a new chapter begins in our Hungarian operations. His experience and strategic approach will play a key role in further strengthening Kifli.hu’s position as a leading player in modern, convenient and quality shopping”

– emphasized Olin Novák, Rohlik Group’s Chief Commercial Officer (CRO) and Co-CEO of the retail business.

Kifli.hu’s sales revenue increased nearly fourfold between 2020 and 2024, to HUF 57 billion. During this time, the company invested HUF 2.8 billion in domestic investments, and by the end of 2025, it will open a new, opened a modern logistics center in Biatorbágy, the investment value of which is almost twice the total investment volume in Hungary in previous years. Today, Kifli.hu offers more than 15 thousand products – from fresh goods from local producers to premium specialties, as well as private-label, plant-based, lactose- and gluten-free alternatives, which are often available at or below the price level of discount chains. Thus, quality shopping is not a luxury, but an affordable, everyday decision.