Wolt, Just Eat and Foodora: How Denmark's Food-Delivery Apps Run Affiliate and Creator Programs

The short answer

Wolt, Just Eat and Foodora are the three food-delivery apps a Danish creator or brand most often considers — but they take three different, documented approaches to affiliate and creator partnerships. Wolt runs two tracks at once: an open affiliate program via the network TradeDoubler, and a separate, creator-specific program via the platform Filify (DKK 70 per new-user conversion, a DKK 300 Wolt gift card to create content with, and another gift card at 20 conversions). Just Eat runs one open affiliate program via the network Awin, with published rules but no publicly disclosed commission rate. Foodora has no confirmed affiliate or creator program in Denmark found in this research pass.

Comparison: the three programs

Wolt: two separate tracks, not one program

Wolt's own Danish affiliate page (explore.wolt.com/en/dnk/affiliates) describes an ordinary, open affiliate program run through the network TradeDoubler. Per Wolt's own FAQ on the page, "anyone" can become an affiliate, but "individuals who have a platform or audience in a specific industry" — the page itself names bloggers covering city guides or restaurants — will typically be more successful. Sign-up happens as a publisher on TradeDoubler, and the affiliate views their own results through TradeDoubler's dashboard. Wolt's own page discloses neither a commission rate nor a cookie window for this track.

Alongside the ordinary affiliate track, Wolt runs a separate, documented creator program via the platform Filify (a.filify.app) — a third-party platform administering tracking, payment and the creator relationship on Wolt's behalf, not Wolt's own website. Filify's own campaign page for Wolt Denmark describes these terms:

• DKK 70 per conversion — paid when a new user completes their first order via the creator's link and uses the associated promo code.
• A DKK 300 Wolt gift card given to the creator up front, intended for ordering food themselves and creating content about the experience.
• Another DKK 300 gift card as a "performance bonus" once the creator reaches 20 conversions.
• A follower offer of DKK 60 off each of the first three orders (up to DKK 180 total), with a DKK 110 minimum order value.
• The cash commission is paid via invoicing, with a 45-day payment window after month-end.

That makes Wolt's creator program a hybrid of two models the Academy otherwise treats separately: a gift card to create content with resembles gifting (a product given to enable content), while the ongoing DKK 70 commission per conversion is pure affiliate mechanics — tracked sales through a unique link and code. The two elements are bundled into one program, but differ in how they should be understood and disclosed.

Just Eat: one program, documented rules, no public rate

Just Eat Denmark runs its affiliate program through the network Awin — confirmed directly via Awin's own merchant page for the program (Just Eat DK, Awin profile ID 27534). The program's own published rules are restrictive on one specific point: affiliates may not bid on Just Eat's brand name or misspellings of it in search engines, may not use the brand name in domains or ad text, and restaurants are themselves excluded from participating as affiliates in the program. Per the program's own terms, breaches result in both commission and the partnership being cancelled. That specific rule — a brand bidding restriction — is common across affiliate programs and works the same way even when Google itself doesn't restrict the underlying keyword bid; see that article for how the rule is typically written and enforced, using Just Eat's own program as one of two worked examples.

The specific commission rate for the Danish program is not publicly available — it's common practice for Awin-based programs that the actual rate is only shown once a publisher account has been applied for and approved. Unlike Wolt, no separate, creator-specific program was found alongside Just Eat's ordinary Awin track in this research.

Foodora: the confirmed gap

Foodora is Delivery Hero's own brand and a newer entrant in the Danish market. This research found no confirmed affiliate or creator program specifically for Foodora in Denmark — not through a known network such as Awin, Tradedoubler or Adtraction, and not through a specialised creator platform such as Filify. That doesn't necessarily mean such a program has never existed or never will — only that none was confirmed in this research pass, and that should be stated honestly rather than assuming Foodora follows the same pattern as Wolt or Just Eat.

What the difference means for a creator or a brand

IF you're a creator looking for a guaranteed, documented incentive for food content → Wolt's Filify track is the only one of the three with a fully published rate and structure to negotiate from.

IF you're a blogger or website owner who wants to join an open, self-serve affiliate program with no direct relationship to the brand → both Wolt (via TradeDoubler) and Just Eat (via Awin) offer that; Foodora doesn't have a confirmed option.

IF you're a brand in a different vertical considering a similar structure → Wolt's model is a real, documented example of combining a broad, open affiliate track with a narrower, more curated creator track run by a specialised platform — a structure that echoes how Make Influence itself combines a curated relationship with affiliate-style tracking (see affiliate influencer marketing in Denmark).

IF you can't find a program at one particular food-delivery brand → check both the ordinary affiliate network and whether a separate, creator-specific program exists via a third-party platform, before concluding no program exists at all. Wolt's two tracks show that the absence of one doesn't mean the absence of the other.

Worked example (hypothetical)

The figures below are hypothetical and illustrate only how Wolt's two Filify elements add up — they are not a documented income figure for a named creator and not a Make Influence customer case.

A Danish nano-creator shares their Wolt code for a single month. 22 followers complete their first order via the code before month-end. Cash commission: 22 × DKK 70 = DKK 1,540 (invoiced, paid after up to 45 days). Because the creator passes 20 conversions within the period, the extra performance bonus is triggered: another DKK 300 gift card — usable for food, not cash. Adding the original DKK 300 starter gift card (already spent creating the first piece of content) to the bonus and the commission, total value for the period is 1,540 + 300 + 300 = DKK 2,140, split across two different types of value: DKK 1,540 in cash, invoiced commission and DKK 600 in Wolt gift-card value, usable only at Wolt.

Common mistakes

• Assuming Wolt's ordinary affiliate program and its creator program are the same thing. They run through two different platforms (TradeDoubler and Filify) with their own terms — only the creator track has a publicly known rate.
• Assuming the DKK 70 and DKK 300 figures appear on Wolt's own website. They're published on Filify's campaign page, a third-party platform administering the program for Wolt — not on explore.wolt.com.
• Assuming the absence of a program at Foodora means the food-delivery category as a whole doesn't work with creators. Wolt and Just Eat show the opposite — it's specific to Foodora that nothing was confirmed in this research.
• Forgetting disclosure because part of the payment is a gift card, not cash. A gift card to create content with is still an economic benefit and triggers disclosure, whether or not there's also cash commission on top.
• Expecting to see Just Eat's commission rate without an approved Awin account. It isn't publicly available and requires an application.

Make Influence's operational perspective

In Make Influence's view, Wolt's two-track model is interesting because it shows one solution to a problem many brands in other categories also face: a fully open affiliate network gives scale but no curation or guaranteed content, while a fully curated influencer relationship gives control but requires more administration per creator. Wolt's creator track via Filify sits between the two — a fixed, documented structure (gift card plus commission) without the full brief-and-approval process a curated relationship normally involves. That's a different trade-off from Make Influence's own model, where every creator is individually chosen and approved, but it's a real example worth knowing when advising a brand in another category on how to structure a similar creator layer on top of an open affiliate program.

FAQ

Are Wolt's ordinary affiliate program and its creator program the same thing?

No. The ordinary program runs through the network TradeDoubler and has no publicly known rate. The creator program runs through a separate platform, Filify, and has a fully documented structure: DKK 70 per conversion plus gift cards.

Can you join Just Eat's affiliate program without an approved Awin account?

No. The specific commission rate and full terms are only visible once a publisher application has been approved on Awin — the publicly known rules are limited to the restrictions on brand names and domains, a type of clause known as a brand bidding restriction, covered in full there.

Does Foodora have no affiliate or creator program at all?

No confirmed program was found for Foodora in Denmark in this research — not through a known network or a creator platform. That should be read as a documented gap in this research, not as a guarantee that none has ever existed or will exist.

Does content made through Wolt's creator program need to be disclosed as advertising?

Yes. Both the gift card and the ongoing commission are an economic benefit from Wolt, and trigger disclosure under the same principles as any other paid or gifted collaboration — see influencer marketing disclosure rules in Denmark and the EU.

Are the DKK 70 and DKK 300 figures confirmed on Wolt's own website?

No. They appear on Filify's own campaign page for the program, a third-party platform administering it on Wolt's behalf. Wolt's own affiliate page discloses neither an amount nor a cookie window for the ordinary TradeDoubler track.

How does Wolt's creator program differ from plain gifting?

Plain gifting carries no obligation and no ongoing commission — just the product itself. Wolt's creator program adds a documented, ongoing commission (DKK 70 per conversion) on top of the gift card, making it a hybrid rather than pure gifting — see gifting vs paid collaborations for the general distinction.

Are there similar, documented affiliate programs at other Danish webshops?

Yes — see Partner-ads vs Adtraction compared for the two networks many Danish webshops use, and Nordic affiliate networks compared for the broader network landscape.