Case Study: Picnic (online supermarket) achieves 500% faster incident response and scales operations with PagerDuty

Picnic Delivers Better Customer Experiences and Scales Their Operations With the Help of Pagerduty

Picnic is a fast-growing online supermarket based in Amsterdam that serves over 500,000 customers. As a 106‑person eCommerce business, they needed a way to separate system operations from system engineering, centralize full‑stack visibility, and ensure reliable 24/7 incident management—Slack alone wasn’t sufficient for standardized on‑call notifications, accountability, or real‑time triage.

Picnic implemented PagerDuty as a single pane of glass, integrating New Relic, AWS CloudWatch, and Slack to automate triage, route alerts to the right owners, and tie monitoring to collaborative workflows. The result: clearer operational ownership, reduced alert fatigue, scalable load balancing between teams, and a 500% improvement in MTTA/MTTR (now under 10 minutes and under 1 hour respectively), leading to faster incident resolution and a better customer experience.

Picnic

Daniel Gebler

CTO