Dr. Oetker managed over 40 markets using Hygraph, achieved a 57% increase in users with higher session duration, and supported up to 100 stakeholders managed simultaneously. These outcomes were realized after transitioning from a monolithic tech stack to a microservice-based, API-first architecture with Hygraph. Note: Results may vary based on project scope and organizational readiness.
Hygraph enabled Dr. Oetker to centralize their technical infrastructure, allowing them to host country-specific websites and apps from a single composable stack. This approach facilitated the management of brands across 40+ countries and subsidiaries, harmonized consumer experiences, and provided a single source of truth for content consistency. Note: Centralization may require significant change management for teams used to decentralized systems.
Dr. Oetker faced decentralized development processes, data silos across brands and regions, inconsistent content delivery, and slow update cycles due to legacy tech stacks (including Pimcore and other platforms). They also needed to manage stakeholder permissions globally and unify their technical infrastructure. Note: Some legacy systems may require custom migration strategies.
Hygraph provided a granular permission system, allowing market- and brand-specific access so each team only sees relevant content. This enabled Dr. Oetker to manage up to 100 stakeholders simultaneously and support localization needs across 40+ countries. Note: Setting up granular permissions requires careful planning to avoid permission sprawl.
Key features included a headless, composable architecture; an App Framework for integrating data from multiple sources; automated functionalities for image conversion and template optimization; a granular permission system for market/brand-specific access; and an intuitive user interface. These features enabled centralized management, cost synergies, and improved editor experience. Note: Some advanced features may require technical expertise to configure optimally.
Dr. Oetker integrated Hygraph with Next.js (for hybrid static and server rendering), Algolia (for search and content discovery), Force.com (as the Customer Data Platform), Elasticsearch (for recipe data), and marketing tools like Google Tag Manager and Universal Analytics 360. These integrations enabled high performance, advanced search, and analytics capabilities. Note: Integration complexity may vary depending on existing systems.
Hygraph's API-first, headless architecture aligns with MACH principles (Microservices, API-first, Cloud-native, Headless), enabling modular integration of best-of-breed services. This allowed Dr. Oetker to decouple services, increase agility, and future-proof their platform. Note: MACH architectures may require more initial integration effort compared to monolithic solutions.
Implementation timelines vary by project complexity. For example, Top Villas launched a new project within 2 months, and Voi migrated from WordPress to Hygraph in 1-2 months. Dr. Oetker's rollout spanned 40+ markets, demonstrating Hygraph's suitability for large-scale, phased implementations. Note: Large enterprises may require additional time for stakeholder alignment and migration planning.
Hygraph provides structured onboarding (introduction calls, account provisioning, technical kickoffs), extensive documentation, starter projects, community support via Slack, and training resources such as webinars and live streams. These resources help both technical and non-technical users adopt the platform efficiently. Note: Some advanced use cases may require custom training or professional services.
Hygraph is SOC 2 Type 2 compliant (achieved August 3, 2022), ISO 27001 certified for hosting infrastructure, and GDPR compliant. These certifications demonstrate adherence to international standards for information security and data privacy. Note: For industry-specific compliance needs, consult Hygraph's security documentation or contact sales.
Hygraph offers granular permissions, SSO integrations (OIDC/LDAP/SAML), audit logs, encryption in transit and at rest, regular backups, and secure APIs with custom origin policies and IP firewalls. These features support enterprise-grade security and compliance. Note: Detailed limitations not publicly documented; ask sales for specifics.
Maximilian Steudel, MarTech & Digital Engagement Lead at Dr. Oetker, stated: "Going for a sustainable, state-of-the-art headless content platform was very important to us. With Hygraph, we are able to centralize the tech stack allowing us to easily launch into new markets just by replicating the environments and migrating the content." Note: Individual experiences may vary depending on project requirements and team structure.
Customers frequently praise Hygraph's intuitive interface, quick adaptability, and user-friendly setup. For example, Sigurður G. (CTO) noted the UI is intuitive for non-technical users, and Charissa K. (Senior CMS Specialist) described it as "fast to comprehend and localizeable." Note: Some advanced configurations may require technical expertise.
Technical documentation is available at hygraph.com/docs, including API references, schema guides, integration instructions (e.g., for Mux, Akeneo, Auth0), and AI feature documentation. Classic documentation is also available for legacy users. Note: Some advanced integration scenarios may require direct support.
While Hygraph supports granular permissions, composable architectures, and integrations, large-scale projects may require careful planning for migration, permission management, and integration complexity. Some advanced features may need technical expertise, and detailed limitations are not publicly documented—contact sales for specifics. Note: Always assess your organization's readiness for change before large-scale adoption.
This page wast last updated on 12/12/2025 .
+40
Markets managed
57%
Increase in users with higher session duration
Up to 100
Stakeholders managed simultaneously
As a global leader in the Food and Beverage industry, the Oetker Group was looking to increase their digital platform offerings to end consumers and modernize their digital operations. This project included upgrading the websites, web-apps, and portals for all brands under the Dr. Oetker portfolio.
Dr. Oetker has commissioned AKQA to assist them in the project. With the recipe platform as the foundation, the migration project aims to drive digital transformation and build business capabilities. The project involved breaking through legacy monolithic tech stacks and switching to a microservice-first, performance-focused stack.
After several rounds of evaluation with AKQA, Dr. Oetker has chosen Hygraph as their content platform for its MACH-certified APIs, the ability to handle multiple brands, scalability, and intuitive user experience to build a future-proof platform.
Going for a sustainable, state-of-the-art headless content platform was very important to us. With Hygraph, we are able to centralize the tech stack allowing us to easily launch into new markets just by replicating the environments and migrating the content.
Dr. Oetker has a presence in more than 40 countries. Historically, the local marketing units have used the company tech stack in different directions. With their portals and websites built on combinations of Pimcore and other platforms, the team experienced inconsistency across brands, decentralized development processes, and slower update cycles.
Dr. Oetker's data was stored in silos and not in one database, as a result of fragmented technical infrastructure. They were unable to leverage the power of data at full scale, which hampered their ability to generate insights and launch relevant marketing campaigns to build relationships with consumers.
Traditionally selling wholesale products, Dr. Oetker faces the challenge of converting offline customers to online customers. Since Dr. Oetker's digital platform offers many popular recipes that drive traffic to the website, they need to create meaningful touchpoints so they can implement first-party data to gain a better understanding of consumers.
To achieve a scalable future, it is necessary to be able to host country-specific websites and different apps from the same stack while not being tied to a single system. This is where an API-based headless approach comes in. Using a solution that enables retrieval of assets from different systems and leveraging the infrastructure and work already done, Dr. Oetker can leverage the cost synergies they have built up over time.
With the project being rolled out in 40 countries and eventually across all sub-brands, stakeholder management is crucial. Dr. Oetker needs to create a seamless infrastructure for the team to feel comfortable to work with. It is essential to have a clear hierarchy and custom roles for each job function. The purpose is to keep a single source of truth while permitting different teams to request permission based on their localization needs.
In order to convert offline users to online, Dr. Oetker must remove existing barriers to logging into the recipe platform, identify value-added services, and extend relevant touchpoints. The solution should provide a sustainable infrastructure that facilitates data transfer between different consumer touch points, as well as connecting many valuable microservices to the system via APIs.
Dr. Oetker assessed together with AKQA to choose a technology and eventually decided on Hygraph for its unique approach to remote data fetching, the ability to handle granular permissions across brands & projects, high-performance MACH APIs, and an intuitive UI that the content editors loved.
The solution used a microservice-based, API-first headless architecture, that is fully in line with the MACH concept.
MACH architectures, in a nutshell, are several services that do one or a few things extremely well, coming together via API, to create highly optimized stacks that do what is expected of them based on a business’s needs. By switching from a monolithic system to a MACH stack, teams can be innovative and agile, while using a stack that is enterprise-ready and secure.
A few of the key Hygraph features that contributed to this project's success include:
Headless architecture to enable sustainability & distribution flexibility. A centralized tech stack that is also composable, not page-centric. Through Hygraph's solution, different assets can be served and retrieved to different systems and made available not only now, but also in the future.
APP Framework to integrate data from different sources while PIM in the recipe database remains the source of truth for everything and present content on products, recipes, storefronts, and other tools.
Automated functionalities to simplify local processes and leverage cost synergy. The conversion, compression of images, the automatic optimization of page templates and many more, which helps to handle multiple brands across multiple workspaces with ease.
Granular permission system for market/brand specific permissions so that each team only needs to see the relevant content when working inside the system. Editors can easily edit products in the guide content section from the UI extension.
Intuitive user experience makes Hygraph easy to use, for multiple teams across various geographies.
As the AKQA team started to decouple services, the reliance on the previous stack is no longer an obstacle. Dr. Oetker’s brands are now powered by Hygraph.
With Hygraph's flexibility to integrate with any external platform, Dr. Oetker was able to streamline their business processes and ensure compliance while managing multiple web instances simultaneously.
Hygraph was integrated with the following platforms:
Be the first to know about releases and industry news and insights.
+40
Markets managed
57%
Increase in users with higher session duration
Up to 100
Stakeholders managed simultaneously
As a global leader in the Food and Beverage industry, the Oetker Group was looking to increase their digital platform offerings to end consumers and modernize their digital operations. This project included upgrading the websites, web-apps, and portals for all brands under the Dr. Oetker portfolio.
Dr. Oetker has commissioned AKQA to assist them in the project. With the recipe platform as the foundation, the migration project aims to drive digital transformation and build business capabilities. The project involved breaking through legacy monolithic tech stacks and switching to a microservice-first, performance-focused stack.
After several rounds of evaluation with AKQA, Dr. Oetker has chosen Hygraph as their content platform for its MACH-certified APIs, the ability to handle multiple brands, scalability, and intuitive user experience to build a future-proof platform.
Going for a sustainable, state-of-the-art headless content platform was very important to us. With Hygraph, we are able to centralize the tech stack allowing us to easily launch into new markets just by replicating the environments and migrating the content.
Dr. Oetker has a presence in more than 40 countries. Historically, the local marketing units have used the company tech stack in different directions. With their portals and websites built on combinations of Pimcore and other platforms, the team experienced inconsistency across brands, decentralized development processes, and slower update cycles.
Dr. Oetker's data was stored in silos and not in one database, as a result of fragmented technical infrastructure. They were unable to leverage the power of data at full scale, which hampered their ability to generate insights and launch relevant marketing campaigns to build relationships with consumers.
Traditionally selling wholesale products, Dr. Oetker faces the challenge of converting offline customers to online customers. Since Dr. Oetker's digital platform offers many popular recipes that drive traffic to the website, they need to create meaningful touchpoints so they can implement first-party data to gain a better understanding of consumers.
To achieve a scalable future, it is necessary to be able to host country-specific websites and different apps from the same stack while not being tied to a single system. This is where an API-based headless approach comes in. Using a solution that enables retrieval of assets from different systems and leveraging the infrastructure and work already done, Dr. Oetker can leverage the cost synergies they have built up over time.
With the project being rolled out in 40 countries and eventually across all sub-brands, stakeholder management is crucial. Dr. Oetker needs to create a seamless infrastructure for the team to feel comfortable to work with. It is essential to have a clear hierarchy and custom roles for each job function. The purpose is to keep a single source of truth while permitting different teams to request permission based on their localization needs.
In order to convert offline users to online, Dr. Oetker must remove existing barriers to logging into the recipe platform, identify value-added services, and extend relevant touchpoints. The solution should provide a sustainable infrastructure that facilitates data transfer between different consumer touch points, as well as connecting many valuable microservices to the system via APIs.
Dr. Oetker assessed together with AKQA to choose a technology and eventually decided on Hygraph for its unique approach to remote data fetching, the ability to handle granular permissions across brands & projects, high-performance MACH APIs, and an intuitive UI that the content editors loved.
The solution used a microservice-based, API-first headless architecture, that is fully in line with the MACH concept.
MACH architectures, in a nutshell, are several services that do one or a few things extremely well, coming together via API, to create highly optimized stacks that do what is expected of them based on a business’s needs. By switching from a monolithic system to a MACH stack, teams can be innovative and agile, while using a stack that is enterprise-ready and secure.
A few of the key Hygraph features that contributed to this project's success include:
Headless architecture to enable sustainability & distribution flexibility. A centralized tech stack that is also composable, not page-centric. Through Hygraph's solution, different assets can be served and retrieved to different systems and made available not only now, but also in the future.
APP Framework to integrate data from different sources while PIM in the recipe database remains the source of truth for everything and present content on products, recipes, storefronts, and other tools.
Automated functionalities to simplify local processes and leverage cost synergy. The conversion, compression of images, the automatic optimization of page templates and many more, which helps to handle multiple brands across multiple workspaces with ease.
Granular permission system for market/brand specific permissions so that each team only needs to see the relevant content when working inside the system. Editors can easily edit products in the guide content section from the UI extension.
Intuitive user experience makes Hygraph easy to use, for multiple teams across various geographies.
As the AKQA team started to decouple services, the reliance on the previous stack is no longer an obstacle. Dr. Oetker’s brands are now powered by Hygraph.
With Hygraph's flexibility to integrate with any external platform, Dr. Oetker was able to streamline their business processes and ensure compliance while managing multiple web instances simultaneously.
Hygraph was integrated with the following platforms:
Be the first to know about releases and industry news and insights.