Would you trust a drone delivery system for your food? That’s the debate sparking discussions in Ireland following Manna’s ambitious plans to expand its drone delivery operations in Dublin. The Irish startup already conducts up to 300 daily deliveries, with its app downloads surging sixfold in 2024, reaching 30,000 installs, according to Sensor Tower data.
CEO Bobby Healy envisions transforming Dublin into the world’s largest drone delivery hub. A survey conducted by The Journal among 12,000 readers revealed mixed opinions—48% were open to the idea, while 43% remained skeptical.
What may seem futuristic to many has become commonplace in Blanchardstown, a Dublin suburb where Manna operates extensively. Customers using the app can order food, coffee, books, or over-the-counter medicines, which are then picked up by a drone and delivered within three minutes. Flying at an altitude of 70 meters, these drones promise rapid and efficient service.
Manna recently partnered with food delivery platform Just Eat to broaden its offerings. By the end of 2024, the company aims to establish ten drone bases serving one million customers.
Regulatory Hurdles and Industry Pushback in Drone Delivery of Food
While Manna’s growth is impressive, it has drawn scrutiny from Irish lawmakers. Green Party leader Roderic O’Gorman likened the industry to a “wild west” scenario, cautioning against potential drone collisions if regulations are not enforced.
Interestingly, Healy supports European drone regulations, viewing them as a strategic advantage. While many entrepreneurs criticize the EU’s strict business regulations, Healy argues that well-defined rules are crucial for drone operations.
The U.S., home to drone giants like DroneUp, Alphabet’s Wing, and Amazon Prime Air, has imposed stricter restrictions, limiting flight numbers. Amazon’s drone delivery arm, for instance, has only completed a few thousand flights, whereas Manna boasts 165,000 flights since its 2018 launch. The startup has also begun trialing its drones in Finland in collaboration with delivery company Wolt, proving their effectiveness in snowy conditions.
Healy argues that drones offer a more cost-efficient delivery model compared to road-based options. “At scale, the marginal cost of a drone delivery is nearly zero,” he explains. While the upfront investment is high, operating costs plummet over time. He also highlights the tough conditions faced by traditional bike couriers, emphasizing the need for better alternatives.
However, not everyone welcomes drone expansion. Dublin residents have voiced noise concerns, particularly following Manna’s application for a southwest Dublin base. “The sound in my garden is louder than if a car was passing through,” one resident told the Irish Times. In response, Healy claims noise complaints are minimal—approximately one per month—and assures that Manna is working on quieter drone technology.
From Pizza to Military Drones?
Manna’s technology has caught the attention of defense analysts, given drones’ growing role in modern warfare. While Healy is a vocal supporter of Ukraine, he dismisses any military ambitions for Manna. “We’re fully focused on commercial deliveries,” he states. However, he acknowledges Europe’s need for a robust drone manufacturing industry, citing U.S. startup Anduril, which raised $1.5 billion for autonomous weaponry in 2023.
“If I were to start a new venture, it would be to strengthen Europe’s defense capabilities,” Healy muses, underlining the growing geopolitical importance of drone technology.
Before launching Manna, Healy built a career in video game development, contributing to titles like Michael Jackson’s Moonwalker and The Running Man. Today, his favorite game is online chess, which he plays up to 15 times daily.
Another passion? Teslas. He’s owned three but now faces a dilemma over purchasing a fourth. “I love Elon Musk’s products, but not his politics,” he admits. Still, he appreciates Tesla’s unique approach to branding, noting the company’s playful features—like fart sound effects. “No German car manufacturer would ever make their car fart,” he quips.
With strong backing and a growing customer base, Manna is positioned to redefine urban delivery. However, as public concerns over noise, regulation, and safety persist, the startup must navigate these hurdles carefully. Whether drones become a staple in city life or remain a niche service depends on how companies like Manna address these challenges in the coming years.
