Although management consultancies emphasize customer loyalty as an important factor for the profitability of e-food business models and various lock-in strategies are already being used successfully in foreign e-food markets, there is still a lack of implementation among German e-food providers. To derive how customer loyalty strategies should be designed in the German e-food market, this paper focuses on a qualitative-explorative analysis of which determinants characterize loyalty to an e-food provider from the customer’s perspective