Just-eat
Encyclopedia
Just-Eat is a UK
headquartered service for ordering takeaway food online. UK
, Denmark
, Canada
, Ireland
, The Netherlands
, Belgium
, Sweden
, Norway
, Spain
, India
and Switzerland
. As of 4 September 2011, Just-Eat has 15 867 restaurants across its worldwide network, with 8842 in the UK. Its parent company is Just-Eat Group Holdings Limited.
The site first launched on 1 August 2001 and by mid 2002 the company was processing 200 orders a day over 100 postcodes maintained by a team of 4. By the start of 2004 Just-Eat broke even for the first time and had over 500 restaurants on the website and a much larger team.
With Just-Eat a proven and successful enterprise in Denmark the team began to expand the concept to other countries. In 2005 a Just-Eat team was set up in London, UK, headed by Sales Director David Buttress (UK MD as of 2008). Launching in March 2006 the team quickly became the market leader; the concept was so successful in fact that currently the UK Just-Eat site had the largest number of restaurants and the highest order numbers worldwide of Just-Eat websites. Due to its market dominance and success Just-Eat’s global Headquarters was moved to London in 2008, whilst current CEO Jesper Buch stepped down and Klaus Nyengaard was appointed the new CEO to help accelerate growth and internationalisation of the company. In July 2009 Just-Eat Holding Limited raised £10.5 million from their Series A investment round, allowing them to further expand. Alongside Denmark, UK, Netherlands and Ireland, Just-Eat also began serving customers in Belgium, Canada, Norway, Spain and, as of March 2011, India.
March 2006: UK
August 2007: Netherlands
May 2008: Ireland
March 2009: Belgium
August 2009: Canada
December 2009: Norway
October 2010: Spain
March 2011: India
April 2011: Switzerland
(investors in Skype
, LastFm, Glasses Direct and Lovefilm
) and Venrex Capital invested £10.5 million into Just-Eat Holdings Ltd. The new investment capital enabled Just-Eat to increase their expansion into other markets and further develop the business.
In March 2011 a second round of investment saw two leading US venture capitalists, Greylock Partners and Redpoint Ventures
invest £30 million. Greylock Partners have previously invested in Facebook
, LinkedIn
and Wonga.
and their “Big Movie Weekend” events. This partnership included providing Virgin Media customers with discount codes if they purchased a film from Virgin’s “on-demand” service on particular weekends.
Toward the end of 2008 the logo was redesigned. The company was concerned the old logo was not modern enough and the Indian heritage aspect limited the brand’s appeal. The new design maintained the colours but used a new font that did not give the impression of particular cuisine types as well as including the Just-Eat slogan:
Whilst the new logo was seen as a big improvement over the original, Just-Eat still felt the logo was not aligned with their ultimate objective “to build a global, much loved 21st century consumer brand”(REF). In January 2011 the new logo was launched, removing the slogan box and yellow. The white and red colour scheme and the new font created a more definitive brand logo that was more easily recognisable. The mouse arrow in the centre of the ‘A’ was included to visually promote the idea that Just-Eat is an online business, something that the previous logos struggled to inform customers of:
.
The first two adverts entitled “Attention Please” and “Down and Up” and ran throughout 2010.
At the start of 2011 a new TV marketing campaign began and two new adverts were created, “Listen and Learn” and “Boxing Clever” that will run throughout 2011.
Whilst FoodZoom were developing the concept of ordering takeaway online they realised that contacting the delivery restaurant via phone with the order after the customer had placed it online was counter-productive and counter-intuitive to the benefits of online ordering. Therefore the JCT technology was created. A JCT box is provided to each delivery restaurant, a 2-way till receipt/order machine. When a customer places an order on the Just-Eat website it is sent to the restaurant’s JCT box upon where it will beep to announce that an order is waiting approval. Restaurant staff are then able to accept or reject the order. If they accept it then a confirmation message is sent to the customer and the order is printed out of the JCT till receipt, providing the customer with immediate feedback and freeing the restaurant from having to answer the phone.
Due to Just-Eats extensive marketing campaigns, independent takeaways are able to benefit from the large scale marketing including TV, PPC and billboard ads that would not otherwise be affordable to them and thus able to compete with larger chain delivery restaurants.
United Kingdom
The United Kingdom of Great Britain and Northern IrelandIn the United Kingdom and Dependencies, other languages have been officially recognised as legitimate autochthonous languages under the European Charter for Regional or Minority Languages...
headquartered service for ordering takeaway food online. UK
United Kingdom
The United Kingdom of Great Britain and Northern IrelandIn the United Kingdom and Dependencies, other languages have been officially recognised as legitimate autochthonous languages under the European Charter for Regional or Minority Languages...
, Denmark
Denmark
Denmark is a Scandinavian country in Northern Europe. The countries of Denmark and Greenland, as well as the Faroe Islands, constitute the Kingdom of Denmark . It is the southernmost of the Nordic countries, southwest of Sweden and south of Norway, and bordered to the south by Germany. Denmark...
, Canada
Canada
Canada is a North American country consisting of ten provinces and three territories. Located in the northern part of the continent, it extends from the Atlantic Ocean in the east to the Pacific Ocean in the west, and northward into the Arctic Ocean...
, Ireland
Ireland
Ireland is an island to the northwest of continental Europe. It is the third-largest island in Europe and the twentieth-largest island on Earth...
, The Netherlands
Netherlands
The Netherlands is a constituent country of the Kingdom of the Netherlands, located mainly in North-West Europe and with several islands in the Caribbean. Mainland Netherlands borders the North Sea to the north and west, Belgium to the south, and Germany to the east, and shares maritime borders...
, Belgium
Belgium
Belgium , officially the Kingdom of Belgium, is a federal state in Western Europe. It is a founding member of the European Union and hosts the EU's headquarters, and those of several other major international organisations such as NATO.Belgium is also a member of, or affiliated to, many...
, Sweden
Sweden
Sweden , officially the Kingdom of Sweden , is a Nordic country on the Scandinavian Peninsula in Northern Europe. Sweden borders with Norway and Finland and is connected to Denmark by a bridge-tunnel across the Öresund....
, Norway
Norway
Norway , officially the Kingdom of Norway, is a Nordic unitary constitutional monarchy whose territory comprises the western portion of the Scandinavian Peninsula, Jan Mayen, and the Arctic archipelago of Svalbard and Bouvet Island. Norway has a total area of and a population of about 4.9 million...
, Spain
Spain
Spain , officially the Kingdom of Spain languages]] under the European Charter for Regional or Minority Languages. In each of these, Spain's official name is as follows:;;;;;;), is a country and member state of the European Union located in southwestern Europe on the Iberian Peninsula...
, India
India
India , officially the Republic of India , is a country in South Asia. It is the seventh-largest country by geographical area, the second-most populous country with over 1.2 billion people, and the most populous democracy in the world...
and Switzerland
Switzerland
Switzerland name of one of the Swiss cantons. ; ; ; or ), in its full name the Swiss Confederation , is a federal republic consisting of 26 cantons, with Bern as the seat of the federal authorities. The country is situated in Western Europe,Or Central Europe depending on the definition....
. As of 4 September 2011, Just-Eat has 15 867 restaurants across its worldwide network, with 8842 in the UK. Its parent company is Just-Eat Group Holdings Limited.
History
Founded in 2000 in Denmark, the original concept was first invented and developed by two separate groups simultaneously; Just-Eat lead by Christian Frismodt and FoodZoom lead by Jesper Buch. Upon discovering they were working on the same idea, and due to Denmark having a fairly small consumer base due to its size, the two companies merged, adopting FoodZoom’s ordering process whilst maintaining Just-Eat’s name and logo.The site first launched on 1 August 2001 and by mid 2002 the company was processing 200 orders a day over 100 postcodes maintained by a team of 4. By the start of 2004 Just-Eat broke even for the first time and had over 500 restaurants on the website and a much larger team.
With Just-Eat a proven and successful enterprise in Denmark the team began to expand the concept to other countries. In 2005 a Just-Eat team was set up in London, UK, headed by Sales Director David Buttress (UK MD as of 2008). Launching in March 2006 the team quickly became the market leader; the concept was so successful in fact that currently the UK Just-Eat site had the largest number of restaurants and the highest order numbers worldwide of Just-Eat websites. Due to its market dominance and success Just-Eat’s global Headquarters was moved to London in 2008, whilst current CEO Jesper Buch stepped down and Klaus Nyengaard was appointed the new CEO to help accelerate growth and internationalisation of the company. In July 2009 Just-Eat Holding Limited raised £10.5 million from their Series A investment round, allowing them to further expand. Alongside Denmark, UK, Netherlands and Ireland, Just-Eat also began serving customers in Belgium, Canada, Norway, Spain and, as of March 2011, India.
Timeline of Just-Eat country launch
2001: DenmarkMarch 2006: UK
August 2007: Netherlands
May 2008: Ireland
March 2009: Belgium
August 2009: Canada
December 2009: Norway
October 2010: Spain
March 2011: India
April 2011: Switzerland
Investment
In July 2009 Just-Eat received their first Series A investment funding. Index VenturesIndex Ventures
Index Ventures is a venture capital investment firm based in Geneva, Switzerland, with offices in London, Jersey, and starting in 2011, Silcon Valley. The firm was founded in 1996 by Neil Rimer and Giuseppe Zocco. Since its inception, the firm has raised four main venture funds and a growth...
(investors in Skype
Skype
Skype is a software application that allows users to make voice and video calls and chat over the Internet. Calls to other users within the Skype service are free, while calls to both traditional landline telephones and mobile phones can be made for a fee using a debit-based user account system...
, LastFm, Glasses Direct and Lovefilm
LoveFilm
LoveFilm is a UK-based provider of home video and video game rental through DVD-by-mail and streaming video on demand in the UK, Germany and Scandinavia...
) and Venrex Capital invested £10.5 million into Just-Eat Holdings Ltd. The new investment capital enabled Just-Eat to increase their expansion into other markets and further develop the business.
In March 2011 a second round of investment saw two leading US venture capitalists, Greylock Partners and Redpoint Ventures
Redpoint Ventures
Redpoint Ventures is a prominent venture capital firm focused on investments in early stage technology companies. The firm's partners include Allen Beasley, Jeff Brody, Satish Dharmaraj, Tom Dyal, Tim Haley, Brad Jones, Nety Krishna, Chris Moore, Lars Pedersen, Scott Raney, John Walecka, Geoff...
invest £30 million. Greylock Partners have previously invested in Facebook
Facebook
Facebook is a social networking service and website launched in February 2004, operated and privately owned by Facebook, Inc. , Facebook has more than 800 million active users. Users must register before using the site, after which they may create a personal profile, add other users as...
LinkedIn
LinkedIn is a business-related social networking site. Founded in December 2002 and launched in May 2003, it is mainly used for professional networking. , LinkedIn reports more than 120 million registered users in more than 200 countries and territories. The site is available in English, French,...
and Wonga.
Partnerships
From 2010 Just-Eat have been in partnership with Virgin MediaVirgin Media
Virgin Media Inc. is a company which provides fixed and mobile telephone, television and broadband internet services to businesses and consumers in the United Kingdom...
and their “Big Movie Weekend” events. This partnership included providing Virgin Media customers with discount codes if they purchased a film from Virgin’s “on-demand” service on particular weekends.
Logo History
The original Just-Eat logo was designed in 2000 by Christian Frismodt and his partners. The font and colour scheme was heavily influenced by Indian culture in an attempt to connect the Just-Eat brand with Indian takeaway cuisine; this was to help reinforce the start-up brands concept:Toward the end of 2008 the logo was redesigned. The company was concerned the old logo was not modern enough and the Indian heritage aspect limited the brand’s appeal. The new design maintained the colours but used a new font that did not give the impression of particular cuisine types as well as including the Just-Eat slogan:
Whilst the new logo was seen as a big improvement over the original, Just-Eat still felt the logo was not aligned with their ultimate objective “to build a global, much loved 21st century consumer brand”(REF). In January 2011 the new logo was launched, removing the slogan box and yellow. The white and red colour scheme and the new font created a more definitive brand logo that was more easily recognisable. The mouse arrow in the centre of the ‘A’ was included to visually promote the idea that Just-Eat is an online business, something that the previous logos struggled to inform customers of:
UK TV advertisement
In late 2009 Just-Eat UK began their first television marketing campaign. The adverts were developed by creative agency Hooper Galton and animated by animation team Rebel Rebel. The adverts starred Just-Eat’s mascots ‘Belly’ and ‘Brain’ and were narrated by ‘The Wombles’ narrator Bernard CribbinsBernard Cribbins
Bernard Cribbins, OBE is an English character actor, voice-over artist and musical comedian with a career spanning over half a century who came to prominence in films in the 1960s, has been in work consistently since his professional debut in the mid 1950s, and as of 2010 is still an active...
.
The first two adverts entitled “Attention Please” and “Down and Up” and ran throughout 2010.
At the start of 2011 a new TV marketing campaign began and two new adverts were created, “Listen and Learn” and “Boxing Clever” that will run throughout 2011.
The JustConnect Technology
What differentiates Just-Eat from many other online takeaway ordering services is the JCT (JustConnect) technology.Whilst FoodZoom were developing the concept of ordering takeaway online they realised that contacting the delivery restaurant via phone with the order after the customer had placed it online was counter-productive and counter-intuitive to the benefits of online ordering. Therefore the JCT technology was created. A JCT box is provided to each delivery restaurant, a 2-way till receipt/order machine. When a customer places an order on the Just-Eat website it is sent to the restaurant’s JCT box upon where it will beep to announce that an order is waiting approval. Restaurant staff are then able to accept or reject the order. If they accept it then a confirmation message is sent to the customer and the order is printed out of the JCT till receipt, providing the customer with immediate feedback and freeing the restaurant from having to answer the phone.
Service for Customers
Just-Eat is an online takeaway ordering service, the website enables users to enter their postcode and search through a list of delivery restaurants that can deliver to that postcode catchment area. Customers can view the restaurant’s menu, add items to an order basket and pay for their order via debit/credit card online or cash when the delivery arrives. A review system and ratings aggregator provides customers with the ability to leave positive/negative reviews for individual restaurants and read other customer reviews.Service for Restaurants
Just-Eat provides delivery restaurants with an additional source of revenue as well as helping increase their customer base and revenue. On average restaurants can benefit from a 15-25% increase in profits due to the extra orders obtained from new customers finding the restaurant via Just-Eat.Due to Just-Eats extensive marketing campaigns, independent takeaways are able to benefit from the large scale marketing including TV, PPC and billboard ads that would not otherwise be affordable to them and thus able to compete with larger chain delivery restaurants.
External links
- Just-Eat Holding
- Just-Eat UK
- Just-Eat NL
- Just-Eat India
- Just Eat España
- Just Eat India
- Just-Eat UK restaurants on a map
- Blog from a Just-Eat leading co founder Jesper Buch http://www.jesperbuch.com
- Blog from a former Just-Eat employee Ole Gade http://www.olegade.dk/category/just-eat
- Blog from the MD of Just-Eat Denmark Morten Larsen http://www.mortenlarsen.net/just-eat
- Blog from Spain http://blog.just-eat.es/