Intention
Just Eat faced declining relevance among 18–34-year-olds and ethnically diverse Londoners. To rebuild connection, they set out to understand the cultural barriers and create a strategy that resonated with London's diverse communities.
Response
We designed a multi-faceted research approach to uncover authentic consumer perspectives and actionable insights: Qualitative Mukbang Interviews, Nationally Representative + Boosted Survey (2,000), Creative CrossCheck Workshops, On The Curb Street Interviews.
Impact
+11% GTV growth in Q1 2024 driven by the influencer and event partnerships suggested from our insights
30M Views Our insights led to a localised Marketing Strategy: 'Home of the Hotspots' campaign showcasing culturally relevant vendors through storytelling
TESTIMONIAL
Victoria Gold / Marketing Director (UK & Ireland) / Just Eat
“The insights you guys produced still get quoted now by the wider marketing team and business, 'late night booty call' is one that comes up all the time! We've also utilised the insights to help inform some value prop development work in London which is really exciting, and support meaningful representation in our Marketing from content creators to influencers. I don't think I've seen a piece of research that's had such an impact, it really is a testament to work and the story telling.”
