JUST EAT

Insights
Strategy

THE CHALLENGE

Just Eat, a UK market leader in food delivery services, faced a significant challenge in London among younger urban spenders, wealthy adults, and particularly within the younger ethnic minority communities. With Top of Mind Awareness reaching a two-year low in Q4 2022 among these demographics, Just Eat needed to address the disconnect and develop a more resonant strategy for London's unique and ethnically diverse market.

Gertrude
LEAD RESEARCHER
Maryam
RESEARCH CONSULTANT
Rachel
RESEARCH CONSULTANT
Hayel
MANAGING DIRECTOR & CO-FOUNDER

THE INNOVATION

To tackle these challenges, we employed a multifaceted research approach:

1. Qualitative Mukbang Interviews & National Representative Quant Study: Conducted engaging Mukbang-style in-depth interviews with regular takeaway users across London, complemented by a survey of 2,000 city residents to capture a wide range of demographic insights.

2. Creative Workshops: Facilitated sessions with users from Just Eat and its main competitors to explore their perceptions and create mock advertising campaigns, delving into the nuances of communication preferences among London's diverse communities.

3. On The Curb Street Interviews: Carried out vox pop interviews in key areas across London to gather spontaneous, unfiltered opinions on food delivery services, with a particular focus on Just Eat.

THE IMPACT

Hyper Visibility Among Gen Z & Minority Audiences: Leveraged influencer partnerships, festival activations, and cultural events to enhance brand visibility and engagement within these key demographics.
Foundations for an Actionable Marketing Plan for 2024: Crafted a focused, actionable strategy, emphasising city-wide opportunities and targeted initiatives to captivate the 18-34 minority audiences.

The insights you guys produced still get quoted now by the wider marketing team and business. 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 storytelling.

Sian Everill, Senior Marketing Manager, Just Eat Takeaway

don't be shy, say hi!

Hi, I’m Hayel! Want to find out how you can stay relevant and resonate with young & diverse consumers?