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.
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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.
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THE IMPACT
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.
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