Marketing Mix Of Just Eat
In this article, we will analyze the Just Eat platform using the strategic tool called the marketing mix. We will study everything relating to the product/service, the pricing policy, the distribution policy and finally the communication policy.
Marketing mix of Just Eat
Introduction
Just Eat is a home meal delivery platform founded in 2001 in Denmark. A few years later, in 2006, the group expanded its activity throughout the United Kingdom. It is present today in more than 24 different countries.
In 2014, Just Eat bought AlloResto, which allowed it to expand its activities and gain additional market share. During 2020, Just Est and Takeaway merged.
In 2024, the number of partner restaurants of the platform will reach 580,000 worldwide with more than 60 million customers listed. In 2023, the platform recorded more than 770 million orders, with an annual turnover of 6.5 billion euros. The JustEat Takeaway group finally has more than 13,000 employees around the world.
Case study – Just Eat
MARKETING MIX JUST EAT TAKEAWAY
Product/Service Policy
Just Eat offers a home meal delivery service. It is an online platform, with a dedicated application to it. The mode of operation remains quite simple. Once registered, consumers search for the platform’s partner restaurants. They order their meals and can follow the progress of the order and even the delivery.
Following delivery, Just Eat takes a commission on orders; the platform charges around 1% of sales to restaurants.
Over the years, the range of restaurants available continues to expand. There are traditional restaurants, specialties including fast food and vegetarian restaurants. Just Eat’s service policy operates on a dynamic that took on greater importance during the health crisis, when more and more consumers were ordering their meals online.
Even after the Covid period, this habit has remained unchanged. More and more people are used to this type of platform. The options available to consumers are numerous. There is a wide variety of cuisines and restaurants that are available to serve. The choice is therefore vast and allows you to develop an important competitive advantage. Indeed, Just Eat does not operate alone on the market, Uber Eats or Deliveroo remain their main competitors today.
Little by little, there are also clear improvements in the management of the platform, which becomes faster and more fluid, allowing for a better user experience. Overall, delivery is reliable and fast, customer service is available to users, who can rate both the service in its entirety as well as the delivery people.
Management, Organization, Evaluation — Just Eat
Creation of A Home Meal Delivery Service
Pricing Policy
Just Eat is based on a commission system. Restaurants that are partners of the platform pay a percentage on each order placed via the platform. On the other hand, it should be noted that the prices of the menus and of each of the products sold are decided by the restaurant, and not by the platform.
Commission rates are not the same depending on the restaurants and the contracts in place. This is also a means of putting pressure on the competition, with restaurants being able to choose the platform that will establish the best commission for them.
Note also that consumers pay delivery costs when they choose to have them delivered via this system. The costs are higher or lower depending on the number of kilometers that the delivery person will have to travel to deliver.
On a regular basis, and to build customer loyalty, Just Eat offers promotions to consumers and special offers to approach new establishments. The larger the list of restaurants and sales areas, the more consumers will be encouraged to order.
Finally, the prices noted on the platform are completely transparent for the consumer.
The Distribution Policy
Just Eat operates via an online platform, so consumers can access it either via the dedicated application or via the website. The objective is to be able to distribute all of its services to a very wide range of consumers and for this choice to be more competitive than what the competition offers.
Differences between deliveries vary by region. Regardless, the platform is available in several countries and each of them will have its own mode of operation.
The Communications Policy
The platform uses various means to promote its services, including social networks, which remain one of the most effective to this day. The objective is to reach the largest possible audience in record time, and above all to move faster than competitors. The promotion must be targeted and different from what other platforms offer, in order to interest more Internet users.
The platform also uses more traditional means, such as television advertisements, radio, or the use of public relations such as influencers to establish their position in the market.
Just Eat wishes to maintain both clear and transparent communication, so consumers know before even ordering what the mode of operation and delivery times are. They have access to frequently asked questions as well as various consumer opinions.
Conclusion | Just Eat Marketing Mix
Just Eat’s marketing mix shows that the platform must overcome a certain number of challenges. It will help to maintain a strong competitive position. There is a lot of competition, the objective is to offer different services, which are more in line with a demand that is certainly increasingly strong, but also and above all increasingly demanding.
Customers want to have choice, and restaurants today have every interest in developing strategic partnerships with this type of company to strengthen their presence on the market and thus increase the number of their customers. Indeed, appearing on the Just Eat network is a way for restaurant and food store brands to make themselves known to as many people as possible in a short time.
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