JUST EAT
Research + Strategy
Behind the creation of Just Eat’s Localized London Strategic Handbook that set up the 2024 Marketing Activity.
The Challenge
Just Eat, a UK market leader in food delivery services, faced a significant challenge in London, trailing behind competitors like Deliveroo and Uber Eats 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.
The Innovation
To tackle these challenges, we employed a multifaceted research approach:
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.
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.
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
Our comprehensive research culminated in the development of a London Localised Strategic Handbook, aimed at revitalizing Just Eat’s approach for 2024. This strategic blueprint targets the multicultural Gen Z and Millennial segments, advocating for:
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, emphasizing city-wide opportunities and targeted initiatives to captivate the 18-34 minority audiences.
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