By researching into existing take-away food delivery services, I gained a broader understanding of how delivery services work and operate. It is important to learn about why competitive delivery services are successful in the industry today and what they do to promote their brand in a positive light.
I did this by researching the top food delivery services internationally such as Just Eat, Uber Eats, Deliveroo, Postmates and DoorDash. I saw the common conventions of food delivery services and the USPs that they use in order to persuade the public to use their service. It also allowed me to identify any gas in the market that I could use to an advantage when creating my brands USP.
The take-away food industry has increased dramatically with £9.9 billion spent on take away's in 2017 and customers spending an average of £30 on take-aways each month. The food delivery industry has also created over 41,000 jobs in the past 7 years.
I looked closely into Just Eat's brand values and vision to get an in depth understanding of how brands operate. Just eat was founded in Denmark in 2001 by 5 entrepreneurs. They are the world leaders in online and mobile food ordering, providing customers with an easy and secure way to order and pay for food on their app and website. Just Eat have 22.8 million regular customers, 87,000 restaurant partners internationally and they serve over 100 different types of cuisine.
Their purpose is to make food discovery exciting for everyone by giving customers more choice than any other company. They support restaurant partners to ensure they get the most out of their business
and they want to raise standards across the industry.
Just eat tailor their marketing to local regions to make sure that the brand is associated with a strong sense of community and bringing people closer together. They have previously sponsored Boris bikes in Edinburgh and local football clubs such as Derby County. More recently, they sponsored the X-Factor, a hit show that received just under 5 million viewers for the final. The X-Factor aired on Saturdays and Sundays at prime time, meaning that the Just Eat adverts would've been viewed by mass audiences. The early evening is also the time when people are most likely to have dinner and after seeing the advert, they may want to treat themselves to a take-away. This was a very clever marketing decision for Just Eat and their sales will have increased dramatically during the time when the X-Factor aired.
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| Just Eat sponsored Boris bikes |
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| Just Eat sponsored Derby County FC |
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| Just Eat sponsored X-Factor |
However, Just Eat recently faced some bad press in regards to its hygiene standards. It was discovered that half of the outlets that are given a rating of zero by the Food Standards Agency in Bristol, Manchester and London appear on the app. Just Eat claim to be taking the matter 'very seriously' as this scandal could damage their reputation as a brand that is trying to 'raise standards'.
Just eat are successful because of:
- their active work in the community
- Clear brand values that come across in their adverts
- Clever marketing campaigns
- Clever advertisement strategy's (x-factor)
- links to technology and social media (create interaction)
This research was particularly useful to me as it showed me how food delivery services are so successful within their local communities, and ways that they create strong brand values and beliefs that are known by everyone that uses their services.
sources:
Wikipedia
BBC News
Just Eat website
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