Just Eat Business Model – How It Works and Earns Money

Last Updated on May 6, 2025

Craving midnight tacos but don’t feel like moving from your couch? Yeah, same. That’s where Just Eat comes in clutch—delivering your fave meals straight to your door while you binge-watch Netflix in pajamas. But ever wonder how this food delivery giant actually works behind the scenes or makes bank every time you click “order now”? Spoiler alert: it’s not just magic (though it kinda feels like it).

In this blog, we’re breaking down the Just Eat business model—how it connects hungry users with restaurants, the tech that powers those tasty transactions, and most importantly, how the platform turns convenience into serious cash. Whether you’re a budding entrepreneur, startup founder, or just a curious foodie, this guide serves up the insights you need in plain English—no business degree required. Let’s dig into the digital buffet that fuels one of the world’s most popular food delivery platforms.

Ready to see what’s cooking?

So, What Exactly Is JustEat?

JustEat is an on-demand platform that offers users food ordering and delivery services whenever they request it through the application. The UK’s online food ordering and delivery service act as an intermediary between customers and independent takeout outlets. 

The company is headquartered in London, England, and operates in more than 13 countries, including Asia, Oceania, Europe, and America. Founded in Kolding, Denmark, JustEat allows customers to search for local takeaway restaurants, place an order, choose a pick-up or delivery option, and get hassle-free online delivery. 

See also – Create Takeaway App For Restaurants

The food service platform was listed on the London Stock Exchange until Takeaway acquired the platform in 2020. The two companies merged with the parent company JustEat, replacing JustEat’s listing on the London Stock Exchange. The online ordering platform has a strong market presence. It is considered one of the most valuable global food technology companies in Europe and other countries.

JustEat has one of the most established markets in the UK, with over 122 million orders processed alone in 2018. Canada is considered the second established market for JustEat; The company operates under the subsidiary brand `Skip the Dishes`, which represented 22.8% of the company’s revenue in 2018.

The brand has also set up its commercial presence in other European markets, including Norway, Denmark, Switzerland, Ireland, Spain, France, and Italy, where it pa1rtnered with more than 8,000 restaurant partners in 2017. Just Eat also purchased the Menulog platform in New Zealand and Australia, which accounted for around £47 million in revenue.

Also read: Lessons from JustEat’s Food Delivery Success

JustEat’s History

JustEat was originally formed in Kolding, Denmark. It was created by Laurens Groenendijk, Jesper Buch, Marc Wesselink, Martijn Rozendaal, and Per Meldgaard in 2000. At the time, Buch, who was 25 years old, was a graduate student in Norway.

It all started when one night he was hungry for some old-style Italian pizza. Since he was new to the town, Buch didn’t know any local pizza shops. He found out that most of the restaurant information is not available on the web. And therefore the ordering of meals online is exceedingly tough for customers.

This frustration served as the spark for what would become Just Eat. With more than 10,000 employees worldwide, JustEat Takeaway has multiple offices serving different parts of the world. The UK’s largest market is owned by Just Eat, with over 122 million orders processed in 2018 alone.

Canada is considered the second established market for Just Eat. With a contribution of 22.8% of the company’s revenue in 2018, it operates under the subsidiary brand “Skip the Dishes”.

JustEat’s Funding History

JustEat plc’s annual reports and accounts clearly show everything about the food ordering and delivery platform. This indicates that JustEat secured its first Series A investment funding in 2009 from Venrex Capital and Index Ventures, which invested approximately £10.5 million in Just Eat Holdings Ltd. 

The new investment capital allows the company to expand its food delivery business to other markets ensuring rapid further development. In March 2011, food startup JustEat raised £30 million in the second round of investment, as two major US venture capitalists, including Redpoint Ventures and Greylock Partners, invested in the company. Greylock Partners has invested in Wonga, Facebook, and LinkedIn. 

During its third round of investment in 2012, the company saw Vitruvian Partners and Redpoint Ventures invest approximately £64 million in Just Eat Holdings Ltd. Then in 2019, the company bought Flyt, feature-rich and impressive software for restaurants and food suppliers. The cost of acquiring the company during that time period was around £22 million.

Also read: Integrating AI Into Food Delivery – Innovations That Will Dominate 2025

Just Eat Business Model

Food technology expansion is undoubtedly appreciated in Germany and elsewhere in the world. JustEat’s great business concept and operational approach have swiftly made their impact on the market.

The enterprise works according to a successful business plan, ensuring strong cash flow, and generating value for food and drink businesses.

Discover its business plan overall to know how it works to offer platform users wonderful services.

Related Reads:

• Zomato Business Model
• Foodora Business Model

Value Proposition For Customers

Just Eat delivers more than just food—it delivers convenience, choice, and control to millions of hungry customers across the globe. As one of the leading online food ordering and delivery platforms, Just Eat’s core value proposition revolves around making food accessible, fast, and tailored to modern consumer lifestyles. Here’s how the platform creates real value for its users:

Unmatched Convenience and Accessibility

Just Eat allows users to order food from their favorite local restaurants with just a few taps on their smartphone or clicks on their laptop. Available 24/7 in many areas, it eliminates the hassle of cooking or even dialing a restaurant. Whether you’re at home, in the office, or traveling, you can order from thousands of restaurants in minutes. This convenience is especially appealing to urban dwellers and younger consumers—72% of Gen Z prefer food delivery apps over dining out, according to a YPulse survey.

Wide Variety of Choices

One of Just Eat’s strongest value drivers is its extensive selection. From big-name chains like KFC and Subway to local family-run restaurants, the platform caters to every craving. Users can browse by cuisine, rating, price, or dietary preference. This range of options creates a personalized food discovery experience that brick-and-mortar dining can’t match. In 2023, Just Eat Takeaway.com processed over 984 million orders globally, a testament to the massive demand for variety and easy access.

User-Friendly Interface and Customization

The Just Eat app and website are built for speed and simplicity. The ordering process is intuitive, with smart filters, quick reorders, and real-time tracking that keeps customers in control. Whether you’re customizing a pizza or adding extras to a burrito, the platform makes personalization easy. The addition of live delivery tracking and status notifications also keeps customers informed, reducing the uncertainty that often comes with food delivery.

Also read: Launching a Food Delivery Business with Readymade App Script

Transparent Pricing and Rewards

Just Eat makes pricing clear. Customers see exact costs, delivery fees, and estimated arrival times before placing an order—no hidden surprises. Many restaurants offer exclusive discounts and deals through the app. In some regions, the platform has introduced loyalty programs and subscription models like Just Eat Plus, which offers free delivery on eligible orders for a monthly fee. According to Statista, the food delivery market in the UK alone generated over £40 billion in 2023, showing the massive consumer spending in this space—and users appreciate transparency when parting with their cash.

Trust and Safety

Just Eat invests heavily in customer service and food safety. With user reviews, ratings, and hygiene reports integrated into the platform, customers can make informed choices. The company also offers secure payment methods and responsive customer support, ensuring peace of mind if something goes wrong.

In short, Just Eat’s value proposition is built around giving customers what they want—great food, fast, from a wide range of restaurants—all delivered through a reliable and easy-to-use platform. It’s no wonder millions continue to choose it every day.

Value Proposition For Restaurants 

 

For restaurants, Just Eat is more than just a delivery partner—it’s a digital growth engine. The platform helps eateries reach new customers, increase order volume, and streamline operations without having to invest heavily in their own tech infrastructure. Whether it’s a local takeaway shop or a popular dine-in chain, Just Eat provides restaurants with the tools and exposure they need to thrive in the competitive online food delivery space.

Instant Access to a Massive Customer Base

 One of the biggest value propositions Just Eat offers is visibility. With over 94 million active users globally (as of 2023, according to Just Eat Takeaway.com’s annual report), restaurants listed on the platform instantly gain access to a large and hungry customer base. This reach helps small and mid-sized restaurants level the playing field against larger chains that have bigger marketing budgets and established brand recognition.

Marketing and Promotion Tools

Just Eat handles a lot of the marketing heavy lifting. Restaurants benefit from platform-wide promotional campaigns, featured listings, seasonal offers, and targeted discounts—all designed to boost sales. By using Just Eat’s promotional tools, restaurants can improve their visibility and attract more customers without running their own digital ad campaigns. In fact, many restaurants report a 30–50% increase in order volume after joining Just Eat, especially when participating in featured promotions.

Also read: The Best Marketing Tactics to Promote Your Food Delivery Platform

Simplified Logistics and Delivery Support

For restaurants that don’t have their own delivery drivers, Just Eat provides a full logistics solution. The platform’s courier network takes care of food pickup and delivery, allowing restaurants to focus on what they do best—cooking quality meals. This flexibility is particularly beneficial for dine-in restaurants looking to enter the delivery market without upfront costs or infrastructure.

Easy-to-Use Restaurant Portal

Just Eat’s partner dashboard gives restaurant owners real-time control over their menu, hours, availability, and promotions. It also provides detailed analytics on orders, peak hours, and customer feedback. This data-driven approach enables restaurants to make smarter decisions, optimize operations, and tailor their offerings to meet local demand.

Reliable Revenue Stream and Growth Potential

Just Eat enables restaurants to diversify their revenue streams by tapping into the booming online food delivery market, which was valued at over $150 billion globally in 2023, according to McKinsey. Even during off-peak times or slow seasons, the platform helps drive steady orders, contributing to higher profitability. The ability to scale through Just Eat is particularly important in a post-COVID era, where online ordering has become a staple of dining culture.

Support and Customer Service

Just Eat offers dedicated partner support, onboarding assistance, and help with technical issues. This reduces the learning curve for new restaurant partners and ensures smooth daily operations. Restaurants also benefit from dispute resolution and order accuracy tools to maintain customer satisfaction.

In essence, Just Eat empowers restaurants with reach, resources, and revenue potential—making it an essential partner for growth in the digital food economy. It transforms the traditional restaurant business into a tech-savvy, on-demand service ready to meet modern consumer expectations.

Also read: Why Food Delivery Startups Fail – The Right App Saves You

Customer Segmentation

Customer segments operate on a multifaceted business model, with two major interdependent customer segments required to run the business. 

• Consumers: 

• Individuals who wish to order takeaway at a local restaurant. 
• Foodies who enjoy delicious food 
• Individuals who don’t have enough time to cook  

•  Restaurants: 

• Businesses that offer take-away meals on request. 
• Grocery stores that are looking to expand their customer volume beyond traditional channels. 

•  Customer relations 

JustEat customer relationships are largely self-service. Customers can use the service through the main platform with limited interaction with employees. There is a personal help component in the email support and phone module. 

The company’s relationship with the food business is primarily of a  personal nature. They are assigned as special members of the local team who can visit the site if necessary. In addition, this platform allows restaurants to answer all questions via email, phone, etc. 

Their Key Activities

The business model involves maintaining a scalable platform mainly between two parties, namely restaurants and consumers. The platform includes a mobile app and website that connects food lovers with nearby food outlets to deliver their favorite foods to their homes. 

Major partners 

JustEat joint venture with similar services in countries to expand its business reach. The company has partnered with Eat.ch, a Swiss food ordering service, to expand its business worldwide. 

Key Resources 

JustEat’s main resource is its platform, which serves more than 13.4 million active users. The company launched more than 320 platform updates in 2015, far more than 2014. It depends on its human resources and technology employees to upgrade the platform, on its sales staff to get new customers. As a startup, JustEat relies entirely on investor funding, raising an estimated $583.6 million from about 30 companies in 2015.

JustEat’s Revenue Model

JustEat earns through restaurant fees, delivery fees, delivery and service fees, sponsored placements, merchandise and packaging sales, and exchange fees. They operate on a market business model that matches supply (restaurants and aspiring drivers) to available demand. 

In recent years, that market has grown to millions of monthly subscribers. This allows the company to expand other cross-selling opportunities, whether it’s selling ad space on popular apps or corporate catering services. Let’s take a closer look at each of JustEat’s revenue streams in the sections below.

• Restaurant Commissions

Most of the revenue  JustEat Takeaway generates comes from the commissions the restaurant pays for each order facilitated through its platform. These costs can vary depending on a variety of factors, including the location of the restaurant and bargaining power (Burger King may pay significantly less than a local kebab shop).

Generally, JustEat Takeaway charges a commission between 10% and 15%. For example, if a customer orders $10 worth of food, JustEat can save between $1 and $1.5. 

• Delivery & Services Fees

In addition to restaurant fees, Just Eat Takeaway also charges a delivery fee (if delivery is made by a contractor) and a service fee. For the UK, the platform costs between zero and £4.50 per delivery, which ultimately depends on distance. As for the service fee, which includes payment processing fees and other services, JustEat charges another £1.99. It changed those fees in July 2021 from the 50p previously charged. 

• Sponsored Placements Within The Platform

Restaurants and other partners on the JustEat Takeaway platform can increase their presence through promoted placements. Promoted placement is an advertising solution that places a restaurant in one of the top five results across a variety of platform apps or websites.

JustEat Takeaway generates revenue through sponsored placements through the so-called Cost Per Click (CPC) model. This means that every time a customer clicks on the promotion, the restaurant has to pay a small commission. The restaurant signed a six-week contract with JustEat. Then they determine the budget from which the CPC commissions come. Once the budget runs out, the restaurant will be removed from the top five spots. 

• Merchandise & Packaging Sales

Another source of income, although quite small, for JustEat Takeaway is the sale of packaging goods and equipment. The merchandise includes clothing and accessories for couriers while the packaging is used for food being delivered. 

• Interchange Fees

In August 2021, JustEat Takeaway announced a partnership with Adyen, a payment processor that facilitates online payments for various tech businesses. The two companies have introduced the so-called Takeaway Pay Card, a pre-funded debit card that employees can use for meal expenses. The card allows employees to purchase goods and services at thousands of restaurants and shops that accept Maestro and Mastercard.

Just like any other traditional debit or credit card, an exchange fee is applied which is paid by the merchant. The exchange fee is about one percent. Most likely, Adyen and JustEat will share that revenue as part of their partnership.

Frequent Asked Question About How JustEat Works (FAQs)