Lessons from JustEat’s Food Delivery Success
Anurag Jain
Last Updated on March 5, 2025
The food delivery industry has seen rapid growth in recent years, with platforms like JustEats, UberEats, and Deliveroo reshaping how customers interact with restaurants. Among them, JustEat has emerged as a dominant force, leveraging a marketplace model that connects millions of users with local restaurants. Its ability to scale globally, adapt to diverse markets, and enhance customer experience has played a crucial role in its success.
By focusing on strategic partnerships, data-driven personalization, and innovative revenue models, JustEat has built a resilient and profitable business. Its journey offers valuable insights for entrepreneurs looking to create or optimize their own food delivery platform. In this blog, we will explore the seven key lessons from JustEat’s success and how businesses, whether in food delivery or other industries, can apply them to achieve sustainable growth.
What is Just Eat?
Just Eat is a globally recognized online food delivery platform that connects customers with a vast network of local restaurants through a user-friendly digital experience. Launched in Denmark in 2001, the company operates as a marketplace, facilitating seamless transactions between restaurants and customers. By offering an easy-to-use interface for browsing menus, placing orders, and arranging doorstep delivery, Just Eat has transformed how people access restaurant-quality meals from the comfort of their homes.
With a presence in over 20 countries, Just Eat serves millions of users daily, making it one of the most influential players in the food delivery industry. In 2022 alone, the platform processed more than 1 billion orders, highlighting its widespread adoption and market dominance. Its success is built on a commitment to convenience, a diverse restaurant selection, and a scalable digital solution that helps food businesses grow while ensuring a smooth ordering experience for customers.
The online food delivery services market has grown rapidly in recent years, driven by increasing smartphone penetration, changing consumer preferences, and the demand for convenience. In 2024, the market is valued at $156.75 billion, and it is expected to reach $173.57 billion in 2025, growing at a compound annual growth rate (CAGR) of 10.7%. Just Eat’s ability to adapt to evolving market trends and consumer behaviors positions it well within this expanding industry, solidifying its role as a leader in the global food delivery space.
Lessons from JustEat’s Food Delivery Success
JustEat’s rise from a small startup to a global food delivery powerhouse offers valuable insights for entrepreneurs looking to build a successful platform. By focusing on partnerships, customer experience, and market expansion, JustEat has set itself apart in the competitive food delivery industry. Here are the seven key lessons from its success:
Partner with Restaurants, Not Own Kitchens
One of JustEat’s defining strategies is its asset-light business model, which allows it to scale efficiently without the need to invest in food production infrastructure. Instead of operating cloud kitchens like some competitors, JustEat acts purely as a marketplace, connecting customers with local restaurants. This approach minimizes operational costs while maximizing scalability and restaurant diversity.
- Scalability – Without the burden of managing kitchens, JustEat can expand rapidly into new markets without the logistical challenges of food production. This has allowed the company to scale across 20+ countries and reach millions of users.
- Diverse Offerings – By partnering with thousands of restaurants, JustEat ensures that customers have access to a wide range of cuisines and dining options, from fast food to gourmet meals.
- Low Operational Risk – Since restaurants handle food preparation, JustEat can focus on technology, marketing, and customer acquisition, making it a more flexible and sustainable business model.
For startups, building strong partnerships rather than investing in expensive infrastructure can accelerate market entry, reduce risks, and create a more sustainable long-term strategy.
Adapt to Local Markets for Global Success
Expanding a food delivery business globally requires more than just launching an app in different countries. JustEat has successfully tailored its services to meet regional preferences, regulations, and consumer behaviors, allowing it to thrive in diverse markets.
- Acquisitions & Mergers – JustEat has expanded its market presence by acquiring local competitors such as Takeaway.com, giving it access to established customer bases and reducing competition.
- Regional Adaptations – The company adjusts its business model based on market demand. For example, in some regions, JustEat relies on restaurant-provided delivery services, while in others, it has introduced its own fleet of delivery drivers.
- Legal Compliance – JustEat navigates complex regulations in each country, ensuring it adheres to labor laws, food safety standards, and delivery service requirements.
For businesses looking to expand internationally, understanding regional consumer behavior, competition, and regulatory frameworks is essential for success. Strategic acquisitions and localization can provide a competitive edge.
Use Data to Personalize Customer Experience
JustEat leverages data analytics and artificial intelligence (AI) to optimize user engagement and enhance customer satisfaction. By analyzing order history, preferences, and browsing behavior, JustEat creates a personalized experience that increases retention and sales.
- Personalized Suggestions – The platform recommends restaurants and dishes based on past orders, ensuring a more relevant experience for users.
- Order Prediction & Automation – AI-powered insights help predict peak ordering times, allowing restaurants to optimize their kitchen operations and delivery efficiency.
- Customer Segmentation – Justest categorizes users based on purchasing patterns, offering tailored promotions, discounts, and loyalty rewards to different user groups.
By harnessing AI and machine learning, food delivery businesses can increase engagement, improve customer satisfaction, and drive repeat orders.
Also Read: How AI in CRM Enhances Customer Experience?
Build a Strong Brand with Smart Marketing
JustEat’s marketing strategy has played a crucial role in building brand awareness, customer loyalty, and market dominance. The company invests in a mix of digital, traditional, and influencer-driven marketing to engage diverse audiences.
- Celebrity Partnerships – JustEat has collaborated with high-profile figures and artists like Snoop Dogg, which helped it gain visibility among younger audiences.
- App-Based Promotions – Discounts, cashback offers, and referral programs encourage customer acquisition and retention.
- Multi-Channel Advertising – JustEat uses social media, email marketing, television commercials, and outdoor ads to maintain strong brand visibility.
A well-planned marketing strategy is essential for food delivery startups, as it helps increase brand trust, customer engagement, and market reach.
Balance Logistics with Marketplace Services
Initially, JustEat operated purely as a marketplace platform, where restaurants handled their own deliveries. However, as customer expectations evolved, the company introduced its own delivery services in select markets. This hybrid model allows greater flexibility and control over delivery operations.
- Hybrid Delivery Model – Restaurants have the option to use their own delivery staff or JustEat’s network, making it easier to cater to different market needs.
- AI-Powered Logistics – The company utilizes smart routing and driver management tools to optimize delivery times and reduce operational costs.
- Focus on High-Demand Areas – JustEat strategically operates its delivery service only in key locations where demand is high and profitability is ensured.
For startups, a hybrid approach—balancing marketplace services with selective logistics investments—can enhance service quality while maintaining cost-efficiency.
Diversify Revenue Streams for Stability
Rather than depending solely on commissions from restaurant orders, JustEat has built multiple revenue streams that contribute to its financial stability and growth. This multi-channel approach ensures a consistent revenue flow, even during fluctuations in order volume.
- Commission-Based Model – JustEat earns a percentage of each order placed through its platform, forming the core of its revenue structure.
- Advertising & Promotions – Restaurants can pay for featured placements, increasing their visibility and driving more orders.
- Delivery-as-a-Service – JustEat offers its own logistics services for restaurants that lack their own delivery fleet, generating additional income.
- Subscription Services – In select markets, JustEat provides a subscription model where customers pay a monthly fee for free deliveries, similar to Uber Eats Pass.
For startups, having multiple revenue streams can provide financial stability, helping businesses navigate market challenges and sustain profitability.
Also Read: Build an App like UberEats
Prioritize Customer Experience to Drive Loyalty
A seamless user experience is at the core of JustEat’s success. The company continuously invests in technology, customer support, and flexible payment options to ensure customer satisfaction and loyalty.
- User-Friendly App & Website – JustEat’s platform features an intuitive design, real-time order tracking, and easy navigation, making the ordering process seamless.
- Reliable Customer Support – A 24/7 support system ensures that any issues—whether with orders, payments, or deliveries—are resolved promptly.
- Flexible Payment Options – JustEat supports multiple payment methods, including credit/debit cards, digital wallets, and cash-on-delivery, catering to different customer preferences.
For any food delivery business, offering a frictionless customer experience is key to retaining users and driving repeat business.
Leverage Strategic Partnerships for Growth
JustEat’s success is not just about its relationship with restaurants—it has also formed key partnerships with payment providers, delivery services, and tech platforms to enhance its operations.
- Payment Integrations – JustEat partners with leading payment gateways to support multiple payment options, including Apple Pay, Google Pay, PayPal, and local digital wallets.
- Corporate Partnerships – In some regions, JustEat collaborates with corporate clients to provide meal solutions for employees, opening up B2B revenue streams.
- Third-Party Logistics – Where necessary, JustEat outsources deliveries to external courier companies to expand its delivery capabilities without major investments.
For startups, forming strategic partnerships can reduce operational costs, increase scalability, and enhance customer convenience.
Stay Ahead with Continuous Innovation
The food delivery industry is highly competitive, requiring constant innovation to stay ahead. JustEat has consistently introduced new features and services to meet evolving consumer expectations.
- Voice-Activated Ordering – Jus teat was one of the first food delivery companies to integrate with Amazon Alexa, allowing users to place orders via voice commands.
- Sustainability Initiatives – The company has invested in eco-friendly packaging, electric delivery fleets, and carbon offset programs to align with consumer demand for sustainable choices.
- AI Chatbots & Smart Assistance – JustEat has integrated AI-driven customer support, allowing faster query resolution and improved service efficiency.
By embracing new technologies and trends, businesses can differentiate themselves, enhance customer experience, and maintain a competitive edge.
Also Read: Types Of Food Delivery App
Optimize Pricing and Delivery Costs
Pricing strategy plays a crucial role in customer acquisition and profitability. JustEat has fine-tuned its pricing model to balance affordability for customers and profitability for the business.
- Dynamic Pricing – The company adjusts delivery fees based on demand, ensuring optimal revenue generation during peak hours.
- Loyalty & Rewards Programs – JustEat offers discounts, cashback, and membership benefits to retain customers and encourage repeat orders.
- Transparent Fees – Unlike some competitors that charge hidden fees, JustEat maintains a clear pricing structure, which builds trust and customer satisfaction.
For startups, finding the right balance between pricing, delivery fees, and profitability is key to attracting customers while maintaining sustainable business operations.
Build a Platform Like Just Eat with Oyelabs
Just Eat’s success highlights the power of a well-executed food delivery marketplace. If you’re looking to create a platform like Just Eat, Oyelabs can help you develop a scalable, feature-rich solution tailored to your business needs.
We specialize in on-demand food delivery app development, offering cutting-edge features such as AI-powered recommendations, real-time tracking, and seamless payment integration. Whether you want a Just Eat-style marketplace or a custom delivery service, our expertise ensures a smooth and high-performing platform.
Conclusion
Just Eat’s transformation from a local food-ordering marketplace to a global food delivery powerhouse demonstrates the impact of strategic decision-making, technological innovation, and customer-centric operations. By adopting an asset-light business model, the company scaled rapidly without the burden of kitchen management, while data-driven personalization enhanced user engagement and retention. Strategic partnerships and acquisitions played a crucial role in market expansion, allowing Just Eat to strengthen its presence across multiple regions. Its ability to adapt to local market demands while maintaining operational efficiency has positioned it as an industry leader. For businesses looking to build a platform like Just Eat, these insights offer a proven roadmap for achieving scalability, profitability, and long-term success in the highly competitive food delivery sector.
