Just Eat rides COVID tailwinds

Following an initial period of uncertainty when the pandemic struck a year ago, Just Eat, the online food delivery platform, reset its brand and performance marketing plans and grew revenues by 54% during 2020. 

Just Eat, which merged with Takeway.com in January last year, had to reshape its marketing plans, which had included sponsorship of the postponed UEFA Euro 2020 football tournament. 

The details

• Marketing was “significantly reduced” from mid-March to May 2020 amid the uncertainties of lockdown and the lower relevance of outdoor advertising.
• During the second half of the year, marketing investment in the legacy Just Eat business increased significantly.

• Over the whole year, marketing spend rose by 158%, from €143m to €369m, even as it declined as a proportion of revenue, from 34% to 18%. 
• Brand marketing spend was linked to aligning the brand across all its markets.

Key quote

“COVID-19 … brought unprecedented challenges to our restaurants and consumers as well as to our organisation and staff, but it also created tailwinds for our business” – Jitse Groen, CEO of Just Eat Takeaway.com. 

Sourced from Just Eat Takeaway.com