Would you like insight with that? How semiotics is helping Just Eat move from takeaway to everyday

Changing attitudes to cooking, eating and ordering-in during the pandemic led Just Eat Takeaway to rethink its role in people’s lives and how it might explore broader business opportunities.

Pandemic-induced lockdowns around the world brought about a flurry of sourdough baking and a glut of banana bread, but also a shift in the way householders approached mealtimes. With more time at home and often more time to think about food, people looked to subscription meal kits, gourmet cooking kits from restaurants, takeaways and a combination of all of these to spice up their dining.

Just Eat Takeaway wanted to know how that experience had changed the home dining landscape in the UK, Canada, Spain and Germany. The project – a collaboration with The Mix Global – initially involved pure...

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