You may already be familiar with Just Eat, which is an app that allows you to find and choose from a whole range of food outlets near your location. What you may not know is that this was created in Denmark and is now available in many countries.

The company described itself as a ‘global marketplace for online food delivery, providing customers with an easy and secure way to order and pay for food from our Restaurant Partners’ (Just Eat, 2018)

and its strategy is based on three aims:

(a) improving the consumer experience;

(b) bringing greater choice; and

(c) driving channel shift.

Just Eat seems to be using an adapted version of the McKinsey consumer decision journey:

• Improving the consumer experience – moment of purchase – making it easy to order with one click, embracing technology to order from Amazon Alexa.

• Bringing greater choice – active evaluation – so many outlets in the scheme all display the logo, plus an online price promise makes evaluation easier.

• Driving channel shift – initial consideration set – ongoing brand investment to ensure the name gains strong recognition online when people are thinking about a take away and use the app not the phone.

Questions

• Have you used Just Eat or a similar online food ordering system?
• How did you make the purchase; via phone, app or Alexa?
• After the purchase did the company capture the post-purchase experience via reviews and ratings?
• Was this a one-off purchase or are you a retained customer?