Just Eat's revamped marketing strategy, that saw the online takeaway service pour £26m into ads in the first half of 2015 alone, is proving a strong bet after orders rose 57 per cent year on year in the 12 months to December 31.
In the first half of the year Just Eat focussed on the 'Mini Fist Pump' strategy but in October introduced a new £6m campaign which features well-known song lyrics replaced by take-away foods. The quirky Red Brick Road-created ads seem to be paying off as Just Eat reported a 46 per cent rise in orders on a like-for-like basis in 2015 compared with the previous year.
The takeaway service has also focussed on driving mobile traffic and rejigged its called to action to get consumers to 'Tap the App' as it looks to move from being known as a website to a mobile application.
The company also plans to spend £5m on technology and has been testing a number of services including ‘Order on its Way’ to let people track their deliveries.
David Buttress, chief executive, said: “I am delighted with our growth through 2015, which provides an excellent base for further development of our business. We enter 2016 with continuing confidence.”
During the year Just Eat strengthen its strong UK user base with the acquisition of French business Alloresto.fr, Mexican subsidiary Sindelantal.mx and Australia and New Zealand-focused Menulog.