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Just Eat Marketing

Just Eat marketing director on why rebrand is ‘much more than a change of logo’


By Natalie Mortimer, N/A

September 18, 2016 | 5 min read

Just Eat’s recent rebrand has seen the delivery service update its visual identity and introduce a spectrum of colours underneath the logo, which will be used across its delivery bikes, website and app. However, marketing director Ben Carter told The Drum that the rebrand is “so much more than just a change of logo” as it plots introduction of new consumer technology similar to its new Amazon Echo partnership. We caught up with Carter to find out what the future holds for Just Eat.

Just Eat

Just Eat

As competition in the space heightens can you just survive by putting more money behind the brand? Will the introduction of new services/ products be something on the cards for just eat?

Our rebrand is so much more than just a change of logo. We're absolutely always looking at how we can introduce new products and services to improve the customer and restaurant partner experience. That's why in recent months you've seen us announce partnerships with Starship Technologies to pilot delivery robots, Amazon and Apple TV to build Just Eat into the group ordering experience and now Amazon Alexa. With our restaurant partners, we're investing in new Orderpad technology which will provide restaurants with better business intelligence to help grow their businesses. This will also be connected to our new driverapp which benefits both restaurants and customers - customers will be able to see the status of their order in realtime and restaurants will benefit from being able to deploy their drivers more efficiently.

What was the impetus for the rebrand and what business problems/ opportunities are you looking to solve/seize?

Just Eat has operated in the UK for over 10 years now and in that time we've built a huge amount of awareness around the brand. However, 6 out of 10 people in the UK still order food for delivery over the phone so there is a lot of room for growth in terms of getting consumers to consider online and mobile food ordering. Not only that, but we want our existing customers to think of food delivery as an everyday convenience that fits into their busy lives and not just as a treat for Friday or Saturday evenings.

Our new brand recognises what we've achieved so far while setting the tone for where we want to go next. It's an evolution in our approach to meeting our customers' changing expectations and to adding more value to the relationship we have with our restaurant partners. Our app will be evolving over the coming months to enable this - it's all part of our new brand purpose to make food discovery exciting for everyone.

What is the current state of the food delivery market and how are you hoping to differentiate your offering from Deliveroo, Uber Eats etc?

The sector is certainly in robust health and competition is not new forJust Eat. We have been operating in a highly competitive environment in the UK for over 10 years – in that time, we have seen a number of other players come and go. However, we have a different position to some of the others currently operating in this space.

First of all, we aren't a logistics business - we're a food tech business. So we're not employing and organising drivers directly. Secondly, we offer quality for everyone- the right food for every taste, budget and mood. Our brand relaunch is not about becoming a “premium” brand but about helping people discover different types of food or to find their favourites more easily - whether that's your regular curry at the weekend or sushi mid week.

What opportunities do you see with Amazon Echo?

Launching a skill with Amazon Alexa is all about continuing to build the Just Eat ordering experience into customers' everyday routines and experiences. By allowing customers to order using just their voice, we're making our user experience even more seamless. The functionality of the skill will evolve over time so Alexa can be more flexible with the types of orders she can process and the updates she can provide on the status of orders etc. Our Product Research team have constantly got their eye on the future trends in consumer technology so you can certainly expect to see us announcing similar initiatives in the future.

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