Just Eat

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Just Eat plc
Public limited company
Traded as LSEJE.
Industry Online food ordering
Founded 2001
Headquarters London, United Kingdom
Key people
John Hughes, (Chairman)
David Buttress (CEO)
Revenue £157.0 million (2014)[1]
£19.0 million (2014)[1]
£51.8 million (2014)[1]
Website Just-Eat.com

Just Eat is an online service acting as a web based intermediary between independent takeaway food outlets and customers. It is headquartered in the UK and operates in 13 countries in Europe and South America. The platform allows customers to search for local take away restaurants to place orders online, and to choose from pick-up or delivery options.

It is listed on the London Stock Exchange and is a constituent of the FTSE 250 Index.


Jesper Buch founded Just Eat in Denmark in 2000[2] and launched the service in August 2001.[3] In 2006, Jesper Buch moved to London and set up a team headed by sales director David Buttress and launched Just Eat UK in March.[4] The international expansion from the UK headquarters started with the Netherlands launched in July 2007, and was followed by Ireland in April 2008.[5]

In January 2011, Just Eat established a joint venture in India. In February, the Group raised £30 ($48) million from their Series B investment,[6] allowing it to make 7 acquisitions in a year:

  • 4 partnerships to launch new countries with local operators: eat.ch in Switzerland in April,[7] ClickEat in Italy in May,[8] RestauranteWeb in Brazil in June[9] and Alloresto in France in December;[10]
  • 3 acquisitions to solidify its presence in the UK (Urbanbite to get into the corporate market[11]) and Canada (YummyWeb purchased in April to cover the region of Vancouver[12] and GrubCanada in October for the Ontario and British Columbia markets[13]).

In April 2012, Just Eat consolidated its position in the UK by acquiring fillmybelly.com.[14] A week later, Just Eat announced its £40 ($64) million Series C funding round.[15] The funds were partly used to launch the Don't Cook rebranding campaign in the UK and to acquire in October its main competitor in Spain: SinDelantal.[16]

After nearly five years at the helm of Just Eat, the group CEO Klaus Nyengaard stepped down in February 2013[17] and was replaced in May by former UK MD, David Buttress.[18]

On 3 April 2014, Just Eat floated on the London Stock Exchange.[19] In July, Just Eat increased to 80% its stake in Alloresto.[20] In September, Just Eat merged its Brazilian business, RestauranteWeb, with one of its competitors, iFood, to form the joint venture IF-JE in which Just Eat has a 25% stake.[21]

In February 2015, Just Eat sold to FoodPanda its investments in their Indian JV,[22] and continued its expansion in the Americas by launching Mexico, via a 100% acquisition of SinDelantal, and increased its stake in IF-JE, the Brazilian JV with iFood.[23]

In May 2015, Just Eat announced that it would buy Menulog, an Australian food ordering company for $855 million Australian dollars, and would fund the deal by issuing new shares.[24]


Just Eat India was founded on 26 July 2006 as HungryBangalore,[25] by Ritesh Dwivedy.[26] In August 2008, HungryBangalore was renamed as HungryZone.[27] HungryZone received a first round of funding raised from the Indian Angel Network. On 17 January 2011, HungryZone announced a partnership with Just Eat.[28] Just-Eat bought a 60% stake in HungryZone.[29]

Just Eat relinquished its majority stake in its India entity in November 2013, reducing its holding to 49.9% with Axon Partners Group and Forum Synergies India investing an undisclosed amount in Just Eat India. In February 2015, Foodpanda acquired Just Eat's India operations in an all-stock deal. Just Eat acquired an undisclosed stake in the combined Indian entity, which would be India's largest food-ordering provider with a presence in more than 200 cities across 12,000 restaurants. Foodpanda will operate Just Eat India as a separate company and later look to merge it. The combined entity will have 250 employees in India.[30][31]


The country launched in April 2008. In November, Just Eat acquired 250 restaurants from Eatcity.ie.[32]


In July 2009 Just Eat received their first Series A[33] investment funding. Index Ventures and Venrex Capital invested £10.5 million[34] into Just Eat Holdings Ltd. The new investment capital enabled Just Eat to increase their expansion into other markets and further develop the business. In March 2011 a second round of investment[35] saw two leading US venture capitalists, Greylock Partners and Redpoint Ventures invest £30 million.[36]

Greylock Partners have previously invested in Facebook, LinkedIn and Wonga. In April 2012, a third round of investment[37] saw Vitruvian Partners and existing backers, Index Ventures, Greylock Partners and Redpoint Ventures, invest a further £40 million in Just Eat Holdings Ltd.[38]


TV Advertisements UK[edit]

In late 2009 Just Eat UK began their first television marketing campaign. The adverts starred Just-Eat’s mascots ‘Belly’ and ‘Brain’ and were narrated by ‘The Wombles’ narrator Bernard Cribbins. The first two adverts entitled “Attention Please”[39] and “Down and Up”[40] ran throughout 2010. At the start of 2011, a second wave of ‘Belly and Brain’ TV adverts were created, entitled “Listen and Learn” [41] and “Boxing Clever”.[42]

Following a complete overhaul of their global brand positioning and launch of the Don't Cook Just Eat brand campaign in September 2012, Just Eat launched a new series of TV ads. The adverts introduce audiences to Mr Mozzarella AKA “The Mozz”, Mr Basmati, Mr Sweet and Mr Sour, Mr T-Bone, Mr Sashimi and Mr Halloumi – a hapless, motley crew of rebellious takeaway chefs, who will stop at nothing to prevent amateur chefs from cooking at home. The ads, including "Leave Cooking to Professionals",[43] "Cooking is Dangerous",[44] "Cookbooks"[45] and "Turn back, Cicciolina"[46] and "The Fridge" will also air.[47]


In May 2014, it was announced that Just Eat would be the primary shirt sponsor for Derby County Football Club for the 2014–15 season.[48] The sponsorship deal will last for three years.[49]

On 1 July 2015, Just Eat became the primary shirt sponsor for Oud-Heverlee Leuven for the 2015–16 season.[50]


As of April 2015, Just Eat operates in 13 countries in Europe and South America.[51]

See also[edit]


  1. ^ a b c "Preliminary Results for year ended 31 December 2014" (PDF). Just Eat. Retrieved 29 March 2015. 
  2. ^ "A blog by entrepreneur Jesper Buch". JesperBuch.com. Retrieved 2011-08-16. 
  3. ^ "Just Eat Company presentation - May 2014" (PDF). www.just-eat.com. Just Eat. Retrieved 24 April 2015. 
  4. ^ "David Buttress, CEO, Just Eat". University of London. Retrieved 29 March 2015. 
  5. ^ "Just Eat Company presentation May 2014, slide Nr 11" (PDF). www.just-eat.com. Just Eat. Retrieved 25 April 2015. 
  6. ^ Matthews, Carys. "Just-Eat raises $48m in investment – Startups.co.uk: Starting a business advice and business ideas". Growingbusiness.co.uk. Retrieved 2014-06-25. 
  7. ^ "Just-Eat announces partnership with Eat.ch". www.just-eat.com. Just Eat. Retrieved 24 April 2015. 
  8. ^ "Switzerland in April through a JV with". www.just-eat.com. Just Eat. Retrieved 24 April 2015. 
  9. ^ "Just-Eat expands into South America". www.just-eat.com. Just Eat. Retrieved 24 April 2015. 
  10. ^ "Just Eat moves into France with AlloResto joint venture". www.just-eat.com. Just Eat. Retrieved 24 April 2015. 
  11. ^ "Just-Eat digs in to corporate market with Urbanbite acquisition". www.just-eat.com. Just Eat. Retrieved 24 April 2015. 
  12. ^ "Just-Eat Canada acquires YummyWeb in Vancouver". www.just-eat.com. Just Eat. Retrieved 24 April 2015. 
  13. ^ "Just-Eat Canada acquires GrubCanada". www.just-eat.com. Just Eat. Retrieved 24 April 2015. 
  14. ^ "Just Eat cements UK leadership with Fillmybelly.com acquisition". www.just-eat.com. Just Eat. Retrieved 24 April 2015. 
  15. ^ Bradshaw, Tim (2012-04-29). "Just-Eat raises $64m for acquisitions". FT.com. Retrieved 2014-06-25. 
  16. ^ "Just Eat acquires Spanish competitor to consolidate position as world leader". www.just-eat.com. Just Eat. Retrieved 24 April 2015. 
  17. ^ "Press release on Klaus Nyengaard leaving JUST EAT". klausnyengaard.com. Retrieved 14 February 2015. 
  18. ^ "David Buttress appointed as CEO of Just Eat Group". www.just-eat.com. Just Eat. Retrieved 24 April 2015. 
  19. ^ "Just Eat shares rise on stock market debut". The Guardian. 2014-04-03. Retrieved 2014-04-03. 
  20. ^ "JUST EAT increases stake in French-based ALLORESTO.fr to 80%". www.just-eat.com. Just Eat. Retrieved 24 April 2015. 
  21. ^ "JUST EAT’s Brazilian business, RestauranteWeb, to merge with iFood, to create the online restaurant delivery winner in Brazil". www.just-eat.com. Just Eat. Retrieved 24 April 2015. 
  22. ^ "Indian Investment Update". www.just-eat.com. Just Eat. Retrieved 24 April 2015. 
  23. ^ "Acquisition of Sindelantal Mexico and increased stake in IF-JE Joint Venture". Just Eat. Just Eat. Retrieved 24 April 2015. 
  24. ^ "Just Eat to buy Australia's Menulog". BBC News. 8 May 2015. 
  25. ^ "Hungry Bangalore: Order food online". mybangalore.com. Retrieved 2013-04-27. 
  26. ^ "Ritesh Dwivedy". just-eat.com. Retrieved 2013-03-03. 
  27. ^ "HungryZone.com: A foodie's delight". trak.in. Retrieved 2010-11-30. 
  28. ^ "UK's Just-Eat Buys 60% Stake In Restaurant Listings Site Hungryzone". vccircle.com. 2011-01-13. 
  29. ^ "HungryZone Sells 60% Stake to UK Based Just-Eat". nextbigwhat.com. 2011-01-13. 
  30. ^ Itika Sharma Punit (7 February 2015). "Foodpanda.in acquires Just Eat India". business-standard.com. Retrieved 29 March 2015. 
  31. ^ Shrutika Verma. "Foodpanda acquires food ordering portal Just Eat India". http://www.livemint.com/. Retrieved 29 March 2015. 
  32. ^ "JUST EAT plc acquires eatcity.ie". www.just-eat.com. Just Eat. Retrieved 24 April 2015. 
  33. ^ "Just-Eat Raises £10.5 Million". 14 July 2009. Retrieved 24 June 2014. 
  34. ^ Index Ventures[dead link]
  35. ^ Purkiss, Alan (2011-03-16). "Just-Eat Raises $48 Million in Funding Round, FT Reports". Bloomberg. Retrieved 2014-06-25. 
  36. ^ "/ Technology – Just-Eat in new funding round". Ft.com. 2011-03-16. Retrieved 2011-08-16. 
  37. ^ "Just-Eat Just Raised Another $64M From Vitruvian, Index, Greylock For Online Food Ordering". TechCrunch. Retrieved 2014-06-25. 
  38. ^ "Third round of £40 million for Just-Eat". Growth Business. 30 April 2012. Retrieved 29 March 2015. 
  39. ^ "YouTube". YouTube. Retrieved 2014-06-25. 
  40. ^ "YouTube". YouTube. Retrieved 2014-06-25. 
  41. ^ "Just-Eat Ad – Listen and Learn". YouTube. Retrieved 2014-06-25. 
  42. ^ "Just-Eat Ad – Boxing Clever". YouTube. 2011-02-01. Retrieved 2014-06-25. 
  43. ^ "Don't Cook, JUST EAT – Leave cooking to the professionals EXTENDED VERSION". YouTube. 2012-09-14. Retrieved 2014-06-25. 
  44. ^ "Don't Cook, JUST EAT – At least 20% off local takeaways online". YouTube. 2012-09-18. Retrieved 2014-06-25. 
  45. ^ "JUST EAT – Cookbooks must be destroyed TV ad". YouTube. 2012-09-19. Retrieved 2014-06-25. 
  46. ^ "JUST EAT – Turn back, Cicciolina TV ad". YouTube. Retrieved 2014-06-25. 
  47. ^ "Don't Cook, JUST EAT – The Fridge TV ad". YouTube. 2012-09-19. Retrieved 2014-06-25. 
  48. ^ "JUST EAT Announced As Derby County's New Main Shirt Sponsor". Dcfc.co.uk. 2014-05-10. Retrieved 2014-06-25. 
  49. ^ just-eat announce Derby County's new shirt sponsors[dead link]
  50. ^ "JUST EAT becomes New Main Shirt Sponsor" (in Dutch). ohl.be. 2015-01-07. Retrieved 2015-01-07. 
  51. ^ "Where we are". just-eat.com. Retrieved 24 April 2015. 

External links[edit]