Just Eat says that 60% of its orders now come via mobile, and 38% from its apps.
The update came as the online takeaway marketplace today reported revenue of £107.8m in the half-year to June 30, 54% up on the same time last year, while pre-tax profits came in at £14m, up from £8.6m at the same time last year.
Just Eat, which is among the first to enable Apple Pay and to develop an Apple Watch app, said apps were particularly important to the business. “We are now increasing our focus on improving consumer retention and frequency, particularly in ensuring that more new users reach the all-iportant third order,” said the company in its interim results statement. “Our mobile-led strategy is key to achieving this as app users are typically more loyal and order more frequently.”
The company plans to build on its high proportion of mobile and app orders through improved messaging and targeting through a new CRM (customer relationship management) platform.
Just Eat’s strategy focuses on improving the consumer experience, increasing choice for customers, and encouraging takeaway customers to order online and via mobile. Innovations include an order tracking trial. Early results, said Just Eat, show that customers who get messages telling them that their meal is on its way are more likely to reorder.
The company is also working with technology companies and logistics providers to find a ‘last mile’ solution for takeaway delivery. So far, it said, the launch of dedicated takeaway logistics businesses in its markets had had no effect on its business. In the first half, some 3% of orders were collected, some 97% up compared to the same time in the previous year.
Image: Ilyas Akram, owner of Bits N Pizza, and Graham Corfield, UK MD of Just Eat. Photo: Fergus Burnett