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Just Eat says 56% of first-half orders were from mobile

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Just Eat says more than half of its takeaway orders came from mobile devices for the first time in the first half of the year.

News that a mobile-first strategy had delivered m-commerce orders accounting for 56% of the online takeaway marketplace’s transactions came as it unveiled interim results, and chief executive David Buttress said investment would continue.

“We are accelerating our mobile strategy across all our geographies and in the UK over 56% of orders are already being placed via apps or through a mobile device,” he said. “Our growing network of more than 40,000 restaurant partners combined with 6.9m active users provides further momentum to fuel our expansion through the remainder of 2014 and beyond.”

Just Eat today reported revenue of £69.8m in the six months to June 30, 58% up on last year’s £44.1m. At the same time, underlying EBITDA (earnings before interest, tax and asset depreciation) rose to £15.9m, 591% up on £2.3m at the same time last year. Profits after tax trebled to £6m from £2m last time.

Orders rose by 50% to hit 27.5m, with the average revenue per order rising by 8% to £2.26, from £2.10 last time. At the same time, the number of restaurants using its platform grew to 40,800. Just Eat said 74% of its revenue came from the UK, while its Danish business turned in 12% growth. The company also sells in nine other markets. While UK EBITDA rose by 39% to £20.3m, and Danish EBITDA rose by 42% to £2.7m, losses in other markets came to £4.9m, 43% down on the same time last year. Buttress said current low levels of online takeaway ordering in most of the markets gave Just Eat “substantial additional long term runway” and that it would invest to grow the market and gain early market share.

During the first half of the year Just Eat added iPad and Android Tablet apps to a roster that now includes apps for Kindle, PC, some smart TVs, and iOS and Android smartphones. These apps are also being taken internationally. Other service improvements included the addition of takeaway collection options and the acquisition of Meal2Go for EPOS technology enabling a central management system for orders and customer service. The company is now piloting an order tracker project so that consumers and restaurant owners can monitor progress of the order through cooking and delivery. “Once implemented,” said the statement, “it is hoped this technology will help relieve one of the biggest sources of consumer frustration when awaiting a takeaway delivery.”

The company also spent £15.2m on marketing its brand and now employs 1,075 full-time equivalent staff.

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