Just Eat: Product development is critical to improving consumer experience

Barnaby Dawe, global CMO of food delivery app Just Eat, on why the brand is investing in improving customer service and streamlining the order process to meet consumer demands for greater convenience.

Barnaby Dawe Just Eat

How is Just Eat innovating its customer experience in light of today’s increasing appetite for on-demand delivery?

Product development is critical to improving the consumer experience so we are constantly looking at ways to improve and maintain our leadership position. We’ve invested significantly in our apps and more consumers are migrating to them, as well as to the mobile web.

Where else are you investing?

Another example is the introduction of ordering via Apple TV and Microsoft Xbox. We are working with other global companies on enabling ordering via a number of smart TV platforms too. The pipeline of product launches remains strong as some of the largest technology companies seek to partner with Just Eat, recognising our scale and market leadership. Ultimately, our aim is to make it easy for customers to order great food wherever they are, and provide whatever experience they are looking for.

Do you think the delivery space has become more competitive over the past couple of years?

We have always had competition in our space since we started, so while there have been lots of high profile entrants recently, both into the food delivery market and the delivery market in general, I wouldn’t say this is a new phenomenon.

Do you think customers are becoming more demanding?

It’s certainly true that customers are rightly refusing to settle for a second rate experience that doesn’t match what they expect. They are demanding greater convenience, better experiences and at the same time they want simplicity and security. Getting all of these things right can be a challenge, which is why we invest so much in making sure we offer the best possible experience we can, and in having the resources to put it right if for any reason something goes wrong.

How closely do you work with partners as a result?

It means we work closely with our partners, for instance rolling out new Orderpad technology to our network of restaurants. This enables restaurants to better manage their delivery pipeline and to offer ‘order on its way’ notifications to customers which we know significantly improves the order experience and leads to more frequent ordering.

It comes down to creating a trusted relationship with customers. If we can provide a great experience, that relationship becomes stronger and trust in our brand is strengthened.

  • Marketing Week will publish a more in depth feature on how to create on-demand customer experiences next week

For more on creating on-demand experiences visit the Customer Experience stage at the Festival of Marketing, which is running on 5 and 6 October at Tobacco Dock, London. For more information about the event, including how to book tickets, click here.

Hide Comments1 Show Comment
  • Michael Montgomery 8 Sep 2016 at 8:47 am

    It sadly appears that Barnaby Dawe believes his own hype and isn’t doing enough research with actual customers. The JustEat web experience has not changed or improved for either desktop or mobile in over two years.

    As a result, ordering on a tablet forces you to look at a stretched version of mobile and all wen experiences are very dated and tired. Newer entrants such as Deliveroo and Amazon will have JustEat for breakfast.

    If Just Eat plans to still be a brand in 2020 it will need to significantly increase its innovation cycles.

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