Just Eat hopes rebrand will boost its popularity at lunch and ‘social occasions’
Just Eat is rebranding in a bid to expand into different “food occasions” and convince consumers that take-away is not just for dinner.
Just Eat has unveiled a brand relaunch today (14 September) as it looks to put a bigger focus on “creating a community” and tell consumers it does more than provide dinner meals.
The rebrand, which was executed by venturethree, includes a more colourful new logo accompanied by a rainbow colour scheme, as well as the strapline: “Find your flavour”. Its delivery staff will also acquire a new uniform.
The online food delivery brand, which celebrated its 10 birthday this year, claims it has done a “fantastic” job at educating the market about its service. However, it has discovered that 60% of British consumers still have not yet ordered food online.
Just Eat’s UK marketing director Ben Carter told Marketing Week: “There is a massive potential that exists in the market. We are an online market place and want to connect more people with food. Our new vision is to take people on that journey and really aims for us to become a community for both our restaurant partners and customers.”
“Our previous branding was synonymous with takeaway and really driving the message of treating yourself. But when you look at the restaurants on our platform and the food ordering opportunities, there are many more occasions we can tap into – like social gatherings or lunch.”
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Alongside the rebrand sits a new above the line campaign created by Karmarama, which aims to help people to discover new foods. The TV campaign features a variety of celebrity voices including Bill Nighy, Matt Lucas and Rowan Atkinson, who talk through uninspiring food choices and try to convince the people in the ad to choose something more exciting.
Coinciding with the ad launch, Just Eat is also launching a new Facebook Messenger Chatbot. It will offer customers a selection of different restaurants they haven’t previously ordered from in order to inspire them to try new food.
Taking a local approach
The campaign will run across TV, radio and outdoor media. Carter admits that the brand in the past has been quick to push its message out on national channels, but believes that taking a local approach will improve sales.
“In the past we’ve gone straight to national marketing. This is great for top of mind, but to drive repeat purchase we need to be in consumers’ towns and cities, so we’ll be doing a lot of regional marketing through restaurant partners, out of home and regional radio, which is much more targeted,” he explained.
Just Eat is not the only online food service to have changed its branding. Earlier this month Deliveroo unveiled a colourful rebrand as it aims to improve its public perception following scandals around employee pay and boost driver safety.
Carter admits that the current market “is very dynamic”, but emphasises that the rebrand is the next chapter for Just Eat.
He explained: “We’re the market leader, but as you know the market is very dynamic. This [rebrand] is not about complacency, where we’re saying: we’ve done our job. It’s about announcing the next chapter. We have to continue to disrupt the market.”