Just Eat

Ana Galfi

Just Eat is an online food order and delivery service. It acts as an intermediary between independent take-out food outlets and customers. It is headquartered in the United Kingdom and operates in 13 countries in Europe, Asia, Oceania, and the Americas. The platform allows customers to search for local take-out restaurants to place orders online, and to choose from pick-up or delivery options.

Their biggest target group consists of young people and students aged 18-30 who are either at the beginning of their studies or starting their professional lives and careers. They are usually focused on their studies or work and they tend to give greater importance to work and socializing then health in such way that they are in their best years and are not really concerned with the affect the food has on their health. To them food is mostly source of power that will supplement them with the energy they need to pursue their other current life goals. The most important aspect when deciding about the food they will eat is the taste. Just-eat perfectly meets that need by offering a wide range of different types of cuisine and also reviews that have been made by previous customers. This allows other customers to completely satisfy their need in the way that their choice will meet all of their criteria’s.

Additionally as they are still quite young and have just recently moved out of their family homes their knowledge of cooking is either quite low or almost none existing. This results in them opting for an easier option which is to order already prepared food instead of preparing it themselves.

They spend most of their time studying/working and socializing. Their typical day consists of two parts. First part is morning/afternoon which they spend at university/work and the second part is evening when they socialize. As their financial situation is average they are most likely sharing accommodation with people with similar interests. Some of the typical ways of socializing they practice are: movie nights with friends and housemates, clubbing and going to bars. In the first situation they will most likely order food delivery and share it between them. In the second situation they will most probably come home late, hungry and too tired to prepare food themselves and this will result in them opting for a most convenient option which is ordering takeaway using Just-eat.

As their lifestyles are fast and busy they will usually opt out for a quickest way to satisfy their need for food.

Their typical customer is Harry.

Harry is a 21 years old student living in Nottingham, England. He is in his final year and he is studying law. He spends most of his time on studies but he also has a part time waiter job to help him finance his living costs. In the deadline period at University most of his time he spends at home studying. When he doesn’t have much uni work to do he often likes to go clubbing or going to house parties. He also likes going to the gym, playing football, playing on his PlayStation and watching Netflix. He has a very busy lifestyle and he doesn’t have a very high knowledge of cooking so usually he tends to buy already prepared food.




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