Objectives and Conversions Analysis – Just Eat

JUST EAT is a leader in the sector of local takeaway restaurant online aggregators, working as an intermediary between businesses and customers, giving local restaurants an online presence via a single portal from which customers can order. JUST EAT operates in 13 countries worldwide, with a portfolio of more than 36,000 restaurants.

Just eat has an objective of staying the leader in the market by providing excellent customer service and constantly working on improving their service and expanding their business.


1. Sell

As it is for most of the businesses, the main objective of Just Eat is to increase sales and make maximum profit. They aim to achieve this goal by offering a range of different offers and discounts, convenience, ability to compare prices and a big variety of choices. For example, one of their offer is focused on a specific day of the week, so on Tuesdays they offer customers a free pizza with a purchase of another pizza. This is one of the ways how they encourage customers to buy and use their service. Offering free delivery to a customer when they spend more than a certain amount of money is another smart objective that helps them increase the volume od sales.

2. Serve

The company is putting a lot of effort into providing customers with an easy and convenient service. Their application and website are customized in such way that all the information is easily accessible and the process of using their service is extremely simple. They are highly focused on delivering good service and they offer an option for customers to leave their feedback. Their customers are quite active regarding leaving their feedback, either positive or negative. This section gives a great insight to the company and the quality of their service, and most importantly it enables them to improve and fix the problems. Usually they give different coupons and discounts to unsatisfied customer, and this helps them not to lose their customers and encourages customers to use their service again.

3. Speak

Just Eat does follow the trend and it is present in all social media platforms with the three main being Facebook, Twitter and Instagram. They have a lot of followers in both of them and also their hashtag #justeat is highly used by their customers. They usually post nice pictures of food that is available through their service and this is how they encourage people to do the same using their hashtag. In such way customers are involved by liking, commenting and sharing their posts. This is a smart approach in which their customers are doing the marketing and promotion for them.

4. Save

This objective is focused on ways to reduce the costs. Just eat is doing so by providing customers with a ‘Help’ section on their website that offers answers to the frequently asked questions. Furthermore, a well designed website helps customers to service themselves, saving them money in customer service and also increase satisfaction.



Conversion happens when the websites visitor behaves in a way that a company wants them to and engages in the options suggested on the website. Depending on the type of business there are different types of conversions that can be set up as a conversion goals by different companies. Conversion goals can be to increase the number of visits and win new customers, to gain more followers on social media platforms, to get new subscribers to the newsletter, get customers to share and interact with their content on social media.  Just Eat‘s conversion goals that are set up on their website are:

  • order takeaway
  • contact us
  • log in
  • sign up
  • download the app
  • visit our blog
  • suggest a restaurant
  • follow us on facebook, twitter, instagram

Each of this leads to building relationship and trust between a brand and a customer resulting in a greater engagement of the customer with the company and its offers.


For more info about Just Eat check out the following:





Ana Galfi


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