In H1, Just Eat increased its marketing spend by 40% year on year to £346m. In a given year, Q4 is usually the highest spending quarter for Just Eat, and 2022 will be no exception with the business looking to capitalise on at-home feasting around the FIFA World Cup, this year taking place in November and December.
Just Eat has also earmarked grocery delivery as an avenue of opportunity. Its grocery offering currently reaches 60% of the UK through partnerships with Asda, One Stop, Central England Co-op and Booker Wholesale.
The food delivery business is expecting to achieve underlying profit for the first time in H2. It will need to continue investing in its marketing in the coming months to win over customers who are reigning in on discretionary spend on takeaways, and to continue positive trajectory into 2023.
Just Eat has recently named a new UK & Ireland marketing director and a new head of marketing.