Feeding the multitude

In a world where the swell of outsourced industries are at once matched by innovative branding and a burgeoning app-based economy, the public cloud has never had such a silver lining. With a host of marquee names championing the food revolution, many are now learning the true cost of ownership. For takeaway specialist Just Eat, its recent rebrand comes after 16 years of global industry success. Only now competition is fiercer than ever before.

The new brand identity, marked by an infusion of colour, is accompanied by a new-look Just Eat app. Venturethree, the London-based brand consultancy behind the rebrand, envisioned the revamp as an opportunity to bring together the brands multifaceted foundation in a more succinct way. Michael Zur-Szpiro, co-founder of venturethree, says, "We developed an expressive new identity; complete with a burst of colour and animation style that adds flexibility and helps customers to find what they are looking for.”

With the recent ballooning of competitors like Deliveroo, UberEats and Delivery Hero's hungryhouse, the question of whether Just Eat's recent changes are due to industry pressure are perhaps countered by a reminder of its global spread, spanning 13 countries worldwide, with 27,000 UK restaurant partners and 7m customers. With an initial rebrand in 2009, Just Eat joined the London Stock Exchange in 2014, leading to another reimaged visual identity.

The new brand direction is stamped with a further promotion of Just Eat's well-known imagery, as well as investments in new technologies such as delivery robots and additional delivery options for its French brand, Allo Resto. Ben Carter, Just Eat's UK marketing director, says, "We’re making a significant investment in our restaurant branding program including new jackets for delivery drivers and the first ever scooters in Europe to carry branded light boxes.”

London-based advertising agency, Karmarama, provided work on a number of primetime TV spots that will be accompanied by a Facebook chat-bot, which will act as a virtual companion directing users into trying new and undiscovered options. Nik Studzinski, chief creative officer at Karmarama says, “We hope that our new campaign will help people to unleash their inner food mood and open their mouths to new possibilities, encouraging them to think about what they really want, not just what they usually eat.“