Just Eat: Using AI to serve up the next meal

Just Eat, a food delivery service, encouraged ordering at a time relevant to consumers in the UK and Spain by introducing an AI model that used customer data to better predict when customers were more likely to want food.

Campaign details

Brand: Just EatAdvertiser: Just EatCountry: UK

Campaign Overview

AI serves up the next meal

How do you inspire a customer's next order when millions of people all have their own unique ordering habits?

Strategy

Just Eat knew its previous approach to lifecycle targeting couldn't prompt orders at the right time for all customers. The brand needed to move from a one-size-fits-all lifecycle segmentation built for the average customer – ordering 8.7 times per year – to one powered by AI that would continually adapt to match individual ordering habits.

This would allow the...

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