This report provides an analysis of Just Eat's marketing concept and its successful adaptation to the UK market. It explores how Just Eat, initially an online food order and delivery service, leveraged consumer behavior factors, particularly during the COVID-19 pandemic, to become a market leader. The report delves into the consumer decision-making process, highlighting the importance of understanding consumer needs and preferences. It examines the influence of psychological factors, such as attitudes and beliefs, and situational factors, including the impact of lockdowns and changing dining habits, on Just Eat's marketing strategies. The analysis also includes how Just Eat adapted its strategies to meet the changing demands of consumers, supported restaurants, and improved distribution. The report concludes that Just Eat effectively met the changing demands of consumers, which enabled them to become a market leader in the UK.
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