Moving Just Eat to AI Powered lifecycle segmentation to boost order frequency & customer Relevance
the challenge
Lifecycle marketing was built around an “average customer.”
In reality, customers with very different ordering cadences were treated the same, making churn hard to identify early and leading to mistimed interventions, wasted incentives, and missed growth opportunities.
What we did
We replaced static, average-based segmentation with an AI-driven lifecycle model built around individual behaviour.
By predicting each customer’s next order and triggering interventions only when incremental, lifecycle marketing shifted from sending more messages to making better decisions.
The impact
+ millions incremental orders
Over 50% reduction in voucher usage
Scaled across 10 markets
Turning CRM into a Customer Operating System
the challenge
Customer experience was constrained by internal siloes.
CRM, product, care and marketing teams worked to different priorities and metrics, resulting in fragmented journeys, slow decisions, and CRM activity optimised for output rather than impact.
What we did
We shifted from function-led execution to a customer-centric operating model, anchored around shared outcomes.
CRM, product, care and marketing were aligned to common customer goals, with OKR-style ways of working, outcome-based measurement, and test-and-learn embedded as a core capability.
CRM became a connector — not a channel.
The impact
Clear ownership and priorities accelerated progress across previously siloed teams.
CRM moved beyond execution to become a driver of customer experience transformation.
How we helped Just Eat Turned UEFA Sponsorship into Revenue at Scale
the challenge
Just Eat held major sports sponsorships, but sponsorship alone doesn’t drive orders.
The challenge was to turn high-profile moments into measurable, scalable commercial impact — without inflating promotional cost or relying on one-off campaigns.
What we did
We introduced a global gamification and promotional strategy designed to convert sponsorship moments into repeatable growth mechanics.
This included scalable activation models, a global framework markets could localise, and partner-funded deals to increase customer value while protecting margin.
The impact
Delivered multi-million incremental orders across 23 markets.
Sponsorship investment was transformed into revenue-driving customer activation, reducing reliance on Just Eat-funded discounts and
embedding scalable mechanics into the growth strategy
How We Scaled Global CRM Without Losing Local Relevance
the challenge
The brand’s global CRM lacked consistency at scale without slowing markets down. Teams needed speed and consistency without being micromanaged and local relevance without constantly reinventing the wheel.
As a result, scale benefits were lost, duplication increased, and performance was hard to compare across markets.
What we did
We used the platform migration as a catalyst to build a composable CRM operating model.
A global Centre of Excellence set the strategy, guardrails and shared metrics, while markets retained the freedom to adapt execution locally.
Reusable “LEGO-block” journeys, components and frameworks were designed once, then recombined intelligently — not copied blindly.
Global by design. Local by execution.
The impact
Markets executed faster without breaking brand or strategy.
Consistency improved without sacrificing flexibility.
Duplication reduced, ownership clarified, and performance became visible through shared metrics.
