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
Placeholder for Marie to add picture
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.
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
Case study 3
Making global CRM strategy usable at local level at XXX
the challenge
A global CRM strategy existed, but markets struggled to execute it consistently
Teams needed:
• Clear direction without being micromanaged
• Speed without fragmentation
• Local relevance without reinventing the wheel
Without this, execution varied widely and scale benefits were lost.
The migration to Braze created a timely opportunity to rethink not just the platform — but the entire CRM approach.
What we did
We used the platform migration as a catalyst to reshape how CRM worked globally.
This included:
• Defining a clear customer strategy and targeting approach for markets to anchor to
• Establishing a central CRM Centre of Excellence with clear guardrails, rules and decision rights
• Designing brand-tailored, LEGO-block creative components that could be reused and recombined locally
• Creating reusable frameworks that markets could adapt intelligently, not copy blindly
• Introducing centralised reporting with universal metrics to create a shared view of performance
Central support was paired with local accountability.
The impact
Faster, brand-compliant local execution through reusable building blocks
Improved consistency without removing flexibility
Reduced duplication and clearer ownership
Better visibility of performance through shared metrics
why it matters
Global CRM only works when strategy, tooling and operating model are designed together.
Case study 4
Turning sponsorship attention into sales at just eat
the challenge
Just Eat held major sports sponsorships — including UEFA EURO 2020 and the UEFA Champions League — but sponsorship alone doesn’t drive orders.
The challenge was to:
• Translate high-profile sponsorship moments into measurable commercial impact
• Avoid one-off campaigns that couldn’t scale across markets
• Balance global consistency with local market relevance
Fund customer value without inflating promotional cost
What we did
Introduced a global gamification and promotional strategy designed to turn major moments into repeatable growth mechanics.
This involved:
• Designing gamified customer activation mechanics that could scale across markets
• Building a global promotional framework that markets could localise without reinventing the model
• Structuring partner-funded deals to increase customer value while protecting margin
• Co-creating solutions with internal product and tech teams to ensure scalability and reuse
• Working closely with Leadfamily to operationalise mechanics that could be reused across events and markets
The result was a LEGO-block approach to promotions — global by design, local by execution.
The impact
Delivered multi-million incremental orders across 23 markets
Turned sponsorship investment into revenue-driving customer activation
Reduced reliance on Just Eat–funded discounts through partner contributions
Created scalable, repeatable promotional mechanics now embedded as a core part of Just Eat’s growth strategy
why it matters
Sponsorship creates attention. Growth comes from what you do with it.
