Food delivery firm Just Eat teams up with Rokt for AI-powered ads

Food delivery service Just Eat Takeaway is teaming up with e-commerce company Rokt to integrate AI technology aimed at improving post-purchase ads on Just Eat’s platforms, according to a joint announcement on Wednesday.

This partnership will give advertisers in the Rokt Ads network access to Just Eat’s 82 million customers, delivering targeted messages directly through the app and website.

Meal delivery companies have been looking for new ways to increase revenue after the surge from pandemic-related demand tapered off. Many are expanding into retail, ramping up ad placements, and using AI to streamline delivery processes.

As part of this deal, advertisers in the Rokt network can display personalized messages to users while they confirm or track their orders on Just Eat’s platforms, Reuters reported.

Founded in Denmark in 2001 by Jesper Buch and four other Danish entrepreneurs, Just Eat merged with Takeaway.com in 2020 to create JustEatTakeaway.com. Just Eat operates in 19 countries, including the U.K., U.S., and Germany, under its various local brands.

Takeaway.com, a leader in restaurant delivery in Continental Europe, serves 23 cities across five countries, offering its services to restaurants that don’t have their own delivery systems.

On April 20, 2022, Just Eat Takeaway announced it was weighing the option of selling all or part of Grubhub, a company it had fully acquired in 2021. The decision came in response to investor pressure and declining profits, as Just Eat Takeaway’s total market value had fallen below what it paid for Grubhub.