New figures from Just Eat show unprecedented growth between Q4 2011 and Q4 2012.
Online takeaway ordering service Just Eat has today (February 11th) lifted the lid on figures that reveal a 350 per cent increase in mobile takeaway orders in the UK between Q4 2011 and Q4 2012.
Just Eat’s figures show that the growing number of smartphone users in the UK has had a significant effect on the number takeaway order made from mobile devices.
The company’s study shows that 27 per cent of all Just Eat orders in Q4 2012 were made via mobiles, with the firm predicting that mobile will become the most popular ordering method in the UK by 2015.
This sea change in people’s takeaway ordering habits is expected to be driven in no small part by the ever-increasing number of smartphone users in the UK, which is predicted to rise from 19.2 million at present to 41.9 million in 2016.
Following this escalation in the uptake for mobile ordering, Just Eat has now launched a free iOS app designed to offer users a quick and simple way of calling up menus and user reviews.
“We experienced a massive increase in mobile orders last year and see mobile as an exciting area for growth in 2013 and beyond. We are investing to drive more and more innovations in this area, such as our new mobile app, which gives hungry customers easy, anywhere, anytime access to thousands of top takeaways around the UK. By making this investment to provide the best mobile experience possible to the end customer, we’re enabling our takeaway restaurant partners to compete on a level playing field with the big national players, and capitalise on the explosive growth in mobile,” said David Buttress, CCO and acting president of Just Eat.
The Just Eat app represents the latest result of a major push on innovation over the past 12 months, with significant investment made by the company into building its product team. This includes the appointment of Daniel Read, formerly chief product officer at ask.com, and the creation of the Just Eat Product Lab.
“Innovation is a major focus area for Just Eat and the new mobile app is the first of many mobile developments at Just Eat, as we look to adopt a ‘mobile-first’ approach to our business,” said Read. “We are already planning further updates to our mobile site and ordering app, as well as looking at rolling out the Just Eat app to other platforms and other countries. We are confident we have developed the most convenient and user-friendly food ordering app available.”