Just Eat, the online food ordering and delivery service, has turned to sophisticated data analytics techniques to tap into local food choices and offer greater personalisation to customers.
The company, which claims to help 27 million customers find food from more than 112,000 restaurants in 12 markets, has implemented Google Cloud, and now uses machine learning to power consumer recommendations on both its app and website.
The scheme also makes heavy use of features offered by Google Cloud Platform, including BigQuery for running analytics on its customer dataset and Cloud Pub/Sub for messaging app users with relevant offers in real-time.
Just Eat director of customer platforms Matt Cresswell insists that having all of its data in one platform has translated into real value for its customers, with a proprietary "customer ontology framework" containing 5.5 billion features designed to better understand consumers’ behaviour and food habits, as well as provide insights into previous visits.
The business has also created an “Adventurous Index” to map its customers according to their ordering habits, enabling them to tailor their marketing and user experiences.
For example, "mid-adventurous" customers are shown a choice of restaurants that serve their most ordered cuisine, while "adventurous" customers can choose from restaurants that serve a wider variety. This has not only prompted consumers to be more adventurous with their choices, but also has led to more business at a more diverse set of restaurants, Cresswell says.
He added: “Consumer food choice is a hugely nuanced topic. We know that individuals have their own unique journeys when they use Just Eat. We’ve sought to create a truly one-to-one relationship with every customer.
"The changes we’ve made to the platform mean they can access the dishes they enjoy at the touch of a fingertip, and find inspiration to discover new dishes they’ll love. We’re grateful to Google Cloud for helping us support our customers on their culinary explorations.”