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INSIDE

Summer 2012

A food industry magazine for delivery & take-out restaurants

Go GREENwith your take-out and delivery business

A food industry magazine for delivery & take-out restaurants

Order Food Delivery Online..CA

Got questions or comments about this magazine?Send your feedback to marketing@just-eat.ca

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The Just-Eat Delivery Scoop

2012 Summer | Issue 1

A quarterly restaurant industry magazine by Just-Eat Canada

CONTENTS

Just-Eat Canada Inc. (www.Just-Eat.ca), based in Toronto, Ontario is Canada's largest and fastest growing online food ordering website.

Just-Eat enables local restaurants and customers to connect, offering a quick and convenient online ordering service. There are currently +1,400 restaurants online with Just-Eat in major cities like Toronto, Vancouver, Montreal and Ottawa. The Just-Eat Group, founded in Denmark in 2000, is based in London, UK and is now active in 14 countries around the globe and processes over 4 million meals

every month worldwide.

POWER CHATLetter from Just-Eat Canada’s managing director - David PowerJUST-EAT BIZ UPDATELatest from Just-Eat Canada

RESTAURANT TRENDSGoing green with your delivery

JUST-EAT GLOBALHistory of Just-Eat

BEST PRACTICESHow to improve your delivery business

FEATURED RESTAURANTAll Aboard The Peaking Express

MARKETING SPOTLIGHTWhere does your money go?

THE SOCIAL RESTAURANTWhy your business should beon FacebookFEATURED JUST-EATERGet to know Just-Eat Canada’sLoisel Wilson

CONTACT USFor general inquiries about The Just Eat Delivery Scoop:

marketing@just-eat.ca

To advertise in The Just Eat Delivery Scoop:cynthia.lo@just-eat.ca

For restaurant owners interested in Just-Eat Canada:info@just-eat.ca 1-877-338-0568

Just Eat Canada642 King Street West Suite 310

Toronto, Ontario, M5V 1M7

Editorial Director

Managing Editor

Production Editor

Contributors

Ad Sales Director

Ad Sales Coordinator

Luke Sheehan

Gizelle Lau

Stephen Chan

Amy LinHattem MohyeldinSteve Fanous

Antonio da Luz

Cynthia Lo

040607081012141618

5

It is with great pleasure and pride that we are successfully rolling out our first issue of the Just Eat Delivery Scoop. It has been a long journey so in this first edition, I would like to tell you a little bit about how we got here. I will skip the boring stuff.

The idea: A little over four years ago, I was a Management Consultant, travelling around the United States and Canada working on large-scale Systems Integration and IT projects. Most weeks involved travelling Monday to Friday and working long hours (not unlike many of you restaurant owners). Worn-out after a long day, I would often return to my hotel room, tired of room service. That’s when I began searching online for delivery restaurants near my hotel without much luck. I can remember the very moment when I said to myself: “There has to be an easier way.”

Life interrupted: In February 2008, I suffered a minor setback when I tore my Achilles tendon playing squash. Having to undergo surgery forced me to take three months off. This life interruption – like most of them – turned out to be a blessing in disguise, as it gave me the opportunity to really develop a concept, produce sales materials and begin to sell the concept to local restaurant owners. Some were skeptical but others quickly embraced the idea and wanted to work with me.

The partnership: Having done extensive research, I knew that similar companies around the world had already developed products in the same space. After extensively weighing the pros and cons of going it alone or partnering with an established company, I chose the partnership route and after a few months, began a joint venture with the Just Eat Holding Group, based in London, England.

Early years: Just Eat Canada launched in August 2009 with 50 restaurants, five full-time staff and 12-to-15-hour workdays. Today, we have grown the business to +1,300 restaurants in the Greater Toronto Area, Ottawa, Vancouver and Montreal and are launching in Edmonton, Winnipeg and Calgary over the summer. Our team now consists of over 55 employees and will probably double over the next year!

What’s next? We want to be the best partner you’ve ever had. We firmly believe in our business model and our ability to be able to drive you more orders and improve the delivery side of your restaurant business. We want to work with you, listen to you, spend time understanding your challenges, invest in you and most of all develop a strong partnership that will last for decades. We deliver the customers, you deliver great food. Everyone wins.

POWERCHAT | JEScoop Summer 2012

David Power Managing Director

Just-Eat Canada

David Power Managing Director of Just-Eat Canada

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Just-Eat Canada biz updateWe work hard to make sure restaurants succeed in their businesses

Written by Amy Lin; Infographic by Stephen Chan

Just-Eat operates on four continents and 14 countriesWithin Canada, more than 1,300 restaurants activated

140,000+ meals ordered from Just-Eat.ca as of April 2012

2011

125 member restaurants

502 member restaurants

1,255 member restaurants

2010

2009

Just-Eat restaurantsSteady growth in number of member restaurants over the past three years.

Offering users a selection of over a dozen cuisine types to choose from, Just-Eat embraces all types of cuisine

and strives to provide users with a vast mixture of restaurants.

Cuisine Types

With a solid foundation built from two years of growth, this year, Just-Eat looks toward continuous and well-supported expansion as well as providing

restaurants and customers alike with seamless service. Stay tuned!

We have the largest number of users in Canada and they are growing at the same rate as our member restaurants

Just-Eat users

2009

2011

2010 Can

adia

n-

Am

eric

anChin

ese

Italian/Pizza

Thai Eu

rope

an

Indian

Pakistani

Japanese

Gre

ek/

Med

iterr

anea

n

Mid

dle

Easte

rn

Mex

ican

/Car

ribea

n/

Sout

h A

mer

ican

7%9%

35%

15%

6%

6%

11%

4%

3%2%

2%

BIZ UPDATE | JEScoop Summer 2012

7 7

Five easy ways to become a more eco-friendly take-out and delivery businessBy Hattem Mohyeldin

1. Biodegradable or compostable packagingInstead of using styrofoam containers, consider new packaging materials made of corn, straw, flax, and biodegradable plastics. By using these for your packaging, you’re not only setting the standard, but you’re also saving money, as these green-friendly materials are very affordable.

2. Recyclable materialsRecyclable containers and packaging are also great options for going green. When delivering food, use paper bags instead of plastic ones to minimize waste. Similarly, you can easily get your menus printed on recycled materials to go above and beyond the environmental-friendly standard.

3. Hybrid or electric vehiclesYou have seen dealers and companies advertising their hybrid cars all the time – but have you ever considered buying one for your restaurant’s delivery operation? If pedal bikes aren’t your thing, consider electric bikes, tricycles and scooters that will allow you to travel at the same speed (if not faster!) within city streets.

The restaurant take-out and delivery business is a challenging one when you consider environmental impact. However, in the past few years, there has been a significant growth in the number of restaurants that are now “going green.”Many restaurants throughout Canada have been adopting practices and launching initiatives to reduce their carbon footprint and create a more environmental friendly way of running business – while allowing them to save money at the same time. If you’ve been wondering how you can begin to move towards greener practices, we’ve got the scoop for you!Here are five common initiatives you can easily implement that will help take your restaurant green.

4. Bicycle deliveryIn India, delivery by bicycle is the norm! Outfit a bicycle with a large box or basket and hire a bicycle driver to deliver food to nearby locations. You’ll save on gas, parking tickets, complaints from customers because your delivery driver is stuck in traffic, and more! It’s also trendy – you can brand the bike and driver with your restaurant logo so others know how you’re trying to make a difference.

5. Community involvementTake an active part in your community’s welfare: donate to green events, create a friendly promotion for Earth Hour, help clean up the streets on a regular basis, plant trees, flowers or a garden near your restaurant and support environmental causes in your neighbourhood.

RESTAURANT TRENDS| JEScoop Summer 2012

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ofHistoryJust-Eat

Sept 2011Vive le Québec! Just-Eat.ca launches in Montreal with a fully developed bilingual website

Jan 2011New logo launched for Just-Eat!

Aug 2009Just-Eat.ca launches with 50 restaurants and just five full-time staff members

2012Launching in Calgary and Edmonton

2006Just-Eat launchesin United Kingdom

Dec 2011Just-Eat.ca hits 1000

restaurants

JUST-EAT GLOBAL| JEScoop Summer 2012

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2001Just-Eat launchesin Denmark

2012The Just-Eat group continues to grow globally with 14 countries under its belt

Mar 2011Just-Eat receives a second roundof investment of 30 million GBP from U.S. venture capitalists, Greylock Partners and Redpoint Ventures, the same investors behind companies like and

2007-2009Just-Eat launches in the Netherlands, Ireland, Belgium and Norway

JUST-EAT GLOBAL| JEScoop Summer 2012

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Best practices for restaurant owners

Turn negatives into positives

How to succeed as a delivery restaurantBy Antonio da Luz

A vibrant and efficient delivery service is often times the difference between a profitable restaurant and struggling to make ends meet. At Just-Eat, we work with over 1,400 restaurants in Canada. Looking at our top performing delivery restaurants, we’ve put together five easy-to-follow tips to help ensure that your restaurant and delivery service is profitable in good times and in bad, no matter what the economic climate is.1. Deliver on your promisesThe most important thing you need to do as a restaurant owner is to meet or exceed your customers’ expectations. Specifically, delivery times and menu accuracy are the two areas that require special attention. In a fast-paced culture, the gold standard for delivery times is between 30 minutes and 45 min. If for any reason you are unable to meet a specific delivery time, it is better to be

honest with your customer and give them a realistic time for when they can expect their meal.Menu accuracy is another area to review, if your menu states “5 Jumbo Shrimp” ensure you deliver 5 Jumbo Shrimps. Similarly, if your online description states a “Gyro Dinner for 2,” ensure that you can feed two people comfortably with your portion. There is nothing worse than waiting 45 minutes for an order just to open up the bag and not get what you were expecting (think of what it feels like to get a really bad Christmas present).

As we enter the social media era, bad reviews, although uncommon, are a fact of life on the Internet. We all have bad days and sometimes this can affect your restaurant and ability to deliver food, as expected. Although Just-Eat’s policy is not to remove any reviews unless profane or inappropriate, it’s important to look at negative reviews as a positive opportunity.Restaurants that respond quickly and efficiently to the opportunity to address a negative review can quickly win back a customer for life. Listen carefully to the customer’s complaint and contact them to show them and future customers that you take feedback seriously and that you’re working hard to improve your restaurant and maintain a reputable business.

RESTAURANT BEST PRACTICES| JEScoop Summer 2012

+ +)

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2. Portions!In reviewing our top 10 clients (yes, I’ve ordered from each one!), one common factory of success is that their portion sizes are all extremely impressive. At Just-Eat, our consumers love restaurants that can provide them with an incredible value. When the average order size on Just-Eat is $36, customers want to feel like they are spending good money for a great meal. While quality of food is also important, they also understand that they’re not ordering 5-star meal. They are simply looking for a good, delicious meal that can satisfy their hungry family.

3. Ask for a restaurant reviewAfter every delivery order, Just-Eat automatically sends a note to the customer asking them to review the delivery order and restaurant on three criteria: quality, delivery time and service. Remind your customers at point of delivery to review your delivery service and that their review is greatly appreciated.Better reviews mean more orders because future customers will see the ratings or comments left by other like-minded customers and will choose to order from your restaurant (or not) based solely on reviews so that they know what they can expect.

4. Delivery fees & minimum ordersI can appreciate that sometimes delivering a $20 meal may seem unreasonable or unprofitable, however, each time you deliver an order, that individual could potentially order for their family, friends or even their company the next time around. Delivery fees in excess of $3.00 tend to scare customers away so be realistic but open to winning new customers with lower delivery fees or minimum orders.

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All aboard the Peking Express!The story behind one of the most successful Chinese delivery restaurants in TorontoBy Hattem Mohyeldin

Peking Express in Toronto is a prime example of how an independent, mom-and-pop-style, local neighbourhood shop can succeed in an industry that’s dominated by large pizza and other fast-food chains. What’s more is that Peking Express isn’t a restaurant in the traditional sense; they’re exclusively take-out and delivery. Prior to opening Peking Express, owner

Charles Gor worked as a post offi ce manager for many years before deciding that it wasn’t the job for him. He then decided nearly 30 years ago, to open a restaurant that would cater to the demand for food delivery and provide an interactive work environment. That’s where the Peking Express story begins.

“Peking is the old colonial name for Beijing. There was also an old movie called Peking Express, which is what the restaurant is named after, since our deliveries are as fast – just like the train in the movie,” says Gor. “My favourite part is that I get to work with people. It’s nice to work with others, talk to customers and be hands-on.”

Offering take-out and delivery only rather than a having to run a traditional sit-down restaurant was the idea from the beginning. “It allows us to focus on

the delivery aspect of it all and keeps our restaurant more manageable,” says Gor. “That way, we can concentrate on quality control and consistency so that we’re able to keep up with orders.”

Large numbers of orders are the norm for Peking Express, which is great for business but can be challenging all the same. Even for their most seasoned delivery drivers, traffi c is their biggest challenge. “The inconsistency of traffi c

causes a lot of delays. Even though the food is prepared quickly, it can take anywhere from 10 minutes to 45 minutes to

get to the same place at different times depending on traffi c. You can’t control it and it’s constantly changing. Weather conditions make things even worse!” Ironically, for delivery restaurants like Peking Express, orders are often higher when weather is bad.

“It’s about quality, service and being

on time.”

FEATURED RESTAURANT| JEScoop Summer 2012

Featured Restaurant

Charles GorOwner of Peking Express

TIPS for success with Just-Eat

• Answer your JCT messages quickly

• Read receipts carefully for allergies

• Put a Just-Eat sticker on your window

• Add an “Order Online” button to your website

• Update us if you are closing early

• Delivery issues? Let us know

• Consult with your account manager regularly so that you can optimize your performance

For more information on any of the above, contact:accounts@just-eat.ca to connect with our Account Management team.

Yet, Peking Express is continually known and lauded for its quick delivery times.

What’s the secret? “You just have to be effi cient: answer your JCT orders, pick up phone calls, make the food, and contact drivers. You have to streamline the process until it’s effi cient and keep it together when it gets busy. You have to be as good for one order as you are for fi fty. In this time and age, people expect quality and value within a reasonable time. It’s no longer the case that people are willing to wait two hours for any type of meal. It’s about quality, service and being on time.”

Peking Express, 217 Parliament StreetToronto, ON, 416-367-9580www.pekingexpress.ca

FEATURED RESTAURANT| JEScoop Summer 2012 13

How we’re working to make the most of your investment! By Gizelle Lau

When you sign up your restaurant on Just-Eat, we immediately start to promote your restaurant to our users and new customers. Here’s an idea of how far your dollar goes with Just-Eat.

Questions? Contact us: marketing@just-eat.ca

Put your menu online: The first thing we do is put your restaurant online and create a page on Just-Eat that includes your address, hours of delivery and menu items. This allows our users and new customers to browse through your

menu and potentially order online.

Blog: Every week, we choose a restaurant for

our Featured Restaurant of the Week blog post and announce all of the New

Restaurants that have been added to Just-Eat.

Restaurant website: We offer a free website for all restaurants that join Just-

Eat.ca. We buy the website domain, host it and create the website to help new customers to find your restaurant

and menu online.

New restaurant email: When you sign up, you have the option of buying a New Restaurant Email that notifies all the users in your delivery area that you are now on Just-Eat.

Google pay-per-click advertising: We create a new set of ads for every new Just-Eat.ca member restaurant. This helps us reach potential customers who are searching for your restaurant’s information, menu or are looking for delivery in your area

Facebook, Twitter & social media: With +22,000 Facebook fans and nearly 2,000 Twitter followers, we engage

and interact daily with regular and new customers so that they can know more

about Just-Eat.ca and all our restaurants.

Weekly e-mails: Every other week, we send a Just-Eat newsletter to all of our

subscribed users. Most emails include a section showing restaurants in that user’s

delivery area – this helps to ensure that all of our restaurants, new or long-

standing, get lots of exposure!

Monthly promotions: From month to month, we offer discount promotions

to our users from 10% OFF or more to encourage old and new customers to try new restaurants in their area. You get more orders and we cover the costs of

the promotions!

Spend over $1 million to bring you orders: From TV to subway/transit, newspapers, magazines and online, we advertise in numerous media publications to attract new customers and users every day. We want to make sure people know about Just-Eat.ca so we can drive more business to our restaurants!

14 MARkETING| JEScoop Summer 2012

Just-Eat Marketing

15

We use a variety of methods to effectively reach and infl uence our target audience

Subway ads posted throughout Toronto subway stations

Banner advertisement at the University of British Columbia, Vancouver

MARkETING| JEScoop Summer 2012

We promote your brand via our weekly Just-Eat e-Newsletter.

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Restaurants can connect with customers through social media like never beforeBy Amy Lin

Nowadays, the key to returning customers is more than just mouth-watering dishes and commendable service. Sure, it helps, but it’s all about making connections and building relationships. With more than 875 million users under its belt, this is precisely where social networking sites like Facebook or Twitter come in. The advantages of putting your business on a mega-network like this are unquestionable and go far beyond the simple exposure you get. Below are a few of the major advantages of putting your restaurant on Facebook:

your businessWhy

be onshould

Solid brand image: By defining the image of your restaurant through your logo, tone, photos, website or tweets, you make a lasting impression that will resonate in the existing market and help you acquire new customers.

Customer communication: By talking to your customers directly through Facebook—whether it’s sending them a friendly welcome message or addressing their questions/complaints, you establish a relationship which encourages your customer to be a returning and lasting one.

Increasing traffic: A Facebook page is the perfect portal for fans and Facebook-users to reach your website, view your menu, check your hours of operation, and etc. This redirection often translates into increased orders.

Networking: Regardless of the industry you’re in, it’s always a good idea to expand your network and broaden your horizon. This interaction within the community allows you to forge valuable relationships that will accelerate and sustain success as you learn from friends in the same industry.

Chances are that you already have your own personal Facebook profile, but putting your business on Facebook is a slightly different story. Below are just a few of the ways Facebook pages for business differ from your personal profile:

Your number of fans or friends is not limited at 5,000 like a personal Facebook page

Your page is visible to everyone, even if they don’t have a Facebook account

Gain access to Facebook Insights, which allows you to capture data on activity, fan demographics and marketing performance in general

We focused on Facebook but similar benefits apply with social networks like Twitter, Foursquare, Yelp, Urbanspoon, Pinterest or even Wordpress to create your own blog!

GROW YOUR BUSINESSJust as listing your phone number in the phone book was once essential for business, Facebook and the bevy of other social-media sites are ways for consumers to not only reach you but also a chance for you to engage your customers and make those personal connections that are so valuable in growing your business.

SPOTLIGHT| JEScoop Summer 2012

17SPOTLIGHT| JEScoop Summer 2012

Most popular social networks to useYes, you know about Facebook but there are plenty of other social networking tools that you can utilize to promote your

business and engage your customers.

1. Twitter Tell customers and the public what you’re about, special offers or what’s on your mind in just 140 characters.

2. Pinterest “Pin” your favourite photos in one place – for example: photos of dishes from your restaurant) – and share with a

community of like-minded photo lovers.

3. Blog Start a blog on your restaurant website through easy-to-use tools like Wordpress. Update it a few times a month with special events, deals or updates on what’s happening at the restaurant so that customers see that there’s a face and

personality behind it all.

4. Google+ Best used with a Gmail account, Google+ allows you to share your favourite photos, articles or websites from the Internet

with dedicated “circles.”

5. LinkedIn An online network for your professional profile, LinkedIn tells potential business partners, customers and media who you

are through your skills, expertise, work experience and education.

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Q&AGet to know one of our Just-Eat team members!By Hattem Mohyeldin

Loisel WilsonTitle: Customer Care Team LeaderFavourite Dish: Korean fried chicken

JE: What did you do before started working at Just-Eat? Loisel: Data-entry for an insurance assessment company. I was also translating a Filipino documentary before I began working at Just-Eat.

JE: What’s your position at JE? Loisel: I am currently a customer care representative team leader: I help out with calls, scheduling and reporting all the things going on with customer care. I make sure everyone is informed about upcoming events, busy weekends and promotions. I also help investigate and block fraudulent IP addresses from repetitive ordering. I really enjoy it especially catching the bad guys!

JE: How many calls do you usually get in a single day? Loisel: About 100-150 calls a day.

JE: What’s the best part of the job you do everyday? Loisel: I like the people and the atmosphere -it’s relaxed but also has its busy moments – and I like the buzz that comes with it. People at Just-Eat are very interested at what they do and are very good at it, too. I also like how it’s a collective workplace; everyone does their work and communicates to make sure we are all on the same page.

JE: What has been your most rewarding experience at JE? Loisel: I once helped a blind person order online – it was fun, cool, different. Another time, a customer ordered through Just-Eat for her husband and left a message on the receipt for her husband. I had to call the husband and make sure he got the message – it was probably the cutest thing I’ve ever had to do.

JE: What has been your most challenging experience?

Loisel: There was one time we were offering a promo code on the one weekend we were understaffed and we had just moved into a new office with a new phone system Everything suddenly went down. Our chat overflowed and the only other customer care representative was a trainee. On the bright side, it’s unlikely that it will get any worse than that, right?

JE: What has been your most memorable moment at JE? Loisel: When I got promoted (just kidding!). Our company parties are fun: we had a Mad Men-themed party at Christmas and for Halloween I remember dressing up as the “elephant in the room” and was photo-bombing everyone’s pictures. I’m definitely looking forward to the world party in London this summer

JE: What’s the craziest dish you’ve ever eaten?Loisel: It would have to be balut: it’s a cross between eating a chicken and an egg and is very common in the Philippines. I’ve also had dog growing up, I guess that’s weird, too.

Loisel Wilson Customer Care Team Leader

Just-Eat Canada

FEATURED JUST-EATER| JEScoop Summer 2012

Order Food Delivery Online..CA

To suggest your friend’s restaurant,Go to Just-Eat.ca/blog/suggest-restaurant

RU

Restaurants United

EARN $50 when you refer a friend to put their menu on Just-Eat!*

*Referring restaurant must be signed up on Just-Eat.ca

Order Food Delivery Online.CA ©2012 Just-Eat Canada, “Just-Eat”, the Just-Eat logo, Just-Eat content

and all other Just-Eat related marks, images and symbols are the exclusive properties and/or trademarks of Just-Eat Canada, used under licence.