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Just Eat and swap local websites

Just Eat and swap local websites

Dutch food-order company has sold its British website to its competitor Just Eat. The news follows just a few weeks after acquired the Benelux businesses from Just Eat. Both companies couldn’t get a grip of the local market: had trouble conquering the UK, while its presence was too strong in the Netherlands and Belgium for Just Eat to compete there.

Consumers who now visit the website, are presented with a brief explanation of the Dutch food-order company. It says: “dear customer, we regret to inform you that is no longer available in the UK. If you are in continental Europe, please use one of our other websites. If you are in the UK, please go to to order your takeaway meal!”

A spokesperson said the British branch did not come off the ground and there seemed no prospect of profitability. “In this industry, you need to have a certain scale because of the high costs of things such as marketing”, he explained. “In the United Kingdom we didn’t generate the growth we desired.”

Selling the British website to competitor Just Eat, is remarkable, as just bought the Dutch and Belgian businesses of Just Eat for 22.5 million euros. About the acquisition,’s CEO and founder Jitse Groen said: “These activities are complementary to our operations and will further strengthen our leading positions in Continental Europe”. The company is already active in the Netherlands with and in Belgium with and will merge the acquired websites into its existing food-delivery marketplaces.

Online food delivery market in Europe

In January we wrote a piece, Who will dominate the food delivery market in Europe?, in which Just Eat’s CEO David Buttress said: “In 10 years, I’ve never seen the number two player in a country break even, let alone turn a profit. It has never happened in this industry.” And that was acknowledged by Just Eat leaving the Benelux, while backs down from the UK… in Europe