A subscription experience that makes ordering from Just Eat Takeaway rewarding?
JET's customers today face delivery costs and lack meaningful incentives, in order to stay loyal to the platform. As a result, they shop on competitor platforms, driven by promotions and convenience, leading to missed opportunities for repeat orders and long-term relationships. For JET, this means lower customer lifetime value, increased churn, and a need to defend market share against competitors like Uber Eats, Wolt, Deliveroo and Bolt.
By launching a subscription-based loyalty program, key barriers can be removed (such as delivery fees), delivering VIP experiences, and giving customers strong reasons to choose JET - ultimately growing loyalty, order frequency, and brand advocacy.
The in-depth discovery process showed that most major platforms offer a 30-day free trial or first-month discount, prioritizing easy cancellation and transparent policies to reduce friction and build trust. Core differentiators include free delivery, VIP perks, and flexible cancellation terms—often with full refunds if unused. Trials and frictionless cancellation are key to trust and uptake.
Based on this landscape, JET+ is positioned as a strong, competitive brand name with potential for ~10% paid user conversion when value is clearly communicated.
The MVP for the JET+ subscription focuses on enabling users to easily join, manage, and benefit from a loyalty program offering free delivery and exclusive deals. Initial perks include monthly or yearly plans with a 30-day trial, simple cancellation, and optional eligibility badges. Validation strategies involved A/B testing (such as price sensitivity, perk preferences), weekly dashboards tracking churn and adoption, and user interviews to refine UX.
Key assumptions - such as average order frequency, churn drivers, willingness to pay, and preferred perks - will be tested through pilot cohorts, surveys, and in-app data, supporting future loyalty program scaling.
