🍕Just Eat's Surprising Move
Just Eat Takeaway, the owner of Grubhub, is venturing into a new sector: sexual wellness. The company announced a partnership with the well-known adult retailer Lovehoney Group. This collaboration will see Just Eat delivering sex toys alongside food in the U.K., Denmark, and Austria. Lovehoney’s popular items, such as the Womanizer and Fifty Shades of Grey products, will now be available for quick delivery. The initiative is part of Just Eat's broader strategy to diversify its offerings beyond food, catering to consumer demands in various categories.
📈Positive Market Response
On the day of the announcement, shares of Just Eat Takeaway.com saw a 2% increase, outpacing the broader European market. This rise reflects investor confidence in the company’s strategy to innovate and explore new markets. While food delivery stocks have generally seen a decline over the past six months, Just Eat's diversification efforts could be a key factor in reversing this trend. The market’s response highlights the potential of expanding into non-food categories as a growth strategy.
📦Diversification Strategy
Just Eat's move into the sexual wellness space is part of a larger trend among food delivery services. Companies like Just Eat are exploring new product categories such as groceries, electronics, and pharmaceuticals. The goal is to transform these platforms into all-encompassing delivery services, akin to Amazon’s model. By offering fast delivery for a variety of products, Just Eat is positioning itself as a leader in the evolving delivery market. This partnership with Lovehoney is the first of its kind in the industry.
🛡️Safety Measures in Place
Just Eat is also ensuring that its new venture is responsibly managed. To prevent minors from accessing adult products, the company has introduced age verification measures. These restrictions are designed to ensure that only customers over 18 can purchase Lovehoney products. Guido Fambach, Just Eat’s executive VP of sales, emphasized the importance of safety and customer satisfaction, stating that the company is committed to making it easier for consumers to incorporate their favorite products into their daily routines safely.
Would you use a food delivery app for sex toys?
