Just-Eat announced they have acquired FillMyBelly, UK's third largest player in the online food delivery market. The Danish company has been growing like crazy in recent months, making this acquisition their ninth since the end of 2011. FillMyBelly has 1,400 restaurant partners across the UK. According to Just-Eat, this makes them the largest player in the online delivery market, likely making them the go-to service for food delivery.
What's most interesting is the bigger picture of the behind-the-scenes territory war going on across the world with these online delivery services. In the beginning of April, Just-Eat sold a minority share in OnlinePizza.se to German-based Delivery Hero. It was interesting to see these pizza places change hands due to what I saw as loss of ground for Just-Eat in the Nordics. But what's crazier is that just last Wednesday Delivery Hero and their acquired company Lieferheld.de had their offices raided by German police due to supposed DDoS attacks they were launching on competitors' websites. You can read more about that at EU-startups, but online delivery is a war-zone out there. It's fun to watch.
Getting back to the news, growing to become a leader in any market is huge for Just Eat. In our Unfair Advantage podcast, CEO Klaus Nyengaard mentioned that the UK has a strong food delivery culture, which likely made the UK a key market for the company.
David Buttress, managing director of Just-Eat UK, said “This acquisition cements Just-Eat’s position as the only truly national online takeaway website, which means that our customers can enjoy the widest range of cuisines from thousands of restaurants across the country. Those restaurants know that partnering with us is the key ingredient to reaching customers in their local area.”