“Test and Learn” Partnership: Data, Insights and Targeted Card-Linked Offers to Deliver Incremental Revenue and Orders for Just Eat

The Challenge

In the fiercely competitive food delivery market, Just Eat needed profitable, incremental growth and a way to definitively prove the value of their media spend. Just Eat and Cardlytics reset and resumed their partnership in early 2025, building out a pilot and plan based on a customer-centric "Test and Learn" roadmap.

The Strategy

By aligning Just Eat's definitions of "new," "lapsed," and "active" customers with Cardlytics' bank-level transaction data, the partnership established a shared language for campaign targeting. The focus shifted from "black box" attribution to transparent, statistically robust incrementality testing based on agreed objectives.

Execution and Innovation

The partnership was built around four core objectives: increasing spend among existing lower-value Just Eat customers, driving incremental acquisition of new and lapsed customers, maintaining a profitable Cost Per Order (CPO), and boosting order frequency. Together, the two teams synchronised data to drive measurable, profitable and incremental behavioural change.

Results

Significant share of wallet shifts from key competitors, 45% of new customers returning to drive substantial repeat spend.

Judge's Verdict

"The benchmark for true, non-transactional partnerships — acting as a market intelligence unit utilising precise bank-level insights.”

"Exceptional ROAS and a significant win in shifting market share and share of wallet away from competitors in a highly competitive sector."