Case study

Just Eat

Client name Just Eat

Just Eat is one of the UK’s leading online food delivery platforms, connecting customers with their favourite local restaurants. As a brand that values inclusivity and community, Just Eat recognises the dedication of its riders, particularly during significant cultural and religious occasions like Ramadan.

Case study Just Eat Iftar Tour 2025

Objective

Millions of Muslims worldwide fast during Ramadan, a time of reflection and togetherness. Just Eat wanted to ensure its riders felt supported and valued during this important period while also promoting cross-cultural understanding among its diverse workforce.

The objectives were clear; Just Eat aimed to demonstrate appreciation for Muslim riders who were working during fasting hours, recognising their dedication and resilience. They sought to create a culturally relevant and engaging experience that would make riders feel seen and celebrated.

Beyond supporting their Muslim riders, Just Eat also wanted to educate non-Muslim riders about Ramadan, fostering a greater sense of inclusivity within their workforce. Ultimately, the initiative was designed to strengthen brand loyalty and rider retention through meaningful engagement, ensuring all riders felt a sense of belonging and appreciation.

Mechanics

To bring Just Eat’s vision to life, GottaBe! Ethnic curated a five-location Iftar Tour across the UK, with a branded truck serving as the heart of the activation. Designed with authenticity at its core, the experience was crafted to make riders feel seen, supported, and celebrated.

As part of the activation, curated Iftar boxes were thoughtfully assembled with culturally relevant items to help riders break their fast, reinforcing Just Eat’s commitment to their well-being. Partner brands included Vita Coco, Westmill Foods (Elephant Atta, Rajah spices), and more. Riders also received exclusive Just Eat merchandise as a token of appreciation.

To add an element of fun and connection, an interactive memory game was introduced, creating an engaging and lighthearted experience. Dedicated chill-out spots allowed riders to relax and take a well-deserved break during the event. Freshly prepared meals from German Doner Kebab (GDK) provided an extra treat, ensuring riders were well-fed after a long day of fasting.

The tour also included collaborations with local mosques, where Iftar events were hosted, giving riders the opportunity to break their fast in a meaningful community setting. These partnerships strengthened the sense of belonging and cultural inclusivity that Just Eat aimed to foster through the initiative.

Outcome

The campaign produced significant and lasting effects by enhancing rider loyalty, improving brand perception, and increasing cultural awareness.

Through the initiative, emotional connections between riders and the Just Eat brand were strengthened, allowing riders to feel more valued and appreciated. This led to a more positive association with the brand.

Additionally, non-Muslim riders gained a deeper understanding of Ramadan, which promoted inclusivity within the workforce.

Deliverables