Just Eat - WhatsApp Ordering

As part of Just Eat Takeaway.com's AI-powered growth strategy, I led the delivery and launch of WhatsApp business messaging as a new ordering channel, partnering with Meta to reimagine how customers could order food without ever opening the app.

We identified high-value customer journeys through hypothesis-led discovery, including "Quick Orders: I know what I want," "Find a takeaway while travelling" and "Quick Reorders: I'm hungry, surprise me." Each was tested against clear hypotheses on conversion, order frequency and business viability before we committed engineering effort, so we built only what customers had already shown they wanted.

The result was Europe's first food and retail ordering journey on WhatsApp, with the entire discovery and selection process happening inside the chat and the JET app used only for the final, secure payment step. Powered by our in-app AI assistant, the flow interprets natural, conversational input to serve relevant restaurant and retail recommendations in real time.

This positioned JET as the first provider in Europe to offer a true chat-to-basket experience on a platform used by over 3 billion people monthly, and marked a step change from a transactional menu app towards an intelligent AI life assistant. The service piloted in the Netherlands and Spain in Q2 2026, with further country and platform expansion already in motion.