Home delivery service Takeaway, which owns brands like Thuisbezorgd.nl and Pizza.be, has sold its British operations to Just Eat, barely a month after Takeaway acquired Just Eat’s Benelux operations.
High marketing costs
Thuisbezorgd.nl says its British division was sold because its profitability in the United Kingdom is nowhere in sight, particularly because of the high marketing costs. As of now, Takeaway customers that visit the website are already diverted to Just Eat.
The two home delivery services already signed a deal a mere month ago, when Takeaway acquired Just Eat’s Benelux operations. At that time, Just Eat decided to sell because it wanted to focus on markets it dominates, as opposed to Belgium and the Netherlands, where it is not the market leader.
According to the two companies, both deals were completely separate transactions. Takeaway paid 22.5 million to acquire the Benelux operations, but it is unclear how much it will receive for the current deal.
