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What's next for Takeaway:

Going headless in their futureproof marketplace ambitions

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Just Eat Takeaway.com and Dept had joined forces for their next-level B2B e-commerce business. Together with Commercetools, we built their new e-commerce platform for the partners’ services (B2B) department. Dept migrated, built, and designed the recently launched digital restaurant marketplace for their most important partners: the restaurateurs.

During this talk, we dived in Commercetools platform, and took a look at how marketplaces have evolved in 2020 and the outlook after that. Finally, we looked into how Takeaway is using the restaurant marketplace as a B2B solution to support the business activities and foster the partnerships through the use of data.

The Key takeaways were:

  • Discover how Takeaway.com transformed its business to better serve the B2B market
  • Learn more about Commercetools – one of the leading headless commerce platforms which takes an API first approach to digital commerce
  • Get a better understanding about how to choose the right platform for your brand and the challenges associated to the implementation process

Coen Huijsmans, Digital Strategist at Dept had an in-depth conversation with Maarten van Beek, Manager Partnerships (B2B) at Takeaway. Watch the video or read full transcript down below. 

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Transcript

Coen Huijsmans:
Welcome at the new Dept Live Talks. Only six months ago, we organized Dept Talks, in the early mornings, in offices around the world, but due to corona, we had to change. This is a new digital concept, where we interview people, and stream it via YouTube, and our websites. So less interaction with the people who watch, but you can still ask questions via the YouTube livestream, or the website you are watching.

Coen Huijsmans:
I’m looking very much forward to this edition of the Dept Talks Live. That’s because our guest, who is Maarten today. He’s a B2B partner manager at Just Eat Takeaway. Together with Maarten, we will talk about topics like B2B strategy innovations for Takeaway, and marketplaces, and the offering of products, supplies to restaurants, and also the possibility for suppliers to offer their goods to the restaurants. Also, we will cover migration from the former platform towards commercetools, and dive a little bit into the technical side of that. So why choose a headless system for a new marketplace commerce solution? Just in a bit, we will dive into these details.

Coen Huijsmans:
But first, let me introduce Maarten. He already, for his entire professional career, worked in hospitality, food/beverage, and related industry. It started with the Dutch beer brand Grolsch. An account manager, later on, for Bidfood, which is a wholesaler for restaurants. For a couple of years now, B2B partner manager at Takeaway.

Maarten van Beek:
Correct. Before that, I even had my own business.

Coen Huijsmans:
I did peak on your LinkedIn. I don’t know if you’re talking about the wine company called Ruscello.

Maarten van Beek:
That’s actually a side hobby right now.

Coen Huijsmans:
Cool.

Maarten van Beek:
It’s just a hobby, next to work, so I’m doing that a lot these days, because I’m too busy with my day job. I also had a restaurant, actually.

Coen Huijsmans:
You even had a restaurant?

Maarten van Beek:
Yeah.

Coen Huijsmans:
Okay. So you worked your entire career already, in the food/beverage industry?

Maarten:
Yeah. From, I think, 15 or 16 years old. Yeah.

Coen Huijsmans:
The wine company is just a hobby, a side project.

Maarten van Beek:
Yeah. Wine is just a personal passion. Selling to wine to consumers, but also business to business. That’s fun, but it’s a hobby.

Coen Huijsmans:
Do you do it… Can you buy the wine via Takeaway already, if you have a B2B platform?

Maarten van Beek :
Not yet, because I’m trying to keep private life from business life.

Coen Huijsmans:
Very wise. Maybe you can get a license from commercetools then, for your own private company.

Maarten van Beek:
Yeah. Maybe in the future. Yeah.

Coen Huijsmans:
Welcome, Maarten.

Maarten van Beek:
Thank you for having me.

Coen Huijsmans:
Before we dive into the world of B2B commerce, can you maybe introduce yourself, and your role a little bit more at Takeaway?

Maarten van Beek:
Yeah. Like you said, I’m the Partnership Manager B2B at Takeaway.com, officially now Just Eat Takeaway.com. We’re currently merging with our friends from Just Eat, from the UK. I work for the Department of Partner Services, and that department is completely aimed at the relationship with our partner restaurants. So, we’re trying to make them more loyal. We belong to the marketing part of Takeaway. My team is responsible for the external offer that seller’s offer, in our marketplace, for restaurants. Next biggest… Well, things grew sort of away… Also responsible, in the past, for other people as well. So setting up the whole marketplace, and strategy, and living this dream.

Coen Huijsmans:
Yeah. I think most of the people who are watching right now will think of Takeaway as a new digital product, and a service that you can use as a consumer. That’s clear that you are not working for that department, for the business to business part. You already brought a slide to explain that a little bit better.

Maarten van Beek:
Yeah. Well, as you can see on the slide, the logo is in the middle. So we are a platform, a marketplace, between consumers and restaurants. That’s the main business, core business, of our company. So we make sure orders, if the consumers get back to the restaurants, and they can offer the food to those consumers.

Maarten van Beek:
It says also, on the right, that the restaurant receives the order, cooks the order, and also delivers it. But nowadays we also, in some cases, take care of the logistics between the restaurant and the consumers.

Coen Huijsmans:
You have your own delivery guys and girls, who?

Maarten van Beek:
Yep. Exactly. So you can actually choose to do it yourself, or let us do it.

Coen Huijsmans:
I think for most of the people who watch, this is not new. This is why… I use a restaurant in the Netherlands, Takeaway in general. But then the restaurant goes to the left, and then you see the supplies on the screen. This is where you are, and your team is operating. Right?

Maarten van Beek:
Yep. Exactly. So basically we are taking a step in the supply chain, and then we’re starting up this whole platform, or marketplace, between restaurants and the suppliers as well. So food service, non-food service, everything that basically a restaurant can buy, as well. The fun thing is, we offer products, in terms of ingredients, but also disposable packaging, kitchen equipment, and even services. We’re trying to get the best possible deal for our partner restaurants, we are part of marketing. So, we’re doing this for our partner restaurants. Right?

Coen Huijsmans:
Yeah. You’re a part of marketing, which means the marketing of Takeaway in general, and this is a tool, which is a USP for the restaurants to join Takeaway, because they can also join the general concept of Takeaway. So they could also participate, and buy.

Maarten van Beek:
Exactly, and stay loyal to Takeaway, of course.

Coen Huijsmans:
So this is one of the USPs of Takeaway for restaurants, compared to competitors.

Maarten van Beek:
Yep.

Coen Huijsmans:
True?

Maarten van Beek:
In terms of competitors, you are probably thinking about the big players we see in the world, like Uber Eats, and Deliveroo.

Coen Huijsmans:
Yep. indeed. Yeah.

Maarten van Beek:
Basically, our biggest competitor is still the phone.

Coen Huijsmans:
The phone?

Maarten van Beek:
Yeah. So in food delivery, still, the biggest part of the world of consumers, still use the phone to call a local restaurant to order your food. So whenever that changes into online behavior, we’re happy. So competition is more, basically, the old traditional way of food delivery, than the actual players in the markets, like myself. Yeah.

Coen Huijsmans:
So the online part of that is still smaller than the traditional way, and the moment you motivate people to switch from tradition to online, you’re already a winner, because you’re one of the few offers.

Maarten van Beek:
Yeah. That’s also why we’re still growing, I guess, conventional is still huge. Yeah. In terms of B2B, where we’re operating with this marketplace. We’re operating in a market that is basically owned by a few big players in the food service market, in most countries. Uber Europe, for example. That’s a market that is pretty much standing still, in terms of innovation.

Coen Huijsmans:
Which players should I think of then? Just name a couple of them, in Europe, for example.

Maarten van Beek:
Well for example, you have a big company like in Germany, or in Poland, or Thuisbezorgd, or in the Netherlands.

Coen Huijsmans:
Yep.

Maarten van Beek:
These companies offer food, but also non-food, to restaurants, and to bars, and the hospitality industry.

Coen Huijsmans:
That’s what the marketplace of Takeaway is doing, as well.

Maarten van Beek:
Exactly. So we’re basically… They’re not really innovating, and doing everything in a traditional way. By making everything digital, but also doing it with a different angle, we’re trying to open up the market a little bit, and create more match between demand and offer.

Coen Huijsmans:
Doing it differently. You just mentioned it. We talked. Before this interview, you already said, “Let’s stop calling it a shop. We are more than that.” That’s one of the things that you will do differently, as you explained, but what do you mean with that transition?

Maarten van Beek:
Basically, where we came from is that, we had our own web shop, where we basically only sold our own items, so. In terms of, branded merchandise, with our logo on it, pizza boxes, and so E-bites, or whatever. We used our web shop to distribute those kinds of products to our partner restaurants. We now opened it up for external sellers. So for example, a wholesaler that sells disposable packaging can actually sell straight to our partner restaurants. Of course, then we negotiate the best price, and condition, for our partner restaurants. So, it is a marketplace. We are not in between the restaurant, and the seller, in terms of legal senses. We’re also touching money, for example.

Coen Huijsmans:
You will be.

Maarten van Beek:
We’re actually just facilitating the platform this way.

Coen Huijsmans:
Yeah. You mentioned products. Your own merchandise, where it all started, but later on, also disposable products, disposable packaging, But also food, right? And other ingredients… That’s because this is still a shop. What makes it different than just a shop?

Maarten van Beek:
Yeah. Well, we found out, when we surveyed among our partner restaurants, that, at home, there are consumers. Right?

Coen Huijsmans:
Yep.

Maarten van Beek:
They order at the existing companies like Amazon. They’re used for buying glasses, or a laptop, or furniture, whatever. They get everything delivered, mostly within 24 hours. It’s always for free delivery. So they have a whole experience there. Then they come to their work the next day, and then get all sorts of strict conditions at their food service companies. So they have strict days when they get delivered, if they get delivered, because they have to order, for example, a minimum of 400 Euros. They can only choose from that company, in that particular case. So they have a B2B experience. We know that they want more of a B2C experience, so we’re trying to offer that, into this marketplace. In the end, we want to basically facilitate, and automate, their whole purchase process, to help them, so they can focus on other jobs, and their entrepreneurial skills.

Coen Huijsmans:
Which results in less time, spending less time, on these buying tasks.

Maarten van Beek:
Exactly. Yeah. They spend less time, and they get better quality, better prices, delivery, et cetera. That saves them on the rest of their business.

Coen Huijsmans:
Yeah. Okay. I think you… When I asked you, “What’s your ambition?”, you brought these slides. Can you take one step back, and then tell us about this ambition of Just Eat.

Maarten van Beek:
Yeah. Overall, from a marketing perspective, from Just Eat Takeaway.com, we want to become the most preferred food delivery brand for all. In this case, on B2B, we want to be the most preferred delivery brand for all restaurants. So, that’s basically our vision.

Coen Huijsmans:
Yeah. Then you said, so they can do other stuff, like empower them.

Maarten van Beek:
Yeah. We want to empower them, and basically want to support them in running, and growing, their online food delivery business. But also, basically, that’s their whole restaurant, as inside, and also the online part.

Coen Huijsmans:
That’s quite an ambition. You already said, “We sell products right now.” In the future, and maybe now already, “We would also do services.” Maybe can you tell a little bit about those services?

Maarten van Beek:
Yeah. We already offer a few of them. It can be discounts on utilities, like electricity, for example. It can be hospitality training, or hygiene training, for employees. But we also try to make it possible, for example, for them to pass a credit check, when they want to lease a delivery vehicle, like a car. Because especially starting restaurants have difficulty passing those tests. Those credit checks. But we are part of their online business, so we can actually help them a little bit with it. Of course, negotiate with those kinds of companies on a high level. So we’re making some part of the world more accessible for them.

Coen Huijsmans:
Yeah. So really become their partner, instead of just a shop. 

Maarten van Beek:
That’s why we call it partner services.

Coen Huijsmans:
Yeah. Cool. Okay. We already saw some screens, or the slides, of the new platform, which is the first step in this process.

Maarten van Beek:
Yeah. As you can see, this is how our new marketplace will look like. I’ll say new, because of course, that’s also why we’re sitting here. We chose Dept as a new partner, to migrate to a new platform, because we were still running on Magento 1. We were in desperate need of special scalability, and also to be more flexible. Lots of reasons to move up.

Coen Huijsmans:
So the first specific project in reaching that ambition, was migrating your former platform, Magento 1, towards, in this case, commercetools, as a new e-commerce marketplace.

Maarten van Beek:
Yeah. Also, because our ambition, our dream as I call it, grew over the last year, basically. So we have big plans for the future, and we need a platform that can actually grow with us. Also, a partner that’s able to follow us, and to help us forward.

Coen Huijsmans:
Yep. We’re very happy that we can partner with you on this, of course. We will dive into the world of commercetools, and the reason why we chose that platform, in just a bit. But first, maybe… You already mentioned that the data is an important element, and also USP, for Takeaway. You also brought some… Because I asked that they give some examples then of this, but maybe first zoom in a little bit on that aspect. Why is data so important, and why is it a USP for Just Eat Takeaway.

Maarten van Beek:
Yeah. Well, first of all, we are just beginning to use data, we’re doing it very carefully. Data is good to have, and the whole new world is all about data, but also have to be careful with it. But that said, we do have a unique position in the world, because we are a marketplace between restaurants, and consumers, so we do have a lot of data from the consumer side, the B2C side. Now with this marketplace, we’re also gathering data from the B2B side, and that’s something that has a relationship with each other. So we can actually use that. If we combine those data points, we can actually help restaurants way more than we do right now.

Coen Huijsmans:
So for example, your competitors on the B2B, or on the more traditional wholesale platforms, do have data from B2B as well, but they don’t have it from the end user, the consumer. The one who is in the restaurant. Right? That’s what you mean.

Maarten van Beek:
Yeah. Well, basically, the only data they have may exist in some big data, but basically the data they have is what they sell to those restaurants.

Coen Huijsmans:
Yeah. Then they don’t know what the restaurants will make of those pieces.

Maarten van Beek:
We know what they sell to consumers, and we know what kind of dishes. We know their menu card. So one of the big steps we have to take is connecting ingredients, what they actually buy at the marketplace, and connect that with the menu card.

Coen Huijsmans:
That’s an example you brought as well, I guess. Yeah.

Maarten van Beek:
Yeah. One of the first steps we want to do is, actually, personalize the offer that we show on the marketplace. So the offer can be based, for example, on the restaurant type, or the menu card type. In this case, you see a pizza restaurant. They can just follow their own menu, and see the ingredients they use for that specific dish. Then put it in the basket.

Coen Huijsmans:
For example, in this case, mozzarella, because that’s part of that pizza. Then they can compare various mozzarellas, and buy it, of course.

Maarten van Beek:
All these deals, of course, are negotiated so they can actually get the best deal possible on the price. Yeah.

Coen Huijsmans:
Cool. Another example you brought?

Maarten van Beek:
Yeah. This is basically something for the future, that we’re aiming for. If we know what a restaurant is going to sell, based on data, we can predict that. We know how many pizza salamis they will sell. Then we also… If we connect those ingredients, like I said, we can actually predict their whole order. So they don’t have to search for their ingredients anymore. We can just hand over the order. This is your order for tomorrow.

Coen Huijsmans:
We know what you sold on the front side of your company, so now we know what you have to buy on the back-end side of your company.

Maarten van Beek:
Yeah. I think in the future, we’ll actually say, “We already know what you’re going to sell next week.” So we’ll be able to predict.

Coen Huijsmans:
Yeah. This only is the case if you guys know what… If they use the Takeaway consumer app on the front side.

Maarten van Beek:
Yeah. Of course that’s, in most restaurants, just a part of their revenue. So there’s a missing part of the puzzle, indeed, because we can’t see what they sell inside of the restaurant. When you just sit at a table, and order the pizza salami. So in that case, we need information from that. So whenever a restaurant uses a POS system, a cash register system, we could actually see that. See the turnover, from inside of the restaurant. Of course, the restaurant gives consent for that. It’s something you need to be careful with. But then you can actually automate the whole purchase.

Coen Huijsmans:
Then they can reach the data you already have, or if you don’t have any, they can give their data of what they sell out, and then you can do the same trick on the back-end side too.

Maarten van Beek:
Exactly. They’ll need to go to the marketplace for it, because we’ll send them just a post message, with their order.

Coen Huijsmans:
This is what you need tomorrow, we notice. Quite sure. Please check it. Then you can order it.

Maarten van Beek:
Yeah. Of course, we’ll go step by step. We won’t be there tomorrow, but it’s… Yeah. This is the future.

Coen Huijsmans:
Yeah. Well, big plans. Maybe, just take because that’s the plan for the coming years. The first step, we already mentioned, was migration from your old platform towards the new one. Can we zoom in on that project a little bit? Because that’s a project that Dept, and Takeaway, participate in, as well. What was the first step there? Why did you decide to do the migration?

Maarten van Beek:
First of all, Magento 1 has stopped supporting… The whole support for the platform. 

Coen Huijsmans:
So you had to?

Maarten van Beek:
Yeah. We had to, because we were about to implement the marketplace solution from Magento, so the restaurant could be paid directly to the external sellers, which we call vendors. So that wasn’t just necessary, but also in terms of scalability, we are active in many countries. We were at 11, but I think we’re now going to 23, or even 24 countries, if we include the States. So that means we need to scale up, and IT wise, things might look very different. For example, in Israel.

Coen Huijsmans:
Tell me more.

Maarten van Beek:
Well, first of all, they write the other way around. 

Coen Huijsmans:
Yeah?

Maarten van Beek:
Yeah. So we needed to scale up, but also be flexible to use other front-ends, for example, or… Yeah, to scale up faster. Easy just to launch a new shop, in a new country.

Coen Huijsmans:
Yeah. Okay. How did this process look like, from the first idea that you needed to do migration, up until now, when you are going… You are going live now. Right? You did go live in some countries a few ago?

Maarten van Beek:
Yeah. We launched the first soft launch in one country. It’s just a web shop, not a marketplace yet, but we’re about to roll out the next countries in the next few weeks. Yep. But the project was… The whole shop, and marketplace, was a project, so it was also part of a project team. By that time, we also decided to create a whole new team around it, which we called the e-commerce team. When we set that up… We were setting it up, and then we also had to find a partner, and in this case it was Dept. So we had people from the project team working on it, but we also had the people from the e-com team. But it was a little bit of stress time, because we were not up to speed in terms of FTE. We’re still not, but we need to grow, and we’re still in the middle of the process.

Maarten van Beek:
So we have now, basically, an e-com project manager. As a product owner. Now he’s actually busy creating that whole team. On the other side, we have the whole IT team, basically that’s Dept. Then we all, like this sheet says, all kinds of stakeholders internally, and externally. This is something that is still ongoing.

Coen Huijsmans:
So a couple of months back, this looked totally different. Maybe this wasn’t even there yet.

Maarten van Beek:
We didn’t even have a product IT team.

Coen Huijsmans:
So the start of a new project was, creating a new team as well, with internal and external parties.

Maarten van Beek:
We needed to do it fast. So yeah, there was a little bit of stress.

Coen Huijsmans:
In terms of… So you went and selected a partner, but then you also need the technology. It’s also a step in the process.

Maarten van Beek:
Yeah. While we did the step, of course, we went through the whole case, and then we had different parties coming up with the pitch. Then everybody also had to present their technical platform behind it. In some cases, they came with one, two, or three options. I think Dept also came with two options, actually. That was the thing that was difficult for us to decide at that moment, because we didn’t have the team, and the experts entirely available yet. So we also got demo accounts that can actually look into different systems. How it looked like, how it would work, and then a whole list of requirements, of course. There were just sessions with the Dept of what we could use, and how, and what would be the best fit. In the end, we basically all decided for commercetools.

Coen Huijsmans:
Can you tell us very briefly why you, in the end, chose for commercetools, because I think… Yeah. First of all, it’s a headless system. That makes it unique, but different from maybe others. It was quite complex to compare all the options, and to put it on the feature list that you guys had. Can you tell us a little bit more about the selection of commercetools?

Maarten van Beek:
Yeah. Well, first of all, it was what I mentioned before, it’s the scalability. It’s headless, and it’s all API driven, and our IT landscape is pretty extensive. I’m not a tech guy, but for me, it’s always a puzzle how it looks. So we have to be able to connect several systems to each other, and also be flexible enough to remove one, and replace it for another in the future.

Maarten van Beek:
That’s one of the reasons that we chose commercetools. The flexibility, because if it’s headless, we can actually choose, for example, Israel, a different front-end, because it’s so different. We can actually just add a front-end, for example, for an app, or whenever a new device comes on the market, we can easily adapt to that. It’s more flexible in the way we’re still growing, with this marketplace. They support our growth with that. That’s very good to do, and all the API technology is very, It makes stuff easy to connect, basically.

Coen Huijsmans:
You already said there’s a technical landscape, where we need to connect the various sources. It’s very complex, but you also tried to make it simple in this sheet.

Maarten van Beek:
Yeah. I didn’t make that, to be honest. First of all, if you look at external already, then we have the logistical API. Before, we had just one logistic company taking care of our own products. But because we’re moving to so many countries, we’re getting more local warehouses of the same company, but also different companies that are already active, and a new Just Eat company that’s now coming over to our company.

Coen Huijsmans:
So the moment you bought new companies, they brought their own logistic departments, or companies, with them.

Maarten van Beek:
Yeah. Well, we’re merging with them. That’s important to know. So that’s also why we also have to discuss, are we using the existing one, is there a contract there? If it’s there, and it’s running okay, then we’ll use that company. That might be another company, another system, so.

Coen Huijsmans:
So here it looks like one connection, but in real life.

Maarten van Beek:
Yeah. The logistical API makes it possible to make different kinds of logistic companies.

Coen Huijsmans:
Cool.

Maarten van Beek:
That’s very good to have. Then we have a vendor portal, so every seller can actually log into their account to manage their orders, as well as manage their products, of course. That’s a standalone feature right now. We surely want to update that completely, in the future. So we already know that we have to connect it now, but replace it far enough in the future.

Coen Huijsmans:
So the vendor portal, the technology behind it, the products, will be updated.

Maarten van Beek:
Yeah. So in this case, it’s there, but it’s also because it’s headless, we can just easily replace it.

Coen Huijsmans:
Yeah. Sure.

Maarten van Beek:
Yeah. That makes it perfect.

Maarten van Beek:
Then we also will have vendors that want to connect over API, instead of manually. So that’s the case at the moment, so that’s something that is on the road map, I think, this year.

Coen Huijsmans:
Then it gets connected to the system that the vendor developed in-house, and not in your front-end vendor portal.

Maarten van Beek:
Yes true. Then, of course, internally at Just Eat Takeaway.com, we also have a restaurant portal, where restaurants can see their consumer orders, or basically their invoices. That also links to our marketplace again, so that’s fun. We have our internal TMS, and TMS is basically where everything happens, where everything lives. Our orders between restaurants, consumers. It’s also where we authenticate the log in, for example, to make sure it’s the right restaurant. Yeah. its own system. It’s always difficult to connect with other systems.

Coen Huijsmans:
This was in place, already?

Maarten van Beek:
That was already in place.

Coen Huijsmans:
You connected to this one as well?

Maarten van Beek:
Yeah. We can’t live without that, so.

Coen Huijsmans:
No. I imagine.

Maarten van Beek:
Yeah. Then there’s a new CRM still forthcoming, but also a salesforce marketing cloud for email automation, like vendor carts, emails, that kind of stuff. That’s also something else. So it’s all connected to each other from different elements.

Coen Huijsmans:
Yep. Yep. Okay. This makes sense. You also… I also understood that you have the new option of MarketPay, which is your payment solution, and it will be supported in the new platform, in the marketplace. What is that exactly, and why did you choose for MarketPay, and not to be in the middle?

Maarten van Beek:
Yeah. Good question. Because the way the marketplace is now in the world, taking care of payments is very different. It’s actually changing at the moment. If you look at a pure marketplace, you’re only facilitating the platform between the sellers and the buyers.

Coen Huijsmans:
Let’s say an example, Ebay.

Maarten van Beek:
Yes. Then the question is, are you touching the money?

Coen Huijsmans:
Yeah.

Maarten van Beek:
Because if you’re only facilitating the platform, you don’t want to be in between. You don’t want to touch the money.

Coen Huijsmans:
Yeah.

Maarten van Beek:
So this takes also… The payment goes through a bank account of a, and there the order can be different sellers. So there is a split payment, and it goes directly to the sellers. Instead of us, basically. Yeah.

Coen Huijsmans:
As a restaurant, I’d pay the total amount, and in the background, this is the MarketPay, the money gets transferred to the mozzarella company, to the pizza company, to the… All the things that you bought in your restaurant order.

Maarten van Beek:
You don’t want to buy… You don’t want to pay different amounts to everybody that sends your order, because you want to shop in one place, and also pay in one place.

Coen Huijsmans:
Yeah. 

Maarten van Beek:
Yeah.

Coen Huijsmans:
This the consumer mindset that you bring to the B2B world, an example, if they.

Maarten van Beek:
Exactly. Another step we’re taking to them, is that you will… At the moment, we are settling invoices with our own platforms. So we sell branded pizza boxes, one week later it’s settled with an invoice the restaurant has with us, or the consumer orders. It’s something we want to use in the future as well, but actually have sort of a purchase credit.

Coen Huijsmans:
I think you went very fast, so you have to… You do not only spend money at the Takeaway as a restaurant. You also earn money on the platform, because of the consumer. Right? That’s leveraging.

Maarten van Beek:
To easily explain that, so whenever you buy a pizza, you pay with, for example, in an, then it goes to Takeaway.com, and then on a weekly basis, we pay out the restaurant, with all the orders. We use them. If they during that week buy something in our marketplace, then we can actually settle that with that invoice. So they don’t even have to pay at the moment they order. That’s something we want to develop in the future as well.

Coen Huijsmans:
So if a restaurant then fully adopts this concept, it doesn’t have much of a cash flow, and in the end, there will be some cash leftover for them, and Take Away will pay out some. That’s the ideal world, in your… Yeah.

Maarten van Beek:
Yep. Exactly. So that means less work on purchasing as well, also less accounting, and also cheaper costs.

Coen Huijsmans:
Yeah. Cool. Then you have this three horizons model. When you zoom out a little bit from this project again, you said “We don’t want to become a web shop, but we want to change into something else.” What are… The closing question, before we go to the questions from people who view this stream. Can you take us towards that vision, towards that future that you have? This is the first project you explained, but then you wanted to go to the second, and third horizon, as well.

Maarten van Beek:
Yeah. So basically we’re sort of at the second horizon already, because we just are migrating from a web shop to a marketplace. During that phase… So the second horizon is, that we take steps with the data. So personalizing, but then predicting, going further and further. So we actually are growing into a complete community. That’s also going to be very important for restaurants that are not connected with us. Because imagine if you want to start a restaurant, there actually is one community where you go to, to find everything you need. We can actually advise you on where to start, what the perfect menu card will be, identify some prices, or ingredients, recipes, everything.

Coen Huijsmans:
The first thing you said, where to start. Geographically? You mean, where to start?

Maarten van Beek:
Yep.

Coen Huijsmans:
Because you have the data.

Maarten van Beek:
Yeah.

Coen Huijsmans:
You can see in which neighborhood of the city pizza is popular, and there is no pizza restaurant yet, or.

Maarten van Beek:
Yeah. Our account managers that speak to us, once on a daily basis, already give advice on which ship codes they should use for delivery. They look at their menu cards. On there, delivery fee, for example. That kind of stuff. So they are already giving advice on that level, and we’re using data to do so. But it’s something that we’re just starting to use, and we’ll just get better and better, to basically reach that new horizon.

Coen Huijsmans:
Will there be any other services in that offer as well?

Maarten van Beek:
I can imagine, if we are able to advise on that level, to predict on that level, we could actually make it possible for them to have a starting loan, directly online.

Maarten van Beek:
Which you have facilitated?

Maarten van Beek:
Or a bank. Then we can actually help them share data again, to make sure the bank has less risk.

Coen Huijsmans:
So then you actually build a business case for a restaurant owner to start a restaurant in a certain place, with a certain menu, and based on your data, the bank knows almost for sure that it will be successful.

Maarten van Beek:
Try to help them start up their business, and make sure they’re successful from the beginning.

Coen Huijsmans:
Yeah.

Maarten van Beek:
Yeah.

Coen Huijsmans:
Cool. That sounds good.

Maarten van Beek:
Yeah. It’s going to be very interesting. Also something that… If they have already a restaurant, and they start buying in the marketplace, so they, for example, buy their pizza ingredients, that’s something we plan to do as well, to open it up. Then we can continuously show what we can do for a restaurant, if you’re actually connected to our consumer network.

Coen Huijsmans:
Yeah. So then you come back to the marketing role that it already had.

Maarten van Beek:
Yes, because then we’re trying to convince restaurants to join Takeaway.com. Yeah. So then we’re sending leads to our sales department.

Coen Huijsmans:
So from… If I summarize this correctly, currently most of the restaurants join because of the consumer app, and then migrate, and use the marketplace for the B2B platform as well, but in the future maybe it’ll be the other way around as well.

Maarten van Beek:
Yep.

Coen Huijsmans:
So and then the consumer app, the front-end of your company, will just be a marketing tool for the B2B solution.

Maarten van Beek:
Exactly

Coen Huijsmans:
Yeah.

Maarten van Beek:
We’ll just make a whole round circle.

Coen Huijsmans:
Yeah. Then you got the most of the chain of food, restaurant, and beverages. Cool. Okay. That’s very interesting. Let’s go to some of the questions that we got. I think Walter asked quite relevant questions about marketplaces. How do you prevent restaurants eventually bypassing your marketplace, and go directly to the vendor? What’s the advantage of doing this, via our marketplace?

Maarten van Beek:
Yeah. That’s a good question. But imagine that we have thousands of restaurants around the world, so whenever we negotiate a deal, that will become stronger and stronger. There will already be a price, and a condition, that a restaurant alone will never be able to get. So there’s no point in moving away from our marketplace in the future, for them. That’s one of those things. Next, it needs to be so beneficial, they don’t want to move, basically. Now everybody buys at a wholesale, but what if you can just buy directly from the producer, from the big brand.

Coen Huijsmans:
That’s the dream.

Maarten van Beek:
That’s not a dream. That’s something that’s going to happen in the short term.

Coen Huijsmans:
That’s something you’re going to have in the short term, even. Cool.

Maarten van Beek:
Yeah.

Coen Huijsmans:
Yeah. So you’re saying two, or even three things. You say, “We have the data, so we can help the restaurant who buys at our place.” That’s the reason you will not go towards the vendor.

Maarten van Beek:
Yeah.

Coen Huijsmans:
Second is, the experience of buying is just as good as a consumer website, and therefore you don’t want to leave.

Maarten van Beek:
Yep.

Coen Huijsmans:
The third thing is, buying directly. You do already buy directly, only you use our platform.

Maarten van Beek:
Yeah. Then by buying directly, and using… Because that restaurant’s not the only one, so we’re basically combining the whole purchase power, combining all the restaurants together, and making the deal is good. There’s actually competition going on, on product level, between different sellers at the marketplace. So, that’s also something. The prices will drop, up to a certain level that is good.

Coen Huijsmans:
You promise lowest prices with this method?

Maarten van Beek:
Yeah. We’re not there yet, but it’s something that we’re trying to do. But it’s not only on price, because the whole experience needs to offer ease, and cost savings drop. Yeah.

Coen Huijsmans:
Yeah. Cool. I think that answers the questions. Walter’s question, in this case. Carolina, or Caroleena. I don’t know. I hope I pronounce your name in the right way. Has a question about the difference in you told me the biggest competitor is the phone, and digital is not that big yet. What is the difference in this balance between Europe, and in this case, the U.S.

Maarten van Beek:
Oh. I don’t know exactly, to be honest. I don’t know a lot about the U.S., first of all. I think it’s moving, for sure. It’s probably tilting to the way that’s gone more online. I know that certain companies are ahead of others, in other countries. So in the Netherlands, you see that the adoption is there very soon, but also in the UK. We know that consumers in the UK buy way more often online for food delivery, than other countries, for example. I think these two countries are ahead of the rest of the world, but I’m not sure about the U.S.

Coen Huijsmans:
No. Cool. Okay. We don’t know yet. Mohammed asks questions about the brand, which is something that we maybe did not cover that much, during this talk. The B2C brand, Takeaway, Lieferando in Germany, Thuisbezorgd in the Netherlands, Just Eat in the UK, is already a big brand name for consumers. How will you from a B2B brand differentiate from that? That it makes sense to restaurants that you have a different brand, that’s it a different part of the organization?

Maarten van Beek:
It’s something that we are discussing at the moment, to be honest. Because now we’re just offering it to our existing partner restaurants, and they know us already. So they know our brand, and basically we tell them what we do. We educate them. So it’s something that they learn, as soon as they join. That might be a different situation, if we open it up completely. So yeah, that’s something that we’re discussing at the moment, and that’s something that especially my marketing partner is having to find out.

Coen Huijsmans:
You will support them, but it’s there.

Maarten van Beek:
Of course. No. It was something that we’re discussing, and it’s a very interesting topic. Yeah.

Maarten van Beek:
If he has ideas, then let me know.

Coen Huijsmans:
Okay. You can be in touch with Maarten then, Mohammed. Another question. Alex. He’s very much looking forward to seeing the end result. Thanks for the talk. He asked if there is a recording available afterwards.

Maarten van Beek:
You can answer that. Right?

Coen Huijsmans:
Yeah. I can answer this question. The recording of this talk will be available on YouTube, on the Dept channel. So that’s where you can take a look, Alex, when you have the time later on. Another question just came in from Walter, again. This is the final question that we will cover today. Thank you, Walter. What is currently the distinction in volume between food, and non-food, on the marketplace, and do you see this change, going forward? Maybe to give the context, you said, “It started mainly with non-food, and now food is added to the platform.”

Maarten van Beek:
Yeah. It’s different per country, and it’s also because of logistics. In the Netherlands, we set up a logistics service, together with [inaudible 00:41:14], which we’re partnering up with on food logistics. That’s very difficult in other countries, for now. We hope to do it in every country in the future, but it basically makes it possible to offer food. So frozen and chilled food, to be sent to restaurants in small amounts, because we don’t minimum order values. We need to offer free shipping all the time. So, that’s also something that’s very interesting.

Coen Huijsmans:
That makes it difficult. Right? The small amounts, and the free shipping, especially the combination.

Maarten van Beek:
Yeah. Then also because it comes from different sellers.

Coen Huijsmans:
Yeah.

Maarten van Beek:
So we have sellers that have their stuff, their, on stock in that place, and we have sellers that actually deliver their food, all the food that day, for all restaurants. It comes through the docking station, and then in the last mile of delivery, it gets to the restaurant. Live tracking. Everything. So it’s consumer experience. That’s why food in the Netherlands is way ahead of non-food, at the moment. But in other countries, we see that it’s still lacking, because of logistics. It’s more difficult than non-food. So in every country you see non-food first, and of course a lot of disposable packaging, because it has a lot to do with food delivery, and then later on, the food comes in.

Coen Huijsmans:
So first I think of disposable packaging, because it also ties into the brand that they’re familiar with, and then later on they experience, especially when the logistics is in place, which is the case in the Netherlands. Hopefully later in other countries, as well, they will see that they can also buy their ingredients in the food, drinks, beverage, at the marketplace.

Maarten van Beek:
That’s also something we’re trying to consolidate, for all the restaurants, that we can actually get one delivery in, for all the orders.

Coen Huijsmans:
Yeah. Cool. Cool. I think this answers the question pretty extensively. Thank you so much for your time, Maarten.

Maarten van Beek:
Thank you.

Coen Huijsmans:
We have to wrap up this digital talk, this Dept Talk. You can watch the stream back on YouTube, as I just said. Thanks for watching, and I hope you can tune in next time as well. Bye.