It’s a good time to be an online food delivery startup in Pakistan, given the love for food here. However, there’s cutthroat competition amongst the food startups here, and the operative rule is to adapt or get swallowed up. Especially what we saw with the merger of FoodPanda and EatOye earlier this year.
It is due to the climate of intense competition that Just East Islamabad, a scrappy online food delivery startup for Islamabad foodies, decided that time was ripe to rebrand and expand. Since 2011, Just East was one of the successful startups in the capital city of Pakistan, but now, it decided that the time was right to adapt to new market realities.
JustFood Pakistan is the new name of the company. And that’s not all. JustFood has expanded its list of partners to Lahore as well, joining hands with restaurants, delivery services and customers in Pakistan’s cultural capital. In 2015, Just Eat Islamabad also secured funding from a Middle-eastern firm.
For the expected battle with other companies, new enhancements in the website and other parts has been made for the assistance of our customers. We’ll be investing in improving our service, modernizing our equipment and expanding into other major cities of Pakistan. – Malik Waqas, CEO of JustFood
Following the rebranding, Just Food Pakistan has also upgraded its website with a simple-to-use user experience. People want to enjoy their favorite dishes at the earliest, and now they can do so here. Its currently limited to Islamabad and Lahore denizens, but if the future is any indication, the service is expected to expand its footprint to other cities.