Risk category: Brand & Reputation (Communication)
Just Eat Takeaway.com's brands are a key part of its value proposition relative to actual and potential competitors, and therefore, any failure to maintain brand appeal is a potential business threat. The threat is heightened by the fact that Just Eat Takeaway.com generally focuses its platforms on a single brand in each market. Each of Just Eat Takeaway.com's brands could suffer as a result of a range of events beyond its control, such as a food poisoning incident (including as a result of food hygiene standards) or an allergic reaction involving one or more of the partners on its platforms (whether or not the food was ordered via its platforms), violation of food safety rules by partners on its platforms, failure by partners on its platforms to comply with food information regulations, to the extent applicable, other health scares involving partners generally, data breaches, traffic accidents caused by, or involving, couriers recognisably associated with any of Just Eat Takeaway.com's brands, whether or not employed or engaged by Just Eat Takeaway.com, or other misconduct by persons associated with items or merchandise bearing Just Eat Takeaway.com's brands. The risk of reputational damage due to the misconduct of individuals is increased by Just Eat Takeaway.com's expansion of its own complementary logistical food delivery services.
In addition, Just Eat Takeaway.com's operations depend on various third parties to provide services, in particular telecommunications, internet, and cloud, as well as banks and payment service providers used by Just Eat Takeaway.com. Notwithstanding the redundant architectures and resilience measures that have been designed into Just Eat Takeaway.com's operational systems, there remains a risk that potential system outages or cyber-attacks may affect the operation of telecommunications, cloud, or internet services, as well as any unannounced action by telecommunications, cloud or internet service providers. As consumers and partners may attribute any performance failure or payment problem relating to a food delivery order to Just Eat Takeaway.com and its brands, regardless of the cause of the failure or problem, consumers may become dissatisfied with Just Eat Takeaway.com's value proposition. In addition, as Just Eat Takeaway.com's hybrid business model is premised on connecting partners and consumers, in many cases they rely on partners to deliver food, rather than Just Eat Takeaway.com performing this function directly or through third parties. Accordingly, delays in deliveries by partners, or Just Eat Takeaway.com's inability to offer a uniform food delivery experience, could adversely affect perceptions of its value proposition.
Negative publicity because of any of the foregoing could have a material adverse effect on Just Eat Takeaway.com's reputation and the reputation of its brands. This risk is heightened by the fact that Just Eat Takeaway.com operates in an industry that is impacted by dynamic social change and public expectation, such as food safety, allergens, workers' rights, and sustainability. The effect of negative publicity could be exacerbated to the extent dissatisfaction with Just Eat Takeaway.com is disseminated via social media due to its immediacy and accessibility as a means of communication.