Just Eat Founder Compares Closure to Child’s Funeral

Opuere Odu

Writer

March 5, 2026
8:50 am

Just Eat is closing its operations in Denmark, the country where the food delivery company was founded in 2001. The decision affects 280 employees and has left co-founder Jesper Buch expressing disappointment at the closure in what he calls the company’s homeland.

The food delivery landscape in Denmark is changing dramatically. Just Eat has announced it will shut down its Danish operations more than two decades after starting in a basement in Kolding. The orange delivery bags that became a familiar sight on Danish streets will soon disappear.

The closure marks the end of an era for a company that grew from a small startup into a global player. Just Eat now operates under Dutch investment company Prosus, which acquired the merged Just Eat Takeaway.com last year for approximately 30 billion kroner.

Founder Voices Regret Over Homeland Exit

Emotional Response From Jesper Buch

Jesper Buch, one of the most prominent Just Eat co-founders, told DR Nyheder that he finds the decision regrettable and foolish. He emphasized that closing operations in the country of origin seems particularly wrong. Buch compared the situation to attending a funeral for his child, reflecting the emotional weight of seeing his creation exit Denmark.

The entrepreneur is best known to many Danes as an investor in the TV program Løvens Hule. He remained with Just Eat longer than other founders before selling his final ownership stakes in 2011. The sale made him a multimillionaire and allowed him to pursue other ventures.

Critical Assessment of Current Management

Buch suggests the current ownership has lost the heart that once drove the business. He believes the company has become too focused on spreadsheets and strategy rather than the original vision. The entrepreneur noted that such a closure would not have happened during his time leading the company.

He acknowledged that the new owners have the right to make their own decisions. However, Buch expressed particular concern for the 300 employees who will lose their jobs due to the shutdown. The closure affects both office workers and delivery drivers across Denmark.

From Kolding Basement to Global Empire

Origins of the Danish Success Story

The Just Eat story began in 2000 when Buch was in Oslo for an internship and became hungry. Other Danish entrepreneurs had similar ideas around the same time. Just Eat emerged from a merger between Buch and another group of Danish founders who shared the same concept.

The company started operations from an address in Kolding in 2001. Five entrepreneurs came together to create what would become one of Denmark’s most recognized tech exports. The initial team consisted of just 15 employees working to build the food delivery platform.

Expansion and International Growth

Just Eat moved its headquarters from Kolding to London in 2006. This relocation marked the beginning of aggressive international expansion. The company began acquiring similar services in other countries and building a global presence.

The growth continued for years as Just Eat established operations across Europe and beyond. In 2020, the company merged with Dutch competitor Takeaway.com in a major consolidation move. This merger created one of the largest food delivery platforms in the world, though it would later face challenges in maintaining profitability across all markets.

Strategic Retreat From Multiple Markets

Pattern of European Exits

Denmark is not the first market Just Eat has abandoned in recent years. The company previously exited Norway in 2022 as part of broader cost cutting measures. It also announced departures from France and pulled out of Portugal and Romania.

The parent company Just Eat Takeaway.com has been streamlining operations to focus on larger, more profitable markets. Management appears to prioritize regions where the company can achieve better economies of scale. Denmark, despite its symbolic importance, apparently does not fit into this strategy.

Competitive Pressures and Financial Challenges

The Danish food delivery market has become increasingly competitive and saturated. Rivals like Wolt, now owned by DoorDash, continue operating in the country. Takeaway.com also maintains a presence, creating a crowded marketplace.

Just Eat Denmark Holding ApS reported growing losses in its 2023 financial statements. The Copenhagen based subsidiary struggled with profitability as operational costs remained high. These financial pressures likely contributed to the decision to close the Danish operations entirely.

Impact on Workers and Future Plans

Job Losses Across the Organization

The closure affects 280 employees in Denmark. This total includes approximately 120 office staff and 160 delivery drivers. The company has begun consultation processes with affected workers, though no exact shutdown date has been specified.

The job losses come at a sensitive time for the Danish gig economy. Platform workers have gained increased protections in recent years. However, these regulatory changes may have also contributed to higher operational costs for delivery companies.

Potential Market Re-Entry

Buch hinted that he might consider re-entering the food delivery business. He mentioned plans to meet with Morten Larsen, a former Just Eat director who later founded and sold competitor Hungry. The two entrepreneurs will discuss whether there is an opportunity in the market gap left by Just Eat’s departure.

The veteran founder expressed dissatisfaction with current market alternatives. He complained that other delivery services charge restaurants too much and often deliver food that arrives cold. Buch sees these problems as potential business opportunities, though he remains undecided about whether to launch a new venture or simply enjoy time with his family.