Just Eat is aiming to capitalise on its recent gains by investing another £8 million in marketing over the second half of 2015.
The online ordering service has already spent £26 million on marketing this year, up by £10 million on the first half of 2014.
Its strategy appears to be working, with Just East witnessing a 59 per cent rise in active users so far this year.
The firm’s revenues have increased by 54 per cent to £107.8m in the six months to June 30th.
Just East now has 11 million active users, accessing 59,000 takeaway restaurants across the UK.
Before its #minifistpump campaign, which launched in September 2014, around 6.9 million people were ordering food through the Just Eat service.
So far the company has focused largely on TV advertising, sponsorship and offline media, but according to The Drum, it will focus on other channels in its latest marketing push.
Just Eat is looking to ramp up its digital and mobile strategy, particularly with 69 per cent of orders now being made via mobile devices.
Speaking in September last year, at the launch of Just Eat’s brand refresh, Marketing Director Lucy Milne said the company was confident in its new brand positioning.
She claimed Just Eat is looking to establish a position as the UK’s leading online takeaway service.
“It’s an exciting move for the brand as we look to extend our market reach even further and appeal to takeaway-lovers of all ages and demographics,” Ms Milne stated.
“Takeaway is a past-time the whole nation enjoys, so we wanted to create a campaign which celebrates something we all enjoy.”