Just Eat hit the headlines final week when it used robots to ship takeaways to snowbound British prospects. Its newest supply — of full-year outcomes — has been much less gratefully obtained.

Shares within the takeaway meals app firm tumbled over a tenth after new boss Peter Plumb unveiled plans to step up deliveries from fast-food chains equivalent to KFC, Burger King and Subway. The transfer steered that the fast-growing group is operating out of room to develop. Rivals equivalent to Amazon and Uber Eats are a rising risk.

Was the market transfer an over-reaction? The expected price of as much as £50m in contrast with a capitalisation of £5.2bn following the rout. Courier firms will do a lot of the work. The impartial eating places which might be the core of Simply Eat’s enterprise will keep on dealing with their very own deliveries.

Simply Eat plans to proceed rigorously, testing out deliveries in populous locations. If the transfer succeeds, it may open up an £18bn fast-food market, about 80 per cent of the dimensions of the impartial eating places promote it already serves. The corporate presently processes eight of the 25 takeaways ordered by its common buyer a yr. Including Whoppers and KFCs would enable it to do considerably extra.

Taking deliveries significantly has paid off for a few of its friends. US-listed Grubhub, which has invested closely in logistics is now buying and selling on 62 instances subsequent yr’s earnings — greater than a 3rd greater than Simply Eat’s a number of.

Even so, shareholders’ adverse response is justifiable. The transfer into deliveries appears to be like defensive. Simply Eat drew consideration to intensifying competitors, saying its plans ought to insulate it “from fast-moving and well-capitalised opponents”.

The transfer is more likely to hit Simply Eat’s profitability. The adjusted margin on earnings earlier than commonplace deductions was a meaty 51 per cent in 2017, due to a deal with ordering slightly than deliveries. That’s unlikely to proceed. Rival Deliveroo, which presents each providers, reported a wafer-thin revenue margin in current accounts.

Sustained progress is likely to be a good trade for decrease margins. However the firm, which made a pre-tax statutory lack of £76m in 2017, has thus far been obscure in regards to the seemingly impression of deliveries. Simply Eat merely famous that deliveries have “a distinct margin profile” to its core enterprise. Mr Plumb must element his components for progress. The allergic response amongst traders will in any other case proceed.

Lex recommends the FT’s Due Diligence e-newsletter, a curated briefing on the world of mergers and acquisitions. Enroll at ft.com/newsletters.

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