Acquisition and growth
As the company scaled between 2013 and 2016, the co-founders launched SkipTheDishes in many Canadian cities, initially focusing on mid-market cities, including Burnaby, Vancouver, Calgary, Edmonton, Red Deer, Prince Albert, Grande Prairie, Regina, Saskatoon, Winnipeg, Mississauga, Toronto, Kitchener/Waterloo, and Ottawa; as well as US cities, including Columbus, Cleveland, Cincinnati, Buffalo, Omaha, and St. Louis.[7]
In December 2016, SkipTheDishes was acquired by Just Eat for $200 million. SkipTheDishes remained a subsidiary and separate brand from Just Eat, with its headquarters remaining in Winnipeg.[8] As of September 2018, Just Eat Canada redirects to SkipTheDishes.[9]
As recognition of his work in business, Skip's company founder Josh Simair was chosen as one of Canada's Top 40 Under 40.[10][11] Just Eat's CEO, Peter Plumb, reported significant increases in the company's Q3-2017 revenue, due to "strong growth in order numbers and the inclusion of SkipTheDishes business."[12]
To diversify its business, in 2017, SkipTheDishes announced that it was experimenting with alcohol delivery in Winnipeg, Manitoba, with plans to expand nationwide.[13] In March 2019, SkipTheDishes pulled out of the United States market. Their business and drivers were transferred to Grubhub.[14] In early 2020, Just Eat merged with Netherlands-based competitor Takeaway.com, forming Just Eat Takeaway,[15] shortly thereafter announcing a deal to acquire its American competitor Grubhub (who previously acquired SkipTheDishes' American operations).[16] In July 2020, in line with Just Eat's other markets, SkipTheDishes adopted Takeaway.com's branding and orange colour scheme, though keeping the SkipTheDishes name.[17]
Expansion and rebranding
In late 2021, SkipTheDishes began testing a new offering called Skip Express Lane, a service that delivers household goods and groceries directly to customers. The service is located in Winnipeg and in London, Ontario.[18]
In 2024, SkipTheDishes' CEO, Paul Burns, announced on LinkedIn the layoff of 800 employees, including 700 Canada-based employees at Just Eat Takeaway.com, SkipTheDishes' parent company, during restructuring efforts.[19] In October 2024, SkipTheDishes announced it was shortening its name to Skip, during a brand re-fresh to reflect on its expanded offerings beyond food delivery, including groceries, convenience items, and retail goods.[20]
Marketing
In October 2018, SkipTheDishes ran ads featuring actor Jon Hamm, presenting him with the moniker of "honorary Canadian."[21] In 2024, Hamm returned to star in a new ad campaign to help Skip update its messaging and showcase its expanded offerings.[22]
Since 2019, SkipTheDishes has run a series of French-language ads, notably in Quebec, featuring comedian Patrick Groulx.[23][24] His ads since October 2020 and early 2021 have focused on promoting "les Récompenses SKIP" or Skip's loyalty points program.[25][26][27]
