What it was
FillMyBelly let people order from their local takeaway online, at a time when most still rang up and read their order down the phone. Bertie and Lee-ann launched it in 2006.
It was Bertie’s first real build. He could not write the code himself, so he designed it from a rough presentation and found the people who could build it.
What happened
In 2012, Just Eat bought it.
Bertie stayed on as a director in Just Eat’s UK management team through the company’s float, then moved to the global side of the business as Director of Global Systems for three years.
What we kept
- i.
People first
Your team, your customers and your word are what matter. Most of the rest is noise.
- ii.
Build for real problems
FillMyBelly worked because ordering a takeaway was fiddly and everybody knew it. Every brand since has started the same way.
- iii.
Know what should exist
Bertie has always been a product person: decide what should be built, then get it built. Today, at NotLuck, he can finally build it himself.