Cycle scheme’s name hard to swallow for critics
● Street bicycle programme to carry name of food order firm Just Eat
The decision to name Edinburgh’s first street cycle schemeafteratakeawaydelivery company has been branded “bizarre” by critics.
Online food order firm Just Eat has secured naming rights for the scheme starting from this month’s launch after agreeing to sponsor the project for three years.
Operators said the deal means they can deliver the bikes at no cost to the taxpayer, but some questioned the multinational’s fast food connections.
Green Councillor Gavin Corbett canvassed opinion over potential names, with suggestions including Beaumont Bikes, Begbie Bikes and Barry Bikes.
“I have to say that Edinburgh residents have shown more imagination than the cycle scheme operators,” Mr Corbett said.
“Just Eat Cycles says nothing
0 Alternative suggested names for the new scheme included Beaumont Bikes, Begbie Bikes and Barry Bikes
about Edinburgh and everything about corporate advertising. Others might argue that fast food advertising and a cycle hire scheme seem odd bedfellows.
“The silver lining is that most
existing schemes in other cities end up with popular names that defy the hope of corporate advertisers.”
Lib Dem Councillor Kevin Lang said: “The bike hire scheme is such a great initiative.
However, it seems utterly bizarre that a major takeaway company would be chosen to sponsor something designed to encourage and promote healthy and active travel in the city.”
An initial 200 branded Just Eat Cycles will be introduced from 17 September at sites across the city, increasing to 1,000 bikes by the end of the year and with more to follow in 2019.
The sponsorship deal was also heralded for keeping rental levels down to £3 a day for hourly shuttle rides across the Scottish capital.
Alongside the sponsorship, Just Eat will also support the scheme’s marketing to get more riders on the cobalt blue Pashley bikes.
Welcoming the sponsorship deal, Ben Carter, UK marketing director at Just Eat, said: “We’re thrilled to be the new sponsor of Edinburgh’s new cycle hire scheme, which will be a great new way for residents and visitors to get around the city.”
Outsourcing giant Serco is delivering the cycle scheme for Transport for Edinburgh.
Serco’s director of leisure services Jason Holtom said: “We’ll be working closely with Just Eat on this exciting project, which will actively promote cycling as a fun, healthy and efficient transport alternative for getting around Edinburgh.”
The Just Eat Cycles will use innovative technology, including a hybrid lock found on similar schemes in Oslo and Bergen for extra security.