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Menulog invests in multi-million dollar brand relaunch to ride the food delivery boom

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Menulog, Australia’s leading online food delivery platform, relaunched its brand for the first time in early May with a new ordering platform and a multi-million dollar integrated marketing campaign.

Since being acquired by UK’s Just Eat, Menulog has focused on growing its network of restaurant partners, expanding the consumer offering and developing both partner and consumer platforms.

In the last 12 months, more than 1500 restaurants have joined Menulog – boosting the number of its restaurant partners to 7000. The growth in restaurants has strengthened the variety of meal choices for consumers, with over 130 cuisines on offer. Menulog has also strengthened its internal team, with a further 28 appointments this year.

The brand relaunch focuses on Menulog’s key proposition for consumers – ‘Making food delightfully personal’ – with a fully integrated campaign that takes its message ‘What do you feel like?’ across TV, radio, OOH, digital, social, PR and ambient activity.

What new features does Menulog have?

The new online platform and app features an optimised design and improved user experience for both customers and restaurants, including two-tap checkout for returning customers to order their favourite meals, a new and improved cart experience, simplified navigation and an exciting new look and feel.

On the restaurant end, the new brand positioning helps with consumers understanding the broad selection of meal offerings available via the platform, creating overall demand for Menulog which in turn increases the number of first time as well as repeat customers to partner restaurants.

Furthermore, the new design enables restaurants to showcase their menus more effectively, and consumers to order from menus three times as fast and Menulog is currently conducting a complete refresh of their brand across all partner restaurants.

Some of the prominent brands among the more than 1,500 restaurants that have joined Menulog include Sake, Vino e Cucina and Bavarian Bier Café.

Brian Hickey, Director of Advanced Markets at Just Eat plc, says, “Australia is among Just Eat’s largest and fastest-growing markets. We’re anticipating much excitement in Australia through the re-launch. Being one of Australia’s best-loved brands, Menulog will continue to offer consumers the home delivered meals they love, and showcase the exponential growth in meal options available throughout our metro cities.”

Kim Russell, Director of Marketing at Menulog, says: “In addition to the relaunch, Menulog will deliver consumers an improved experience through the app – offering them greater and more diversified meal choices than ever before.”

Food delivery is booming in Australia

There is a food delivery market boom happening in Australia right now asmore people turn to their smartphones when they feel hungry. Besides Menulog, the likes of Deliveroo, Delivery Hero, Foodora and UberEats are looking to take a bite of this market too.

Tasman Page
Tasman Page

“While Australia has always been a nation obsessed with food, they don’t always feel like making it themselves,” Tasman Page, head of marketing at Menulog remarked.

“The food home delivery market is booming more than ever because Australians greatly appreciate convenience and choice. Our recent research told us the busier Aussies are, the less time they have to cook and the more they seek convenient meal options like takeaway and home delivered meals. With over 7,000 restaurants and 130 cuisines on our platform, it’s easy to find healthy options too.”

“We believe the food delivery market will continue to grow, especially with more and more people ordering online or through an app. We found that one in two Australians have ordered their takeaways through an app or online platform, and almost all (83 per cent) of those people would order online or via an app again.* Apps make food delivery quick, efficient and intuitive.”

*YouGov survey carried out on behalf of Menulog: April 16, research representative of 5 Cities (Sydney, Melbourne, Brisbane, Perth, Adelaide), 1,000 adults (18+), Male/Female)

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