Menulog and reclaiming market share
Becoming part of culture needs big creative ideas in big viewing moments.
The challenge
With four key players in the Australian market: Menulog, UberEats, Deliveroo and DoorDash, consumers were faced with an abundance of choice and access to food delivery options. When self-delivered outlets such as Dominoes, are included in the raft of choices it’s easy to see the brand was faced with fierce competition for share-of-wallet.
Young adults based in urban areas are very engaged in the food-app experience to order take-away so continuing to recruit them to the Menulog proposition was proving essential for both short- and long-term business success. Menulog’s opportunity in this very competitive market was to force re-appraisal of the brand and build top of mind awareness while broadening app users into new and growing occasions outside Friday and Saturday evenings.
“At Menulog our target audience is anyone with a mouth. We think it’s really important to be able to appeal to many different types of people of all walks of life. And TV is one of the mediums that helps us reach all these different types of people in Australia,” said Simon Cheng, Menulog CMO.
“Being able to launch the brand in front of millions of people during the State of Origin in the middle of the year on TV was completely instrumental in being able to cement the new campaign and the new talent within the nation.”
Simon Cheng, CMO of Menulog, along with his team has seen additional interaction effects from their TV spend. While demand was created at the top of the funnel through TV executions it meant performance channels operated a lot more efficiently as awareness converted to consideration.
“TV plays a really big part in our media strategy. We believe TV is still the most effective way to reach a large scale, high attention audience and in a simultaneous fashion.”
Simon Cheng, CMO Menulog
The results
The results from the campaign showed that over the two years of the pandemic, brand awareness had moved by nine points with Menulog becoming the fastest growing business in the food delivery industry in Australia. They had triple digit growth for those two years and embedded themselves in popular culture growing brand association with “makes me feel like the brand is part of pop culture” by 8% points above their initial goal.
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