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Menulog

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Menulog Pty. Ltd.
Company typeSubsidiary
IndustryOnline food ordering, e-commerce
FoundedSydney, 2006; 18 years ago
FoundersDan Katz
Leon Kamenev
Kevin Sherman
HeadquartersSydney, New South Wales
Key people
Morten Belling (managing director)
ParentJust Eat (2015–2020)
Just Eat Takeaway (2020–)
Websitemenulog.com.au)

Menulog Pty. Ltd. (branded as simply Menulog) is an Australian online food and beverage ordering app and delivery service platform, headquartered and founded in Sydney in 2006. It was bought in 2015 by UK-based Just Eat, which was subsequently folded into Dutch-based Just Eat Takeaway.com in 2020, following Just Eat's acquisition.[1]

The e-commerce company’s main competitors are United States–based Uber Eats and DoorDash. Menulog had over 30,000 restaurant partners across Australia and New Zealand and has its own couriers. Menulog however exited New Zealand in 2024.

Restaurant partners

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Menulog includes international franchises like McDonald's, KFC, Pizza Hut, Subway, Nando's and the local Burger King franchise, being Hungry Jack's. National franchises include Red Rooster, Pizza Capers and Oporto, and also state and localised suburban restaurants offering more than 130 cuisines. Menulog operates in all major Australian states and cities.[2][3]

TV Advertisements

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The company is well-known through its television advertisements featuring musician Snoop Dogg titled "Did Somebody Say?", in which he raps about ways the customer can use the service, like ordering Fried Rice on a private jet or having Chocolate fondue delivered to their house.[4]

Snoop Dogg was paid $US6.2 million for the adverts.[5][6]

In May 2022, it was announced that American singer-songwriter Katy Perry would replace Snoop Dogg in the Just Eat advertisements.[7] Menulog also ran a commercial to the Australian market featuring Gerringong local rap act Big Twisty in 2022.

In October 2023, American rapper Latto and singer-songwriter Christina Aguilera were introduced in a new promotional advertisement for Menulog, taking over from Perry.[8]

History

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Menulog, based in Sydney, was founded by Dan Katz, Leon Kamenev and Kevin Sherman in 2006.[9][10][11] Since its founding the company has handled over 22 million meal orders.[12]

In 2007, the same year Menulog launched its first in-store ordering device, the business expanded to Australian cities Brisbane, Canberra and Melbourne. The following year, Menulog launched in Adelaide and Perth and expanded its reach further launching in New Zealand in 2012.

In 2009, Menulog launched its first iOS app and its first Android app in 2011.

In February 2015, Menulog and EatNow announced their agreement to merge with a 70/30 share split arrangement,[13][14] forming Menulog Group Limited. In May 2015, the company was bought by Just Eat,[15] which funded the deal by issuing new shares for 855 million Australian dollars.

In 2016, after reaching a ten million annual order milestone, Menulog lost its case against Pizza Fellas who successfully obtained interlocutory relief in the Victorian Civil and Administrative Tribunal (VCAT). The claim (VCAT 4345/2015) was brought by the Pizza Fellas Group who were granted Injunctive Relief to restrain Menulog from purchasing Google Adwords using Pizza Fellas' brandnames. Menulog's conduct, known as brandjacking had the effect of redirecting Pizza Fellas' customers to the Menulog website (so they could resell them back to the applicant Pizza Fellas).[16][better source needed]

The group rebranded with a new logo and saw the appointment of former Groupon CEO Alistair Venn as managing director.[17]

In 2019, Menulog's British parent company, Just Eat, agreed to merge with Amsterdam-based rival Takeaway.com in an £8.2 billion deal.[18] Menulog is now a subsidiary of the combined corporation, Just Eat Takeaway.

By mid-2020, in the middle of the coronavirus pandemic where demand for services delivering food from restaurants and takeaways surged, Menulog announced it had received “a high volume” of requests to join its platform. The company said they had also implemented a range of measures to support both their drivers and restaurants on their platform, such as offering contactless delivery, and halved all commission on pickup orders until further notice.[19]

In May 2024, Menulog ceased operations in New Zealand.[20][21]

Recognition and media

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Menulog's research and insights into Australian food trends are regularly featured in the media, with a 2015 study showing Australia's hungriest suburbs published in The Daily Telegraph[22] and The Herald Sun.[23] Menulog's annual Tasty Takeaway awards, which recognise the nation's most popular takeaway restaurants, have appeared on news.com.au.[24]

In October 2016, Menulog created Australia's first 23ct gold pizza in partnership with Pizza Design Co. Parramatta. The event was covered by Sunrise[25] and Nine Kitchen.[26] Menulog was awarded the CANSTAR Blue Award for Customer Service in 2017.[27]

At the 2017 CEO Magazine 'Executive of the Year' Awards, Menulog's CFO Morten Belling was named CFO of the Year[28] and managing director Alistair Venn was named Runner-up in his respective category.[29]

References

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  1. ^ "Uncertainty for Menulog as UK parent Just Eat agrees to $14 billion merger with rival". SmartCompany. 30 July 2019. Retrieved 11 August 2020.
  2. ^ "About Menulog.com.au". Retrieved 30 March 2015.
  3. ^ "Canberra's top gourmet takeaway food". Good Food. 13 August 2014. Retrieved 14 August 2014.
  4. ^ "Snoop Dogg's Rap About His Favourite Aussie Food Is An Instant Classic".
  5. ^ "Menulog Launches Snoop Dogg-Inspired Menu Ahead Of Jingle Remake". B&T Magazine. 18 June 2020.
  6. ^ "Snoop Dogg Earned Millions For 60-Second Commercial That Became Brand's Most Successful Advertisement". International Business Times. 6 January 2020. Retrieved 30 October 2020.
  7. ^ "Katy Perry Fronts Latest Local Menulog Campaign".
  8. ^ "Christina Aguilera and Latto bring ultimate star power to Menulog's 'Did Somebody Say'". Menulog. 13 October 2023. Retrieved 16 October 2023.
  9. ^ "Menulog official Blog". Retrieved 14 August 2014.
  10. ^ "BRW Michael Bailey article 4 Feb 2015".
  11. ^ "Menulog founders Pearcy award".
  12. ^ "SMH article on Menulog order volume". 17 July 2014. Retrieved 17 September 2014.
  13. ^ Leibovich, Gabby (2020). Catch of The Decade. Australia: John Wiley & Sons. p. 112. ISBN 978-0730388494.
  14. ^ Swan, David (6 February 2015). "Menulog, EatNow merge". The Australian. Retrieved 7 September 2018.
  15. ^ "Just Eat to buy Australia's Menulog". BBC News. 8 May 2015. Retrieved 7 September 2018.
  16. ^ "Gofile - Free file sharing and storage platform".
  17. ^ "Menulog Appoints Ex-Groupon CEO As Managing Director". B&T. 29 June 2016. Retrieved 7 September 2018.
  18. ^ Elmas, Matthew (30 July 2019). "Uncertainty for Menulog as UK parent Just Eat agrees to $14 billion merger with rival". SmartCompany. Retrieved 2 June 2020.
  19. ^ Masige, Sharon (23 March 2020). "Apps like Menulog are reporting a surge in restaurants signing up for delivery – as a petition circulates demanding platform fees be slashedw". Business Insider. Archived from the original on 23 March 2020.
  20. ^ "Food delivery service Menulog quits NZ, says market too small". RNZ. 16 April 2024.
  21. ^ ZB (14 November 2024). "Market just too small: Menulog quits New Zealand". ZB. Retrieved 13 November 2024.
  22. ^ "Survey reveals second hungriest suburb in Australia is Newtown for takeaway habits". 7 July 2015. Retrieved 11 February 2017.
  23. ^ "Survey reveals second hungriest suburb in Australia is Newtown for takeaway habits". Retrieved 1 November 2016.
  24. ^ "Manoosh Pizzeria crowned best takeaway restaurant in NSW". Retrieved 1 November 2016.
  25. ^ "The world's weirdest food combos". Retrieved 1 November 2016.
  26. ^ "Want to know what Sydney's 23ct gold leaf pizza tastes like". Retrieved 1 November 2016.
  27. ^ "Menulog tops the restaurant delivery category by Canstar Blue". QSR Media. Retrieved 7 September 2018.
  28. ^ Magazine, The CEO (21 November 2017). "Morten Belling is Australia's top CFO | Executive of the Year Awards". The CEO Magazine. Retrieved 7 September 2018.
  29. ^ "SBS CEO Michael Ebeid wins CEO of the Year". Mumbrella. 16 November 2017. Retrieved 7 September 2018.
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