The Australian food delivery landscape is set for a significant change as Menulog, one of the country's longest-running delivery platforms, prepares to cease operations permanently. The service will accept its final orders just before midnight on November 26, marking the end of an 18-year journey that began in Sydney back in 2006.
The End of an Era for Australian Food Delivery
According to parent company Just Eat Takeaway.com, Menulog has been "navigating challenging circumstances" that ultimately led to the difficult decision to withdraw from the Australian market. The closure will result in approximately 120 employees losing their positions, though the company has confirmed they will receive redundancy packages and outplacement support.
Market research firm Roy Morgan had previously ranked Menulog as Australia's second most popular food-delivery app in 2022, trailing only behind industry giant Uber Eats. Despite this strong market position, the service ultimately couldn't maintain sustainable operations in the competitive Australian food delivery sector.
Celebrity Campaigns That Made Headlines
While Menulog may have struggled to achieve lasting commercial success, the company certainly made waves with its high-profile marketing campaigns featuring some of the world's biggest entertainment stars.
The service launched what would become its most recognisable campaign—"Did Somebody Say Menulog?"—in 2020 with none other than rap legend Snoop Dogg. The 54-year-old artist appeared in two advertisements for the campaign, including one created specifically for the 2020 NRL State of Origin that featured rugby league stars Greg Inglis and Brad Fittler. Reports from the Australian Financial Review indicate Snoop Dogg received more than $9 million for his participation.
Pop superstar Katy Perry joined the Menulog marketing roster in 2022, putting her own distinctive spin on the now-familiar jingle. Her advertisement featured the singer in a whimsical dollhouse setting, modelling various eye-catching outfits while receiving food deliveries. Like Snoop Dogg before her, Perry reportedly commanded a whopping $9 million fee for her involvement.
Additional Star Power and the First Celebrity Endorsement
In 2023, Menulog secured Christina Aguilera and rapper Latto for another iteration of their signature campaign. The lavish production featured both artists in elaborate operatic costumes within a palace setting, with couriers delivering everything from tacos to sushi served on a miniature train. While exact figures remain confidential, industry sources suggested the musical duo earned a combined $36 million for their work.
Long before these contemporary stars graced Menulog's advertisements, Jurassic Park actor Jeff Goldblum became the company's first celebrity endorser back in 2017. The veteran actor brought his trademark laconic style to campaigns that humorously contrasted ordering through the app versus traditional phone methods. Though his fee was never publicly disclosed, it's believed to have been substantially lower than the amounts paid to later celebrity participants.
The closure of Menulog represents a significant moment in Australia's rapidly evolving food delivery industry, demonstrating that even substantial marketing investments and celebrity endorsements cannot guarantee long-term survival in this competitive market.
