Shifting away from celebrity endorsements, Menulog is adopting a local-first marketing strategy to grow its footprint in regional Australia. The company's new “What’s Good in Your Hood” campaign showcases small Aussie restaurants and local hip-hop artists, using AI-driven advertising to promote specific eateries to nearby audiences. This campaign coincides with Menulog launching delivery services in 20 additional regional areas across NSW and Victoria.
Founded nearly 20 years ago, Menulog originally focused on helping suburban and regional restaurants reach more customers. Today, as part of the global Just Eat Takeaway group, the brand is re-emphasising its Australian identity to rebuild customer loyalty. This national campaign taps into a community-minded message that contrasts with the brand's previous global campaigns featuring stars like Snoop Dogg and Katy Perry.
Menulog’s latest initiative features 500 local restaurants across personalised ads on TV, radio and street-level placements. The company believes that this approach helps it stand out in a competitive market. Menulog currently holds 34% of the market, just behind Uber Eats at 38.2%, and ahead of DoorDash which holds 17%.
The campaign also extends into community engagement. Menulog is launching a community grants program for local sports clubs and organisations, beginning in towns such as Bendigo and Wagga. In addition to food, the company is expanding its delivery service to include groceries and games, following partnerships with IGA, 7-Eleven and EB Games. This broader service model is designed to meet the needs of regional Australians as more people move away from major cities.
With rising living costs squeezing consumer budgets, Menulog is emphasising affordability and value. As market conditions become more challenging and advertising tactics shift, the company is placing its bets on staying relevant by staying local.
