food delivery australia

The End of an Era: Menulog Closes in Australia, Reshaping the Food Delivery Landscape

The familiar jingle "Did somebody say Menulog?" has fallen silent for the last time in Australia. In a shock move that signals a major shift in the competitive food delivery market, the pioneering platform has announced it will cease all Australian operations by the end of November 2025.

After nearly two decades of operation, the platform that helped introduce Australians to the convenience of ordering meals online is shutting down. The closure not only marks the end of a local success story but also signals a new chapter in the battle for dominance in Australia's booming food delivery sector.

A Sudden Farewell: The Official Announcement

In late 2025, Menulog confirmed the difficult decision to shut down its Australian operations. The announcement, which was covered extensively by major Australian news outlets, cited "challenging circumstances" as the primary reason for the closure.

According to reports from the Australian Broadcasting Corporation, the shutdown will take place later this month, resulting in the loss of approximately 120 jobs across the country. The company's Managing Director, Morten Belling, described it as "a tough day" for the business and the team involved.

"We have made the difficult decision to close our Australian operations," a Menulog spokesperson stated, as reported by News.com.au. The publication also noted that the decision has been attributed to a "law blamed for Menulog’s surprise demise," highlighting the complex regulatory and operational environment that food delivery platforms currently face in Australia.

The Final Countdown: What Users Need to Know

For customers, the shutdown is immediate and final. Menulog has urged anyone holding unused vouchers or account credits to redeem them immediately. The deadline for all redemptions is November 26, after which any remaining value in user accounts will be lost.

From Sydney Startup to National Name: Menulog's Journey

To understand the significance of this closure, it's important to look back at Menulog's history. The platform wasn't just another app; it was a pioneer. Launched in Sydney in 2006, Menulog was one of the very first services to connect hungry Australians with local restaurants for delivery.

Long before the age of instant tracking and gig-economy drivers, Menulog was building the infrastructure for online food ordering. For years, it was the go-to platform for takeaway, predating the arrival of global giants like Uber Eats and DoorDash.

In 2015, the company was acquired by the UK-based Just Eat group, a move that brought significant international resources and investment. This era was defined by a massive marketing push that cemented Menulog in the Australian consciousness.

The Era of Star Power: Katy Perry and Snoop Dogg

Menulog became a household name through its high-profile advertising campaigns. Featuring global superstars like Katy Perry and Snoop Dogg, these ads were inescapable. The catchy jingles and glamorous visuals positioned Menulog as a fun, youthful, and essential service.

However, as News.com.au and other outlets have pointed out, this level of marketing spend, combined with the fierce competition that emerged, created a high-pressure environment. The brand recognition was strong, but the path to profitability in a saturated market proved difficult.

The Current Market Landscape: Who Reigns Supreme?

With Menulog's departure, the Australian food delivery market is now dominated by a smaller pool of contenders. Industry analysis and consumer reviews consistently point to a few key players who have captured the majority of the market share.

Uber Eats is widely considered the market leader across the country. Its deep integration with the Uber ride-sharing app, extensive restaurant network, and aggressive expansion into grocery and convenience delivery have solidified its position. Features like real-time tracking and a user-friendly interface have made it a favourite in major cities like Sydney, Melbourne, and Brisbane.

DoorDash has established itself as a significant competitor, particularly in suburban and regional areas where it has focused on expansion. Its "DashPass" subscription model offers value for frequent users.

Other players, including Deliveroo, Menulog (now departing), and smaller, regional players, have vied for a slice of the pie, but the sheer scale and investment of Uber Eats and DoorDash have been difficult to match.

The closure of Menulog leaves a gap, but it's one that the remaining giants are already poised to fill. The 120 jobs lost at Menulog are a local tragedy, but the market itself is unlikely to see a downturn; rather, the customer base will simply migrate to other platforms.

The Broader Implications: Why This Matters

The shutdown of a legacy platform like Menulog is more than just a corporate restructuring; it reflects broader trends and challenges within the industry.

1. Market Consolidation

The food delivery industry is maturing. The early days of explosive growth and multiple competing platforms are giving way to a more consolidated market. High operational costs, intense competition for drivers, and pressure to offer low fees to customers and restaurants make it incredibly difficult for smaller or mid-sized players to survive against well-funded global giants.

2. The Regulatory Environment

As hinted at in the News.com.au report, the legal and regulatory framework surrounding the gig economy is becoming increasingly complex. Issues around worker classification, minimum pay standards, and safety regulations are creating a more challenging operating environment for delivery platforms. These factors increase operational costs and can significantly impact a company's bottom line.

3. The Power of Brand and Investment

Menulog's story highlights the critical importance of sustained investment and brand evolution. While Menulog had a loyal customer base and a strong history, the relentless marketing and expansion of its competitors created a landscape where constant innovation and deep pockets were necessary to stay relevant.

What's Next for the Food Delivery Scene in Australia?

While Menulog's closure is a significant event, it doesn't signal a decline in the demand for food delivery. If anything, it's a sign of the industry's evolution. Here’s what to expect moving forward:

Increased Dominance of the "Big Two"

Uber Eats and DoorDash are now the undisputed leaders. This could lead to a more stable market, but it also raises questions about the future of restaurant commissions and delivery fees. With less competition, platforms may have less pressure to keep fees low for consumers and restaurants.

A Focus on Sustainability and Profitability

The era of "growth at all costs" may be over. The remaining platforms are likely to focus intensely on achieving consistent profitability. This could mean a greater focus on high-margin services like grocery delivery, alcohol, and subscriptions, as well as optimising delivery networks for efficiency.

Opportunities for Niche Players

While the general food delivery market is tough, there may be opportunities for niche services to thrive. Platforms that focus on a specific cuisine, a particular geographic area, or that offer a unique value proposition (such as lower fees for restaurants or faster delivery times) could find a dedicated audience.

A Fond Farewell to a Pioneer

For many Australians, Menulog was their first taste of the convenience of food delivery. It was a platform that supported thousands of local restaurants and provided flexible work opportunities for drivers long before it became the industry standard.

The closure is a sobering reminder of how quickly technology and consumer habits can change. The company that once dominated the market with celebrity-led campaigns has been overtaken by new players and new models.

As the final orders are placed and the last deliveries are made by Menulog drivers, the Australian food delivery landscape enters a new phase—one with fewer choices but perhaps a clearer path forward. The legacy of Menulog, however, is secure. It was the pioneer that helped build the industry we know today, even if it's no longer here to be a part of its future.