Menulog: A cautionary tale

The sudden closure of Menulog in Australia after nearly two decades, with just two weeks notice, is a stark reminder for marketers and brand leaders: even well-known global brands with high-profile campaigns can falter if strategy, audience understanding, and market realities aren’t aligned. 

Menulog’s final Aussie years were marked by bold celebrity campaigns featuring Katy Perry, Snoop Dogg, amongst others, amplified by AI-driven marketing. These initiatives generated buzz, but did they ultimately overextend the brand? 

Celebrity partnerships are fun and can be a powerful ‘influencer’ tool in the marketer’s arsenal. They grab attention, drive brand awareness and create memorable moments. But does Menulog’s experience show the risk of over- reliance or a misunderstanding of local Aussie culture? 

While deploying global stars created a headline-grabbing campaign, was the brand’s novelty short-lived? And was there really a need to keep adding more celebrities? Instead, there is every possibility that the campaign actually overshadowed Menulog’s core value proposition: a trusted, local food delivery platform. I’m not sure the initial spike in attention translated into long-term engagement or loyalty, or more importantly increased revenue opportunities. And ultimately, it didn’t quite move the needle for Menulog in Australia.