Metro60
Metro60, operating as MILKRUN, is a Sydney-based on-demand grocery and convenience delivery platform, wholly owned by Woolworths Group, delivering groceries, alcohol and household essentials within roughly 30 minutes to urban consumers across six Australian states.
- Company typePrivate
- Founded2021
- HeadquartersSydney, Australia
- Headcount251–500
- GTM typeB2C
- OfferingServices
What Metro60 does
Metro60, operating commercially as MILKRUN and legally registered as MILKRUN Delivery Pty Limited, is an Australian on-demand grocery and convenience delivery platform headquartered in Sydney and founded in 2021. The company runs a mobile-app-based direct-to-consumer service delivering groceries, alcohol, prepared meals and household essentials within approximately 30 minutes across NSW, Victoria, Queensland, Western Australia, Tasmania and the ACT. Assortment spans fresh produce, meat and seafood, dairy, bakery, pantry, frozen, personal care, baby, pet and alcohol categories, with alcohol range expanded from 500 to 2,000 SKUs following a 2024 consolidation agreement with Endeavour Group that absorbed the Jimmy Brings product lines and reset delivery fees at $5.
Revenue is generated through a transaction-based model combining product markups and per-order delivery fees ($5 post-Endeavour consolidation; previously $8.95). Customer acquisition runs through a mobile-first channel mix including Instagram, Facebook, LinkedIn, YouTube, TikTok and an integrated Everyday Rewards loyalty linkage tied to parent Woolworths Group. The product surface is deliberately horizontal, with curated bundles such as "Meal Time," "Easy Meals" and "Kids Faves" layered on top of standard grocery taxonomy.
Strategically, Metro60 is positioned as a wholly-owned subsidiary of Woolworths Group — Australia's largest grocer — leveraging the parent's supply chain, multi-banner retail network (including catalogue integrations from Coles and Aldi) and loyalty infrastructure. Approximately $62.7M of disclosed venture funding was raised across two rounds (June 2021 seed led by Airtree Ventures; January 2022 Series A 2 led by Tiger Global Management with Airtree, Grok Ventures and Skip Capital) prior to and during the Woolworths relationship. Leadership disclosed in the data is limited to Kate Pullinger as Head of Special Projects (Legal, Property and Partnerships), with broader management team not detailed in the input.
Metro60 firmographics
Firmographics- Name
- Metro60
- Legal name
- MILKRUN Delivery Pty Limited
- Website
- https://milkrun.com
- Company type
- Private
- Founded year
- 2021
- Operating status
- Operating
- Headcount range
- 251–500 employees
- Short description
- Metro60, operating as MILKRUN, is a Sydney-based on-demand grocery and convenience delivery platform, wholly owned by Woolworths Group, delivering groceries, alcohol and household essentials within roughly 30 minutes to urban consumers across six Australian states.
- Ownership category
- akta.pro rank
Metro60 industry classification
Industry- Product category
- Online Grocery Delivery
- NAICS
- Couriers and Express Delivery Services (492110), Local Messengers and Local Delivery (49221)
- SIC
- Wholesale-Groceries, General Line (5141), Retail-Convenience Stores (5412)
- akta.pro primary industry
- On-demand Grocery Delivery Platforms (CRAFAFAA)
Keywords
Where Metro60 is headquartered
LocationHeadquarters
- HQ city
- Sydney
- HQ country
- Australia
- HQ region
- Oceania
Offices1 record
Markets served
Metro60 business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Operations, Personnel, Supply Chain, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Grocery Delivery: Same-day grocery delivery service where consumers order through the Milkrun app and receive products from partner retailers (Woolworths-owned) delivered within minutes. Revenue generated through product markups and delivery fees.
- Alcohol Delivery: Expanded alcohol delivery service following partnership with Endeavour Group, consolidating alcohol delivery under the Milkrun platform with delivery fees starting from $5.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Transaction based/ take rate | Pay-as-you-go | Per-order delivery with variable product pricing |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels7 records
Metro60 product offering
Product offeringCore offering
Metro60, operating as MILKRUN, runs a mobile app-based on-demand grocery and convenience delivery platform that delivers groceries, alcohol, meals, and household essentials to urban Australian consumers within minutes across major cities (NSW, Victoria, Queensland, Western Australia, Tasmania, ACT). The service sources products from partner retailers including Woolworths, Coles, and Aldi and consolidates alcohol delivery through a partnership with Endeavour Group (Woolworths-owned).
Product overview
Milkrun is an on-demand grocery and convenience delivery platform offering same-day delivery of groceries, alcohol, meals, and household essentials in major Australian cities. The core service provides rapid delivery across categories including Fruit & Veg, Meat & Seafood, Dairy & Eggs, Bakery, Pantry, Frozen foods, Personal Care, Baby, Pet, and Alcohol. The meal offerings include frozen prepared foods like Dr. Oetker Ristorante pizzas, Mr Chen's Asian dumplings, Four'n Twenty meat pies, Cheeky Brothers Hot Foldys sandwiches, Potato Utopia gratins, and Cheesebuddy Brazilian cheese puffs. Snack products include Smith's crackers and Arnott's crackers. The alcohol delivery was expanded through a partnership with Endeavour Group (Woolworths-owned), consolidating Jimmy Brings operations into Milkrun with delivery reduced from $8.95 to $5 and 2,000 products now available.
Differentiator
Problem solved
Functional benefit
Products and services
- Same-Day Grocery Delivery
Companies that use Metro60
Customer profileSegments1 record
Ideal customer profiles1 record
Metro60 technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Metro60 partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered core and minor.
- Endeavour GroupcoreEndeavour Group consolidated its alcohol delivery operations by partnering with Milkrun, shutting down the standalone Jimmy Brings apps. Milkrun expanded its alcohol range from 500 to 2,000 products and reduced delivery fees from $8.95 to $5. The partnership positions the combined service as a one-stop convenience shop.
- ColescoreColes partners with third-party delivery platforms including Milkrun, offering grocery delivery through the platform. Higher prices on delivery platforms reflect the cost of instant delivery options.
- WoolworthscoreWoolworths-owned Milkrun serves as the primary delivery platform, sourcing products through Woolworths retail network. Milkrun is a subsidiary of Woolworths Group.
- AldiminorAldi partners with delivery platforms with many everyday essentials matching in-store prices. Partnership allows Aldi products to reach consumers through third-party delivery services.
Scale indicators1 record
Recent moves6 records
Expansion highlights4 records
Metro60 competitors and assessment
Company assessmentOthers
- Jimmy Brings (legacy): Endeavour Group's pre-existing rapid alcohol delivery brand that was consolidated into Milkrun in November 2024. Useful comparable for the alcohol-delivery vertical that Milkrun now owns within its platform.
Broad incumbents
- Deliveroo Australia: On-demand delivery platform operating in Australia with growing grocery and convenience verticals. Comparable delivery infrastructure and customer overlap, though restaurant-anchored.
- Coles Online: Coles' direct online grocery delivery and click-and-collect service. Competitor for grocery delivery occasions from Australia's second-largest supermarket, with which Milkrun also has a product-supply partnership.
- Menulog: Australian food and grocery delivery platform (owned by Just Eat Takeaway). Overlaps with Milkrun in delivery logistics and convenience/grocery extensions, though primarily restaurant-led.
- DoorDash Australia: Global on-demand delivery platform with established Australian operations covering restaurant meals and increasingly grocery/convenience. Comparable last-mile delivery infrastructure, but a broad incumbent across categories rather than a grocery specialist.
- Uber Eats Australia: Major on-demand delivery platform with significant Australian market share across restaurants and grocery. Competes for the same urban consumer occasions with established logistics network.
- Woolworths Direct: Woolworths Group's own scheduled grocery delivery service. Sister offering within the same parent group, competing for grocery delivery occasions via a different (scheduled, lower-cost) model.
Direct peers
- Voly: Australian on-demand grocery and convenience delivery platform operating in Sydney and Melbourne with dark-store-based fulfillment. Closest direct competitor in terms of model, geography, and basket profile.
- Send: Australian on-demand grocery delivery startup offering rapid delivery of convenience and grocery items from dark stores in major Australian cities. Directly comparable rapid-delivery model, target market, and basket composition.
Emerging players
- Getir: Turkish-origin rapid grocery delivery player that expanded internationally and underwent significant restructuring. Operates in select Australian or comparable markets, sharing the same <30-minute dark-store model as Milkrun.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
Metro60 social profiles
Digital presenceMetro60 financial estimates
Financial estimateRevenue estimate
Valuation estimate
Metro60 leadership team
Management profileNumber of profiles
Profiles1 record
Metro60 funding detail
Funding detailFunding overview
Funding rounds2 records
Investors4 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Metro60 M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Metro60
What does Metro60 do?
Metro60, operating as MILKRUN, runs a mobile app-based on-demand grocery and convenience delivery platform that delivers groceries, alcohol, meals, and household essentials to urban Australian consumers within minutes across major cities (NSW, Victoria, Queensland, Western Australia, Tasmania, ACT). The service sources products from partner retailers including Woolworths, Coles, and Aldi and consolidates alcohol delivery through a partnership with Endeavour Group (Woolworths-owned).
Is Metro60 a public or private company?
Metro60 is a private company. It is classified as corporate owned and is currently operating.
When was Metro60 founded?
Metro60 was founded in 2021. It employs 251 to 500 people.
Where is Metro60 based?
Metro60 is headquartered in Sydney, Australia, in the Oceania region.
How does Metro60 make money?
Two revenue lines are on record. Grocery Delivery is the primary driver. The others are alcohol Delivery.
Who are Metro60's main competitors?
Jimmy Brings (legacy) is listed as an others. Broad incumbents are Deliveroo Australia, Coles Online, Menulog, DoorDash Australia, Uber Eats Australia and Woolworths Direct. Direct peers are Voly and Send. Getir is listed as an emerging player.
Does Metro60 have an API?
No public API is recorded for Metro60.
What industry is Metro60 in?
Metro60's product category is Online Grocery Delivery. Its primary akta.pro industry code is CRAFAFAA, On-demand Grocery Delivery Platforms. Its NAICS code is 492110 and its SIC code is 5141.