What Menulog does

Menulog was an Australian online food delivery and takeaway marketplace founded in 2006 and headquartered in Sydney. The platform connected consumers with local restaurants for online food ordering and delivery, operating across Australia until ceasing all operations on November 26, 2025. As the only Australian-founded food delivery service, Menulog operated for nearly two decades and at its peak held approximately 24% of the Australian food delivery market as the second-largest player behind Uber Eats (54%) and ahead of DoorDash (15%). The platform served three horizontal segments: consumer/diners ordering food, restaurant/food vendor partners seeking online visibility and order processing, and gig-economy couriers performing deliveries.

The product was a single consumer-facing marketplace platform accessible via iOS/Android mobile apps and the menulog.com.au website, offering restaurant discovery, order placement, and delivery tracking. Its technology was a standard two-sided marketplace architecture with no proprietary AI or advanced technology components called out in available sources. The company experimented with non-traditional marketing channels, including a gaming advertising partnership with iion that produced a 788% lift in engagement rate at materially lower attention costs than traditional digital channels.

Menulog generated revenue through two streams: marketplace commissions charged to restaurant partners for listing and processing orders, and delivery fees paid by consumers for food delivery services. The company was a wholly-owned subsidiary of Just Eat Takeaway.com, which was acquired by Prosus; following the acquisition, Menulog's Australian operations were deemed non-core and the market was exited. Customers were redirected to Uber Eats upon closure, and approximately 120 direct employees plus ~21,000 gig couriers were affected by the wind-down.

Name

Menulog

Legal name

Menulog

Website

https://www.menulog.com.au/

Company type

Private

Founded year

2006

Operating status

Closed

Headcount range

11–50 employees

Short description

Menulog was an Australian online food delivery marketplace founded in 2006 that connected diners, restaurants, and couriers across Australia, holding ~24% market share before ceasing operations on November 26, 2025, with customers redirected to Uber Eats.

Ownership category

akta.pro rank

Product category

Online Food Delivery Marketplace

NAICS

Food Services and Drinking Places (722)

SIC

Retail-Catalog & Mail-Order Houses (5961)

akta.pro primary industry

Restaurant Meal Delivery Platforms & Aggregators (AFAIAMAA)

akta.pro secondary industries

Restaurant Meal & Prepared Food Delivery (CRAFAFAB), Food Delivery & Restaurant Logistics Platforms (BPAMAHAB)

Keywords

• Online food delivery
• Restaurant marketplace
• Takeaway ordering
• Delivery platform
• Food delivery marketplace

Headquarters

HQ city

Sydney

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Restaurant Marketplace Commission: Platform charged restaurants a commission fee for listing and processing orders through the Menulog marketplace.
2. Delivery Fees: Revenue generated from delivery charges paid by consumers for food delivery services.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels2 records

Core offering

Menulog operated an online food delivery marketplace connecting Australian consumers with local restaurants for ordering and delivery services. The platform enabled diners to discover restaurants, place food orders, and arrange delivery through a web interface and mobile applications. Menulog charged restaurants a commission fee for listing and processing orders, while also collecting delivery fees from consumers.

Product overview

Menulog was a single-platform online food delivery service connecting consumers with restaurant partners for ordering and delivery. The platform operated exclusively in Australia from its founding in 2006 until its closure on November 26, 2025, when operations ceased and customers were redirected to Uber Eats. The product offered a unified app-based experience for restaurant discovery, ordering, and delivery management.

Differentiator

Problem solved

Functional benefit

Products and services

• Menulog Platform Online food delivery and takeaway marketplace platform connecting Australian consumers with local restaurants for order placement and delivery services, accessible via web and mobile applications.

Named customers1 record

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Two partnerships are on record, tiered minor.

• Uber EatsminorGTM or Marketing Partner · 26 November 2025Upon Menulog's closure, the platform redirected users to continue ordering from favorite restaurants on Uber Eats, creating a referral/handoff relationship for customers.
• iionminorStrategic or Co-development PartnerMenulog participated in iion's 'The Attention Advantage' gaming attention benchmark report as a case study partner, demonstrating 788% lift in engagement rate through gaming advertising campaigns.

Scale indicators4 records

Recent moves5 records

Expansion highlights3 records

Direct peers

• Uber Eats: The dominant food delivery marketplace in Australia at approximately 54% market share. Uber Eats operates the same online restaurant-to-consumer delivery marketplace model that Menulog did, and formally absorbed Menulog's customers upon Menulog's November 2025 closure.
• DoorDash: Third major food delivery platform in Australia at approximately 15% market share. DoorDash runs the same three-sided marketplace model (diners, restaurants, couriers) and competed head-to-head with Menulog for restaurant listings and delivery demand.
• Deliveroo: Global food delivery marketplace using the same commission-based restaurant aggregator model. While not active in Australia during Menulog's later years, Deliveroo is a direct structural peer and benchmark for marketplace unit economics in similar geographies.

Broad incumbents

• Just Eat Takeaway.com: Former parent of Menulog and one of the largest online food delivery groups globally. Operates the Just Eat brand in the UK and Takeaway.com across continental Europe, sharing the same marketplace platform DNA at much larger scale across multiple markets.
• Domino's Pizza: Major QSR chain with proprietary delivery operations across Australia. Vertically integrated rather than a third-party marketplace, but competes directly for the same consumer demand for delivered meals and represents an alternative operating model.

Regional players

• Foodora: Food delivery marketplace previously operating in Australia before exiting the market. Operated the same third-party delivery platform model and was a direct competitor to Menulog during its earlier Australian operations.

Emerging players

• HelloFresh: Global meal kit delivery service. Different format (pre-portioned ingredients vs restaurant meals) but addresses the same underlying consumer demand for convenient home meal solutions and competes for share of stomach in Australia.
• Marley Spoon: Australia-focused meal kit delivery service backed by Martha Stewart. Competes for the home meal occasion via a different supply chain and product model, but is comparable as a delivery-based food business serving Australian consumers.

Market position

Competitive moat2 records

Key risks5 records

Key highlights5 records

Customer concentration

• Xx.com/menulog
• Facebookfacebook.com/Menulog.com.au
• LinkedInlinkedin.com/company/6378313

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Menulog