Menulog: The four steps we took to win over Gen Z

How joyful chicken nuggets and potato lovers connected Menulog to a youth audience

Long before COVID-19 made it an essential service, Menulog faced a challenge.

Australia’s original online multi-outlet food ordering service had come under pressure from well-funded arrivals such as Deliveroo, DoorDash and Uber Eats, which had connected better with Gen Z consumers.

This problem was immediately apparent to Johan Micheelsen when he joined Menulog as head of growth marketing in January 2020.

“Before COVID, the category grew about 80 per cent in 18 months, but all of that came from Millennials and Gen Z,” Micheelsen told CMO. “They are the ones who want convenience, they are tech savvy, and if they want Fishbowl, they want it delivered.

“We knew that if we wanted to grow our business, a lot of this growth would come from the young audience.”

However, that ambition didn’t fit with the brand position Menulog had established over its 15-year history.

“Historically, Menulog has been a bit daggy,” Micheelsen said. “Our focus was regional and families, and we didn’t really have a massive presence in the inner cities. And then when Uber came in five years ago, they went in and completely shifted the mentality of food delivery because they had their own drivers and a cool brand, and they got restaurants on that really appealed to youth.

“We would have more traditional family restaurants, and when we spoke to youth, they didn’t know who we were.”

What really brought things home was when Micheelsaen heard Menulog descried as the ‘Nokia of food delivery’. So he kicked off a review of the company’s media strategy, creative, how it talked to consumers and its overall brand position.

In depth: The art of dealing with Generation Z

Tuning to the right channels

One of the clearest realisations was the need to be talking to younger consumers in the channels they were paying attention to, such as TikTok, Snapchat, Facebook/Instagram and YouTube. To help with its strategy, Menulog also recruited creative communications agency, Connecting Plots.

“TikTok was a focus from the get-go,” Micheelsen said. “It was the talk of the town, especially a year-and-a-half ago, but no brands were there. We decided to take a leap of faith and be a front runner and started creating content.”

With few other brands to emulate, Michelseen said the process of engaging on TikTok was trial and error. But some lessons became clear very quickly.

“You need to understand why people go on to TikTok,” Micheelsen said. “They go there to discover all of these amazing pieces of content. It is entertaining, and it’s light-hearted. And if you hit that, you can start creating content that resonates with a younger demographic.”

Rethink the marketing timetable

One of the clearest realisations, however, was that TikTok didn’t adhere to conventional marketing timetables.

“A certain topic might be trending, but it might only trend for a week,” Michelseen said. “You can’t take a long production approach to content on TikTok. You see something, you react, and you create. And then if we can turn around a piece of content in 24 hours, we become part of these spikes in culture.

“If you’re not an agile business, you’ll struggle to stay relevant on TikTok.”

Community centricity

One of Menulog’s most successful engagements came out of Connecting Plots’ discovery of the trending sound ‘wee’, often accompanying videos of animals jumping or falling over. Connecting Plots suggested a concept using chicken nuggets, which was quickly approved by Menulog. Within 24 hours the content was shot, edited and posted to the platform.

Micheelsen said Menulog loved the concept so much the company approved two edits, the first of which attracted 2.4 million views, with the follow-up attracting 400,000 to date.

Another theme Menulog tapped into was #potatotok, which was used as the basis for content showing Menulog customers’ love of potato-based foods.

“You can create a lot of fun content that sits within this community of people who are really passionate about potatoes,” Micheelsen said. “Whatever the interest, whether it is food or dancing or music, there is a community centred around a hashtag. And if you create some fun content around that you become part of that community. And that is where you start creating connections.

“On TikTok people really appreciate it when a brand engages with them. And it might just be a like or a thumbs-up or a cheeky comment, but it has a positive impact.”

Embrace agility 

Micheelsen said the rapid turnaround demanded by TikTok won’t suit all brands. But it works for Menulog due to the agile nature of its marketing team and its strong internal communication.

“You are driven by concepts and by what is trending on the platform, and then you jump on those things,” he said. “And you might hit the jackpot and create something that is not only on-trend, but people find engaging. I don’t think there is a playbook. Just keep trying and experimenting. But it has to be weird and wacky. You can’t take yourselves too seriously on a platform like TikTok.”

Communication is key, as is recognition you can’t work to long deadlines. “When we see an opportunity, we just get it done. It’s very agile,” Micheelsen said.

As for achieving cut-through with younger audiences, Micheelsen said the combination of new channels and creative, paired with Menulog’s investment in American rapper and songwriter Snoop Dogg, has paid dividends.

“People are aware of us now, and when you look at our social listening, there are a few things that come through suggesting we are hitting a nerve with users,” he said. “We are trending in the right direction. We absolutely have made a change when you look at where we were a year ago to where we are today.

“The entire way we think about youth is changing, and TikTok is one of those extensions that really helps us hit the nail and become a youthful brand.”

Don’t miss out on the wealth of insight and content provided by CMO A/NZ and sign up to our weekly CMO Digest newsletters and information services here. 

You can also follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, follow our regular updates via CMO Australia's Linkedin company page

 

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

Launch marketing council Episode 5: Retailer and supplier

In our fifth and final episode, we delve into the relationship between retailer and supplier and how it drives and influences launch marketing strategies and success. To do that, we’re joined by Campbell Davies, group general manager of Associated Retailers Limited, and Kristin Viccars, marketing director A/NZ, Apex Tool Group. Also featured are Five by Five Global managing director, Matt Lawton, and CMO’s Nadia Cameron.

More Videos

Great read. I agree that it should be a perfect balance between interacting with your customers and knowing your brand. As a business, yo...

Caroline Scott

7 ways CMOs can improve their customer engagement game

Read more

Very true. Team development helps improve collaboration among the team members. I was able to improve my team's collaboration skills by t...

Quent Sinder

Why empowering others can help make you a great leader

Read more

CRM is a very good software that can help you succeed in your business. In my company, this system has allowed me to improve customer rel...

Anna Janicka

Sensis rebrands to Thryv and brings business software to Australian SMBs

Read more

AI Leasing Assistants have finally arrived for the multifamily industry. With so many to choose from it can be hard to figure out which i...

Alice Labs Pte. Ltd.

CMO's top 8 martech stories for the week - 6 May 2021

Read more

Nowadays, when everything is being done online, it is good to know that someone is trying to make an improvement. As a company, you are o...

Marcus

10 lessons Telstra has learnt through its T22 transformation

Read more

Blog Posts

Why if marketing is all you do, you’ll never be very good at it

OK, so you’re probably thinking: “Here comes another article to badger me about living in my bubble.” And also, “I bet this bubble-bashing piece will go on to explain how I can achieve better results through some heady dose of new life experiences, new routines and annoyingly different opinions on social media.”

Dane Smith and Toby Harrison

Ogilvy Australia

A leader’s role in rebuilding a culture of confidence

Every day, there are new predictions and studies on the future of work, the state of the economy and the unfolding global pandemic. All of which creates uncertainty and heightens the imperative of effective leadership.

Michelle Gibbings

Workplace expert, author

Confused About Your Customers?​

​I've worked in brand and marketing for more than 20 years. But there’s one area where I’ve found myself going around in circles and I must admit I'm becoming increasingly confused.

Rich Curtis

CEO, FutureBrand A/NZ

Sign in