QSR chain KFC has extended its partnership with Menulog for three more years after seeing a strong response to its offer on the food delivery platform over the past 12 months.
The agreement will see the chicken chain offering delivery in more suburban and regional areas as it brings more restaurants onto the platform. More than 360 KFC restaurants currently offer delivery through Menulog, and that figure is set to rise by almost 10 per cent by the end of this year. KFC also offers delivery through rival platform Deliveroo.
Competition in Australia’s food delivery space is intense, and the key players – Menulog, Deliveroo and Uber Eats, the market leader – all see restaurant chains with national footprints and sizeable marketing budgets, such as KFC, McDonald’s and Hungry Jack’s, as an important path to expansion.
Since US delivery giant DoorDash entered the local market in September, the race to strike deals with QSR brands has only heated up. DoorDash recently offered free Oporto burgers as part of a promotion to mark its launch into Sydney. And Menulog’s managing director Ben Carter said the platform will continue to take advantage of co-marketing opportunities with KFC.
“Kentucky Fried Chicken is a favourite with our customers and so there is a very compelling co-marketing opportunity that we will continue to take advantage of over the next three years,” Carter said in a statement.
“Customers can expect to see some very exciting, creative and truly integrated work that will add value and enjoyment to the KFC and Menulog delivery experience.”
Menulog recently announced it had signed its 16,000th restaurant in Australia. The platform is owned by UK-based company Just Eat, which is in the middle of a merger with the Dutch Takeaway.com.