Commoditisation and ‘dark kitchens': Why Menulog CMO Simon Cheng says building brands in social channels is too hard and worries industry is stuck on ‘creative mediocrity’

Proudly supported by

Episode 84 26 Jan 2021 - 41 min

Commoditisation and ‘dark kitchens': Why Menulog CMO Simon Cheng says building brands in social channels is too hard and worries industry is stuck on ‘creative mediocrity’

By Paul McIntyre - Executive Editor

Menulog is 14 years old and after a competitive onslaught is now outgrowing younger rivals Uber Eats and Deliveroo. For a digital pure-play business, CMO Simon Cheng is doing old-world crazy stuff like investing heavily in mass market media, using scorned ‘reach and frequency’ techniques and is a huge advocate for winning the 'mental availability’ battle as food ordering aggregators face commoditisation - and then there’s the future of 'dark kitchens'.

Commoditisation and ‘dark kitchens': Why Menulog CMO Simon Cheng says building brands in social channels is too hard and worries industry is stuck on ‘creative mediocrity’

Keep Listening

B2B’s hard new playbook: Don’t bet everything on chasing marketing qualified leads – most buyers call you and have already made their choice when they do

Writing for bots: Conversational commerce ‘explosion’ set to trigger up to $200bn in global brand content contracts – Deloitte Digital

Active attention for longer: Out of home study goes global as MRC moves on attention metrics, signalling programmatic surge, challenger brand boost