Uber Eats and Hungry Jack’s top delivery and fast food digital ad spend

Hungry Jack’s and Uber Eats have topped the digital ad spend for fast food and delivery respectively from 1 March 2020 to 31 July 2021, according to new data by Pathmatics.

The new data compares the digital ad spend for fast food brands Hungry Jack’s, Yum Brands (KFC’s parent company), McDonald’s, Subway, Nando’s and Domino’s Pizza, and delivery brands Uber Eats, Menulog, DoorDash and Deliveroo.

In terms of food delivery services during a period of lockdowns and restrictions, Uber Eats topped the category, with Menulog and DoorDash coming in second and third respectively with similar spending to each other.

Pathmatics also provided a month-by-month breakdown of the spend, seen below.

Whilst Uber Eats topped the category in total, Menulog’s digital ad spend was shown to be increasing in the past month, with ongoing lockdowns due to the COVID-19 Delta strain.

Menulog spent 97% of its digital budget on YouTube, likely through a global partnership deal.

Deliveroo has consistently spent less than its competitors on digital advertising, spending 5% of Uber Eats total digital ad spend since March 2020.

In terms of fast food brands, Hungry Jack’s topped the category, followed by Yum Brands (KFC) and then McDonald’s.

McDonald’s spent significantly less than KFC and Hungry Jack’s, although Domino’s spent the least of the brands that were compared.

YouTube was the top site for advertising spend during this period for these brands, with $561m spent. Facebook came in second with $9.7m spent.

Pathmatics regional director Eugene du Plessis commented: “Whilst takeaways were once seen as a treat by many, a growing number of Aussies have had to rely on fast food brands and delivery services as we’ve battled with varying degrees of lockdowns. For those people living in NSW right now, confined to a 5km radius and stay-at-home orders, they’re particularly dependent on these services.”


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