Hungry Jack’s and Uber Eats topped digital ad spend for fast food and delivery respectively from March 1, 2020 to July 31, 2021, according to new data from Pathmatics.
The new data compares digital ad spend for fast food brands Hungry Jack’s, Yum Brands (parent company of KFC), 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 lockdown and restrictions, Uber Eats topped the category, with Menulog and DoorDash second and third respectively with similar spending.
Pathmatics also provided a month-by-month spending breakdown, shown below.
While Uber Eats topped the category overall, Menulog’s digital ad spend has increased over the past month, with lockdowns underway due to the COVID-19 Delta strain.
Menulog spent 97% of their digital budget on YouTube, likely as part of a global partnership deal.
Deliveroo has consistently spent less than its competitors on digital advertising, spending 5% of total Uber Eats digital advertising spend since March 2020.
In terms of fast food brands, Hungry Jack’s leads 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 compared.
YouTube was the number one site for ad spend during this period for these brands, with $ 561 million spent. Facebook came in second with $ 9.7 million spent.
Pathmatics Regional Director Eugene du Plessis commented: “While take out was once considered a treat by many, a growing number of Australians have had to rely on fast food brands and delivery services so that we were struggling with varying degrees of lockdown. For people currently living in NSW, confined within a 5 km radius and stay-at-home orders, they are particularly dependent on these services. “