Leading Brands in Australia’s Food Delivery Services: Q4 2023 Insights

In the rapidly evolving landscape of food delivery services in Australia, Q4 2023 showcased significant trends among leading brands. This article delves into the performance of UberEATS, DoorDash, and HelloFresh, focusing on their audience engagement across websites and apps. Leveraging Sensor Tower's comprehensive data, we provide an in-depth analysis of these brands' digital presence and advertising strategies.

UberEATS for Customers

UberEATS has established a strong digital presence with its website, ubereats.com, and the Uber Eats: Food Delivery app.

• Audience Trends: From Q3 to Q4 2023, the website visits showed variability, peaking in December with over 6.8M visits. The monthly deduplicated audience remained stable above 4M throughout the quarter, with a noticeable shift towards app engagement.

• App Engagement: The app maintained a consistent monthly active user base, with users hovering around 2.1M. The app-only audience consistently outpaced web-only users, indicating a strong preference for mobile access.

• Ad Spend & Channels: UberEATS’s monthly advertising expenditure saw fluctuations, with a significant spike in September surpassing $1.1M. The brand utilized a diverse array of channels, including Snapchat and TikTok, for broad reach.

DoorDash For Customers

DoorDash's digital footprint includes doordash.com and the DoorDash - Food Delivery app.

• Audience Trends: The website experienced growth in December, reaching nearly 4.8M visits. The monthly deduplicated audience fluctuated around 1.9M, with a balance between app and web users.

• App Engagement: The app showed a dip in monthly active users in November but rebounded in December to about 1.36M. This suggests a resilient user base despite seasonal fluctuations.

• Ad Spend & Channels: DoorDash's monthly ad spend peaked in July at over $800K, primarily driven by TikTok and YouTube channels, reflecting a strategic focus on video content.

HelloFresh

HelloFresh operates through hellofresh.com and the HelloFresh: Meal Kit Delivery app.

• Audience Trends: Website visits climbed steadily, peaking in December with over 1.5M visits. The monthly deduplicated audience also grew, reaching approximately 400K in the same month.

• App Engagement: The app saw a gradual decline in monthly active users, dropping to around 234K by December, indicating a potential shift in user preferences or engagement strategies.

• Ad Spend & Channels: HelloFresh increased its advertising efforts, with monthly spending peaking in November at nearly $470K. Facebook and Instagram were the primary channels, suggesting a targeted approach to social media engagement.

Conclusion

The analysis of Q4 2023 reveals dynamic trends among leading food delivery brands in Australia. UberEATS, DoorDash, and HelloFresh each showcased unique strengths in web and app engagement, supported by strategic advertising efforts. Sensor Tower's unparalleled data offerings, including Web Insights, App Performance Insights, and Pathmatics, provide critical insights into these evolving consumer behaviors. As the market continues to grow, these insights will be vital for brands aiming to enhance their digital strategies and user engagement. Leveraging Sensor Tower’s comprehensive data can empower decision-makers to navigate the competitive landscape with confidence.