Leading Food Delivery Brands in Australia: Q4 2024 Insights

Introduction

In Q4 2024, Australia’s food delivery services landscape was dominated by prominent brands such as UberEATS, DoorDash, and HelloFresh. These companies exhibited significant audience engagement across their websites and apps. This article provides a data-driven analysis of their performance trends during Q3 and Q4 2024, leveraging comprehensive insights from Sensor Tower. Our unique cross-referencing of web, app, and advertising data offers unparalleled perspectives on cross-platform user behavior.

UberEATS for Customers

UberEATS maintains a robust digital presence through its website, ubereats.com, and the Uber Eats: Food Delivery app.

• Audience Trends: From Q3 to Q4 2024, ubereats.com experienced a notable rise in visits, peaking in December with over 10M visits. The monthly true audience remained stable, hovering above 4M throughout the quarter. The app consistently attracted a larger monthly audience than the website.

• App Engagement: Monthly active users on the app showed a steady increase, reaching over 3.7M by December, indicating a strong preference for mobile experiences.

• Ad Spend & Channels: UberEATS invested significantly in advertising, particularly on platforms like TikTok, with December monthly spend exceeding $0.5M. The primary channels included TikTok and Instagram, delivering substantial impressions.

DoorDash for Customers

DoorDash’s digital footprint is anchored by its website, doordash.com, and the DoorDash - Food Delivery app.

• Audience Trends: DoorDash saw fluctuations with visits peaking in November at over 5.9M. The monthly true audience exceeded 2M, with app users forming the majority.

• App Engagement: The app’s monthly active users peaked in November at approximately 1.8M, showcasing consistent user engagement.

• Ad Spend & Channels: DoorDash’s monthly ad spend was highest in July at over $1.2M, with significant impressions on TikTok and Facebook, indicating a strategic focus on social media platforms.

HelloFresh

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

• Audience Trends: The website visits saw a decline from July’s 1.8M to December’s 1.2M. The monthly true audience remained relatively stable, slightly above 180K by year-end.

• App Engagement: The app’s monthly active users decreased from 130K in July to just under 100K in December, indicating a shift in user preference.

• Ad Spend & Channels: HelloFresh’s advertising peaked in November with monthly spend exceeding $0.6M, primarily on YouTube and Facebook, achieving wide reach through video content.

Conclusion

The food delivery sector in Australia during Q4 2024 was marked by dynamic audience engagement and strategic advertising investments. Sensor Tower’s comprehensive data offerings, including Web Insights, App Performance Insights, and Pathmatics, provide invaluable insights into these trends, empowering businesses to navigate the competitive landscape effectively. These insights offer strategic advantages for decision-makers seeking to optimize their market presence.