{"id":43049,"date":"2023-10-20T15:25:43","date_gmt":"2023-10-20T15:25:43","guid":{"rendered":"http:\/\/startupsmart.test\/2023\/10\/20\/the-startup-formerly-known-as-suppertime-why-a-food-delivery-giant-decided-to-change-its-name-startupsmart\/"},"modified":"2023-10-20T15:25:43","modified_gmt":"2023-10-20T15:25:43","slug":"the-startup-formerly-known-as-suppertime-why-a-food-delivery-giant-decided-to-change-its-name-startupsmart","status":"publish","type":"post","link":"https:\/\/www.startupsmart.com.au\/uncategorized\/the-startup-formerly-known-as-suppertime-why-a-food-delivery-giant-decided-to-change-its-name-startupsmart\/","title":{"rendered":"The startup formerly known as Suppertime: Why a food delivery giant decided to change its name – StartupSmart"},"content":{"rendered":"
\"foodora<\/div>\n

A big player in the increasingly heated Australian food delivery market has had a complete brand overhaul as the sector braces for Uber\u2019s imminent arrival.<\/p>\n

Suppertime, which has been operating in Sydney and Melbourne for more than a decade, has taken on the name of its parent company, foodora.<\/p>\n

Despite being acquired by foodora towards the end of last year, Suppertime remained operating as a separate entity until this week when it changed all its branding to match that of its global owner, which now operates in 10 countries around the world.<\/p>\n

The delivery service will also be expanding to Brisbane by the end of March and broadening its delivery times to 10am \u2013 10pm on weekends.<\/p>\n

The startup formerly known as Suppertime<\/h3>\n

There were two primary reasons behind the name change and rebrand, foodora CEO Toon Gyssels says.<\/p>\n

The first is that the company encountered tech problems with Suppertime operating separately.<\/p>\n

\u201cSuppertime used to be a different brand, a different app and a different website,\u201d Gyssels tells StartupSmart<\/em>.<\/p>\n

\u201cThat resulted in it always being a bit behind in the latest updates. Now we\u2019ve moved it to the global brand it\u2019ll get those updates immediately.<\/p>\n

\u201cIt means faster access to the latest technology and the prioritising of developments.\u201d<\/p>\n

The other reason comes down to branding, Gyssels says.<\/p>\n

\u201cSuppertime is a good name and it is known but too often it\u2019s associated with supper or dinner,\u201d he says.<\/p>\n

\u201cWe\u2019re about food all day and we want to get that out there.\u201d<\/p>\n

While admitting he is concerned about losing Suppertime\u2019s strong brand recognition in the market, Gyssels says it all comes down to the execution of the change.<\/p>\n

\u201cFoodora is a good brand \u2013 it\u2019s not just a name someone came up with, there was a lot of research,\u201d he says.<\/p>\n

\u201cWe\u2019ve prepared for it for a long time and we\u2019re not afraid.<\/p>\n

\u201cFoodora is still Suppertime, nothing has changed. It\u2019s still the same people and the same Australian DNA.\u201d<\/p>\n

Growth for the delivery startup since foodora\u2019s acquisition last year has been \u201cmassive\u201d, he says, with the company enjoying 15% week-on-week increases.<\/p>\n

An Uber competitive market<\/h3>\n

The Australian food delivery market has become increasingly lucrative and saturated, with the likes of Deliveroo, Menulog, foodora and soon Uber competing with each other.<\/p>\n

Gyssels says his company offers a compelling service for both restaurants and users.<\/p>\n

\u201cFor restaurants we excel at being a partner,\u201d he says.<\/p>\n

\u201cWe have a team of account managers with expertise in the food industry and chefs that work with the restaurants to decide the best dishes for takeaway.”<\/p>\n

It also comes down to the knowledge the foodora team has of its customers, Gyssels says.<\/p>\n

\u201cSuppertime has an amazing marketing team. We\u2019ll always be the first one to try out a new way of marketing and we constantly innovate. That makes us unique for the consumer,” he says.<\/p>\n

\u201cAnd the care we have for the customer sets us apart. Everyone working here has done deliveries; everyone has worked in the call centre. We need to know what it\u2019s like to do a delivery and what it\u2019s like when something goes wrong.<\/p>\n

\u201cA hungry customer is an angry customer. Everyone experiences that first hand \u2013 that\u2019s the culture we have and that\u2019s where the difference is.\u201d<\/p>\n

Uber recently announced that its food delivery service, which already operates in the US, Canada and France, will soon be launching in Melbourne and will no doubt shake up the already competitive market.<\/p>\n

But Gyssels says he isn\u2019t surprised about the announcement.<\/p>\n

\u201cWe operate in Canada and have had to deal with Uber over there,\u201d he says.<\/p>\n

\u201cUber is a huge brand and the fact they\u2019re coming to Melbourne is positive. It shows that it\u2019s a really good market and will help us with new investors \u2013 if there\u2019s competition then there\u2019s a good market.\u201d<\/p>\n

He says the launch of UberEATS will force the other competitors to lift their game.<\/p>\n

\u201cWe need to be on our toes. We need to be even faster and even better and that\u2019s what we\u2019ll do,\u201d Gyssels says.<\/p>\n

\u201cThe fact that they\u2019re coming here keeps us sharp and will make us work even harder.\u201d<\/p>\n

While also planning to expand to several other cities in Australia, Gyssels says foodora will look to improve its offering in existing markets as well.<\/p>\n

\u201cGrowth should come from creating loyalty with customers by delivering an awesome experience,\u201d he says.<\/p>\n

\u201cOpening in new suburbs is easy growth, it\u2019s more about really maximising the potential in existing areas by doing an awesome job.\u201d<\/p>\n

Follow StartupSmart on<\/em> <\/em>Facebook,<\/em> <\/em>Twitter,<\/em> <\/em>LinkedIn<\/em> <\/em>and<\/em> <\/em>Soundcloud.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

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