Commoditisation and ‘dark kitchens': Why Menulog CMO Simon Cheng says building brands in social channels is too hard and worries industry is stuck on ‘creative mediocrity’

Menulog is 13 years old and after a competitive onslaught is now outgrowing UberEats and Deliveroo. For a digital pureplay business, CMO Simon Cheng is doing old-world crazy stuff like investing heavily in mass market media, using scorned ‘reach and frequency’ techniques and is a huge advocate for winning the 'mental availability’ battle as food ordering aggregators face commoditisation - and then there’s the future of 'Dark Kitchens'. 

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