MILKRUN AU

The business model was centered on a network of 'dark stores' or micro-fulfilment centers, strategically located in metropolitan areas to ensure rapid order processing and delivery. Unlike gig economy models, MILKRUN initially employed its riders, providing them with e-bikes and covering training and insurance costs, aiming to foster a strong company culture. Revenue was generated through the sale of groceries with a delivery fee. The service targeted time-poor urban consumers willing to pay a premium for the convenience of near-instantaneous delivery of essential items. The company secured significant venture capital, including a notable A$75 million Series A round led by Tiger Global, to fuel its aggressive expansion into cities like Melbourne.

Despite its initial traction and strong brand recognition, the capital-intensive model faced headwinds. Operating costs were high, with the company reportedly losing money on each order, even after abandoning the strict 10-minute promise to improve unit economics. Worsening economic conditions and a tightening of venture capital funding led to the company's collapse. In April 2023, just 18 months after its high-profile launch, MILKRUN ceased operations and made its more than 400 employees redundant. However, the story didn't end there. In May 2023, supermarket giant Woolworths Group acquired the MILKRUN brand and customer base for a reported $10 million. Woolworths then rebranded its own 60-minute delivery service, Metro60, to 'MILKRUN now powered by Metro'. This new iteration leverages Woolworths' existing network of Metro stores for order fulfilment and uses third-party couriers, offering a much larger product range of over 10,000 items with an average delivery time of 33 minutes.