SkipTheDishes is turning orange in a business sector that’s seeing a lot of green. The food delivery company announced a brand overhaul on Monday that saw it change its primary colour from red to orange, and introduced a revamped logo that includes the outline of a house with utensils. It announced the changes with a video ad (see it below).
The logo and colour orange are taken from the company’s new Dutch parent, Takaway.com, which acquired SkipTheDishes’ London-based owner Just Eat for US$7.8 billion earlier this year.
The company revealed the rebrand on its social channels on Monday, and says that the new look will be featured on its courier bags and at partner restaurants in the coming months.
The change comes as food delivery apps have risen in popularity during the COVID crisis. According to Canada’s Internet Factbook 2020, more than one-third (37%) of Canadians have ordered through a food delivery service this year.
While the changes seem to suggest that SkipTheDishes is now taking its branding cues from Takeaway.com, it’s unclear if that will also apply to its Canadian marketing. The company was non-committal when asked if actor Jon Hamm will continue to appear in its brand spots.
The St. Louis-born actor and “honorary Canadian” became the face of the brand in 2018, and has appeared in several well-received spots that have garnered a combined 8.1 million views on YouTube alone. His most recent spot, “Going once. Going twice. Get great delivery,” has earned 513,000 views since debuting on June 16.
“SkipTheDishes recognizes how important Jon Hamm is to the equity of their brand, but are currently in the development phase,” a company representative told The Message via email.
Also on Monday, one of SkipTheDishes’ main rivals, DoorDash, announced a nationwide partnership with Tim Hortons across nearly 500 locations and select U.S. locations. DoorDash is offering free 10-packs of assorted Timbits to anyone ordering $12 or more worth of items.
“We’re excited to announce this new partnership with DoorDash to provide our guests with even more ways to enjoy their Tim Hortons favourites,” said Tim Hortons chief marketing officer Hope Bagozzi of the partnership.
