Grocery delivery start-up MILKRUN has been saved by Woolworths almost two months after it shut its doors.
Founder Dany Milham confirmed on Thursday that Woolworths Group has officially acquired the brand and operating entity.
“MILKRUN pioneered rapid grocery delivery in Australia, and I’m pleased to see the brand continue in Woolworths hands,” he said in a statement.
The start-up’s 400 employees were given a week’s notice that the service would be shutting up shop for good on April 11, blaming difficult economic conditions for the decision.
Woolworths has now rebranded its own Metro60 delivery service app to “MILKRUN powered by Metro” in the distinctive blue and white colour scheme of the start-up.
It is available now across 500 suburbs in Sydney, Melbourne, Brisbane, Canberra and the Gold Coast.
Users will be able to purchase from a range of more than 10,000 grocery items and thousands of weekly specials on the app every day.
There will be no service fee, a flat $5 delivery fee and an average delivery time of just 33 minutes, the website promises.
Woolworths Group chief executive Brad Banducci said the supermarket giant admired the start-up’s “innovative brand, dedication to customers and ambition to shake up the grocery delivery model”.
“We are thrilled that the MILKRUN story will continue to live on and thrive with Metro60 relaunching as MILKRUN now powered by Metro,” he said.
Orders will be fulfilled from the supermarket’s network of Metro stores available in the five capital cities and give customers access to exclusive items like hot roast chickens and fresh sushi.
Everyday Rewards members will also be able to earn points with every purchase.