Woolies in sheep’s clothing: Why the new Milkrun is just startup cosplay
Can a giant retail chain like Woolworths keep the last tatters of the much loved Milkrun brand — its attitude — alive?
On Thursday, an early morning Instagram post heralded the return of Milkrun. Less than two months after it was dissolved, Woolworths had resurrected the startup’s name, wrapping its blue and white branding neatly around its own fast delivery product — Metro60.
The headlines, including ours, reported that Milkrun was back from the dead. But when it comes to what is actually left of the company, it’s akin to an empty paper bag with the name printed on it.
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