In 2021, during the COVID-19 pandemic, when Australians avoided supermarkets and depended on online shopping, a new start-up called Send came into the spotlight. It promised something that sounded too good to be true, to deliver groceries in under 10 minutes. It targeted cities like Melbourne and Sydney and attracted a lot of attention,
It raised over $11 million from investors who believed it would change the way Australians shop for groceries. The idea was simple: to save time, offer convenience, and create a contactless shopping experience that would become a new normal.
For quite a good time, it looked like the company could change grocery shopping and become one of the biggest delivery companies in Australia. But behind these promises, cracks began to appear on the surface. Within a year of its launch, Send was forced to close its operation, leaving employees jobless and customers frustrated. One of the “three” instant delivery apps trying to make space in Australia’s $100 billion annual grocery market collapsed, because start-ups needed huge and regular cash flows to have a chance of reaching a good profitability.
The man behind this ambitious company, Rob Adams, is an Australian entrepreneur from Sydney. His experience at other start-ups shaped his understanding of business and customer service and his vision to transform grocery shopping, made him one of the most talked about figures in the local start-up scene in Australia. Send’s failure is now seen as a part of a wider struggle for businesses that need constant funding to grow, but also face intense competition and difficult market conditions.
What Was Send All About?
Send was not some ordinary grocery delivery service. It aimed to deliver groceries, faster than anyone else, offering important goods like fresh fruits and vegetables, dairy products, snacks, and household goods within minutes of ordering them. The company’s delivery system was created around dark stores, which were small warehouses placed very close to customers’ homes. Riders on electric scooters and bikes would come to pick up the orders and rush them to the apartments and houses in urban areas. The service was promised as stress-free and reliable, allowing people to shop from their phones and avoid trips to crowded supermarkets.
Customers could order at any time and get the groceries at their doorstep without even stepping out. For busy families and working professionals, Send looked like the perfect solution for their busy lives. But the idea of a superfast delivery came with hidden challenges like keeping stock available, managing delivery routes, and ensuring that orders were fulfilled and delivered on time. While customers were initially very excited, these challenges began affecting the quality of service very quickly.
The Idea Behind Send and Why It Began
The idea behind Send came from an observation that Australians were spending more time at home and shopping online. Rob Adams, Send’s founder, saw a great opportunity to offer faster grocery delivery, similar to services in Europe and the US. He believed that urban Australians, especially those living in apartments, would appreciate a service that allowed them to avoid going out to the supermarket and get groceries at home. The pandemic had created an increase in demand for contactless shopping options, and Rob thought that groceries delivered in minutes would meet this requirement.
Rob noticed that grocery delivery was a big market, worth $100 billion annually in Australia, and thought that the sector was ready for disruption. Apart from cooked food delivery services like Uber Eats, grocery delivery start-ups had the advantage of selling products that people need every day. Rob’s background helped him see how global trends could be adapted to local markets, and he believed Send could offer a fresh solution to everyday problems.
The Person Behind The Dream
At the centre of Send’s operation was Rob Adams, a very passionate and ambitious entrepreneur from Sydney. Rob left school at an early age, but that never stopped him from pursuing his dreams about business opportunities. Before launching this company, he worked with start-ups, like Hey You and Tyro, where he gained experience in customer service and business operations. Rob’s passion and vision attracted investors from around the world, and he raised a significant amount of funding for the company.
With the backing of investors and a team of more than 300 employees, Rob believed Send could become Australia’s next big tech success. He hired warehouse staff, customer service teams, and delivery riders to ensure smooth operations. Everyone involved shared the belief that speed and technology would create a new shopping experience for Australians. However, while the team worked hard, the company faced a lot of challenges that were difficult to overcome.
The Ambitious Goals That Set Expectations High
Send’s goals were ambitious. The company promised to deliver groceries in under 10 minutes, which no other service in Australia had done before. It aimed to offer a wide variety of products, which were all accessible from one app. Send is to expand into multiple cities quickly, hoping to build a large customer base before competitors can catch up. They also focused on offering contactless shopping, making it safer for people during the pandemic.
Discount offers and promotions were used constantly to attract more customers and build loyalty. These goals made Send appear like a future giant in the grocery market. But the company‘s quick expansion and focus on growth came at the cost of stability. Operations began to suffer as challenges grew bigger than the team had prepared for.
The Competition and Cash Crunch
Send was an instant grocery delivery app trying to make space in Australia’s grocery market. Along with companies like Milkrun and Voly, Send appeared during the pandemic, offering supermarket items at prices that were not higher than the corner stores, with delivery times of 10 to 15 minutes only. While Milkrun raised $75 million and Wally raised $18 million, Send managed to raise only $11 million in total. These apps were a big competition with cheap prices, low or no delivery fee, and aggressive marketing in Inner city neighbourhoods. Their warehouses, located in costly real estate areas, added more pressure on finances.
Rob Adams blamed Send’s downfall on global factors, including the war in Ukraine, falling tech stock prices, and increased investor scrutiny over capital-intensive businesses. He explained that while raising funds in October 2021 was relatively easy, by the next year, April 2022, raising money had become much harder. Send’s competitors continued expanding while Send struggled to survive.
How It All Fell Apart
Despite the early promise, Send’s operations quickly began to fall apart. Operational costs spiralled, as warehouses, staff, salaries, and logistic expenses increased. Customer experience weekend, as late deliveries and missing items led to dissatisfaction. Competition from big companies made customer retention very difficult, and aggressive marketing decreased funds. The company’s efforts to grow too quickly further decreased the existing resources. Without enough money to keep up with the growing demand, profitability slipped, and its investors began to pull back.
In May 2022, Send went into voluntary administration, leaving its 300 employees, 13 sites, and 46,000 registered customers in limbo. Its website was taken offline, and new signups to the app were blocked. Despite attempts by management to sell or merge the business, the company ultimately had to shut down. Many industry insiders had warned from the beginning that sustainably low prices and high real estate costs would cause trouble. And their predictions had come true.
Lessons For Entrepreneurs
Send’s rise and fall teach us some very valuable lessons. A big idea can attract attention, but it must be supported by strong financial planning, customer satisfaction, and realistic expectations. Rapid expansion can stretch a business too thin, while high operational costs can quickly turn the excitement into pressure.
Competition must be studied carefully before, and businesses must find proper ways to differentiate themselves beyond the prices. Most importantly, profitability is key. Without it, even the best ideas cannot survive. For start-ups, Send’s story is a warning to grow slowly, plan thoroughly, and prioritise customer experience.
Get To Know Rob Adams
Rob Adams is a driven entrepreneur who dared to dream big. He was born and raised in Sydney. He left school early but worked hard to build his career. He had gained experience by working in start-ups like Hey You which gave him insights into customer service and business operations. His passion for convenience and technology led him to create Send, with the hope of transforming grocery shopping in Australia. Although this venture did not succeed, Rob’s story is full of ambition and resilience. He faced a lot of criticism but remained focused on solving real problems. His vision inspired many, and his efforts, even in failure, taught others how difficult it is to build a business from scratch.
After Send collapsed, Rob Adams chose to step back from the spotlight. He has not announced any new projects, but industry insiders believe he is reflecting on this experience and planning his next journey. Rob praised his staff and remained optimistic about the future, believing that the grocery delivery sector could still be profitable if handled correctly. He also said that some competitors and large retailers showed interest in taking Send’s assets. But for now, Rob is staying in Australia, quietly rebuilding his understanding of the business world. His journey is a reminder that failure is not the end, but it’s a chance to grow and come back stronger.
A Dream That Fell Short But Left Lessons Behind
Send’s story is a great example of how big ideas and fast growth can create excitement, but it can collapse as well. With the promise to deliver groceries in 10 minutes, Send attracted visitors, employees, and customers, eager for change. However, higher costs, tough competition, and global market struggles created a storm that the company could never withstand. At its center stood Rob Adams, an entrepreneur who dared to challenge the market.
Even though the venture failed, it left behind valuable lessons for entrepreneurs. Send’s collapse is not the story of one’s downfall; it is a reminder that dreams, no matter how bold, must be supported by careful planning, realistic growth, and a deep understanding of the market. Rob’s journey continues, and while Send may have fallen short, the lessons left behind will shape the next generation of entrepreneurs.
You can explore more about Rob Adam’s professional journey on his LinkedIn profile, where he shares his experience and valuable insights.
