Dive Brief:
- DoorDash revamped its product offerings for small- and medium-sized restaurants with expanded access to diner insights and educational resources, the company announced Monday.
- The platform’s Merchant Product Suite now provides a “choose your own adventure” pathway allowing restaurants to select offerings based on their goals, such as growing online, DoorDash Chief Revenue Officer Tom Pickett said in a statement.
- DoorDash developed these product revisions based on feedback from merchants who pushed for a suite tailored to a partner’s perspective, a DoorDash spokesperson said.
Dive Insight:
Restaurants often told DoorDash they couldn’t gauge what products would best serve their business or how products could work together.
With this information, the company created its latest features. Merchants can now explore products nested beneath three goal categories: “grow online”; “attract new customers/increase order volume and size”; and “optimize current business.” These tabs suggest DoorDash tools that work best for each of these strategies. Under “grow online,” for example, DoorDash suggests its Marketplace and Storefront offerings.
“Our focus right now is making sure that those products can be easier to use and that we can build products to help teach the playbooks that we've used to build a successful digital marketplace in our own right, such that these businesses can do it on their own,” DoorDash CEO Tony Xu said during the company’s Q2 2022 call with investors.
The aggregator also added customer insights to its Merchant Portal and Business Manager app to provide business owners more information on orders, such as breakdowns of customer types, heat maps to show where people are ordering from and recommendations on custom marketing.
DoorDash also launched a Learning Center that offers step-by-step instructions and short videos that can be viewed online at any time to help merchants grow their businesses.
These additional products and services for restaurant partners come a few days after DoorDash expanded its Storefront capabilities to allow customers to earn and redeem loyalty rewards online and to pay with gift cards. Those enhancements were derived from a partnership with Lettuce Entertain You.
DoorDash added over 80,000 net new businesses to its marketplace during the 12 months ending June 30, according to the company’s Q2 investor letter.
