DoorDash, Lettuce Entertain You add loyalty, gift card integrations

Dive Brief:

DoorDash has partnered with Lettuce Entertain You Restaurants to provide the restaurant company with two integrations via Storefront that enhance online ordering, according to a press release.
Customers can earn and redeem rewards points on the LettuceEats app or Lettuce.com through Paytronix, as well as pay with gift cards for carryout and delivery online through Carat from Fiserv.
These integrations were created following direct feedback from Lettuce and will be available to additional restaurant partners upon request, DoorDash said.

Dive Insight:

This partnership represents an expansion of DoorDash Storefront’s capabilities, which could make the platform more competitive.

DoorDash and Lettuce, which have been partners for some time, worked with Fiserv and Paytronix separately for months to develop a streamlined online ordering experience, according to DoorDash. Lettuce’s loyalty program, Frequency Diner Club, can be used across roughly 50 concepts with the exception of Wow Bao, according to Lettuce’s website.

Lettuce has seen an increase in carryout and delivery via online ordering, and over 40% of new guests order from the company each week, R.J. Melman, president of Lettuce Entertain You Restaurants, said in the press release.

Rewards members also visited 2.5 times more than non-members over the last three months, the highest loyalty engagement Lettuce has seen since the program started. The rewards program offers three tiers depending on total spend per calendar year. Customers receive $10 in rewards for every 150 points earned.

DoorDash launched Storefront in 2020 as a turnkey solution for restaurants to create their own websites for online ordering. These sites, which provide commission-free online ordering for pickup or delivery, can be set up in minutes if the merchant is already on DoorDash’s marketplace, the company claims. Restaurants can also use Storefront to integrate with Order with Google, a commission-free service that allows customers to order from Google Search and Maps.

Both Grubhub and Uber Eats also offer turnkey websites that allow restaurants to set up online ordering capabilities and manage orders and customer data. Grubhub’s product allows restaurants to integrate loyalty and rewards programs.