Dive Brief:

• DoorDash is the fastest growing brand in the U.S. and is the fastest growing brand across each consumer generation, according to Morning Consult's Fastest Growing Brands 2019 report. The study ranks brands based on growth in the share of consumers who say they would consider purchasing from the brand over the course of the year.
• Competitors Postmates ranked third while Uber Eats and Grubhub ranked 12th and 13th.
• DoorDash ranked second in terms of brand awareness while Postmates ranked fourth and Uber Eats ranked sixth. Grubhub did not rank within the top brands by awareness.

Dive Insight:

Given DoorDash's accelerated growth within the last 18 months, which included reaching into all 50 states, focusing on suburban areas and advertising on TV and other channels, it's no surprise that it is considered both the fastest-growing brand among consumers as well as a company with strong brand awareness.

What is most surprising is how DoorDash is top of mind for four generations, whereas Uber Eats only ranked with baby boomers, according to the report. Postmates is strong among younger generations, namely Gen Z, according to the report. Grubhub only registered seventh among Gen Z. That means DoorDash is reaching all consumers and not just focusing in on younger generations like Postmates, which could bode well for its future as competition is only expected to increase. 

Even though Grubhub made the list in terms of growth, its lack of brand awareness reiterates why it has struggled this year. The company increased its marketing and sales expenses by 45% during the third quarter to $72 million, but is struggling to retain newer diners, who are less loyal to a specific platform and tend to order more from multiple aggregators, the company said in a letter to shareholders. 

While it has been advertising on TV as well, with a focus on its loyalty program and Taco Bell partnership, others companies have been showcasing a wider variety of brand partnerships. Uber Eats, for example, has been ramping up marketing of its partnership with McDonald's on multiple channels as well as its new national partnership with Burger King. DoorDash's TV campaign that launched in January featured Wendy's, The Cheesecake Factory, IHOP and Chipotle.

Showcasing these brands over lesser known independent restaurants has proven to be more effective. Even Grubhub's CEO told investors that well-known QSRs often draw diners to the platform where they then start exploring other restaurants. This latest report showcases how steep of a climb Grubhub still has to go to regain a larger share of consumers, but a keen focus on driving brand awareness may be its best bet in starting to get there.