Dive Brief:
- Food delivery service DoorDash kicked off a cross-channel brand campaign that promotes its extensive restaurant partnerships and menu offerings, according to a press release the company shared with Marketing Dive.
- The "Every Flavor Welcome" campaign focuses on the company's variety of restaurant offerings and highlights some 52 dishes, addressing the nagging question "What's for dinner?" and providing options from Ethiopian food to burgers. The Cheesecake Factory, Wendy's, McDonald's, Chipotle, Buffalo Wild Wings and Chili's are among the restaurants featured in the new DoorDash ads.
- The integrated effort includes two TV spots as well as digital, social and out-of-home (OOH) elements. The OOH outreach includes an interactive billboard that lets customers scan a QR code of a featured menu item and add it to their DoorDash app.
Dive Insight:
DoorDash's "Every Flavor Welcome" push comes amid increased competition in the restaurant delivery space. The company, which competes with the likes of Grubhub, Seamless, Postmates and Uber Eats, is taking a large piece of this pie, focusing on the fast food market. The company was valued at $7.1 billion at the beginning of the year but has now reached $12.6 billion after receiving a infusion of venture capital.
The new campaign operates on several fronts. Not only does it highlight major QSRs like McDonald's and Wendy's, but touches on established, casual sit-down restaurants like The Cheesecake Factory and Chili's.
Beyond the TV, digital and social pushes, "Every Flavor Welcome" goes deeper and helps actually facilitate digital ordering with its OOH elements. The interactive billboard targets commuters on their way home from work and aims to drive transactions by allowing them to consider the meal choice, scan the QR code and place an order as they head home. Instead of having to wait in line at a fast food chain and carry the items with them, a customer can simply place an order in transit and it will meet them at home upon their arrival.
DoorDash ran its first national TV advertising campaign, the "Delicious at Your Door" campaign, in January, followed by emulating the restaurant pop-up trend in an integrated campaign. While "Delicious at Your Door" focused on partner restaurants — similar to the new campaign — the pop-up push demonstrated how marketers in the digital delivery space must be nimble with their advertising.
Digital restaurant orders have grown by 23% over the past four years, according to a recent report from NPD Group. These orders now generate 3.1 billion visits and $26.8 billion, more than 3% of the $863 billion industry. The research also revealed that mobile apps generate 60% of these digital orders.
