As an online food delivery service, DoorDash started off with a strong digital presence, available through both mobile and online channels. But with the recognition that even a digital company needs an integrated marketing strategy, its recent moves expand its efforts into unconventional, diverse, and innovative channels, all while remaining consistent with its underlying service proposition.
In particular, it continually develops integrated marketing campaigns, adding new elements and revising its messaging rapidly to maintain people’s attention. Its “Every Flavor Welcome,” “Delicious at Your Door,” and “Pop-Up” campaigns all featured communications across television, social media, outdoor, digital, and other marketing channels. They highlighted distinct elements of the service though.
The first one focused on the wide variety of fast food and quick service chains that customer could access by using DoorDash. The second highlighted convenience aspects, such that it told stories about how easily people could use service. Finally, the third and most recent campaign reminds people that they can order from DoorDash regardless of their location, rather than only when they are at home.
These campaigns also receive support in some unconventional channels. For example, DoorDash installed outdoor billboards that feature prominent QR codes. Consumers traveling home from work can scan the codes on their phones and place their orders while in transit. By the time they get home, their dinner would be waiting for them, at their door, as promised by one of the integrated marketing campaigns.
In line with its “Pop-Up” campaign, it also began to experiment with novel supply chain options, including ghost kitchens. That is, it establishes a commissary site with extended kitchen equipment and supplies, then invites interested restaurants to use that site to produce meals exclusively for delivery. There are no onsite dining options; the entire purpose of the ghost kitchen is to produce the meals that DoorDash will be delivering. By popping up in a different location, the restaurants that participate can expand their geographic reach and offer an exciting new option for customers located nearby.
- How do DoorDash’s marketing efforts reflect its overall marketing campaigns?
- Is it effective or confusing to change integrated marketing campaigns regularly? Pose arguments for both sides.
Source: Dianna Christe “DoorDash Orders Multichannel Campaign with Scannable OOH Ads,” Marketing Dive, October 7, 2019; Dees Stribling, “DoorDash Opens Ghost Kitchen,” Bisnow, October 17, 2019; Peter Adams, “DoorDash Emulates Restaurant Pop-Up Trend in New Integrated Campaign,” Marketing Dive, May 20, 2019