DoorDash has announced the rollout of three new advertising features designed to help restaurants more efficiently attract and retain customers on its platform [1]. According to a company news release, the new tools aim to connect restaurants with diners who are more likely to become repeat customers, thereby supporting business growth [1].
The first tool, Brand Interest Targeting, enables restaurants to display ads to users who already show a preference for similar foods or brands. In early tests, this feature resulted in over 14% higher return on ad spend compared to non-targeted ads [1]. The second tool, Brand Sales Growth, provides restaurants with insights into their sales trends over the past three months, allowing them to compare their growth to similar businesses and assess the effectiveness of their advertising efforts [1].
The third feature, Average Ticket Sizing Reporting, allows restaurants to target customers based on their typical spending habits. By focusing on high-spending customers, restaurants saw order sizes increase by more than 35% in early tests, along with improved returns relative to untargeted ads [1].
These new features collectively represent a shift toward more data-driven competition on DoorDash, emphasizing precise customer targeting over broad visibility [1].
CONCLUSION
DoorDash's introduction of advanced advertising tools is poised to enhance how restaurants attract and retain valuable customers through data-driven targeting. Early results indicate significant improvements in return on ad spend and order size, suggesting a positive market impact for participating restaurants. The move signals a competitive shift on the platform, favoring those who leverage targeted advertising strategies.