Dive Brief:
- DoorDash on Thursday announced several new advertising offerings for enterprise restaurants and CPG brands, per details shared with Marketing Dive.
- Chipotle, Sweetgreen, and BJ’s Restaurant and Brewhouse are the first brand partners to leverage Ads Manager for Enterprise Restaurants, a self-service marketing platform that helps brands target, run and collaborate on campaigns.
- DoorDash also added offsite capabilities and sponsored brand placements for CPG brands as it works to help marketers better connect with its more than 37 million monthly active users.
Dive Insight:
DoorDash’s double shot of new capabilities looks to offer enterprise restaurant marketers and CPG brands better ways to connect with its millions of consumers — and the first-party shopping data that the delivery platform controls.
Ads Manager for Enterprise Restaurants includes advanced targeting capabilities, marketing insights, new promos and collaborative marketing functionality aimed at regional marketing teams and franchisees. After looking into customer ordering habits, likelihood of spend and data around basket size, restaurants are able to optimize their campaigns by targeting consumers based on daypart and frequency via the new platform, which has been used by more 150 businesses.
DoorDash also added new features to its ad platform, which launched three years ago, with CPG marketers in mind. The platform has made new high-visibility placements on the storefront and category pages widely available, helping CPG brands highlight seasonal moments, introduce new products and amplify promotions.
The ad platform now also offers advertisers offsite media, helping them reach consumers across search engines, programmatic displays and social media platforms with campaigns powered by DoorDash’s first-party data. Liquor brands Proper No. Twelve, 1800 and Jose Cuervo have used its offsite capabilities and seen incremental brand lift. Offsite ad spending is forecast to grow by over 27% in 2025 in the U.S., per data cited by the brand — a boon for media networks, but not one without its own controversies.
DoorDash’s new ad capabilities come as competitors, including Instacart and Uber, work with tech platforms and agencies to improve their ad offerings. Gopuff last month launched several new in-app, in-bag and off-platform advertising capabilities to help brands connect with Gen Z and millennial consumers.
DoorDash in Q2 saw revenue increase 23% year over year to $2.6 billion, beating Wall Street’s expectations. The company will announce third quarter results on Oct. 30.
