We’re all in this together, that’s the dominant message from DoorDash’s new marketing campaign dubbed “Open for Delivery.”
Demonstrating the power of a national brand with national marketing power to help independent restaurant partners in particular, the company rolled out a 30-second ad showing star independent chefs and operators making food for delivery. Part of the message was the heartstring-pulling message: “They’re still there for you, now you can be there for them.”
It’s one leg of the company’s push to help partners weather the drastic change in business brought about by the COVID-19 pandemic. The San Francisco-based company also announced through the end of April, independent restaurants can sign up with DoorDash and Caviar and pay zero commissions on orders for 30 days. Existing DoorDash partners will pay no commissions on pickup orders.
Delivery fees will also be reduced for eligible restaurants, although the company didn’t reveal the details of what makes a partner eligible for such relief. The company also said it would add more than 100,000 independent restaurants to the DashPass subscription program for free.
In a Tweet, the company doubled down on the goodwill, including other delivery platforms.
We’re all in this together. So why don’t all you restaurants out there help each other out and remind everyone that you’re still #OpenForDelivery and taking orders on DoorDash, @ubereats, @postmates, @grubhub, @caviar, or whoever your go-to happens to be!
— DoorDash (@DoorDash) March 20, 2020
Other delivery providers have made similar concessions, as outlined by Editor Tom Kaiser. And for restaurants, especially casual- and fine-dining restaurants that have lost basically all their dine-in traffic, these efforts are a welcome relief.
Take a look at the full ad below: