USA – Multinational fast-casual chain Chipotle is among the first restaurants to leverage food delivery platform DoorDash’s Ads Manager for Enterprise Restaurants, a self-service marketing platform that helps brands target, run, and collaborate on campaigns.
DoorDash revealed Chipotle, Sweetgreen, and BJ’s Restaurant and Brewhouse were among the first restaurant partners to leverage the new ad platform.
The self-service marketing platform features advanced targeting capabilities, marketing insights, new promos, and collaborative marketing functionality aimed at regional marketing teams and franchisees.
The marketing platform allows restaurants to look into customers’ ordering patterns, likelihood of spending, and data about their basket (purchase) size.
This allows restaurants to optimize their marketing campaigns by targeting customers based on frequency and dayparting information through the new platform.
The self-service ad platform has made new high-visibility placements on the storefront and category pages widely available, helping restaurant partners highlight seasonal moments, introduce new products, and amplify promotions.
On Thursday, October 3, the delivery platform announced several new features and advertising offerings on the platform.
The self-service platform now features offsite capabilities and sponsored brand placements for restaurants. It serves to help marketers better connect with DoorDash’s more than 37 million monthly active users.
This new feature helps restaurant partners connect with customers’ search engines, programmatic displays, and social media platforms with campaigns powered by DoorDash’s first-party data.
According to the delivery platform, this new feature was added after the success of its rollout among liquor brand partners.
Brands like Proper No. Twelve, 1800, and Jose Cuervo have used their offsite capabilities and recorded an incremental brand lift in terms of sales and potential customer reach.
The food delivery platform also revealed the new feature was inspired by its market analysis data revealing offsite ad spending is forecast to grow by over 27% in 2025 in the US.
These new ad capabilities were announced as the platform’s competitors, including Uber and Instacart, have established partnerships with tech companies to improve their advertisement service offerings.
In September, Gopuff launched several new in-app, in-bag, and off-platform advertising capabilities to help brands connect with Gen Z and millennial consumers.
The expanded features are part of the delivery platform’s strategy of responding to market dynamics and maintaining its position as a leading food delivery platform in the US.
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