DoorDash is rolling out new ad tools to help restaurants target high-value customers
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DoorDash is introducing new advertising features to help restaurants find potential customers, bring in new diners and grow their business more effectively.
In a news release shared by the company on Thursday, three new tools were added to the online food ordering/delivery platform to help restaurants get regular customers faster.
“Restaurant brands want to reach customers who will truly enjoy their food and service and keep coming back over time,” said Vassili Samolis, VP of ad products and AI foundations at DoorDash, in a release.
“We built these tools to help restaurants connect with the right audience and better understand which menu items, promotions and experiences are driving results so they can make smarter decisions, invest with confidence and grow their business on DoorDash.”
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DoorDash has introduced three new tools to its app to better help restaurants target customers. (Photos by Thiago Prudencio/SOPA/LightRocket via Getty Images / Getty Images)
One of the tools is called Brand Interest Targeting, which allows restaurants to show ads to people who already like the same food or brands.
In tests, ads using this feature performed better, delivering more than 14% more return on ad spend compared to ads without targeting, according to a news release.
DoorDash also introduced a Product Sales Growth tool that shows how a restaurant’s sales are growing compared to similar businesses. It specifically looks at trends over the past three months and helps restaurants understand if their ads are really helping them grow.
The platform also introduced Average Ticket Sizing Reporting, which allows restaurants to target customers based on how much they tend to spend.
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New DoorDash features for restaurants include Brand Interest Targeting, Brand Sales Growth and Ticket Size Reporting tools. (Michael Nagle/Bloomberg via Getty Images/Getty Images)
For example, a restaurant can focus on customers who tend to place large, high-priced orders – not bulk orders.
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The press release reported that, in early testing, targeting high-spending customers increased order size by more than 35% and delivered better returns compared to untargeted ads.
Taken together, the tools signal a shift to a more data-driven competition in the field, where success may depend less on broader visibility and more on how accurately restaurants can target the right customer.
