DoorDash delivers ‘In the Zone’ to boost women-owned restaurants

Dive Brief:

  • DoorDash launched a multichannel campaign to promote Made by Women, the delivery service’s platform to support women-owned businesses, during Women’s History Month. A national “In the Zone” campaign stars WNBA player Chiney Ogwumike, and spans TV, digital and social media, per an announcement.
  • Customers who search for the keywords “women owned” will see local businesses that have opted in to be listed on Made by Women and that offer home delivery service through DoorDash. The company plans to add more listings in the coming months, including women-owned restaurants that contact the company directly to participate.
  • Looking to maintain its recent momentum as delivery services have grown, DoorDash and its Caviar unit have added in-app carousels of women-owned businesses in select markets to help customers find them. DoorDash this month will donate $1 for every DoorDash and Caviar order from merchants that participate in the Made by Women platform, up to $100,000, to the James Beard Foundation’s leadership programs for women, per the announcement.

Dive Insight:

DoorDash’s “In the Zone” campaign starring Chiney Ogwumike is urging customers to support women-owned businesses during Women’s History Month. The multichannel effort is notable for including a way for women-owned businesses to be highlighted in a section of DoorDash’s app, making it easier for customers to discover those local merchants and restaurants that provide delivery through DoorDash. The company plans to expand the platform beyond March as part of its longer-term commitment to boost female entrepreneurs.

That commitment includes a loan-matching program to provide financing to women-owned businesses that don’t have access to traditional sources of funding. The company last year partnered with Kiva, a global nonprofit that provides 0% interest crowdfunded loans to eligible business owners, to create a $150,000 fund for small businesses. Restaurants owned by those who identify as women are now eligible for up to $5,000 in loans matched by the DoorDash fund, according to the announcement. The restaurant app’s support for women-owned businesses may help to foster good will toward its brand as younger consumers show a preference for companies that demonstrate a commitment to diversity, inclusion and social causes.

DoorDash’s campaign for Women’s History Month is another sign of the company’s efforts to maintain the momentum of last year, when its revenue more than tripled to $2.89 billion as homebound consumers relied heavily on delivery services. The company’s recent campaigns include a collaboration with fast-casual restaurant Shake Shack to help couples celebrate Valentine’s Day at home. The effort included a livestreamed concert from 1990s boy band Boyz II Men and limited-time menu items. DoorDash also diversified outside of food delivery to provide services for small businesses that don’t have the financial resources to hire full-time delivery drivers. The company last month promoted those services with its first Super Bowl ad as part of a splashy campaign starring actor Daveed Diggs and Muppets from “Sesame Street.”

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