Surpassing organic acquisition goals with
global annual trends reports

ABOUT THE CLIENT

DoorDash is a global technology company and marketplace that helps to connect people with local businesses through on-demand delivery via local contractors. DoorDash reached over $6B in revenue in 2022.

HEADQUARTERS

San Francisco, CA

INDUSTRY

Software

COMPANY SIZE

5,000+ employees, 20M+ global active users

SERVICES COMPLETED

THE CHALLENGE

Bring in new merchants

DoorDash is an established player in the on-demand delivery space, and our challenge here was to engage new merchants. To reach small to mid-sized businesses interested in growth and delivering top-notch customer service, we worked with the DoorDash team to create an industry trends report.

What do growing businesses want? Recent restaurant online ordering data, consumer preferences, and tips for reaching more customers. We planned to use the latest data and trends to give context to the on-demand delivery landscape and tell merchant growth stories.

OUR APPROACH

Give rich context to consumer dining trends

To engage merchants, we needed new data from consumers, along with historical data for comparison. We also needed a good understanding of the types of merchants we wanted to reach, and a strategy for incorporating DoorDash solutions in a relevant way. Since we’ve worked on this particular campaign for several years, we have a unique view into what resonated in previous years, and what wasn’t as compelling. 

After analyzing the data and looking through previous reports, we mapped out the outline and brought in external resources like keywords, relevant articles, and questions to cover. Then, we decided on the key themes and most important takeaways for the restaurant business audience. 

During the copywriting phase, we decided which data was most important to be visualized, and provided options for design, like showing certain charts as a complete data set, and cutting some down to the top five data points. Here, we also incorporated leadership quotes, product CTAs, and internal links to supporting content.

In the design phase, we got to bring the data and stories to life. Working in the restaurant industry is a fun challenge — we combined complex data with the playfulness of food and beverage illustrations and case studies. We infused the report with DoorDash for Merchants most up-to-date brand identity and positioned DoorDash as an industry leader by using elevated designs. 

Consumer dining trends are as strong as the context, which is why DoorDash prioritizes regional marketing with detailed data reports based on where merchants are operating. For all DoorDash content, we help to localize for several regions. Having region-specific content has proven to be highly effective for DoorDash and other global brands, and we start thinking about each regional report from the start of the campaign. After completing the initial US edition, we gathered feedback from all stakeholders and helped build regional reports for Canada, Australia, and other regions.