DoorDash expands advertising tools for restaurants

DoorDash has spear a suite of advertising offerings to help restaurants and consumer goods brands reach consumers on the delivery platform.

Local restaurants can now use new self-service sponsored listings that appear at the top of relevant search results and only pay for ad placements that drive orders, not clicks or impressions. CPG brands can also increase placement in the convenience and grocery categories with Featured Listings.

These new capabilities allow restaurants and CPG brands to easily reach DoorDash’s 20 million monthly users while generating additional revenue for the delivery platform. In addition to pre-existing banner placements and specials, sponsored ads will allow restaurants to appear at the top of search results.

The new listings use a pay-per-acquisition – rather than pay-per-click – model that demonstrates the importance of performance marketing as advertisers seek to increase the effectiveness of their ad dollars.

In addition to sponsored ads, DoorDash is deploying advertising opportunities for CPG brands to capitalize on its expansion into grocery, convenience, alcohol, pets and other categories.

“From day one, our goal has been to strengthen local economies by giving them access to opportunities,” said Toby Espinosa, vice president of DoorDash Ads. “Today, we’re excited to announce the next step on this journey: a flexible advertising platform that allows any Main Street brand to reach more consumers and grow their business on DoorDash. Sponsored ads and our suite of advertising solutions will help highlight relevant content to consumers at the time of purchase and, in turn, help brands thrive.

Majorie T. Leonard