DoorDash is introducing three new advertising features designed to help restaurants identify and retain high-value customers more efficiently. The tools, announced Thursday, aim to provide merchants with deeper insights into customer behavior and ad performance, allowing for more targeted marketing spend.
The first feature, Brand Interest Targeting, enables restaurants to display ads to users who have previously shown interest in similar cuisines or brands. In internal tests, this targeting method increased return on ad spend by over 14% compared to non-targeted campaigns.
The second tool, Brand Sales Growth, allows restaurants to track their sales performance against similar businesses over a three-month period. This benchmarking data helps merchants evaluate the effectiveness of their advertising strategies and adjust tactics to drive growth.
Finally, Average Ticket Sizing Reporting lets restaurants target customers based on historical spending habits. By focusing on users who typically place larger orders, merchants can prioritize high-value transactions. Early tests indicated that targeting high-spending customers increased average order size by more than 35%, delivering significantly higher returns than broad, untargeted ads.
Vassili Samolis, Vice President of Ad Products and AI Foundations at DoorDash, stated that the tools are built to help restaurants connect with the right audience and understand which menu items and promotions drive results. “This allows them to make smarter decisions, invest with confidence, and grow their business on DoorDash,” Samolis said.
These updates reflect a broader shift toward data-driven competition on the platform, where success increasingly depends on precise customer targeting rather than broad visibility.