Today, we announced the launch of a multi-platform marketing campaign in the U.S. titled “A Neighborhood of Good in Every Order.” This campaign brings to life DoorDash’s mission to grow and empower local economies, and showcases that, while an order may seem like a small thing, when consumers get their goods, local businesses get business, and Dashers get paid. The campaign spans TV, digital, social, in-app and outdoor.
“DoorDash’s mission has always been to empower local communities, and while the world has certainly changed over the past decade, our unwavering commitment to that mission has remained the same. At the heart of this mission are the people who make our communities what they are. So, I’m thrilled to unveil our new brand platform that celebrates the real people and businesses behind the order, and showcases how their contributions help to build thriving, diverse, and vibrant communities,” said Kofi Amoo-Gottfried, Chief Marketing Officer at DoorDash.
“We’re incredibly proud of our impact and grateful to further our mission to empower local economies by connecting consumers with the businesses they love, supporting our merchant partners, and creating flexible work opportunities for Dashers.”
The campaign features a diverse mix of :15 TV spots created to reframe ordinary, everyday orders and show how these orders empower the entire community. Each :15 portraiture takes real, relatable scenarios paired with friendly, casual voiceovers to explain the impact of each order. So, the toilet paper and random impulse wine purchase from a local pharmacy helps keep that pharmacy open, while the ramen order helps create local jobs and extra cash for Dashers. These become quick snapshots of how everyday orders can contribute to the collective good of a neighborhood.
As part of the brand platform launch and national campaign, DoorDash is also launching its Economic Impact Report, featuring new data on how the company supports small businesses, why Dashers choose to Dash, and why flexible work is critical as inflation continues to tighten budgets across the country. DoorDash’s Economic Impact Report highlights the economic activity generated by the platform, demonstrating the brand’s mission to empower local economies, and providing a tangible look at how the platform impacts merchants, consumers and the communities it serves.
In 2021, DoorDash provided value and economic opportunity to 6.8 million people and supported $68.9 billion in U.S. GDP (larger than the economies of seven U.S. states) through its platform.
Over 500,000 merchant partners were active on the DoorDash platform in the U.S. as of the end of 2021 and DoorDash drove over $25 billion in sales for its Marketplace merchants that year. Additionally, Dashers in the U.S. contributed more than $18.7 billion to the U.S. GDP through their dashing income. Read the full Economic Impact Report here.
To further highlight DoorDash’s community impact, in November 2020, DoorDash announced a five-year, $200 million pledge to grow and empower local economies. These resources are dedicated towards Main Street Strong initiatives and directed by DoorDash in ongoing consultation with our Dasher Community Council, Voices from Dashers of Color Council, Restaurant Advisory Council and other community partners. Through the Main Street Strong Accelerator, we’ve worked to increase access to restaurant education to stabilize, adapt, and grow small businesses. Our newest initiative to empower local entrepreneurs is the DoorDash Accelerator for Local Goods, a program designed to uplift people of color, women, trans, and immigrant owned local consumer packaged goods businesses by providing them with resources to bring their products to market.
In addition to TV, the “A Neighborhood of Good in Every Order” campaign includes digital ads, paid and organic social, and a nationwide media buy of creative out of home placements that highlight the many ways in which everyday orders on DoorDash empower local economies, from creating and sustaining jobs through Dashers and store employees, to keeping small businesses alive in the convenience economy.