We’ve seen over the past two years that community is more important than ever. And at the heart of every marketing or customer experience strategy is a need for relationships and connection. Today, DoorDash unveiled a new community-centric campaign, A Neighborhood of Good in Every Order, to highlight the connections that come from every order. Understanding these crucial connections can help businesses in any industry relate with customers, communicate better, and make a difference in the world. At the head of the campaign is Kofi Amoo-Gottfried, DoorDash’s first-ever CMO.
I interviewed Kofi on video about the campaign, A Neighborhood of Good in Every Order, the evolving role of the CMO, and how brands can connect and evolve with their customers. Stay tuned for his appearance on The Modern Customer Podcast.
Here are some of his incredible insights:
Blake Morgan: What has your experience been over the past few years with people ordering food and the business growing like crazy?
Kofi Amoo-Gottfried: It’s been phenomenal. One of the things that we talk about as a core value of DoorDash is having a bias for action. We believe that the rate of your ability to launch actions and experiment is the number one predictor of success. So the sooner you can get things out in the market, the sooner you can learn, the sooner you can iterate, and the sooner you can improve. In the past two years, I’ve seen us do that really well. We’ve launched dozens of new products and features, all in record time.
Blake: How do you communicate during times when you have to move quickly but still stay customer-centric?
Kofi: What helped us focus was to boil it down to a simple thing: How can we help right now? What do Dashers care about? If you can keep bringing it back to customer needs, particularly in an environment where the world is changing around all of us, chances are you’re going to have the right answer. We found those types of questions to be a really useful communication device because everyone could go back to that, understand what they were hearing from their customers, and then act accordingly.
Blake: You believe that brands only matter as much as they solve problems for people. How can brands take a stance and make a statement?
Kofi: I think a big part of it is finding what is authentic to you. The reality is that you can’t, as a business, speak out on everything that’s happening in the world. Not all the things that matter that are happening are going to matter to your core business.
Blake: Let’s talk about this new giving campaign you’re working on, A Neighborhood of Good in Every Order.
Kofi: Our mission from the beginning has been about empowering local economies. The thing we wanted to do with A Neighborhood of Good in Every Order was to actually show people the good that happens on every order. It’s easy to take for granted, whether you’re a Dasher, a merchant, or a customer, that this is just an ordinary transaction. But when you talk to the people inside the ecosystem, you start to realize it is much more profound.
Some Dashers are delivering through Project Dash to bring food to immunocompromised seniors or homebound people. And it becomes a lifeline for them. Or you think about the fact that on every order, you might get an amazing salad. But your Dasher is getting an earning. And the merchant you ordered from is growing their business. We really wanted to capture the flywheel that happens.
It’s an opportunity to tell the story of what’s happening from the perspectives of Dashers, merchants, and consumers. You see all these amazing stories of how these different parts of the ecosystem are supporting each other and accelerating communities. Last year, we had over 6 million Dashers earn over $11 billion through our platform. We generated more than $30 billion in sales for our merchant partners. So we want to contextualize that and help people understand that all of this income is flowing back to our neighborhoods. And we all have a role to play in that.
Blake: Generally the CMO’s job is to generate customers, not to make the world a better place. But that seems to be shifting.
Kofi: My marketing exists to drive outcomes for the business. But I think how you choose to do it and the way that you choose to show up matters a great deal.