SC

Strategy Canon

DoorDash: sourced choices

30 product and go-to-market choices, oldest first. Back to the case study

  1. 2013Product · Own courier network Hire and manage couriers so restaurants without drivers can offer delivery. DD6
  2. 2013Product · Palo Alto Delivery prototype Build a prototype in one day to test demand; the first order arrived half an hour later. DD6
  3. 2013Product · Founder-run deliveries Make the first 200 deliveries by the founders, and start new team members as drivers. DD6
  4. 2013Product · Meal-window service Deliver lunch and dinner every day in fixed windows. DD6
  5. 2013Product · Phone-based driver tracking Track drivers with the iPhone Find My Friends function instead of building a back-end system. DD10
  6. 2013Go_To_Market · Flat delivery fee Charge $6 per delivery with no minimum order. DD6
  7. 2013Go_To_Market · Campus and suburb start Begin in Palo Alto, Stanford, Menlo Park, Los Altos and Mountain View. DD6
  8. 2013Go_To_Market · Restaurant commission test Test whether restaurants would pay a commission of about 15%. DD10
  9. 2014-03Go_To_Market · Take rate Earn more than 21% of gross processing volume as the platform take rate. DD3
  10. 2016-03Go_To_Market · Series C Close a Series C at a per-share price below the previous round. DD1
  11. 2018Product · DashPass Offer unlimited deliveries from eligible merchants for a flat monthly fee. DD2
  12. 2018Go_To_Market · Launch of 3,000 cities Move from about a dozen city launches a month to 3,000 cities in six to nine months. DD1
  13. 2018Go_To_Market · DashPass membership Sell a flat-fee subscription that removes per-order delivery fees. DD2
  14. 2018-03Go_To_Market · Series D Raise $535 million in a Series D with the SoftBank Vision Fund listed as lead investor. DD3
  15. 2019-08Product · Caviar selection Add Caviar’s premium restaurant portfolio and brand to merchant selection. DD18
  16. 2019-08Go_To_Market · Caviar acquisition Agree to buy Caviar from Square for $410 million. DD18
  17. 2020Go_To_Market · Market launch routine Run a six-to-eight-week launch of each new market with Launchers who recruit merchants door to door. DD13
  18. 2020-03Go_To_Market · Commission cut Cut commissions charged to restaurants by half. DD1
  19. 2020-03Go_To_Market · Open for Delivery Buy a national TV campaign that highlights competitors as well as DoorDash. DD1
  20. 2020-09Product · DoorDash Drive Offer white-label delivery to merchants that take orders through their own channels. DD2
  21. 2020-09Product · DoorDash Pickup Let consumers order on the platform and collect from the merchant. DD2
  22. 2020-09Product · DoorDash for Work Offer group and catering orders for businesses and events. DD2
  23. 2020-09Product · Machine-learning optimization Analyze each order with machine learning to improve selection, Dasher earnings and fulfillment. DD2
  24. 2020-09Go_To_Market · National brand partnerships Partner with more than 175 of the 200 largest national restaurant brands. DD2
  25. 2020-11Go_To_Market · Public offering filing File an S-1 for a public listing. DD2
  26. 2022-06Go_To_Market · Wolt acquisition Complete the acquisition of Wolt. DD1
  27. 2025Product · Advertising Offer advertising to merchants and consumer-goods companies on the marketplaces. DD14
  28. 2025Product · Wolt+ and Deliveroo Plus Extend membership programs to the Wolt and Deliveroo marketplaces. DD14
  29. 2025-05Go_To_Market · Deliveroo offer Agree to acquire Deliveroo at 180 pence a share in cash. DD17
  30. 2026-06Product · Grocery and retail Grow grocery and retail categories alongside restaurants on the marketplace. DD7