DoorDash has introduced a new suite of tools within its commerce platform, aimed at supporting restaurants in increasing direct sales.
The platform expansion is also aimed at improving customer engagement across their own channels, such as applications, websites and in-store interactions.
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The enhanced platform operates on the same infrastructure that facilitates daily transactions on the DoorDash Marketplace, enabling restaurants to develop their brand, enhance profitability and provide customer experiences at scale.
Key features include a loyalty programme that allows customers to earn rewards regardless of whether they place orders through the restaurant’s app or website.
Integration with point-of-sale systems (POS) is not required, and merchants can choose between visit-based or spend-based rewards, with customers needing only to link their payment card to participate.
Restaurants can utilise existing menu items, branding and images from DoorDash to establish an SEO-optimised website without the need for backend development.
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By GlobalDataThe platform also incorporates customer relationship management (CRM) tools, enabling restaurants to automate, segment and personalise email and SMS marketing campaigns, with the ability to track their impact on sales.
Operators can manage various aspects of their business, including marketplace and direct orders, loyalty programmes, CRM and marketing initiatives, from a single, streamlined dashboard.
DoorDash’s commerce platform aims to assist operators in attracting customers through a well-designed website, facilitating seamless ordering and loyalty rewards, and retaining customers via automated, tailored marketing strategies.
DoorDash commerce platform vice-president Casey North stated: “A customer orders on DoorDash. Days later, they visit the restaurant and earn loyalty points.
“The following week, they get an email about a weekend special and place a pickup order through the restaurant’s website. That’s a fully connected commerce experience.
“With the evolved DoorDash commerce platform, we’re giving restaurants the tools to own that journey – building loyalty, driving repeat sales and growing their most profitable channels.”
In June 2025, DoorDash and Flytrex began drone delivery operations in the Dallas-Fort Worth region in Texas.
