DoorDash launches in Australia

​Platform to disrupt the already crowded food delivery industry

DoorDash, the largest on-demand food platform for door-to-door delivery in the US, is making its official launch in Australia, beginning with Melbourne.

The move marks the company’s first market expansion beyond North America and will see it directly competing with Uber Eats, MenuLog and Deliveroo.

DoorDash reports thousands of restaurants will be available for delivery through its platform, in addition to hundreds for pick up, across the CBD and inner suburbs, with plans to expand to the outer suburbs in the coming weeks.

Apparently, almost two million Australians aged 14 and over (9.8 per cent) use meal delivery services in an average three-month period.

DoorDash general manager for Australia, Thomas Stephens, said the company is excited Australia is its first international expansion outside of North America.

“We dove deep into the Australian market and quickly realised two things; restaurants want more from their delivery partners, and not all Melburnians have access to the selection that they should expect,” he said.

“We’ve built a lot of product and expertise to solve these problems in North America. Combining that experience with a tailored approach just for Melbourne, we’re excited to grow the market here. We’ve built a service for Australian eating habits with a simple focus: provide more access to Melburnian’s favourite foods.”

Along with a wide selection of Melbourne’s eateries, DoorDash claims to offer a superior delivery experience, plus a unique ‘pick-up’ function allowing users to collect their meals on the go in addition to ‘group ordering’ for big groups.

“Working collaboratively with restaurant owners of all business sizes, customers and Dashers, our priority is accessibility to a delightful food delivery experience for all. From Melbourne, we aim to continue our expansion efforts throughout Victoria and Australia through the remainder of 2019 and into 2020,” Stephens said.

The launch comes as Deliveroo ramps up its local expansion plans and introduces what it’s calling the first subscription service for a food delivery platform in this market. In its first week, the group signed up 20,000 subscribers in Australia. It’s also recently signed up the 10,000 restaurant to its platform and now has 6500 riders across the country. The company also recruited Google’s former head of creative partnerships, Jeremy Brook, as its new head of marketing for Australia.

MenuLog also just launched a branding campaign across Australia which will run until October.

DoorDash is building a corporate team in the Melbourne area, creating employee opportunities along with flexible contracting opportunities for drivers – known as Dashers.

DoorDash, founded in 2013, is a technology company that connects customers with their favourite local and national businesses in over 4000 cities and all 50 states across the United States and Canada. 

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, follow our regular updates via CMO Australia's Linkedin company page, or join us on Facebook: https://www.facebook.com/CMOAustralia.     

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