DoorDash on Monday (Sept. 20) is adding beer, wine and spirits through the DoorDash Marketplace, which reaches more than 100 million people in 20 states, Washington, D.C., Canada and Australia.
The alcohol-on-demand offering will be available in select DoorDash markets to customers who are old enough to purchase alcohol from restaurants, grocery stores, local retailers and convenience stores. It’s the next step for DoorDash after its DoorDash Drive white-label fulfillment service that used DoorDash to deliver alcohol on demand for national and local merchants.
“Over the past year, many cities where we operate evolved their legislation in order to permit the delivery of alcohol to residents’ homes,” said Caitlin Macnamara, director of alcohol strategy and operations at DoorDash, in the company announcement. “Over that time, we worked tirelessly to build a trusted alcohol ordering and delivery experience for merchants, customers and Dashers.
“We’re committed to providing new earning opportunities for merchants and Dashers, a safe, high-quality experience for customers, and being a responsible leader in compliant alcohol delivery,” she said.
DoorDash’s alcohol-on-demand service features more than 30,000 selections. DoubleDash customers in some markets can bundle alcohol with their favorite meals on certain orders.
DoorDash estimates adding alcohol could increase restaurants’ and grocers’ average order values by up to 30% and convenience stores by more than 50%.
As part of its alcohol-on-demand service, DoorDash has partnered with Responsibility.org and Students Against Destructive Decisions (SADD) to promote alcohol responsibility and preventing underage drinking.
Meanwhile, DoorDash sued New York City last week on Wednesday (Sept. 15) over a new local law requiring third-party delivery services to share consumer data with the restaurants on their marketplaces whenever they request it, as long as customers consent.
For restaurants struggling to hold their own in the highly competitive online ordering space, consumer data could be the difference between success and failure, allowing restaurants to establish ongoing relationships directly with the consumers who enjoy their food.