These efforts must also extend beyond a humorous ad, Amoo-Gottfried noted. Apart from the Super Bowl and Valentine’s Day campaigns, DoorDash is continuously optimizing the user experience of its app, so that “for each big moment, the app reflects the category we’re looking to merchandise.”
Other key areas of focus include adding new merchants, such as JD Sports, to broaden its selection; working on lowering prices; and building on its subscription service DashPass.
Ultimately, the company wants to build loyalty among customers and get them to create a weekly or monthly DoorDash habit. The main metric it uses is monthly active users, which currently exceeds 30 million.
DoorDash also plans to roll out additional campaign executions throughout the year that will show up during significant holidays and experiences.
“Fundamentally, brand is everything,” Amoo-Gottfried said. “But if you don’t have the product that delivers on it, it doesn’t matter.”
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