Acronyms
What are TWD and TMF?
TWD = try with discount or First Order 20% Off
TMF= try me free or First Order $0 Delivery
What is the new PU commission rate?
6%
Why do DoorDash Deals and Try Me Free not target DashPass customers?
DashPass customers receive free delivery with their subscription and therefore would not benefit from a free delivery customer offer.
In what year was DoorDash established?
2013
How is the budget used in a SL campaign?
Per store or per business?
The average daily budget is spread across all stores within the business.
What is a VK?
Virtual kitchen - an online restaurant that does not offer in-house dining, only online ordering. Typically in a brick & mortar or commissary kitchen.
What is DashPass?
Our customer subscription model ($9.99 a mo) where customers receive free delivery and lower service fees from DashPass-eligible restaurants.
Other benefits include 5% back on pickup orders and access to DP-specific offers.
Explain TWD
First Order $ or % off.
Targets new (non-DP and DP) customers by offering a % or $ off on orders over $15 (or custom order cart). Only redeemable on their first order.
"New" meaning they have never ordered from that specific store before, not new to DD.
Where can you find your warm leads?
GE Lead List Hub
What are the main 2 ways that our Ad product differs from competitive product?
Cost-Per-Acquisition (CPA) vs. Cost-Per-Click (CPC)
Lower customer acquisition costs (avg $3-5) vs. $12-$50
What does MWP stand for?
Middleware Provider
What are 2 benefits to adding PU?
options for customers, discounted commission on these orders, included in PU filter, included on interactive PU map, helps storefront business, DP PU benefits are enticing for customers, bring customers in-store to develop relationship, etc.
Explain our Win Back Promotion
Also called Order Again & Save
Targets customers (DP and non-DP) who ordered at least once, but have not returned in at least 45-days. Offers a % or $ off discount if they spend $15 (or custom) on their first returning order.
What is the marketshare that DoorDash currently holds? Will accept within 5%
59%
A SL campaign has a lot of clicks/impressions but low conversion. What is one thing that could be causing this?
Menu >>> photos, descriptions, customer reviews, variation in menu offers
Promo >>> entice customers to order
What is a QBR?
Quarterly Business Review
Name 2 reasons DashPass is important to Mxs.
Access to power users (spend most time/money on platform and come with higher retention rates), marketed as a DP restaurant throughout the site, free delivery and lower service fees for customers which entice them to order, distance-based pricing, lower marketing fees at DP-eligible packages, get customer benefits when DD offers DashPass offers (5% back on PU orders, summer of dashpass, etc.)
Competing promos CAN be run together, but will override one another. How do we know what promotion is prioritized?
The promotion with the highest value to DD and largest customer base.
example: SXGY $5 off $25 would override a DDD, or TWD would override TMF.
What SIGMA can you use to get expected ROAS on a Mx's marketing campaigns?
Promotion or SL Sizing Sigmas
Name two reasons why bundling promos and SL together is beneficial to the Mx?
Accomplishing two different things (awareness vs. conversion), Mxs see higher sales lift and customer acquisition metrics, accomplish goals faster.
What are SMs, PGEs and aGEs and what do they do?
SM= Success Manager, account managers that handle account-related issues, non-emergency support, menus/photos, etc.
PGE = Platform Growth Executive. Sell Drive and Storefront; help grow Mx's business off-platform
aGE = Associate Growth Executive. Our role but for unmanaged Mxs.
What are our standard commission packages and how do they differ?
Basic - 15%, no DashPass
Plus - 25%, DashPass inclusion
Premiere/Premium - 30%, DashPass inclusion
Packages differ by platform placement, customer delivery fees, marketing fees on free delivery campaigns and distance-based pricing.
Day-parting
Goal to increase ticket size vs. volume
Win back customers (smaller pool of cxs but very beneficial)
Explain why profit margins are higher on DD orders vs. in-house.
Removing fixed costs, only dealing with food costs. 30-40% profit margins on DoorDash orders when running sales math.
Keeps kitchen more efficient/less food waste at the end of the night
Essentially filling tables without taking up space in the restaurant!
Explain how our SL bidding process works.
Ad priority is based on highest bid + most relevant to customer
If Mx does win the bid, will not pay higher than second highest bid as that's all they needed to win that placement.
If no one is bidding, will pay floor of $3.