What Does DoorDash and Impossible Foods’ Partnership Mean for Customer Experience?

We’ve been following the rise of third-party delivery services over the last couple years, and we’ve been looking at what these new entities mean for the restaurant experience. We saw McDonald’s end its exclusive partnership with DoorDash, signaling that the rest of the QSR industry will likely follow. We’ve also heard about DoorDash’s partnership with a non-restaurant brand, Wyndham Hotels & Resorts, which enables DoorDash to offer free delivery to Wyndham guests.
 
Clearly, the future role of these delivery services and the extent of their impact on customer experience are only beginning to manifest. Now, we’re seeing DoorDash enter into another non-restaurant partnership—this time with a rising food brand.
 
Impossible Foods, maker of the increasingly popular Impossible Burger, has announced a partnership with DoorDash, the nation’s largest on-demand destination for door-to-door delivery. DoorDash has created a custom cuisine carousel featuring merchants that offer Impossible menu items in select US cities including San Francisco, Sacramento, Los Angeles, New York, Chicago, Miami, DC, Detroit, Atlanta, Boston, Denver, Dallas, Cleveland, Philadelphia, Minneapolis, Orlando, Houston, Pittsburgh, Bellevue, Indianapolis, Phoenix, and Las Vegas, powering the discovery of even more Impossible food.
 
DoorDash’s carousels provide discovery and education for customers looking to pair their cravings with comparable restaurants. This is the first time DoorDash has created a plant-based carousel, which will feature restaurants on the DoorDash platform that serve Impossible menu items. The partnership is celebrated with $0 delivery fees in participating markets for two weeks, from October 24 until November 7.
 
Using the carousel, customers can find all Impossible menu items in one place, showcasing the versatility of plant-based meat products in the United States. Already, the Impossible Burger has made an impact on DoorDash. Customer searches for “impossible burger” have increased threefold since January this year.
 
“DoorDash has been incredibly useful to our consumers looking for the latest and best Impossible dish in their town,” says Heather Huestis, Vice President of Marketing at Impossible Foods. “We are excited to be partnering to make this process even easier.”
 
Customers can discover the Impossible carousel and receive $0 delivery fees on their first Impossible delivery when they order within the DoorDash platform at www.DoorDash.com or download the app for Android or iOS.
 
This new partnership will enable consumers to shop based on desired ingredients, not desired restaurant. This may have implications for popular chains which have previously succeeded by branding their particular iterations of popular dishes. It will be interesting to see whether this sort of partnership becomes more common and how that change affects customer behavior.

Recent Content

Membership and Pricing

Videos and podcasts

Membership and Pricing