Market Analysis

Presented by:
Eagle Team
Deyaa Omar
Eman Kamel
Mariam Mansour
Taha Mokhtar
Tasneem Shaaban

Date: June 18, 2023

Contents

1. EXECUTIVE SUMMARY.....................................................................................................................3

2. INTRODUCTION....................................................................................................................................3

3. OVERVIEW OF THE FOOD DELIVERY INDUSTRY....................................................................3

3.1 MARKET SIZE.......................................................................................................................................... 4

3.2 FORECASTING MARKET SIZE................................................................................................................. 4
3.3 INDUSTRY INSIGHTS................................................................................................................................ 4
3.4 INDUSTRY TRENDS.................................................................................................................................. 5
3.5 FOOD DELIVERY INDUSTRY IN THE GCC.............................................................................................. 5
3.6 MARKET GROWTH RATE....................................................................................................................... 5
3.7 INDUSTRY FORECASTING........................................................................................................................ 6

4. DOORDASH BUSINESS ANALYSIS...................................................................................................7

5. DOORDASH’S COMPETITOR ANALYSIS.......................................................................................9

6. DOORDASH BMC................................................................................................................................10

7. HOW DOES DOORDASH MAKES MONEY...................................................................................11

8. DOORDASH’S SWOT ANALYSIS.....................................................................................................13

9. PESTEL ANALYSIS.............................................................................................................................16

10. DOORDASH TARGET MARKET SEGMENTATION.................................................................17

11. TARGET AUDIENCE (BUYER PERSONA)...................................................................................18

12. DOORDASH MARKETING STRATEGY.......................................................................................20

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13. DOORDASH IMPACT - PROJECT DASH.....................................................................................22

14. TECHNOLOGICAL ADVANCEMENT IN FOOD-DELIVERY INDUSTRY............................23

15. CONCLUSION....................................................................................................................................25

16. TAKEAWAYS.....................................................................................................................................25

17. RESOURCES.......................................................................................................................................26

1. EXECUTIVE SUMMARY.....................................................................................................................4

2. INTRODUCTION....................................................................................................................................5

3. OVERVIEW OF THE FOOD DELIVERY INDUSTRY....................................................................5

3.1 MARKET SIZE.........................................................................................................................................5

3.2 FORECASTING MARKET SIZE..............................................................................................................5
3.3 INDUSTRY INSIGHTS..............................................................................................................................6
3.4 INDUSTRY TRENDS.................................................................................................................................6
3.5 FOOD DELIVERY INDUSTRY IN THE GCC.........................................................................................7
3.6 MARKET GROWTH RATE.....................................................................................................................7
3.7 INDUSTRY FORECASTING.....................................................................................................................8

4. DOORDASH BUSINESS ANALYSIS...................................................................................................9

5. DOORDASH BMC................................................................................................................................10

6. HOW DOES DOORDASH MAKES MONEY...................................................................................11

7. DOORDASH’S COMPETITOR ANALYSIS.....................................................................................13

8. DOORDASH’S SWOT ANALYSIS.....................................................................................................15

9. PESTEL ANALYSIS.............................................................................................................................18

10. DOORDASH TAREGT MARGET SEGMENTATION.................................................................19

11. TARGET AUDIENCE (BUYER PERSONA)...................................................................................20

12. DOORDASH MARKETING STRATEGY.......................................................................................22

13. DOORDASH IMPACT - PROJECT DASH.....................................................................................24

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14. TECHNOLOGICAL ADVANCEMENT IN FOOD-DELIVERY INDUSTRY............................24

15. CONCLUSION....................................................................................................................................27

16. TAKEAWAYS.....................................................................................................................................27

RESOURCES.............................................................................................................................................27

1. Executive Summary
This market analysis report offers a comprehensive overview of the food delivery industry, with a
specific focus on key players such as DoorDash, UberEats, GrubHub, Postmates, and Deliveroo. The
report examines the current state of the market, industry trends, competitive landscape, and future
growth prospects.

The food delivery industry has experienced substantial growth and transformation, driven by evolving
consumer preferences, urbanization, and technological advancements. The report highlights intense
competition among major players, including DoorDash, UberEats, GrubHub, Postmates, and Deliveroo,
each bringing its unique strengths and market strategies.

Key findings from the market analysis indicate that DoorDash holds a significant market share,
capitalizing on partnerships with a wide range of restaurants and efficient delivery services. UberEats,
leveraging its ride-hailing platform, has gained a competitive edge by tapping into its extensive user
base. GrubHub focuses on providing a diverse range of cuisine options and superior customer service,
leveraging its extensive network of local restaurants. Postmates has attracted a loyal customer base with
its emphasis on quick delivery and convenience, particularly in densely populated urban areas.
Deliveroo, with its strong international presence, offers a curated selection of restaurants and prides
itself on timely and efficient deliveries.

The report also delves into the target market of each company, highlighting buyer personas and key
demographics. DoorDash appeals to busy professionals and families seeking variety, while UberEats
targets tech-savvy individuals valuing convenience. GrubHub caters to local food enthusiasts supporting
independent eateries, and Postmates focuses on urban residents seeking quick and convenient delivery.
Deliveroo, known for its international reach, appeals to customers seeking a curated selection of
restaurants and timely service.

This report will discuss the points mentioned above thoroughly and more starting from the food-delivery
industry to technological advancement, industry trends, and top players in the industry with while
focusing on DoorDash.

2. Introduction

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The food delivery industry has experienced significant growth, from in-person deliveries to specialized
companies and real-time delivery monitoring. Advances in technology, particularly cloud computing and
big data, have transformed the industry. Millennials, driven by their accelerated lifestyle, are more
receptive to new experiences and seek convenient food options.

3. Overview of the food delivery Industry

Due to the development of technology and shifting consumer preferences, the food delivery sector has
seen significant growth and transformation in recent years. Assess various platforms and services that
connect customers with local restaurants, facilitating the delivery of meals to their desired location.
With a 69.3% revenue share in 2022, the platform-to-consumer delivery segment had the largest
revenue share. The platform-to-consumer delivery segment covers the revenues of an online business
that acts as an intermediary between customers and multiple food facilities to submit food orders from
a customer to a participating food facility and deliver the order from the food facility to the consumer.

3.1 Market Size

 In 2022, the global online food delivery sector estimated the market size to be 770 billion U.S.
dollars, generating 460 billion dollars in the grocery delivery segment and 300 billion dollars in the
meal delivery segment.
 United States is the largest market with revenue of $26.5 billion in 2020, followed by China with
$21.9 billion (source: Statista)

3.2 Forecasting Market Size

 By 2027, the online food delivery market is forecast to generate revenues reaching 1.4 trillion U.S.
dollars. The compound annual growth rate CAGR (2023-2027) is 7.2%

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3.3 Industry Insights
 Consumer surveys reveal that 83% of adults in the United States use food delivery services,
highlighting the industry's popularity and convenience factor (source: National Restaurant
Association).
 Digital Transformation: In the United States, online food delivery sales accounted for 8.6% of
total restaurant sales in 2020, marking a substantial shift toward digital channels (source:
Statista).
 Changing Consumer Behavior: The rise of food delivery platforms has been driven by changing
consumer behavior, with 66% of millennials and 56% of Gen Xers ordering food for delivery at
least once a week (source: Technomic).

3.4 Industry Trends

 Expansion of Delivery Apps: Well-known delivery services like DoorDash, Uber Eats, and
Grubhub are all continuing to broaden their customer bases. DoorDash currently holds a 49%
market share in the United States (source: Edison Trends).
 Focus on Delivery Logistics: Companies are investing in advanced logistics solutions. For
example, some platforms utilize route optimization algorithms and GPS tracking to ensure
efficient and timely deliveries, resulting in improved customer satisfaction rates.
 Demand for Transparency: Customers increasingly prioritize transparency in food sourcing and
sustainability practices. This has led to the emergence of platforms that partner with restaurants
committed to ethical sourcing and environmental sustainability.
 Volume and value of the industry: Order Volume: In the United States, the number of food
delivery app users is estimated to reach 45.6 million by 2023, indicating the high volume of
orders processed through these platforms (source: Statista).
 Revenue Generation: Delivery fees, commission charges, and advertising contribute to the
industry's revenue. For instance, DoorDash reported $885 million in revenue in Q1 2021, a 198%
increase compared to the same period in the previous year (source: DoorDash Investor
Relations).

3.5 Food delivery industry in the GCC

The food delivery industry in the Gulf Cooperation Council (GCC) countries, which include Bahrain,
Kuwait, Oman, Qatar, Saudi Arabia, and the United Arab Emirates, has witnessed significant growth and
transformation in recent years. With the increasingincreasing urbanisationurbanization, busy lifestyles,
and a growing preference for convenience, online food delivery services have become increasingly
popular among residents in the GCC. Key players such as Talabat, HungerStation, carriage Zomato,
Deliveroo, and Uber Eats have established a strong presence in the region, offering a wide range of
cuisine options and efficient delivery services. The GCC's multicultural population has contributed to the
diversification of food choices, catering to various tastes and preferences. Moreover, the COVID-19
pandemic has further accelerated the demand for food delivery as people sought safe and contactless
dining options. As a result, the industry has witnessed the emergence of cloud kitchens, virtual
restaurants, and innovative delivery models. With ongoing technological advancements, expanding
partnerships, and a focus on customer satisfaction, the food delivery industry in the GCC is expected to
continue thriving and evolving to meet the evolving needs of consumers in the region.

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The food delivery industry is expected to have a high a growthgrowth rate over the next couple of years
from three aspects: number of users, revenues, and average revenue per user as shown in the three
figures below.

3.6 Market Growth Rate

 The number of users is expected to grow over the next years as people are counting more on
food delivery services in two main elements which are meal delivery and grocery delivery.
 In the Meal Delivery segment, the number of users is expected to amount to 26.82m users by
2027.

3.7 Industry Forecasting

 For the revenues, it is expected to show an annual growth rate (CAGR 2023-2027) of 10.71%,
resulting in a projected market volume of US$24.10bn by 2027.

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  The future of the food delivery industry in the GCC looks promising, driven by evolving
consumer preferences and technological advancements. With the region's young and tech-
savvy population, the demand for online food delivery is expected to continue growing.
Delivery platforms will likely focus on enhancing user experiences through seamless mobile
apps, personalisedpersonalized recommendations, and efficient delivery logistics. The
adoption of emerging technologies like dronedrones and autonomous delivery, artificial
intelligence, and data analytics will revolutioniserevolutionize the industry, improving
operational efficiency and customer satisfaction. The rise of virtual kitchens, ghost
restaurants, and collaborations with popular brands and influencers will further diversify the
food options available for delivery. Additionally, sustainability will gain importance, with a
focus on eco-friendly packaging and electric vehicles. Overall, the future of the food delivery
industry in the GCC holds immense potential for innovation and growth, catering to the
evolving needs and preferences of consumers in the region.

4. DoorDash Business Analysis

4.1 DoorDash Story
 DoorDash, was founded in 2013, by 4 farmers, the name of CEOof CEO Is Tony Xu. Doordash is a
technology company that offers an online food delivery service by connecting customers with
restaurants and selected merchants. The DoorDash business model aims to benefit both users
and restaurants. Customers can browse menus and place orders through the DoorDash
platform, which sends the orders to partnered restaurants and coordinates delivery through
Dashers.
 DoorDash has grown quickly and has overcome large players such as GrubHub, Uber Eats, and
Postmates, with an estimated 35% market share. That is a great business, considering that on-
demand food delivery services are increasing 20% per year and are expected to reach $365
billion in revenue by 2030.

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 
 DoorDash began as a platform for listing restaurants, but it swiftly changed its focus by
including the delivery function in its model of operation. The founders rebranded the business
as DoorDash and enrolled in the Y Combinator incubator after testing the concept in a small
geographic area. The business expanded quickly, reaching 18 U.S. cities in less than two years,
and was valued at more than $600 million.
 At the end of 2020 DoorDash Goes Public At $182 Per Share under the symbol “DASH”.
 will see DoorDash's IPO. One million drivers are registered as Dashers as of right now, and the
company will be have present presence in over 4,000 cities across the United States, Canada,
Australia, Japan, and Germany by the year 2030.

 Headquarters: San Francisco, California

Markets Served: Australia, Canada, Germany, Japan, New Zealand, and the United States; 21
other countries through Wolt Enterprises Oy.
Number of employees: 16,800
Revenue: $6.583 billion (2022)
Net Revenue: $-1.365 billion (2022)

4.2 DoorDash Market Share

DoorDash is dashing its way from success to success, gaining rapidly in market share. In May 2022,
DoorDash held a 59% share of monthly sales in food deliveries in the US and 65% as of March 2023.

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 4.3 DoorDash Market Share by Country

4.4 Doordash 2022 Impact at a Glance

1.74 B $13 B $38 B

Consumer orders globally Dasher earnings globally Merchant sales globally

40 M 56 M $78 B
Estimated meals delivered on Deliveries in DoorDash-branded U.S. GDP supported.
behalf of hunger relief markets using a low- or no-emissions
organizations. vehicle.

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5. DoorDash BMC
Key Partners Key Activities Value Propositions Customer Relationships

- Restaurants - Delivery  Social Media

- Retail stores - Platform maintenance Users: Users: the  24×7 customer
- Dashers - Software development convenience of ordering support
(drivers) - Payment processing online. Brick-and-mortar
- Investors - Customer service Businesses: Extended store
- Technology - Marketing and customer base, efficient
providers communication transportation, easy.
Drivers: Flexible working
Key Resources hours, good money, good Channels
tips.
- Technology platform  Website
- Partnership with stores and restaurants  Apps for Android and
- Delivery people iOS
- Algorithms and AI
Cost Structure Revenue Streams Customer Segments

 Platform maintenance  Commissions

 Marketing  Delivery fees  Users
 Customer Acquisition Costs (CAC)  Service fees  Businesses:
 Legal costs  Membership fee  Drivers
 Credit card and other payment fees  Ads
 Research & development  SaaS
 Customer support
 Human resources

5.1 DoorDash’s Customer Segment

Users: People who don’t want to cook, who don’t want to go out to eat, who don’t have time or energy
to dress up for going out, who want to eat from outside, who want to have food delivered to their
doorstep.
Businesses: Places that don’t have a delivery team, or which want to reach DoorDash’s audience.;
Drivers: People looking for flexible jobs, with adaptable timing and good tips.

5.2 DoorDash’s Value Proposition

Users: The convenience of ordering online, AI that suggests what they may like, scheduled delivery,
order real-time live tracking, rating system;

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Businesses: Extended customer base, efficient transportation, easy, cheap, and fast way to deliver, a
strong asset for small businesses;
Drivers: Flexible working hours, good money, good tips.

6. How does DoorDash Makes Money

6.1 Fees
DoorDash relies on three kinds of fees that can vary based on location and demand:
 Delivery Fee: $1.99 — $4.99
 Small Order Fee: ~ $2.50
 Service Fee: ~ 9% — 11% of the subtotal

6.2 Commissions
DoorDash takes up some percentage of the order subtotal every time a transaction is completed on its
platform. The restaurants must choose a plan:
 Basic: 15% commission, with the highest delivery fees for the customer and limited delivery
area;
 Plus: 25% commission, with reduced delivery costs, expanded delivery area, and inclusion into
the loyalty program;
 Premier: 30% commission, with the lowest fees, the largest delivery area, a loyalty program, and
a warranty of 20 deliveries a month (otherwise it gets a fee refund).

6.3 Subscription
DoorDash has launched DashPass, a subscription service that offers unlimited deliveries with no delivery
fees (on orders over $15) for $9.99 per month. There are more than 1.5 million subscribers nowadays.

6.4 SaaS
DoorDash Storefront is software for restaurants that want to own their personalized ordering and
delivery system. Merchants pay a monthly subscription to use the platform.

6.5 DashMart
DoorDash has expanded its delivery service to over 2,500 convenience stores, with some large retail
players, such as CVS, Walgreens, 7-Eleven, Wawa, etc.

6.7 Catering
It is their B2B side, but it works just as restaurant-to-customers. The merchant only needs to sign up for
accepting orders from corporate clients.

6.8 Advertising

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DoorDash charges for displaying ads on its inventory. Restaurants that want to be placed at the top pay
more.

6.8 Brick-and-mortar store

Partnered with the San Francisco restaurant Burma Superstar, DoorDash opened Burma Bites, its first
restaurant. It is a takeout and delivery operation that uses the company’s online infrastructure. Menu
prices range from $2.95 to $20.

6.9 Acquisitions by DoorDash

DoorDash has acquired four companies so far:

 Bbot–Ordering solutions provider: acquired in March 2022 to provide more solutions that can
help partner merchants improve their online and in-store channels
 Rickshaw (2017): delivery network
 Caviar (2019): food-ordering and delivery service;
 Wolt Enterprises Oy – Food delivery service founded in Finland with a market presence in 23
countries, mainly in Europe, acquired in November 2019 for €7B in stock to accelerate the
company’s product development and scale in international markets
 IvI5 (2019): a software company that uses computer vision to provide mapping to robots and
autonomous vehicles;
 Scotty Labs (2019): Mobility startup focusing on self-driving and remote-controlled vehicles,
acquired in August 2019 to explore next-generation delivery solutions Brick-and-mortar store

75. DoorDash’s Competitor Analysis

 GrubHub: Popular because it is widely available throughout the U.S.
 Uber Eats: Year founded: 2014, Headquarter: San Francisco, California
In 2020, Uber acquired Postmates for $2.4 billion and boosted UberEATS’s competitive edge over
Grubhub. But Grubhub leveled the playing field in 2021 by merging with Just Eat Takeaway.
USES A "CLOSED-BAG" PHILOSOPHY, Orders are not opened or inspected by drivers; meals are
handed from the restaurant to the driver, then from the driver to the customer.
 Postmates: founded in 2010, Headquarter: San Francisco, California
has increased in popularity because it provides delivery from restaurants that don’t usually offer
food delivery or pre-orders.

Comparison Doordash Grubhub Postmates Uber Eats

Best for Reputation Deals - Variety Cost

commercial insurance

Number of more than 7000 cities 4,000 U.S.cities and 4,200 500 in 24 countries

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citiesof cities in the US, Canada, London, UK
serviced Australia, and Japan.

Number of 300,000 300,000 600,000 320,000

restaurants
featured

Restaurant Commission per order Commission ranging Commission based Service fee of 30%
costs Advertising from 5% to 15% on pre-tax of of the bill
commissions products sold
(commission rate
determined by
partner contract)

Drivers At least $1 Grubhub set pay $.95 per pickup Pickup fee
Earning 100% of tip - $.50/mile from pick $.95 per drop-off Mileage
Busy" pay of $1$1. up to destination $.09/minute Tip
(surge pricing for peak - 100% of tips waiting at pickup Drop-off fee-20%
periods)*periods) * $.72/mile from pick to 25% (Uber
up to destination commission)
100% of tips*

Customer $.99 to $7.99 delivery TypicallyTypically, less $5.99 flat rate Typically, less than
fees fee than $7 Variable service fee $6
+7% to 15% service fee Cost of food $0 delivery fee for
Dynamic delivery fee Possible delivery fee orders $20+ cost of food
for busy periods set by restaurant *No surge pricing Booking fee
for Postmates Busy fee
Unlimited Applicable taxes
customers

Membership DashPass: $9.99 per Grubhub: $9.99 per Postmates Eats Pass: $9.99 per
subscription month (free one- month (free two- Unlimited: $9.99 month, unlimited
month trial); zero week trial); unlimited per month or free delivery (even
delivery fees on orders free delivery from $99.99 annually during busy hours)
from select eligible restaurants (free seven-day and 5% off orders
restaurants, as well as and 10% cash back for trial); free delivery of $15 or more for
zero delivery fees and every $100 you spend for orders over $12, your region
lower service fees on no extra fees during
orders over $12 “blitz” hours, and
additional perks
and offers

Also delivers Groceries, alcohol Alcohol “Anything from Alcohol (in

anywhere” “certain markets
(groceries, in South Florida”)
alcohol, flowers,

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 “fake birds,” etc.)

6. DoorDash BMC
Key Partners Key Activities Value Propositions Customer Relationships

- Restaurants - Delivery  Social Media

- Retail stores - Platform maintenance Users: the convenience of  24×7 customer
- Dashers - Software development ordering online. support
(drivers) - Payment processing Businesses: Extended
- Investors - Customer service customer base, efficient
- Technology - Marketing and transportation.
providers communication Drivers: Flexible working
hours, good money, good
Key Resources tips. Channels

- Technology platform  Website

- Partnership with stores and restaurants  Apps for Android and
- Delivery people iOS
- Algorithms and AI
Cost Structure Revenue Streams Customer Segments

 Platform maintenance  Commissions

 Marketing  Delivery fees  Users
 Customer Acquisition Costs (CAC)  Service fees  Businesses
 Legal costs  Membership fee  Drivers
 Credit card and other payment fees  Ads
 Research & development  SaaS
 Customer support
 Human resources

6.1 DoorDash’s Customer Segment

Users: People who don’t want to cook, who don’t want to go out to eat, who don’t have time or energy
to dress up for going out, who want to eat from outside, who want to have food delivered to their
doorstep.
Businesses: Places that don’t have a delivery team, or which want to reach DoorDash’s audience.
Drivers: People looking for flexible jobs, with adaptable timing and good tips.

6.2 DoorDash’s Value Proposition

Users: The convenience of ordering online, AI that suggests what they may like, scheduled delivery,
order real-time live tracking, rating system.

15
Businesses: Extended customer base, efficient transportation, easy, cheap, and fast way to deliver, a
strong asset for small businesses.
Drivers: Flexible working hours, good money, good tips.

7. How does DoorDash Makes Money

7.1 Fees
DoorDash relies on three kinds of fees that can vary based on location and demand:
 Delivery Fee: $1.99 — $4.99
 Small Order Fee: ~ $2.50
 Service Fee: ~ 9% — 11% of the subtotal

7.2 Commissions
DoorDash takes up some percentage of the order subtotal every time a transaction is completed on its
platform. The restaurants must choose a plan:
 Basic: 15% commission, 6% pickups, with the highest delivery fees for the customer and limited
delivery area.
 Plus: 25% commission, 6% pickups, with reduced delivery costs, expanded delivery area, and
inclusion into the loyalty program.
 Premier: 30% commission, 6% pickups , with the lowest fees, the largest delivery area, a loyalty
program, and a warranty of 20 deliveries a month (otherwise it gets a fee refund).

7.3 Subscription
DoorDash has launched DashPass, a subscription service that offers unlimited deliveries with no delivery
fees (on orders over $15) for $9.99 per month. There are more than 1.5 million subscribers nowadays.

7.4 SaaS
DoorDash Storefront is software for restaurants that want to own their personalized ordering and
delivery system. Merchants pay a monthly subscription to use the platform.

7.5 DashMart
DoorDash has expanded its delivery service to over 2,500 convenience stores, with some large retail
players, such as CVS, Walgreens, 7-Eleven, Wawa, etc.

7.6 Catering
It is their B2B side, but it works just as restaurant-to-customers. The merchant only needs to sign up to
accept orders from corporate clients.

7.7 Advertising

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DoorDash charges for displaying ads on its inventory. Restaurants that want to be placed at the top pay
more.

7.8 Brick-and-mortar store

Partnered with the San Francisco restaurant Burma Superstar, DoorDash opened Burma Bites, its first
restaurant. It is a takeout and delivery operation that uses the company’s online infrastructure. Menu
prices range from $2.95 to $20.

7.9 Acquisitions by DoorDash

DoorDash has acquired four companies so far:

 Bbot–Ordering solutions provider: acquired in March 2022 to provide more solutions that can
help partner merchants improve their online and in-store channels.
 Rickshaw (2017): delivery network
 Caviar (2019): food-ordering and delivery service.
 Wolt Enterprises Oy – Food delivery service founded in Finland with a market presence in 23
countries, mainly in Europe, acquired in November 2019 for €7B in stock to accelerate the
company’s product development and scale in international markets.
 IvI5 (2019): a software company that uses computer vision to provide mapping to robots and
autonomous vehicles.
 Scotty Labs (2019): Mobility startup focusing on self-driving and remote-controlled vehicles,
acquired in August 2019 to explore next-generation delivery solutions Brick-and-mortar store.

8. DoorDash’s SWOT Analysis

Strengths Weaknesses
1. Market leadership, preferred by many consumers 1. Reliant on gig workers
2. Strong brand health 32. Lack of profitability
3. Customer base 43. Dependence on the U.S. market
4.Wide value offer 54. High Commission
5. Enabled by its successful IPO 65. High delivery fees
6. Robust delivery infrastructure
and merchant partnerships
7. Portfolio of acquisitions
8. Value differentiation and innovation practices
9. Strong brand health
10. User-friendly platform

Opportunities Threats
1. Venturing into burgeoning markets 1. Intense competition
2. Creating a virtual concierge 2. Intensifying regulatory oversight

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3. Deployment of robotics & IOT in operations 43. Criticisms against its environmental impact
4. Exclusive partnerships with restaurants 54. Dasher’,s Employment Under state law
56. Economic crisis

8.1 DoorDash’s Strengths

 Leadership: Leading marketplace in both online food delivery and convenience delivery
businesses; its share of monthly sales increased from 15% in 2018 to 65% as of March 2023.
This share is almost three times larger than its biggest competitor, Uber Eats, at 22%.
 Customer base: Largelarge network with more than 450,000 restaurants, 20 million
customers, and one million riders;riders.
 Wide value offer: Provision of different products to restaurant partners, besides food
delivery, such as marketing, saasSaaS, and advertising.
 Strong brand health: DoorDash enjoys favorable brand health with strong recognition.
- Partnerships with big brands: like the National Basketball Association (NBA), TripAdvisor,
and Roku, to extend its audience reach.
- The omnichannel campaigns over the years, including the 2020 COVID-19 campaign
called “Open for Delivery,”
- Project Dash. In 2022In 2022, the project delivered over 60 million meals to people in
need across select communities in the U.S. and Canada.

 Value differentiation and innovation practices: it continuously updates its website and
mobile app properties to ensure that customers get the best and most convenient
experience ordering food online.

- DoorDash also makes full use of data accumulated from user consumption along with a
variety of AI & ML techniques to maximize operational efficiencies.
As an example implementation, the company uses these algorithms on different
internal and external data, such as food preparation times, customers’ locations, and
current traffic situation, to determine optimal delivery routes for Dashers.

8.2 DoorDash’s Weaknesses

 High commission: Plans are expensive for its partners, especially small businesses startsstart
from 15% of commission, and they can reach up to 30%;30%.
 High delivery fees: Compared to its competitors, delivery costs can be pretty costlycostly for
users.
 Reliant on gig workers
- DoorDash benefits from using gig economy workers as Dashers, butDashers but faces
challenges in service quality control and consistency. Independent contractors lack the
same rules and standards, potentially causing customer dissatisfaction and damaging
DoorDash's reputation.
- High turnover in gig economy workers may increase recruitment and training costs, loss
of institutional knowledge, and risk DoorDash losing Dashers to competitors. This may

18
 result in operational challenges, inefficiencies, and service quality decline.

 Lack of profitability

DoorDash's 2022 loss of $1.35 billion was a significant loss, nearly three times the previous
year’s loss of $468 million. largely due to its low-margin business model and the high costs of
maintaining its platform. To improve profitability, DoorDash must enhance operational
efficiency and identify higher-margin revenue sources. Failure to do so may lead to continued
losses and threaten the company's long-term viability.

 Over Reliance on the U.S. market

- DoorDash's revenue heavily relies on the U.S. market, accounting for over 99% of its
total revenue. The company's international segment, which grew after acquiring Wolt in
2022, is at risk due to overreliance. To minimize risk and improve profitability, DoorDash
should focus on operational efficiency and higher-margin revenue sources. Failure to do
so may lead to continued losses and threaten the company's long-term viability.

8.3 DoorDash’s Opportunities

 Venturing into burgeoning markets:

The online food delivery market forecasts growth from $770 billion in 2022 to $1.45 trillion in
2027, with Asia Pacific accounting for 45%.

 Creating a virtual concierge

- DoorDash could expand its delivery verticals by offering a virtual concierge service,
allowing delivery riders to stack orders in one trip such as picking up laundry or buying
items from local stores. This would increase efficiency and expand into logistics-based
services, Additionally, DoorDash could pool orders and assign them to a single delivery
rider, offering lower delivery fees and enabling faster service. This would improve

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 efficiencies, serve more customers, and increase margins in the long run.

 Deployment of robotics in operations

- DoorDash tested delivery robots in controlled environments with Starship Technologies
and Marble Robot in 2017. In 2019, it collaborated with Cruise to test self-driving cars in
San Francisco. The company acquired Chowbotics and Scotty Labs, creating a robotics
lab and filing patents for autonomous delivery robots and logistics hubs. This initiative
could reduce operating expenses and increase margins.

 Exclusive partnerships with local merchants

- DoorDash ended exclusive partnerships with popular food chains like Wingstop,
Wendy's, and Cheesecake Factory, recognizing the need for increased availability across
platforms. The company could reintroduce exclusive partnerships with local restaurants
in high-demand communities, offering discounted commission fees and premium
marketing services in exchange.

8.4 DoorDash’s Threats

 Intense competition and potential industry consolidation

DoorDash, the leading online food delivery service, faces increased competition and scrutiny
due to the industry's competitive nature and growing bargaining power. To regain market share,
established players are turning to consolidation strategies, acquiringacquiring, or merging with
other companies to benefit from economies of scale. Examples of this trend include Uber's
acquisition of Postmates and Just Eat Takeaways acquisition of GrubHub, posing a threat to
DoorDash. Emerging threats include smaller, focused competitors like Slice and Hungry Panda,
who offer tailored services for both consumers and merchants. These competitors offer
management tools, marketing services, lower fees, and strong supplier relationships.
 Increasing regulatory oversight
DoorDash faces increased regulatory scrutiny in the US, particularly in the US, due to
commission fees. Regulators have imposed fee caps on DoorDash's 30% fees, leading to a
revised pricing model with tiered partnership structures. Additionally, DoorDash faces
regulatory issues related to the reclassification of its drivers from contractors to full-time
employees, potentially increasing operating costs to maintain its delivery network.

 Criticisms against its environmental impact

Food delivery services face environmental concerns, including carbon emissions and single-use
plastics in packaged food. DoorDash's six million Dashers could emit up to 20 million metric tons
annually, highlighting the need for company action.



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9. PESTEL Analysis
Political
1. Joe Biden's plan to increase corporate taxes to
28% will increase costs
2. The Quebec Government has put a cap on the
fees that delivery apps can charge the restaurant.
Social
1. The trend of ordering food from delivery
services is high in the US with 31% of people
preferring to order food from delivery services at
least twice a week. Further, the companies can
benefit financially as customers spend more on
online ordering of food than dine-in.
2. The youngest target, from 16 to 24 is
considered to beis more tech-savvy.
Environmental
1. The food delivery sector contributes highly to
carbon emissions through the use of gasoline
vehicles for delivery.
2. Single-use packaging for packing
3. US government targets ban on gasoline
vehicles by 2035, affecting the food delivery
industry by requiring electric fleet conversions,
increasing costs
4. Australia's commitment to the International
Paris Agreement aims to reduce emissions by 50%
by 2030. The federal government promotes
sustainable vehicles, affecting food delivery
companies with gasoline fleets.
5. South Australia bans single-use plastic, forcing
restaurants to find alternative alternatives and
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Economical
1. COVID-19 causing the delivery market to be
increasingly volatile
2. The Global online food delivery market is
expected to grow to $154.34 billion by the End of
2023
Technological
1. Machine learning and Al are being increasingly
used in the industry to predict demand and
improve services.
2. Development of self-driving cars for the
delivery market
3. The expenditure of the US government on R&D
development in 2022 amounted to $171 billion.
Further, the Australian government also spends
extensively on R&D
4. E-Bikes
Legal
1. Class Action Lawsuit may cause problems in
operations and additional costs
2. Reclassification of drivers as employees will
increase the cost of operation.
3. The GST laws have been changed and the onus
of collecting GST is now on the food delivery
platforms. Doing so would impact the ultimate
price of the order, hence many customers can shy
away from ordering through delivery platforms,
leading to losses for the companies.
increase expenditure.

How is does DoorDash Marketing keepsing the brand was a head of

competition??!!

10. DoorDash TaregtTarget MargetMarket Segmentation

 The main audience of DoorDash customers is younger individuals, from the Gen Z and Millennial
age groups, as well as parents of young kids looking for a convenient solution for food and
grocery deliveries.
 While DoorDash is popular in urban areas, it is also very popular in smaller cities and rural areas.
 Focusing on four segmentation prespectivesperspectives, Demographics, Geographics,
Behavioral, Psychographics

10.1 DoorDash Demographic Segmentation

 The younger adult segment, with 34% of consumers aged 18-24 using food delivery apps, and
30% of those aged 25-34.
 According to DoorDash statistics, 60% of millennials want restaurants to use technology to make
it easier to order and enjoy meals. Another DoorDash target market is busy parents, of which
16% use food delivery apps.

10.2 DoorDash Geographic Segmentation

 DoorDash serves over 7000 cities in the US, Canada, Australia, and Japan.
 Surpassing Uber Eats and Grubhub in urban restaurant delivery, particularly high-end
restaurants. in the US, 30% of deliveries were in rural areas, and 37% were in low-income
communities.
 The rural market, suburbs, and smaller urban centers are key demographics in the DoorDash
target market. The company specifically targets audiences in non-urban areas where food
delivery services are usually not available.
 DoorDash launched in Melbourne, Australia in 2019, and by the end of 2022 cover 80% of the
Australian population. The company has signed deals with some of Australia’s biggest food and
grocery retailers, including Coles and Petstock.
 DoorDash launched in Canada in 2015, and2015 and expanded to over 50 Canadian cities in
2019. A 2021 study showed that 20% of Canadian adults have used food delivery services,
translating to 6.2 million people. DoorDash came in third place with 25% market share, after
Skip Thethe Dishes and UberEats.

10.3 DoorDash Behavioral Segmentation

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  The Main DoorDash target audiences are consumers who are too busy to cook or don’t feel like
cooking. It also includes ‘foodies’ who want to enjoy great food at home, and even employers
looking to order food deliveries for staff.
 DoorDash targets consumers who want to expand their dining options yet at the same time
desire the convenience and simplicity of home food delivery via app, with features such as
instant ordering and contactless payment.

10.4 DoorDash Psychographic Segmentation

 We can describe the DoorDash consumer as the ‘Hedonist’ personality type, who typically wants
the good things in life, enjoys socializing, and seeks out new experiences. They are adventurous
and spontaneous and look for quality and aesthetic appeal.
 The DoorDash psychographic segment is socially conscious and aware, and keen to support
local businesses and community empowerment initiatives, which is a big part of the DoorDash
strategy.
 While the typical DoorDash customer might be a ‘hedonistic’ type, the target audience among
the lower socio-economic stratum is growing. In 2021, the number of DoorDash customers living
in low-income communities increased by 50%

11. Target audience (Buyer Persona)

11.1 Users
 Young to middle age target audience, focusing particularly on MillenialsMillennials.
 Busy parents and people who don’t want to/are too busy to cookcook.
 Companies ordering for their teams.
 Foodies who want to enjoy great food at home.
 Hedonist personality, Theythey are adventurous and spontaneous and want the good things in
life.
 People in rural and low-income communities(30% of deliveries were in rural areas, and 37%
were in low-income communities).

11.2 Restaurants
 Restaurants that wouldn’t usually be able to deliver.
 Restaurants with no seating.
 Restaurants who want a wider reach
11.3 Dashers

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  People who want a job with flexible timings
18-24 25-34 35-44 45-54 55+

11.4 Age 3%
5%
7%
 18-24 years: 34%
34%
 25-34 years: 50.7%
 35-44 years: 7.5%
 45-54 years: 2.7%
 55 years and above: 5.2%


51%
11.5 Gender
 Male (58.9%)
 Female (41.1%)
11.6 Household Income per Year
Male Female
 Less than $25,000 25.2%
 $25,000 to $39,999 12.1%

 $100,000 to $149,999 24.3% 41%
 $40,000 to $59,999 17.8% 59%
 $60,000 to $74,999 7.2%
 $75,000 to $99,999 13.4%
 $25,000 to $39,999 12.1%
 $60,000 to $74,999 7.2%$100,000 to $149,999 24.3%

Household income
$60,000 to $74,999 7.20%

$25,000 to $39,999 12.10%

$75,000 to $99,999 13.40%

$40,000 to $59,999 17.80%

$100,000 to $149,999 24.30%

Less than $25,000 25.20%

0.00% 5.00% 10.00% 15.00% 20.00% 25.00% 30.00%

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12. DoorDash Marketing Strategy

“Everything we do at DoorDash is in the spirit of bringing

communities together.”

DoorDash strategy is a mix of product and service innovation, social media marketing, and brand
awareness via corporate responsibility and community empowerment initiatives.
For example, the brand often promotes new strategies designed to overtake the DoorDash competition,
such as DoubleDash, where customers can order multiple items from different stores and have them
delivered in one drop-off at no extra charge.
(Same idea HungerStation KSA, multiple orders diff places)
In early 2022, DoorDash added Target grocery deliveries to its app, providing yet another attractive
option for the user base.
 DoorDash provides real-time analytics to its partner restaurants, giving them valuable data
about customer behaviors and preferences. This enables DoorDash restaurants to adapt their
own marketing strategies and offers to meet customer demand and increase sales.

 DoorDash invests a lot of resources in building customer engagement via social media, using
interactive content to initiate conversations and strengthen relationships with customers.
EX: a simple Twitter poll asking followers what food they are craving on a Monday night drew
nice engagement:

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  DoorDash commercials focus on enhancing customers’ lifestyles, by addressing the pain points
of the target audience. For example, the brand recently released a commercial for the DashPass
subscription, offering unlimited free delivery for orders over $12. The appealing ad featured a
loving dog owner at work, sending deliveries home all day long through the doggie door, using
the DashPass service.
Video: commercial

 DoorDash adapts its advertising strategy according to region, so commercials take on the feel
and flavor of the local market.
 During the COVID pandemic, DoorDash launched the “Open for delivery” campaign,
encouraging consumers to purchase food deliveries from restaurants to help these businesses
weather the crisis. The campaign included a dedicated website, organic and paid social media
promotions, and a powerful message featured on the 30-second commercial spot that aired
nationally: “Restaurants have always been there for you. Now you can be there for them.”
Video: Open for delivery

 The company takes pride in its efforts to boost low-income communities, not just by offering
charity and supporting local restaurants, but by providing work opportunities as “Dashers”, and
DoorDash delivery drivers.

 Approximately 37% of DoorDash users within the U.S. were located in low-income communities,
and another 30% were located in rural communities — increasing choice and convenience for
people in more areas.
 There are tens of millions of people that are good candidates for flexible earning opportunities
like dashing. Over the course of 2021, DoorDash provided opportunities for over six million
individuals, including those who live in rural areas that have historically lagged urban areas in
economic growth. In rural communities within the U.S., Dashers earned over $3.1 billion in
2021. Further, in low-income communities within the U.S., Dashers earned over $4.3 billion,
contributing meaningfully to these local economies.

26
  In 2021, more than six million people in low-income and rural areas got job opportunities
through DoorDash. These initiatives led to DoorDash being named as one of Time magazine’s
top 100 influential companies on the 2022 list.
In rural communities within the U.S., Dashers earned over $3.1 billion in 2021. Further, in low-
income communities within the U.S., Dashers earned over $4.3 billion, contributing
meaningfully to these local economies.

13. DoorDash Impact - Project DASH

 According to statistics, the average restaurant has 100,000 pounds of excess food every year but
only 1.4% of that is donated; 78% of restaurants cite transportation as a barrier to donateing
more food.
 Project DASH aims to address hunger and food waste in local communities by utilizing
DoorDash's employees, last-mile logistics technology, and a network of millions of consumers,
Dashers, and Restaurant Partners across 600 cities.
 Through Project DASH, they provided around 31 million meals to people in need and powered
around 1.6 million deliveries of groceries, household goods, school supplies, and more.

 1:1 Meal Donation“one-meal for one-meal”

DoorDash will donate one meal to Feeding America® Charity for every order placed on its
website, Android, or iOS app in January. The initiative will invite one Restaurant Partner each
month, aiming to reduce food waste and combat hunger.

 WeDash For Good, (one of their competence )competence)

Reducing Food Waste DoorDash introduces a pilot program that pairs the company’s logistical
expertise with Feeding America® CharityCharity.

14. Technological Advancement in Food-Delivery Industry

14.1 Current Technological advancement trends

The food delivery industry has been shaped by various technological advancements that continue to
drive innovation and improve the customer experience. Some notable technological trends in the food
delivery industry include:

 Mobile Apps and Ordering Platforms: Mobile apps have become an essential tool for food
delivery services, allowing customers to browse menus, place orders, and track deliveries

27
 conveniently. User-friendly ordering platforms offer intuitive interfaces,
personalisedpersonalized recommendations, and real-time updates.

 Delivery Tracking and Real-Time Notifications: Customers can track their orders in real-time
using GPS technology, providing them with updates on the delivery status and estimated arrival
time. Real-time notifications enhance transparency and allow customers to plan accordingly.

 Integration with Smart Home Devices: Food delivery services have integrated with voice-
activated smart home devices, such as Amazon Echo or Google Home. This allows users to place
orders using voice commands, further simplifying the ordering process.

 Drone and Autonomous Delivery: Technological advancements in drone and autonomous

vehicle technology have paved the way for experiments in unmanned food delivery. Companies
are exploring the use of drones and self-driving vehicles to make deliveries more efficient and
cost-effective, particularly for short-distance and last-mile deliveries.

 AI and Machine Learning: Artificial intelligence (AI) and machine learning algorithms are being
leveraged to optimiseoptimize various aspects of food delivery, including demand forecasting,
route optimization, and personalisedpersonalized recommendations. AI-powered chatbots are
also used to enhance customer support and provide quick assistance.

 Robotics and Automation: Robotics and automation technologies are being employed in food
preparation and packaging, improving efficiencyefficiency, and reducing errors. Automated
systems can handle repetitive tasks, such as assembling orders or managing inventory, reducing
the reliance on human labourlabor.

 Data Analytics and Customer Insights: Food delivery platforms are leveraging data analytics to
gain valuable insights into customer preferences, ordering patterns, and market trends. This
information helps optimiseoptimize operations, tailor marketing efforts, and provide
personalisedpersonalized recommendations to customers.

 Contactless Delivery and Payment: With the COVID-19 pandemic, contactless delivery and
payment options have gained prominence. Features like no-contact delivery and digital payment
methods have become standard, ensuring a safer and more convenient experience for both
customers and delivery personnel.

 Virtual Kitchens and Ghost Restaurants: Technological advancements have facilitated the rise of
virtual kitchens and ghost restaurants. These establishments operate solely for delivery, without
physical dining spaces, allowing for increased efficiency and cost savings.

 Sustainability and Green Initiatives: The food delivery industry is exploring eco-friendly solutions
to minimiseminimize its environmental impact. This includes initiatives like electric and low-
emission delivery vehicles, eco-friendly packaging materials, and reducing single-use plastics.

These technological advancements are reshaping the food delivery industry, improving efficiency,
enhancing customer experience, and creating new opportunities for growth and innovation.

28
14.2 Future Technological advancement trends

 Data-Driven Dark Kitchen

Delivery platforms amass extensive data from customers, encompassing personal details,
preferred meals, ordering behavioursbehaviors, and sensitivity to prices. Capitalising utilizing
such on this information, certain delivery platforms are employing it to establish their own
exclusive restaurants dedicated to delivery, commonly referred to as 'Dark Kitchens'. The
concept is straightforward: a delivery platform identifies the most popular dishes from highly
regarded restaurants spanning various cuisines, deconstructs their recipes, establishes a dark
kitchen in a cost-effective location optimisedoptimized for efficient deliveries, and prompts
customers to place orders directly from these establishments.

 Virtual Assistant Ordering

The potential evolution of delivery may shift its reliance from the logistics provider to the
customer's chosen ordering platform. In this scenario, customers could place orders through
virtual assistants like Alexa or Siri, which would handle the entire process, including taking the
order, suggesting restaurants, and outsourcing the delivery to the preferred delivery partner or
restaurant. To adapt to this emerging trend, certain restaurants are proactively forming
partnerships with virtual assistants such as Applebee's/IHOP with Google Home, envisioning
new opportunities to generate sales and cater to evolving consumer preferences.

 Efficient carry-out: Geofencing

While the momentum behind delivery services is strong at present, relying on a business model
that involves delivering $10 worth of McNuggets for a $3 fee may not be sustainable in the long
run. Last-mile delivery is known for its high costs, and factors such as increasing labor expenses,
traffic congestion, and rising gas prices could have a negative impact on the economics of such
operations.
As a viable alternative, carryout services offer a solution where customers bear the delivery
costs themselves, often in convenient ways, such as picking up their orders on their way home
from work. Companies like McDonald's are experimenting with technology that allows
customers to order ahead through their app and utilize geofencing technology (similar tolike
GPS) to predict the customer's arrival time, ensuring that they receive a freshly prepared order.

On-site carryout provides value by transferring the responsibility of last-mile delivery to the consumer,
who can often perform this task at a lower cost compared to a delivery company. This shift in approach
allows businesses to outsource the delivery aspect while capitalizing on the cost efficiencies and
convenience that customers can experience by picking up their orders themselves.

15. Conclusion
In conclusion, this market analysis report provides valuable insights into the food delivery industry,
focusing on DoorDash, UberEats, GrubHub, Postmates, and Deliveroo. It examines the competitive
landscape, target markets, technological advancements, and future growth prospects. The findings of

29
this report will aid industry stakeholders, investors, and decision-makers in understanding the dynamics
of the food delivery market and formulating effective strategies for success.

Also, technological advancements play a crucial role in the industry, with mobile apps, AI-driven
algorithms, and contactless delivery options shaping the customer experience. The report emphasizes
the importance of leveraging data analytics to gain insights and enhance operational efficiency.

The food delivery industry presents significant growth opportunities, driven by changing consumer
behaviors and technological innovations. However, challenges such as last-mile delivery costs, rising
labor expenses, and increasing competition should be considered.

The food delivery industry is a rapidly growing market, and this market analysis report provides valuable
insights into the key drivers of growth, the competitive landscape, and the future outlook. The report
highlights the importance of technological advancements in the food delivery industry, such as mobile
apps, AI-driven algorithms, and contactless delivery options. It also emphasizes the importance of data
analytics in gaining insights and enhancing operational efficiency.

The report acknowledges the challenges facing the food delivery industry, such as last-mile delivery
costs, rising labor expenses, and increasing competition. However, the report concludes that the food
delivery industry presents significant growth opportunities, and that the challenges can be overcome.

The findings of this report will aid industry stakeholders, investors, and decision-makers in
understanding the dynamics of the food delivery market and formulating effective strategies for success.
Technological advancements, such as mobile apps, AI-driven algorithms, and contactless delivery
options, have helped to drive growth in the food delivery industry. Data analytics is also important for
gaining insights and enhancing operational efficiency.

The food delivery industry faces challenges such as last-mile delivery costs, rising labor expenses, and
increasing competition. However, the industry presents significant growth opportunities, and the
challenges can be overcome.

16. Takeaways
 DoorDash is the major player in the food-delivery industryindustry, and they focus on providing
the service customer needs. They also givemake a big effort to increase engagement through
social media.
 Technological advancements have revolutionized the food delivery industry, enabling seamless
mobile app experiences, efficient logistics management, and enhanced customer service. From
AI-driven algorithms to contactless delivery options, technology plays a vital role in shaping the
future of food delivery.
 The food delivery industry in the GCC region is promising and expected to grow gradually
throughover the next couple of years.

30
17. Resources
[1.] https://www.statista.com/statistics/1170631/online-food-delivery-market-size-worldwide/
1.[2.] $100 million DoorDash settlement won by the law offices of Todd M. Friedman, P.C.” Law
Offices of Todd M. Friedman, P.C., https://www.toddflaw.com/blog/100-million-doordash-
settlement-won-by-the-law-offices-of-todd-m-friedman-p-c-%EF%BF%BC/. Accessed April 20
2023.
2.[3.] “The carbon footprint of food delivery services.”
Workwave, https://insights.workwave.com/industry/home-delivery/the-carbon-footprint-of-food-
delivery-services/. Accessed April 20 2023.
3.[4.] “DoorDash revenue usage and statistics.” Business of
Apps, https://www.businessofapps.com/data/doordash-statistics/. Accessed April 18 2023.
[5.] “July 21: DoorDash customer loyalty drives market share gains.” Danny Sheridan via
Medium, https://medium.com/fact-of-the-day-1/july-21-doordash-customer-loyalty-drives-market-
share-gains-45c8cd6dcc5d. Accessed April 18 2023.
[6.] “DoorDash launches comprehensive campaign to promote restaurant delivery.”
Restaurant Business, https://www.restaurantbusinessonline.com/operations/doordash-
launches-comprehensive-campaign-promote-rrestaurant-delivery. Accessed April 18 2023.
[7.] “What is Project DASH?” DoorDash, https://help.doordash.com/dashers/s/article/What-is-
Project-DASH-Dasher?language=en_US. Accessed April 18 2023.
[8.] 5. “Celebrating more than 60 million meals delivered through Project DASH.”
DoorDash, https://doordash.news/community/celebrating-more-than-60-million-meals-delivered-
through-project-dash/. Accessed April 18 2023.
4.[9.] “DoorDash soars in first day of trading.” The New York
Times, https://www.nytimes.com/2020/12/09/technology/doordash-ipo-stock.html. Accessed
April 18 2023.
5.[10.] 2022 Annual Report (10-K).” DoorDash, https://d18rn0p25nwr6d.cloudfront.net/CIK-
0001792789/6c80c6fa-ff0b-44e3-963b-a6c60669ff56.pdf. Accessed April 18 2023.
[11.] “DoorDash launches grocery delivery to compete with Amazon and Instacart.” The
Verge, https://www.theverge.com/2020/8/20/21376552/doordash-grocery-delivery-amazon-
instacart-compete-launch-california-midwest. Accessed April 18 2023.
[12.] “DoorDash now lets you order alcohol.”
CNBC, https://www.cnbc.com/2021/09/20/doordash-will-soon-deliver-alcohol-to-customers.html.
Accessed April 18 2023.
6. https://careers.doordash.com/blog/doordash-time-100-influential-companies-2022-list-project-
dash
7. https://www.cnbc.com/2020/12/09/doordash-ipo-dash-trading-nyse.html
8. Kamp, Lars. Medium. (2020) How DoorDash Built
the Most Incredible Go-to-market Playbook Ever.

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 https://larskamp.medium.com/how-doordash-builtthe-most-incredible-go-to-
market-playbook-ever-
5e8f1d58f6cd
Lucas, Amelia. CNBC. (2020) DoorDash Scores
Valuation of $16 Billion As Coronavirus Pushes It
to Top of Food-Delivery Chain.
https://www.cnbc.com/2020/06/19/doordashscores-16-billion-valuation-now-top-of-
fooddelivery-chain.html
9. https://www.statista.com/statistics/1294498/doordash-annual-revenue/

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