Third-party delivery provider emphasizes to-go alcohol opportunity for restaurants, retailers
DoorDash expanded its Marketplace program for selling alcohol for delivery across 20 states and Washington, DC. A new “Alcohol Tab” will enable customers, where it’s legally feasible, to view alcoholic drinks from restaurants, retailers and convenience stores.
The program was tested over the past year by restaurant groups and retailers utilizing DoorDash Drive, the company’s whitelabel fulfillment platform. DoorDash has now built an alcohol catalog with 30,000 SKUs available nationwide. Through DoubleDash, customers in some markets will be able to bundle restaurant meals with alcohol.
“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, Alcohol Strategy & Operations at DoorDash. “Over that time, we worked tirelessly to build a trusted alcohol ordering and delivery experience for merchants, customers and Dashers (delivery associates). 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.”
The move by DoorDash comes as customers have embraced ordering alcohol to go and for delivery with the easing of local and state regulations. Citing data from the National Restaurant Association, DoorDash indicates 56 percent of customers over the age of 21 say they would be likely to order alcoholic beverages if they were offered them as part of a food delivery order from a restaurant.
To-go alcohol has been identified as a top opportunity for restaurants to build incremental sales due to its popularity. DoorDash says alcohol could lift restaurant average checks by 30% and those of convenience stores by 50%.
“We’re excited to expand our online business to reach guests in new ways and create special moments at home,” said Laura LaVigne, director of Marketing at Lazy Dog Restaurant & Bar. “It’s great to have the option to add handcrafted cocktails, a four-pack of our craft house beer, or wine to any celebration or casual meal as part of our partnership with DoorDash.”
At various points in the purchase journey, the San Francisco-based third-party delivery service says it will be able to help enforce age compliance for purchases through ID verification. In addition, it will launch a compliance course available to Dashers (delivery associates) 21 years or older to ensure Dashers are aware of alcohol-delivery laws. Dashers will also receive regular communication about the protocols.
Plus, customers will be able to exclude themselves from receiving alcohol from DoorDash, which will also trigger removal from alcohol-related marketing promotions.
To commit to good practices in alcohol delivery, DoorDash has also partnered with Students Against Destructive Decisions (SADD) and responsibility.org. The work with SADD is aimed at promoting alcohol responsibility and preventing under age drinking. Responsibility.org is a ”national not-for-profit that aims to eliminate drunk driving and underage drinking and empower adults to make a lifetime of responsible alcohol choices as part of a balanced lifestyle,” according to DoorDash’s announcement.
In addition to the United States, the expanded program will roll out in Canada and Australia, as well, reaching 100 million customers in total.
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