Food delivery giant DoorDash launched new ads spotlighting the power of restaurant hospitality.
Inspired by real customer stories, the 45-second commercials titled “Cupcakes” and “Newcomer” aim to show how restaurants can use the DoorDash platform to build lasting relationships with their patrons.
DoorDash’s in-house creative studio Superette helped convey the vision, in collaboration with production houses KIN Films and MikeTeevee.
Drawing on the comfort of small gestures, director Nico Gordon highlights the platform’s “Special Instructions” feature as a medium for making customer interactions special and personalized.
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The ads tell the story of two customers inconvenienced by different circumstances. Enter DoorDash — delivering not just food, but solutions.
The conglomerate aims to exemplify how restaurants can form strong customer relationships with online customers just as they do with in-store patrons.
“Restaurants want to grow, but not at the expense of hospitality. That’s often the perception — that when you partner with third-party delivery, you’re not going to be able to serve your customers in the same way.
This campaign shows them that their distinctive take on hospitality can extend to delivery,” Julio D’Alfonso, group creative director at Superette, said in a statement.
The Value of Hospitality
Following the tagline “Your hospitality, delivered with DoorDash,” the DoorDash commercials tell the stories of Hattiesburg and New York customers.
“Cupcakes,” illustrates a Mississippi baker receiving an unusual customer request.
The next scene shows a customer preparing a coming-out party for their friend, but hitting a snag — no rainbow cupcakes on DoorDash.
Using "Special Instructions," the customer requests for vanilla cupcakes with rainbow frosting to mark the occasion.
Going above and beyond, the baker creates three different rainbow designs for the cupcakes, turning a simple order into a heartwarming surprise.
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In “Newcomer,” DoorDash narrates the tale of a freshly moved-in New Yorker ordering take-out.
Too wiped from unpacking to hunt down utensils, he asks for extra spoons and forks in his order.
Rising to the occasion, the server packs an abundance of utensils and places a warm welcoming message on the packaging.
Earlier this month, DoorDash released a series of humorous ads, starring Bill Belichick, to mark the start of the NFL season.
