The four dominant delivery apps-two of which have since announced they intend to merge with one another-charge large commissions to restaurants for the service of processing orders, even more for delivering them, and still more for lending promotional support like the $10 discounts. as a kind of reward for their solidarity, “so you can save while supporting the restaurants you love.”įew outside the restaurant industry could appreciate the way these marketing campaigns misrepresented the economics of restaurants. Grubhub also rolled out a promotion called “Supper for Support,” exhorting its 23.9 million users to rally around the small enterprises that “are the lifeblood of our communities” and promising a $10 discount on any order placed between 5 p.m.
Postmates shot an ad campaign titled “#OrderLocal” featuring celebrities like Mindy Kaling saying, “You don’t want to come out of this tough time and find that all your favorite small businesses are closed.” DoorDash launched a campaign called “Open for Delivery,” temporarily waiving the delivery fees charged to consumers, and later followed up with an ad campaign featuring celebrities like George Lopez and Ming-Na Wen talking about restaurant jobs they had before they were famous. At the end of March 2020, about two weeks into the national coronavirus lockdown, three of the leading food delivery apps were struck by the same marketing strategy, aligning themselves with a mission to “save” independent restaurants.
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