The door to more: DoorDash’s advertising journey - Toby Espinosa (DoorDash)

Questions Toby answered in this episode: Can you tell me about a significant but small win from your early days as a launcher? When did the advertising component of DoorDash’s business begin? What role did you play in DoorDash’s transition to including non-restaurant categories in your platform? And how does the advertising strategy differ? Can you tell us about a key challenge you faced? Or which milestones you’re most proud of? Are there any trends or new initiatives that you see shaping DoorDash or the DoorDash advertising platform in the next few years? Timestamp: 0:38 Toby Espinosa’s background at DoorDash 1:36 DoorDash’s founding story & Toby’s first big win 9:09 Building DoorDash’s advertising CPA model 18:54 Expanding into non-restaurant categories 22:09 DoorDash’s newest ad solutions 23:33 DoorDash’s challenge and opportunity 29:28 How to invest in the future 31:51 Best of San Francisco Quotes: (9:40-9:56) “So we started by building a discounting platform that allowed any one of our restaurant partners to discount an item and target specific outcomes, whether it’s a first-time user, a lapsed user, etc.” (20:05 - 20:16) “We want to bring consumers a relevant piece of content, and we might also bring them a promotion or discount to help increase the conversion rate of that sale.” (23:31 - 23:49) “The way we look at this space is that we were founded on a very simple principle – to help local economies grow. We are probably about two or three percent into that journey.” Mentioned in this Episode: Toby Espinosa’s LinkedIn DoorDash DoorDash unveils new platform for enterprise restaurants DoorDash adds new capabilities for CPG partners

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