Daily Insights

DoorDash’s Digital Dinner

By: Mackenzie Baker | May 15, 2020

DoorDash has cooked up a virtual dinner party to connect with homebound customers by offering a delivery discount on any Chili’s orders. The two brands have been exclusive partners since 2019, generating a positive sales impact for the restaurant before the Coronavirus pandemic, according to a Gartner report. For the newest campaign, Chili’s created a special delivery menu for orders placed through DoorDash between May 14-17, including a $3 delivery discount. The two brands teamed up to livestream the actual dinner party on May 14 with guest appearances by Britney Spears, Paris Hilton, and Liam Payne. The virtual party doubled as a release event for artist Chantel Jeffries, who partnered with the two brands to promote her new single, “Come Back To Me”. 

The digital dinner comes amid a rise in delivery orders during the Coronavirus pandemic. As more people stay home, ordering from restaurants that typically do not offer delivery has spiked. To encourage delivery orders across the country, DoorDash is working with Feeding America to donate up to 250,000 mealsone for every person that watches the virtual dinner party on YouTube. The virtual event was advertised on Twitter and Instagram and streamed on Facebook using the hashtag #ComeBackToMexdd. Hosting virtual events has become a key way for brands to engage with consumers during lockdown. As Chili’s continues to rely on takeout and delivery, working with DoorDash on its virtual dinner party could give the brand a boost in sales. 

The virtual dinner party, with its blend of music and food content, could keep Chili’s and DoorDash customers captivated and more likely to turn to the brands when it comes time to order in.