DoorDash partnered with Snapchat to create a new AR lens featuring popular restaurant brands such as Baskin Robbins, The Cheesecake Factory, Chili’s, and Buffalo Wild Wings. Though many restaurant dining rooms remain closed during the pandemic, the DoorDash lens lets fans imagine they are inside. The self-facing camera takes viewers inside, while the rear-facing camera takes users on a virtual tour of the restaurant. When a user activates the AR lens, they will also be prompted to download the DoorDash app to place a food delivery order.
DoorDash’s launch of a Snapchat lens comes amid surging delivery orders during the Coronavirus pandemic. Restaurants around the United States are slowly beginning to restore dine-in options, but less than half of consumers say they are willing to dine-in just yet. Until circumstances change and consumer attitudes veer, food delivery could continue to monopolize.
Using social media to stay top of mind with consumers could help DoorDash separate itself from competitors, according to a Gartner report, as well as increase loyalty with younger consumers, given 64% of delivery app users are between the ages of 18-34. As 75% of Snapchat users fall into this age range, DoorDash’s partnership could allow it to more intensely target its specific consumer market. Additionally, as delivery orders increase, so does social media usage, which could help DoorDash strengthen its community in the long term.
The Coronavirus pandemic has curtailed life for consumers around the world. Brands looking to soften the blow on customer experiences in particular should consider pairing up with virtual reality platforms to maintain a connection, highlight their creativity, and let customers know that all is not lost when it comes to experiencing once-familiar joys, like dining out, despite unfamiliar circumstances.