I work in brand strategy. This is a nightmare no matter which way you slice it name wise.
5 Likes
This seems fundamentally wrong to me. I use Doordash specifically when I don’t want to go to a restaurant. If they want to compete with Opentable et al. (which makes sense since they’ve got terminals in their customers’ restaurants already), they should create a separate brand / app.
The branding aspect is confusing. But from a practical standpoint, is it easier to get millions of people to download a new app, or utilize an existing one that many already have on their phones? The latter, surely.
Most restaurants only use one reservation platform. If you want to go to Beethoven Market, you’ll overcome the branding confusion and figure it out. There literally is no other option.
It wouldn’t surprise me if they release a standalone reservation app (DoorDash Reservations) at some point in the futures, but there’s no chance they remove reservation functionality from the core app - the cross/up sell opportunities are too tremendous.
2 Likes