Roku Partners With DoorDash for On-Demand Food Deliveries During Streaming Video
February 7, 2023
Roku Feb. 7 announced a multiyear deal with DoorDash, the local delivery e-commerce platform, granting a complimentary six-month DashPass (which reverts to $9.99 monthly fee on the seventh month unless canceled) to new and existing Roku account holders with a linked streaming or smart home device.
DashPass is a monthly membership program that offers subscribers free delivery fees on eligible orders from thousands of restaurants, grocery, convenience, and retail stores nationwide.
For the first year of the partnership, DoorDash will be the exclusive marketplace ad solution partner for DoorDash U.S. restaurants and grocers that buy interactive shoppable ads on Roku. This arrangement enables DoorDash merchants to place click-to-order offers within their Roku ads — and better attribute, target and measure TV streaming ads on the platform.
According to Roku data, 33% of Roku users order take-out or food delivery weekly. In addition, 36% of Roku users are interested in receiving interactive offers including a scannable QR code or text message.
“Streaming and delivery just go together, which is why we’re making it easier than ever for Roku users to order their favorite food right from their TV,” Gidon Katz, president of consumer experience at Roku, said in a statement.
Longtime DoorDash partner Wendy’s is joining forces with Roku to deliver fast food to streamers. Roku subscribers who see the Wendy’s ad will have access to $5 off with any Wendy’s purchase of $15 or more through March 12.
Rob Edell, GM and head of consumer engagement at DoorDash, said the partnership enables DoorDash merchant partners with an opportunity to promote service through TV streaming.
“Partnering with DoorDash and Roku as the first brand to enable shoppable TV offers is a new step towards our goal of being the best in delivery,” said Carl Loredo, U.S. chief marketing officer for The Wendy’s Company.