Stepping once again outside their focus as a restaurant delivery service, DoorDash will now be providing alcohol on-demand as well. Previously, the on-demand delivery company partnered with 7-Eleven and b8ta to extend their offerings for a limited time. Now they are piloting a program in Southern California to provide alcohol delivery.
DoorDash head of business development Prahar Shah explained the appeal -- "as we started talking to our merchants about it, they loved this idea of pairing their most popular dishes with specific types of alcohol." This allows the food delivery company to reach a wider audience across a variety of demographics while also bringing in new business clients.
Although DoorDash has met many challenges with alcohol on-demand, such as legality, payment and selection, this provides an exciting opportunity for them to increase functionality and provide a wider breadth of experience for consumers.