SAN JOSE, Calif.—Roku and DoorDash have partnered to bring complimentary DashPass and click-to-purchase ads to Roku users, and Wendy’s is the first restaurant to test the integration.
According to internal Roku research, 1 in 3 Roku users order take-out or food delivery weekly, and 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,” said Gidon Katz, president, consumer experience, Roku.
DoorDash merchant partners can run ads directly on Roku. Consumers interact with the TV ad offer, receive the promotion through SMS/email and are led to the storefront directly in the DoorDash app to redeem the offer and complete their order. Brands will be able to track and measure the ROI from the ads, according to Roku.
Wendy’s is the first DoorDash merchant to run ads on the platform, “bringing freshly made food to fans with even more convenience,” wrote Roku in a press release. Roku subscribers can take $5 off any Wendy’s purchase of $15 or more if they purchase through the ad.
“While this offer unlocks DashPass benefits and perks for Roku users everywhere, it also provides our merchant partners with an opportunity to promote DoorDash offers through TV streaming. Consumers can conveniently and affordably get the best of their neighborhood delivered to their door, while brands can reach diners at the right time and drive instant conversion from the comfort of the living room,” said Rob Edell, general manager and head of consumer engagement, DoorDash.
New and existing Roku account holders with a linked streaming or smart home device can get six months of complimentary DashPass. DashPass is DoorDash’s membership program that offers members $0 delivery fees on eligible orders.
NACS Daily recently reported on how the food-delivery market is changing, as the industry evolves from pandemic-induced growth and Americans grapple with economic conditions that put a strain on their wallets. Industry experts say that although consumers are still spending more on delivery apps, they are cautious about how much they spend, changing what and how much they order, and are migrating to in-store pickup.
According to the NACS Last Mile Fulfillment in Convenience Retail report, 61% of retailers are satisfied with their third-party delivery partners. Concerns include high fees, little access to consumer data, difficulties delivering age-restricted products and service and operational issues.