DoorDash Introduces New Pricing Structures for Restaurants

DoorDash is unveiling revised pricing models for restaurants utilizing its platform for both pickup and delivery services.

Previously, the company operated without a uniform pricing system across its restaurant partners. Concerns regarding potential increases in delivery app fees, and the resulting impact on restaurant revenue, led DoorDash to release a detailed explanation of its fee structure last autumn.

Regulatory Influences and Restaurant Feedback

Several states, including Oregon and Washington, have implemented caps on delivery fees. Legislative proposals mirroring these restrictions are currently under consideration in California, New York, and Texas.

During a conference call with journalists concerning the new pricing, DoorDash’s Chief Operating Officer, Christopher Payne, asserted that the changes were not a direct response to legislative pressure.

“These changes aren’t a reaction to legislation,” Payne stated. “They are a result of actively listening to restaurateurs and understanding their specific requirements.”

The New DoorDash Plan Options

DoorDash is now offering three distinct plans:

• DoorDash Basic: A 15% commission is charged on deliveries, transferring a greater portion of delivery costs to the customer and supporting a limited delivery radius.
• DoorDash Plus: Restaurants pay 25% to participate in the DashPass subscription program, gaining enhanced visibility within the DoorDash application.
• DoorDash Premier: A 30% commission provides restaurants with the lowest customer fees, the widest delivery area, and a guaranteed minimum of 20 orders per month across pickup, delivery, and DoorDash-owned Caviar.

These plans are designed to offer restaurants varying levels of service and cost structures.

A consistent 6% commission will now be applied to all pickup orders across all plans.

Restaurant Owner Testimonials and Implementation

The company’s announcement features endorsements from restaurant owners who are adopting the new plans. Sherry Copeland, owner of Jai Meals in Plano, Texas, shared her positive outlook.

These new plans are being rolled out to all restaurants on the DoorDash platform today, with full implementation expected within five business days.

Payne indicated that these plans have undergone testing over recent months, and the company anticipates “negligible impact – essentially no impact – on our financial performance, or on Dasher earnings.”