Did DoorDash’s Super Bowl Ad Forget Small Restaurants?
During the Super Bowl, millions of viewers saw DoorDash’s beautifully executed commercial, featuring the company’s ability to deliver more than just food—groceries, household goods, and everyday essentials. While the ad showcased convenience and broadening services, it left one question unanswered: what about the small restaurants that built DoorDash’s platform?
Small Restaurants Need More Than a Cameo
For years, independent restaurants have relied on third-party delivery apps like DoorDash, Uber Eats, and Grubhub to expand their reach. But many local businesses struggle with the high commission fees, inconsistent customer visibility, and lack of brand control that come with these platforms.
DoorDash’s Super Bowl ad was a marketing masterpiece, but it didn’t champion the small businesses that fuel its success. Instead, it reinforced a shift toward multi-category retail—signaling that DoorDash is prioritizing big-box convenience over independent food entrepreneurs.
The Challenge for Small Restaurants on Delivery Platforms
While major brands can afford prime app placement, paid promotions, and lower commission rates, small restaurants are left:
Competing against larger chains with bigger marketing budgets
Paying up to 30% in fees per order, eating into margins
Losing direct customer relationships, making repeat business harder
For many restaurants, delivery is no longer just a side channel—it’s their lifeline. Yet, without a clear marketing and branding strategy, it’s difficult to stand out in a crowded marketplace.
How Rabbit Food Helps Restaurants Win on Delivery
At Rabbit Food, we believe that small restaurants should own their brand—everywhere. That means creating a consistent brand identity that doesn’t just rely on DoorDash’s algorithms, but actively engages customers across multiple channels.
Here’s how we help:
✅ Delivery Platform Optimization – We help you rank better on DoorDash, Uber Eats, and Grubhub by refining your menu descriptions, images, and pricing strategies to drive visibility.
✅ Omnichannel Brand Identity – We ensure your brand is consistent across delivery apps, social media, websites, and in-store experiences so customers recognize and trust your business.
✅ Influencer & Social Media Strategies – We connect you with local food influencers to generate excitement, create buzz, and drive organic traffic to your restaurant—both online and in person.
✅ Experiential Marketing & Pop-Ups – Delivery shouldn’t be your only revenue stream. We create memorable pop-up experiences and secret menu events to turn customers into loyal fans.
The Future of Small Restaurants in a Digital-First World
DoorDash may be shifting toward an all-in-one convenience app, but local restaurants don’t have to get lost in the noise. By taking control of their brand, marketing, and customer experience, small businesses can stand out, thrive, and build direct relationships—without relying solely on delivery giants.
If you’re ready to build a brand that lasts—on and beyond delivery apps—Rabbit Food can help. Let’s work together to turn your restaurant into a destination, online and off.
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