DoorDash, one of the largest on-demand food platform for door-to-door delivery in the U.S., has engaged Haystac, part of the BWM Dentsu Group, to launch its brand in Australia.
DoorDash engaged the agency to mark its first market expansion beyond North America, following its success in over 4,000 cities in all fifty states across the United States and Canada.
Leveraging Haystac’s integrated PR, social and content capabilities, DoorDash aims to tap into Australia’s love of food and food delivery apps. Almost two million Australians aged 14+ (9.8%) use meal delivery services in an average three-month period.
To bring the DoorDash launch to life, Haystac will use its expertise to deliver an integrated communications strategy, including brand positioning, media relations, influencer relations and content development.
Says Thomas Stephen, general manager, DoorDash Australia: “We chose Haystac as our partner because of their fresh perspective and holistic understanding of the Australian media market, influencer landscape, and overall audience.
“From strategy to content creation to execution, Haystac has done an amazing job of understanding our company, the value that we’re trying to bring, and how to best communicate that to the Australian market.
“Working with Haystac has been essential in laying our brand’s foundation in our first country outside of North America, and we’re proud to call them a business partner.”
Says Simone Pipkorn, managing director, Haystac: “The on-demand food delivery space is competitive and fast paced, with consumers constantly seeking more convenience and quick access to their favourite restaurants.
“We’re so excited to work with DoorDash on their first expansion outside of North America and introduce them to a fresh audience for the first time.”
DoorDash launched in September, with thousands of restaurants available for delivery across Melbourne’s CBD and inner suburbs. Haystac is set to support the brand’s expansion to Melbourne’s outer suburbs in the coming weeks.