DoorDash enables gift card, loyalty payment

Dan Berthiaume
Senior Editor, Technology
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DoorDash is letting restaurants directly accept gift cards and loyalty points.

DoorDash is expanding the functionality of its Storefront and Bbot digital commerce solutions.

The on-demand delivery platform is partnering with loyalty/ordering technology provider Paytronix to equip restaurant retailers using its service to develop loyalty programs and support gift card payment.

With this new Paytronix integration, customers ordering from a participating DoorDash restaurant partner using its Storefront commission-free online ordering system or Bbot order and pay at table technology can select “gift card” as their preferred payment option during the checkout process.

Customers can combine up to five gift cards to cover their subtotal, taxes, and optional driver tip for delivery. Any overage can be paid for with alternative payment methods including credit or debit cards.

After navigating to a restaurant leveraging Storefront or Bbot to accept orders, DoorDash customers are encouraged to sign into their existing account or enroll in a restaurant’s loyalty program.

Customers are presented with the option to redeem available rewards at checkout, and after placing an order, they will receive an order confirmation outlining how many loyalty points have been earned. Retailers will also be able to reconnect with individuals enrolled in their loyalty program by sending personalized offers for future orders.

According to aggregate Storefront data, order value is on average 50% higher for orders paid for with gift cards opposed to those paid for with alternative methods, and orders where customers redeemed loyalty points were on average approximately 30% higher than orders without loyalty redemption.

Chicago-based restaurant group Lettuce Entertain You has been leveraging the DoorDash Storefront commission-free online ordering solution to enable customers to earn loyalty points and redeem rewards dollars directly from the LettuceEats app or its e-commerce site via a Paytronix loyalty solution.

“Partnering with DoorDash Storefront enables us to offer our Frequent Diner Club members the chance to earn Frequent Diner Club points and redeem reward dollars on all carryout and delivery orders through our website and app” says R.J. Melman, president of Lettuce Entertain You Restaurants. “Offering the same hospitality across our dining rooms and at home is important to us, and with this partnership, we're not only able to make the online ordering process quick and easy, but we have also been able to acquire new customers."