DOORDASH
A B2B Magazine to Prove Creativity’s Business Impact
THE CHALLENGE:
DoorDash needed a B2B marketing tool that could strengthen relationships with restaurants in a challenging climate. The goal was to launch and sustain a premium editorial product that not only enhanced brand perception amongst merchants but also served as a case study for their internal creative studio—demonstrating how creativity becomes a multiplier, driving measurable business impact.
OUR APPROACH:
- ASSEMBLED A TOP-TIER EDITORIAL TEAM: Recruited journalists from The New Yorker and Broad Magazine to ensure compelling, high-quality storytelling from established industry contributors, photographers and illustrators.
- DEVELOPED A DISTINCT VISUAL IDENTITY: Partnered with an award-winning, Berlin-based design studio, Yukiko, to create a visually striking and premium magazine, ensuring it stood out from typical B2B marketing efforts.
- EXECUTED AN END-TO-END EDITORIAL STRATEGY: Managed editorial planning, content curation, production, and multi-channel execution, ensuring consistency across print, digital, and experiential activations.
- EXPANDED INTO A MULTI-PLATFORM BRAND EXPERIENCE: Evolved the magazine’s impact beyond print with community events, restaurant collaborations, and bespoke product drops, transforming it into a true brand franchise that fostered deeper engagement with DoorDash’s restaurant partners.
A B2B MAGAZINE FOR THE RESTAURANT COMMUNITY



OUTCOME
- 85% of restaurateurs exposed to Secret Menu reported viewing DoorDash more positively as a result.
- New Business Growth – The magazine led to holdout restaurants joining the DoorDash platform, with many more requesting to be featured in future issues.
- Internal Proof Point for Creativity – Secret Menu became a benchmark for DoorDash’s in-house studio, proving that creativity and storytelling can drive measurable business outcomes.
- Industry Recognition – Won three D&AD Awards, setting a new standard for branded editorial content as a marketing tool.

Each issue is dedicated to a city with a rich food culture, and uses design to capture each location’s unique energy & vibe.
What started out as a magazine has evolved to become a multi-platform franchise spanning hyperlocal, in-person events, bespoke products and a social community.
Issue 1: Los Angeles

Issue 2: Miami

Issue 3: Philidelphia

HYPER LOCAL EVENTS

Exclusive events celebrating the restaurant community








BESPOKE PRODUCTS & MERCH




We’ve seen in-house agencies of all shapes and sizes – we can help you build yours:
BUILDING BOOKING.COM'S IHA