DoorDash Case Study Secret Menu

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:

INSTEAD OF A STANDARD CAMPAIGN, WE BUILT SECRET MENU—A PUBLICATION DEDICATED TO CELEBRATING THE INDEPENDENT RESTAURANT INDUSTRY, SPOTLIGHTING THE PEOPLE, CULTURE, AND CREATIVITY THAT MAKE LOCAL DINING SCENES THRIVE. THIS APPROACH POSITIONED DOORDASH NOT JUST AS A DELIVERY PLATFORM BUT AS A TRUE PARTNER AND ADVOCATE FOR RESTAURANTS:

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.