As of yesterday, DoorDash has created a custom carousel featuring restaurants that offer Impossible Foods menu items.
When consumers click on the Impossible filter on the DoorDash site, they’re taken to a separate page which shows only establishments offering delivery of the plant-based meat within their area. So far, the feature is available in 23 cities, including San Francisco, Los Angeles, Chicago, and New York.
I’m currently visiting a friend in New York, so I decided to give the Impossible filter a spin for myself. After putting in her address and clicking on the ‘See All’ Impossible button, I was taken to a new page listing 7 restaurants which sold Impossible items. These ranged from fast-food, like Burger King and White Castle, to more high-end local restaurants.
This Impossible filter is DoorDash’s first carousel featuring a specific plant-based meat brand. It’s clearly a bid by the food delivery company to capitalize on an item with a growing delivery presence. According to a press release sent to The Spoon, DoorDash customer searches for ‘Impossible burger’ have tripled since January of this year alone.
Why the Impossible burger and not, say, the Beyond burger? I’m guessing because Impossible just has a bigger restaurant footprint right now, what with its partnerships with fast-food chains like Burger King. In fact, DoorDash isn’t the only one to see a spike in orders for the bleeding plant-based burger. Back in July of this year Grubhub released a report showing that orders for the Impossible burger rose 82 percent in 2019.
The Impossible filter comes at a time when DoorDash needs to do whatever it can to stand out in the cutthroat food delivery space. DoorDash stole the title for the number one U.S. food delivery company from Grubhub in June of this year, and currently holds 35 percent of the market share. In order to hang onto that lead, the company is smart to experiment with ways to expand their offerings and attract more consumers. From ghost kitchens to filters featuring popular plant-based burgers, DoorDash has shown that they’re not afraid to experiment to keep their hold on the food delivery crown.
If you live in one of the aforementioned participating cities, you can order menu items featured in the Impossible carousel with $0 delivery fees from now until November 7th.