Third-party delivery has become a complicated part of running an independent pizzeria, but DoorDash says the marketplace is only one piece of the equation. In this episode of PEEL: A PMQ Pizza Podcast, Brian Hernandez sits down with Jeff Frost of DoorDash to talk about what happens after a customer finds your pizzeria through a third-party marketplace—and how operators can build a stronger direct relationship from there.
Frost, who started his career working in pizzerias before spending about a decade at DoorDash, explains the distinction between marketplace and first-party ordering, describing the marketplace as a “virtual main street” where hungry customers discover restaurants. The conversation covers websites, online ordering, branded apps, loyalty programs, customer data, marketing, review management and POS integration, along with how independent operators can access technology that helps them compete with much larger brands. Frost also explains why operators should look beyond a headline commission when evaluating ordering channels and why the goal of direct ordering is ultimately retention rather than acquisition.
Brian and Frost also tackle the practical side of building a strong online ordering experience, including the eternal question of website versus app, and how DoorDash Direct fits into the mix. It’s a candid conversation about what third-party delivery can do, where direct ordering fits, and how independent pizzerias can use technology without losing the local personality that made customers want to order from them in the first place.
