Investing in Marketing To Drive Incremental Demand

After the busy holiday season, February often brings a slower pace for many restaurants across the country. This is what makes it one of the best times to step back and strategically evaluate growth opportunities for the months ahead.

Marketing doesn’t require big budgets or flashy campaigns. For restaurants, the most effective marketing investments are often the ones that put your brand directly in front of customers who are already looking for their next meal. Digital marketplaces like DoorDash can play an important role as a powerful discovery tool.

With careful planning, restaurants can use local commerce platforms to increase visibility, attract new customers, and build demand beyond their dining room.

1. Treat Delivery as Discovery, Not Just Fulfillment

Many customers open digital marketplaces without a specific restaurant in mind. They browse based on cravings, convenience, ratings, availability, and other factors. Nearly three-quarters of Canadian consumers (72%) consider delivery to be a form of self-care, and even more Millennials (75%) and parents (73%) feel this way according to DoorDash Canada’s Delivery Trends Report. That means your presence on DoorDash is often the first interaction a new customer has with your brand.

Treating delivery as a marketing channel helps shift the mindset from “cost per order” to “cost per new customer.” For restaurants looking to grow, this exposure can be especially valuable during slower months when foot traffic may be inconsistent.

2. Make Your Digital Storefront Work for You

Just like a physical storefront, your online presence needs to be clear, inviting, and accurate.Take time to review:

• Menu descriptions and item pricing

• Photos that clearly represent your food

• Prep times and availability that reflect real kitchen operations

Small updates can significantly improve conversion and help customers feel confident choosing your restaurant time and time again.

3. Use Targeted Marketing Tools to Increase Visibility

DoorDash offers built-in marketing opportunities designed to reach customers who are actively deciding where to order from. 

From in-app promotions to sponsored listings, restaurants are empowered to increase visibility during key moments without investing in broad advertising. When used strategically, these tools can help attract new guests and drive incremental orders rather than simply discounting existing demand.

4. Balance Promotions With Brand Value

Discounts can be effective when used intentionally. February is a good time to test promotions on high-margin items, popular dishes, or limited-time offerings rather than across the entire menu.This approach helps restaurants stay competitive while protecting profitability..

5. Use Data to Guide Marketing Decisions

One advantage of marketing on digital marketplaces is measurability. DoorDash provides access to certain sales insights such as order trends, customer ratings, and peak ordering times.Reviewing these insights regularly can help operators:

• Identify which menu items perform best

• Adjust staffing during high-demand delivery windows

• Refine marketing spend based on what’s actually driving orders

Even small, data-driven changes can lead to more efficient marketing investment.

Turning Marketing Into Momentum

When restaurants invest in channels that already have customer demand built in, marketing becomes a way to create momentum rather than just fill slow periods.

By viewing local commerce platforms like DoorDash as part of a broader marketing strategy, restaurants can increase visibility, reach new guests, and build sustainable growth well beyond the winter season.

Interested in learning how DoorDash can support your marketing strategy and help you reach more customers in your neighbourhood and beyond? Reach out to Denia Pavlatou (denia.pavlatou@doordash.com) to start the conversation.