To ensure our franchisee family remains well-informed and streamlined with our operational intricacies, this guide provides insights into our relationship with DoorDash, detailing the various fees associated, and outlining the necessary actions on your part.
Overview of DoorDash Integrations:
DoorDash Marketplace:
This is DoorDash's primary platform (the DoorDash app) where customers can order from us with multiple associated costs on our end. Here, DoorDash oversees the entire order process.
Commission Charges: Every store should expect a commission charge of 15%. Occasional delays might arise in adjusting this for new stores, but uniformity is our objective.
Marketing Charges: These fees, approximately another 5-15% depending on your utilization of them, are for promotions and strategic placements on DoorDash, ensuring our prominence among users.
Customer Data: Our access to customer data is limited since the primary engagement is with DoorDash's platform, not ours.
Payment Dynamics: The delivery charges and tips for orders via DoorDash Marketplace are deducted before the payout is made to us, ensuring clarity in reconciliation.
Crave Cookies Online Ordering via DoorDash Drive:
Customers ordering through our online platform or app have their deliveries facilitated by DoorDash Drive. DoorDash drive is a white-labeled delivery service allowing us to offer delivery through our own platforms. A "pass-through fee", which covers a fixed delivery charge of $6.99 and driver tips, is collected on DoorDash's behalf. This fee isn't part of our sales, mirroring the nature of sales tax. You will be billed by DoorDash for these fees since we are only collecting them on their behalf.
Branding & Customer Experience: With direct orders, we maintain total control over the customer experience, ensuring our brand remains front and center. Moreover, we have comprehensive access to customer data, deepening our understanding of our customer base and solidifying our relationships.
Efficiency: We aim to transfer a significant portion of our customers from DoorDash to our online ordering system. To this end, promotional cards have been provided to be included in every DoorDash delivery. If you need more, please contact us. These should aid in moving patrons to our platform, resulting in significant savings for both us and the customer:
Billing & Payments: Historically, we received a collective bill from DoorDash Drive for all locations. To address inherent complexities:
Reconfiguring Accounts: Moving forward, we're transitioning to location-based accounts for DoorDash Drive billing instead of one primary account. This change ensures direct billing to each store and negates our need to distribute the costs further.
Franchisee Action Required: If you have been onboarded and your store was open and operating before 9/1/2023, we need your permission to activate this account transformation on your behalf. Newer franchisees will automatically be onboarded with the newer billing strategy. This strategic shift is pivotal for smooth operations for both Crave Cookies Corporate and our valued franchisees.
Thank you for your continued dedication. Our collective efforts drive both exceptional customer experiences and streamlined operational efficiency.
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