Roku partners with DoorDash for shoppable ads, signs up Wendys as the first advertiser

Streaming platform Roku has announced a multi-year partnership with DoorDash which the companies said will build a better TV experience and unlock new ways for consumers to access their favourite restaurants.

As part of the partnership, new and existing Roku account holders with a linked streaming or smart home device can get six months of complimentary DashPass, which is DoorDash’s membership program that offers members free delivery on eligible orders from thousands of restaurants, grocery, convenience, and retail stores nationwide. This offer is only valid for new DashPass subscribers.  

Additionally, for the first year of the partnership, DoorDash will be the exclusive marketplace ad solution partner for DoorDash US restaurants and grocers that buy interactive shoppable ads on Roku. This will enable DoorDash merchants to place click-to-order offers within their Roku ads, meaning that, for the first time, restaurant advertisers can partner with DoorDash and Roku to attribute, target, and measure TV streaming ads on Roku.

DoorDash merchant partners can run ads directly on Roku. Consumers simply interact with the TV ad offer, receive the promotion via SMS or email, and are led to the storefront directly in the DoorDash app to redeem. With this integration, brands can easily track and measure ROI from beginning to end. Longtime DoorDash partner Wendy’s has doubled down on digital acceleration as a strategic priority and is joining forces with DoorDash and Roku to pioneer this new experience. Roku subscribers who see the Wendy’s ad will have exclusive access to $5 off with any Wendy’s purchase of $15 or more from participating US Wendy’s restaurants up until 12 March 2023.

According to internal Roku research, one in three Roku users order take-out or food delivery weekly. Furthermore, 36 per cent of Roku users say they are interested in receiving interactive offers including a scannable QR code or text message.

“Streaming and delivery just go together, which is why were making it easier than ever for Roku users to order their favorite food right from their TV,” said Gidon Katz, President, Consumer Experience at Roku. “Just in time for the Big Game, we’re bringing consumers and marketers the same leading scale, data, and tech that have made buying a new device or signing up for a service simple and delightful.”

Carl Loredo, US Chief Marketing Officer for The Wendys Company, said: “At Wendy’s, we’re consistently meeting our customers however they choose to engage with us. With increased preferences for mobile ordering and delivery, whenever that craving for a hamburger made with fresh beef or Hot & Crispy Fries hits, we’re at our fans’ doorstep, meeting and exceeding expectations for quality and convenience. Partnering with DoorDash and Roku as the first brand to enable shoppable TV offers is an exciting new step towards our goal of being the best in delivery.”