DoorDash is stepping beyond food delivery with new features designed to boost user engagement and give restaurants more visibility. On Tuesday, the company unveiled a creator program that rewards users for making short-form videos inside its app, along with AI-powered tools and dine-in rewards for local restaurants.
The new creator initiative allows people in 20 U.S. cities, including Atlanta, Austin, Miami, and San Francisco, to apply to become DoorDash Creators. Those accepted will be able to record short clips of their meals from local restaurants and share them directly in the app. These TikTok-style previews aim to help other users discover dishes before placing an order. While DoorDash hasn’t shared the exact monetization model, creators will receive compensation if their content qualifies. The company plans to roll out the program to more cities by the end of the year.
Alongside video content, DoorDash is doubling down on in-person dining with “Going Out.” This feature, now live across thousands of restaurants in select U.S. and Australian markets, rewards customers when they choose to eat at local spots. For a limited time, all DoorDash users can access the offers, although the perk will primarily serve DashPass members in the future. On average, diners testing the feature this year earned around $9 in value per order. Customers can also book reservations directly in the app through DoorDash’s new integration with SevenRooms, a reservation platform the company acquired earlier this year.
The launch also comes with a suite of AI-driven updates designed to personalize the DoorDash experience. At the top of the app homepage, users will now see tailored recommendations that factor in past orders, dietary needs, time of day, and even budget preferences. A new “Complement your Cart” section will suggest relevant add-ons during checkout, making it easier to round out grocery or restaurant orders.
Another key upgrade is AI smart tags that appear on restaurant menus. These tags help diners filter options based on dietary preferences or nutritional needs, such as vegetarian, gluten-free, high-protein, or spicy dishes. The system pulls from reviews, merchant descriptions, and images to generate these insights. The tags are now available across the U.S., Canada, Australia, and New Zealand.
Finally, DoorDash is expanding its marketplace beyond restaurants and groceries. Shoppers can now browse nearby stores, compare prices, and view delivery times for categories such as electronics, beauty products, and pet supplies. This functionality was previously limited to alcohol purchases but is now open to more everyday items.
By blending creator-led content, AI-driven personalization, and rewards for both delivery and dine-in, DoorDash is positioning itself as more than just a food delivery app. The strategy reflects the company’s push to keep customers engaged both online and offline, while also giving restaurants fresh ways to connect with diners.
