Tacos My Guey is a fast-casual taqueria in Orlando, Florida, run by a data-minded owner. It had paused its DoorDash partnership because a revolving door of account reps left it without the support to build a strategy. After returning, it generated over $400K in sales on DoorDash in a year and raised its average ticket 25%, according to DoorDash.

The playbook

  1. Insist on a consistent partner. Owner Daniel Borrego stepped away when he kept starting over with new reps. He came back after a DoorDash rep visited the store, listened to what had not worked and stayed engaged, giving him one person to build a plan with.
  2. Map the customer journey. With that support in place, Borrego used DoorDash’s analytics to trace how customers moved through ordering, understand their ordering behavior and see which items were driving orders.
  3. Rebuild the delivery menu from the data. Using the performance data, he adjusted the menu and pricing strategy, focusing on the right items for delivery. That moved the average ticket from $20 to $25.

Results

  • Over $400K in total sales through DoorDash in the past year, according to DoorDash.
  • Average ticket up 25%, from $20 to $25.
  • Franchise growth plans are now underway.

How to apply it

  • If platform support is inconsistent, ask for a dedicated contact and a regular review of your numbers before deciding to leave.
  • Review which items appear in the largest and most frequent delivery orders, and build or reprice the delivery menu around them.
  • Track average ticket as a core delivery metric alongside order count.
  • Make menu changes one at a time where possible, so you can see what moved the numbers.

Source: DoorDash for Merchants success story. This Operator Story is partner content from DoorDash, a Whatnow Partner.