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Roku announces new partnership with DoorDash

Streamers who use Roku devices can now get six free months of DashPass.

Streamers who use Roku devices can now get six free months of DashPass.

(Image courtesy Doordash, Graphic by The Desk)
(Image courtesy Doordash, Graphic by The Desk)

Roku users can now grab six free months of DoorDash’s premium delivery service DashPass as part of a new partnership between the two brands announced this week.

The partnership will see DoorDash buy advertising on Roku’s platform on behalf of DoorDash partner restaurants in the United States, which will allow restaurants to serve up click-to-order offers to Roku users straight from their streaming TV hardware and smart TV sets.

As part of the deal, new and existing Roku customers who link their accounts to DoorDash can score a six-month free subscription to DashPass, which normally costs $10 a month. DashPass offers $0 delivery fees on most eligible orders from thousands of restaurants, grocery stores, convenience stores and other retailers across the country.

To get the DashPass offer, Roku customers must link their accounts by clicking or tapping here. DoorDash users who have tried DoorDash under a similar trial or paid for the service within the last six months aren’t eligible for the offer through Roku.

“Streaming and delivery just go together, which is why we’re making it easier than ever for Roku users to order their favorite food right from their TV,” said Gidon Katz, the president of 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.”

The partnership came together after data indicated that 1 out of 3 Roku users regularly order takeout food each week. A survey sourced by both companies found more than one-third of Roku users expressed interest in receiving interactive offers by text messages or scannable QR codes on their screens.

Fast food restaurant Wendy’s will be one of the first brands to advertise on Roku screens through the partnership with DoorDash.

“At Wendy’s, we’re consistently meeting our customers however they choose to engage with us,” Carl Loredo, the domestic chief marketing officer for Wendy’s, said in a statement. “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.”

DoorDash executives are equally excited about the new partnership with Roku.

“We are thrilled to partner with Roku on this unique partnership,” said Rob Edell, the general manager and head of consumer engagement at DoorDash. “While this offer unlocks DashPass benefits and perks for Roku users everywhere, it also provides our merchant partners with an opportunity to promote DoorDash offers through TV streaming. Consumers can conveniently and affordably get the best of their neighborhood delivered to their door, while brands can reach diners at the right time and drive instant conversion from the comfort of the living room.”

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About the Author:

Matthew Keys

Matthew Keys is the publisher of The Desk and reports on the business and policy matters involving the broadcast television, streaming video and radio industries. He previously worked for Thomson Reuters, Disney-ABC, Tribune Broadcasting and McNaughton Newspapers. Matthew is based in Northern California, has won numerous awards in the field of journalism, and is a member of IRE (Investigative Reporters and Editors).