Making premium feel essential
Caviar
Challenge
DoorDash acquired Caviar right before COVID hit. Double problem: differentiate from DoorDash while everyone's delivery app looks the same, AND convince locked-down people that ordering food delivery is really worth it.
Big Idea
We positioned Caviar as transportation, not just delivery. Higher-level cuisine that takes you somewhere else — transforming your locked-down apartment into different, magical places. You're not stuck at home ordering takeout. You're escaping through food that actually matters.
Results
15%+ increase in both order volume and average order value
Adweek Spot of the Week
Made premium delivery feel essential during lockdown