Aldi is knocking at the “Door.”
The grocery chain announced a new partnership with DoorDash on Feb. 23 that will bring on-demand grocery delivery to almost all Aldi locations in 38 states. The relationship now gives more than 98% of DoorDash monthly users access to a non-restaurant store. DoorDash now has more than 100,000 non-restaurant stores across its Marketplace and Drive platforms in North America.
“By partnering with DoorDash, we can conveniently bring our fresh and affordable groceries to even more of our customers’ doors with a click of a button,” said Scott Patton, Vice President of National Buying at Aldi. “Whether shopping for a weekly grocery haul or in need of a few extra ingredients for tonight’s dinner, our customers now have another way to shop Aldi for all of their grocery needs.”
The Aldi-DoorDash connection will give consumers access to groceries including fresh produce, meat, seafood, dairy, bread, household essentials and Aldi Finds. Grocery orders can be placed on-demand from local Aldi stores through the DoorDash marketplace app or website. All participating Aldi stores will be available on DashPass, which is a DoorDash membership program. Eligible orders from Aldi will be $35 or more.
“Since launching grocery in 2020, Aldi has been one of our consumers’ most highly requested grocers. We’re thrilled to welcome the Aldi brand to DoorDash,” said Fuad Hannon, VP of New Verticals at DoorDash. “Our partnership with Aldi provides customers access to the retailer’s affordable staples and cult favorites with the speed and reliability of DoorDash. Additionally, consumers can consolidate all their shopping needs from fresh foods to household essentials on DoorDash as their one-stop shop.”
DoorDash launched its “We Get Groceries” campaign during the Super Bowl on Feb. 12. The 30-second ad spot highlighted such elements as DoorDash’s wide grocery selection, support, flexibility and savings for members.
The Super Bowl commercial featured three renowned chefs that DoorDash said span generations, cultures and communities. The chefs were Matty Matheson of Hulu’s series The Bear, rap group Wu-Tang Clan’s Raekwon The Chef and Nickelodeon’s stop-motion-animated Tiny Chef.
We Get Groceries was created in a partnership with The Martin Agency and DoorDash’s in-house creative studio Superette, and also will include online media and radio. The campaign will operate through June.
The Aldi announcement matches DoorDash’s claim back in November that it is experiencing steady growth and strong sales. However, the online delivery service cut its workforce by 1,250 employees in late 2022.
