Virtual Brand Quality Requirements Overview
Virtual Brand Quality Requirements Overview
DoorDash has developed a set of virtual brand quality requirements that all virtual brands are required to meet. Virtual brands that do not meet these requirements will not be permitted on the platform.
Virtual Brand Menu Requirements
In order to operate on DoorDash, restaurant virtual brands must:
Have at least 50% differentiation in main menu items (all items excluding sides, drinks, sauces and seasonings) from all other restaurant menus on DoorDash at that same address - Differentiated menus provide new selection for customers compared to existing brands. Virtual brands that offer the same or similar menu items, and simply use different item photos, names, or higher prices are not considered differentiated and will not be allowed on the platform. Different quantities or combinations (including a side item and/or drink) of the same or similar menu items will be evaluated as the same item. Different flavors or seasonings of the same or similar menu items will be evaluated as the same item. The addition or removal of minor ingredients to the same or similar menu items will be evaluated as the same item. Menu items rebranded as “Gluten Free”, “Halal”, “Vegetarian”, and/or “Vegan” will be evaluated as the same item.
Have a unique header image for each virtual brand and assign a distinctive photo to each menu item - Distinct photos boost brand distinction and enhance the customer’s understanding of the unique offerings at your restaurant. Each menu item must have its own distinct and unique photo that accurately represents the menu item.
Have at least 8 food items - Virtual brands menus must have at least 8 distinct food items including appetizers and sides (not including drinks and sauces).
Have at least 50% of their menu items be hot or prepared food - The virtual brand menu must be prepared food and beverage items to be eaten as a meal.
Contain family-friendly language in store names, menu item names, and descriptions - Appropriate language enables you to connect with a wide audience of customers who engage with DoorDash.
Virtual Brand Quality Requirements
In addition to the menu requirements above, restaurant virtual brands must adhere to the following performance and quality metrics:
Fulfill a minimum of 3 orders per week consistently over the last 90 days.
Uphold a lifetime customer rating of 4.0 or higher.
Ensure that less than 5% orders are canceled by the merchant, as per DoorDash records.
Ensure that less than 5% of orders are reported missing or incorrect, according to DoorDash data.
Limit downtime to a maximum of 20% within the last 90 days.
Furthermore, no more than 10 virtual brands are permitted per store address, with exceptions granted for established commissary kitchen operators or upon receiving written approval from DoorDash.
Virtual Brand Fraud Considerations
Restaurant Impersonation: Any virtual brands found to be impersonating other restaurants (e.g., virtual brand is copying name, logo, menu, assets, etc. of a brick and mortar restaurant) will be immediately deactivated by our Fraud team. DoorDash reserves the right to terminate its relationship with any virtual brand companies that have engaged in restaurant impersonations, as determined by DoorDash in its sole discretion.
Credit & Refund Abuse: Any virtual brands with repeated abuse of DoorDash’s order cancellation policies or DoorDash’s credit and refund policies will be immediately deactivated by our Fraud team. DoorDash reserves the right to terminate its relationship with any virtual brand companies that engage in abuse of DoorDash’s order cancellation or credit and refund policies, as determined by DoorDash in its sole discretion.
Operating Address: Virtual brands must obtain the required licenses and operate out of a licensed commercial kitchen. Virtual brands are not allowed to operate out of residential kitchens, including those with Cottage Food permits. DoorDash reserves the right to remove virtual brands that do not meet these requirements from the platform.
Virtual brands on the DoorDash platform will be periodically audited for compliance to the above guidelines. DoorDash reserves the right to remove virtual brands from its platform that are not in compliance, in whole or in part, with any of these policies outlined in this guideline. This includes addressing any performance, quality, or fraud issues. DoorDash reserves the right to modify this policy at any time.
