DoorDash's Playbook for Scaling DashPass to 35M+ Members
with Jimmy Liu — Former Head of Product for New Verticals
Jimmy Liu created DashPass, DoorDash's subscription program that has grown to 35M+ members at $9.99/month since 2018. He explains how DashPass evolved from an initially unprofitable model to drive 75% of DoorDash's US grocery and retail orders, and why the company has kept pricing unchanged for over six years.
In this episode
- Why DashPass's first version was unprofitable and the three levers that fixed it
- How an A/B test that kept compounding proved DashPass was working
- How DashPass helped DoorDash expand into grocery, retail, and other verticals
- Why Jimmy believes keeping DashPass at $9.99/month can maximize long-term growth
- Why DoorDash could become a personal assistant for the physical world
- How DoorDash out-executed a better-funded Uber and an earlier-to-market Grubhub