DoorDash wants to become more than a delivery marketplace for restaurants.
Its new DashOS platform connects ordering, reservations, loyalty, customer data, and marketing. The goal is to help restaurants recognize the same guest across delivery, direct ordering and dine-in visits, then use that information to bring the customer back.
That is difficult for many operators today. Guests move easily between channels, but their activity often lands in separate systems. One person can appear to be several unrelated customers, leaving restaurants without a clear picture of what led to another purchase.
Restaurants also have to oversee numerous technology products in addition to running their kitchens and dining rooms. DoorDash data shows 40 percent of surveyed U.S. operators use four to five systems, and 83 percent believe better-connected technology would improve profitability.
“The idea is really to become the growth partner for merchants, period, and be the one-stop shop for merchants to look to when they say I wanna grow,” says Parisa Sadrzadeh, DoorDash’s vice president of strategy and operations.
DoorDash introduced DashOS during its Dash Forward 2026 event. The platform connects DoorDash Marketplace with the company’s direct ordering, loyalty, reservation, and marketing products.
Customers must opt into a restaurant’s loyalty program or agree to share their information for marketing. Once they do, the restaurant can see eligible activity across the DoorDash products it uses and communicate with that customer directly.
DoorDash sees its marketplace as the starting point for many of those relationships. A customer might discover a restaurant through delivery, return through its website, and later visit in person. DashOS is designed to connect those transactions instead of treating each one as a separate relationship.
The early loyalty results provide DoorDash’s clearest evidence for the model. More than one in five customers who visit the DoorDash page of a participating restaurant enroll in its loyalty program. Those members order 1.8 times as often and spend approximately 1.75 times as much per person as customers who have not enrolled.
DashOS can use purchasing history to recommend menu items and support marketing through email, text messages and push notifications. Campaigns can run automatically for restaurants without dedicated marketing employees, or operators can customize them.
The information can follow customers to a restaurant’s direct ordering site. Once logged in, a customer can see previous DoorDash orders, receive recommendations, and use saved payment information. DoorDash can also provide delivery for the direct order.
Reservations are another piece of the customer record. DoorDash said AI-powered recommendations increased total bookings by more than 15 percent in early tests. SevenRooms marketing products using blinded, aggregated DoorDash Marketplace information have produced more than $150 million in restaurant sales this year. DoorDash acquired SevenRooms in 2025.
The platform works with technology restaurants already use. DoorDash is expanding connections with Clover, Qu, Checkmate, Chowly, Deliverect, Stream and UrbanPiper. Starting in 2027, more than 80,000 restaurants using those providers are expected to gain access to SevenRooms customer profiles, online ordering, in-store rewards and omnichannel loyalty products.
DoorDash still has work to do to make the products operate as one system. The company has connected its merchant portal more closely with its customer relationship software and plans more automation.
“The idea is to simplify this into one platform,” Sadrzadeh says. “We need to continue to improve it and continue to simplify it.”
DashOS is one piece of DoorDash’s effort to play a larger role in local commerce. The company also introduced a service that lets customers order through text messages.
U.S. consumers using iPhones can join a waitlist for the beta. A customer can text DoorDash with a specific request, ask for a local recommendation, or request a usual order. The system searches nearby restaurants, builds a suggested cart, and handles checkout inside the conversation. It can also remember preferences and order modifications.
The service builds on Ask DoorDash, the company’s in-app ordering assistant. DoorDash said customers have used the assistant to discover more than 40,000 restaurants. Nearly half of restaurant orders placed through it went to businesses those customers had not tried previously.
DoorDash also introduced DoorDash Air, an autonomous delivery system scheduled to begin pilot service in Northern California with Chipotle, Popeyes and local restaurants.
The company designed the aircraft, packaging, and loading process using historical order information and existing kitchen workflows. Roughly 80 percent of typical restaurant orders on DoorDash are light and small enough for the aircraft to carry safely, depending on travel distance and operating conditions.
Early tests produced average travel times of less than five minutes from a restaurant to a customer’s door. DoorDash’s Autonomous Delivery Platform chooses whether a driver, Dot delivery robot, or drone is the best option for each eligible order. The decision accounts for distance, weight, weather, traffic, and kitchen preparation time.
The Dash Forward event also included retail returns, AI assistance for drivers, and a connector that can bring DoorDash ordering into compatible workplace AI products.
