In a vivid illustration of changing consumer behaviors, DoorDash emerged as the fastest‑growing brand in the U.S. this year, according to Morning Consult’s annual “Fastest Growing Brands 2025” report.
With more than 5,000 brands tracked, DoorDash achieved a standout 6.39‑percentage‑point increase in purchase consideration from Q1 to Q3.
Expansion Beyond Restaurant Delivery
Researchers attribute DoorDash’s growth not just to increased demand for food delivery, but to its strategic shift into non‑restaurant and local commerce categories.
This broadening of service offerings appears to have unlocked new customer segments and use cases.
Demographic & Income Trends
The growth story is also demographic in nature:
- DoorDash ranked No. 1 among men and households earning between $50K and $99.9K annually.
- It emerged second‑fastest‑growing among Baby Boomers, and sixth for Generation X.
Analysts suggested Boomers—especially those younger within the cohort, divorced or widowed with greater disposable income—are drawn to delivery services as mobility and lifestyle patterns shift.
Implications for Omnichannel Retail
For omnichannel retail strategists—especially those working with large‑format retailers such as Walmart—this growth signals several key takeaways:
- Delivery convenience matters: As brands expand into logistics and fulfilment, there is opportunity to integrate services that satisfy consumer demand for instant or near‑instant gratification.
- New channels unlock new growth: The move from restaurant delivery into broader local commerce suggests the importance of versatility in channel strategy—online, mobile, physical store partnerships.
- Consumer‑segment flexibility: A rising service like DoorDash engaging Boomers and Gen X speaks to the value of cross‑demographic planning in omnichannel models, not just Gen Z or Millennials.
- Platform evolution: DoorDash’s evolution from food‑centric to local commerce hints at retail platforms growing into “everything” ecosystems—something omnichannel brands should watch and partner with.
