Running a restaurant has never been easy, but the past few years have presented challenges for restaurant owners and operators like never before. Many restaurateurs are hungry for stories, support, and guidance from their peers to grow their businesses — but this type of content has historically existed in one-off formats and has not always evoked inspiration restaurateurs are looking for. At DoorDash, a core part of our mission is to provide merchants with access to the tools and resources they need to grow. So with a goal of meaningfully engaging restaurant owners and operators — both those already partnered with DoorDash and prospective partners — and proving they were inspired by this fresh type of content, our budget included the creation of a physical and digital magazine and website, distribution of 7k print copies by direct mail, and influencer fees.

Reimagine the way restaurants connect with and are inspired by each other by creating an original digital and print magazine that uses rich, immersive, and relevant storytelling. Each issue of the locally oriented, locally distributed magazine will explore a specific restaurant culture in one US city. More than simple profiles about restaurants and owners, these stories delve into the layered experience of running a restaurant, from day-to-day operations to preserving tradition to creating community. This journal aims to give restaurants, regardless of their relationship with DoorDash, the resources and inspiration they need to grow — through real stories.

Our goal was to create a magazine that moved the needle for restaurant owners and operators — that provided stories and information that resonated with them emotionally and helped set them up for future success. This meant meaningfully connecting with merchants on an ongoing basis, including meeting directly with business owners on the DoorDash Restaurant Advisory Council to better understand the types of stories they were interested in and get feedback on features as they were created. These robust conversations helped define the magazine’s content and made it clear that material focused on (and distributed in) a highly specific market would ultimately be more impactful than if it were designed for a more general audience.

Thoughtfully crafted in less than a year, the inaugural issue of Secret Menu dives deep into the diverse Asian restaurant communities of Los Angeles. Imbued with unique design elements that evoke the eclectic culture and expansive style of Los Angeles, 25 unique articles profile 66 restaurants — 28 of them with full features. Written by local writers and rendered in customized, distinct designs, these are stories of heritage, resilience, creativity and breaking misconceptions. Above all, these stories celebrate the people who show up every day and make these restaurants the beating heart of their neighborhoods. We wanted the design of Secret Menu to reflect the same dedication to craft and attention to detail exhibited by the chefs in its pages.

The first issue generated more than 1.2 million impressions through PR outreach, print, social, email, and a blog post. More than 1,200 people subscribed to the digital version of the magazine, while 35,000 people visited the site. The magazine also introduced merchants to another side of DoorDash — a whimsical side that is eagerly and genuinely invested in the art, success, and culture of restaurants and small businesses. Importantly, multiple holdout merchants joined DoorDash as a direct result of Secret Menu.