The COVID-19 pandemic brought the restaurant industry to its knees. Without indoor dining, beloved restaurants across the country had no other choice, but to permanently close their doors. While all restaurants were left defenseless in the wake of COVID-19’s devastation, no one was hit harder than Black-owned businesses, which were shutting down twice as fast as others. As a brand that exists to empower local economies, and serve communities that have traditionally been overlooked and under-resourced, DoorDash knew it had not only the opportunity, but the responsibility to act. The resulting aim was clear: How DoorDash could leverage its platform and resources to be a true, steadfast partner to Main Street at a time they needed it most––and build brand affinity and trust during a time when third-party delivery companies were being questioned?

When the pandemic hit, loved restaurants were shutting down all across the country. Black-owned business were hit even harder, closing twice as fast as white-owned businesses. So DoorDash stepped in with the Re-Open for Delivery initiative, to help some of the most loved restaurants get back on their feet. The very first restaurant was Krazy Hog BBQ on the Southside of Chicago. It turned out that DoorDash was helping do more than keep their business alive, they were helping keep their legacy of Black entrepreneurship alive. This powerful comeback story was captured in short film, Southside Magnolia. Told through the eyes of The Cooksey's, the owners of Krazy Hog, the film highlights their entrepreneurial spirit that runs generations deep, their unwavering faith, and a community that won’t quit them.

As restaurants were closing due to COVID-19, food delivery turned from incremental revenue to 100% of restaurants business overnight. DoorDash put their values to work to prove to merchants that they were advocates and champions of Main Street.

The film Southside Magnolia was a short docu film that captured the comeback of Krazy Hog BBQ owners, Vic and Dana Cooksey. It was critical to capture the soulfulness of both the subjects and the Southside community they represent. We wanted every line, look, lyric, location to elicit this emotion. To have the viewer feel both the centuries of oppression as well as the unwavering faith at the same time. This informed every creative decision we made. And it's what gives each scene its power.This was shot intentionally to expose the raw truth in the Southside of Chicago. Showcasing the people, neighborhoods, imagery and language that define the struggle and resilience within this community. As a Southside native, director Rodney Lucas's personal connection came through in every frame. "This film is everything I've wanted as it relates to the representation of Black people.”

Launched across New York Times, Vice, YouTube and more, the film garnered instant press and recognition with 187+ million media impressions to date. It was hailed for showcasing the spirit of Black entrepreneurship from The Root, Black Chamber of Commerce, Infatuation and many more. It ultimately led to a full segment on Good Morning America where Vic and Dana told the story, themselves. But most important of all, it created awareness of the reopening of Krazy Hog and a successful relaunch of their business. Ensuring their legacy will continue to live on. Through this ongoing effort, DoorDash proved the power of its partnership and demonstrated its unwavering commitment to the small restaurant community, with the brand emerging as the most trusted third-party delivery partner among merchants.