DoorDash started delivering orders to addresses in 2013. But today, a shocking revelation from researchers revealed that among its biggest customers right now are baby boomers. Here’s the story.
Morning Consult – a global data intelligence firm that provides data-driven research, news, and brand intelligence across various industries like politics, healthcare, finance, and technology – came to a serendipity discovering this while creating their newest ranking of the fastest-growing brands of 2025. They asked consumers which brands they are considering purchasing from.
They also found out that consumers are willing to use DoorDash more than any other brand, including Uber Eats.
But, wait until you hear this.
It’s not millennials or Gen Z anymore that’s dominating the demand, but the baby boomers.
These baby boomers, otherwise known as the young boomers, are those born from 1946 to 1964. They are named such due to the significant increase in babies born after the time of the Second World War.
Interestingly, they are now more interested ordering via DoorDash. These are people who were born and raised without food delivery apps yet, so it is difficult for them to let go partly from their hearts the love for dining in restaurants.
Even more interesting, these baby boomers are in their 60s or entering their 70s, never actually working professionally now, as most of them may be retired already.
“This is an aging population,” Bobby Blanchard, the senior director of audience development at Morning Consult, stated. Whether they’re facing mobility challenges or don’t feel like shouldering the burden of cooking while living alone, a service like DoorDash "might help them maintain that sense of independence.”
Furthermore, Blanchard also noticed that DoorDash is a “new brand, relative to boomers.” Despite the fact they may have retired from professional work already, they are more likely to have disposable income than the younger generations who are working mostly to make ends meet nowadays.
Also, after all, it’s from a research. So, even if younger adults are more inclined to the Internet, most of them cannot consistently order on these platforms, or keep up with the perks and savings, so the baby boomers are filling the gap in the demand.
“Younger adults don’t have a lot of savings, don’t have a lot of investments, and they are also facing a tougher labor market,” she pointed out.
It is also interesting to note that retailers have spend some time distinguishing between two major types of consumers: those who are cutting back and look for deals, and those who keep spending, including for luxury products, the baby boomers, part of it.
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