“We’ve just started taking the offer to market and the interest has been incredible,” Levin said, especially given in-house research that suggests “one-in-three Roku users order takeout or food delivery every single week.”
New and existing Roku account holders with a linked device will be eligible to get six months of DashPass—DoorDash’s monthly subscription that eliminates delivery fees on many restaurant and grocery orders—for free. (DashPass typically costs $9.99 per month, and will be charged at that rate once each user’s six-month trial period is over.)
Wendy’s has signed on as the launch sponsor, running an exclusive deal valid through Super Bowl Sunday that gives Roku users $5 off any order of $15 or more placed via DoorDash. The restaurant chain has worked with DoorDash a number of times in the past.
“Partnering with DoorDash and Roku as the first brand to enable shoppable TV offers is an exciting new step toward our goal of being the best in delivery,” Carl Loredo, U.S. chief marketing officer for Wendy’s, said in a statement.
The DoorDash partnership adds to Roku’s shoppable ad prowess, which the company has been promoting since it debuted the format at last year’s NewFronts. Roku has since signed a number of shoppable deals with brand partners, including Walmart, which signed an exclusive agreement in June 2022 that allows users to buy products directly via Roku’s platform while their TV show is paused—all without being redirected to Walmart’s website.