In an enlightening conversation with CanadianSME Small Business Magazine, Shilpa Arora, General Manager of DoorDash Canada, sheds light on the transformative initiatives spearheaded under her leadership. Shilpa’s strategic vision has been instrumental in launching and nurturing the #BlackFoodEnergy Fest, a cornerstone effort aimed at amplifying Black-owned businesses and celebrating their culinary contributions across Canada. Under her guidance, DoorDash not only enhances the visibility of these enterprises during Black History Month but also ensures their sustained support and growth throughout the year. Shilpa highlights innovative in-app features and marketing strategies designed to engage users with Black-owned businesses, further solidifying DoorDash’s commitment to diversity and inclusion. Furthermore, she elaborates on the unique services and customer-centric approaches that distinguish DoorDash in the competitive food and grocery delivery sector. Shilpa’s passion for mentoring and her dedication to the Entrepreneurship & Access Program are pivotal in empowering a diverse range of entrepreneurs within the DoorDash ecosystem, showcasing her commitment to creating a more inclusive and equitable marketplace.
Shilpa Arora is the General Manager of DoorDash, responsible for overseeing overall business strategy, operations and growth. With an international career spanning almost two decades and several industries, Shilpa has held leadership roles across financial advisory, mergers & acquisitions, corporate strategy and innovation as well as digital transformation.
Before joining DoorDash, Shilpa led CIBC’s personal banking and client connectivity strategy and operations. Most recently, she was Senior Director of Transformation at CIBC, responsible for leading the bank’s digital enablement and business optimization initiatives. Shilpa is a trained architect, holds an MBA from Indian School of Business and is a certified business valuator (CBV).
As a female leader in technology, Shilpa is an avid advocate for diversity and inclusion and intersectional representation in the workplace and is passionate about mentoring emerging women leaders and mentors newcomers and early-career women.
Shilpa, can you elaborate on the genesis and impact of the #BlackFoodEnergy Fest initiative by DoorDash, and how it aligns with the company’s broader goals of supporting local economies and diverse entrepreneurs?
“DoorDash’s #BlackFoodEnergy initiative embodies our commitment to championing local economies and leveling the playing field for entrepreneurs. It spotlights Black-owned businesses and cultures across Canada through a month-long celebration, enhancing their visibility on our app. This initiative, launched in February 2022 as part of our Entrepreneurship & Access Program, aims to support and amplify Black chefs, restaurateurs, and food entrepreneurs year-round.
Since its inception, #BlackFoodEnergy has evolved to include various activations, grants, and partnerships, such as the #BlackFoodEnergy festival, innovation grants in collaboration with the Black Opportunity Fund, and an entrepreneurship accelerator with the Canadian Black Chamber of Commerce. In 2023, our inaugural #BlackFoodEnergy Fest resulted in a significant increase in monthly volume for participating businesses.
Looking ahead to 2024, we remain committed to expanding the #BlackFoodEnergy platform’s impact. We hosted our second annual #BlackFoodEnergy Fest during Black History Month and introduce the #BFE Dinner Series, spotlighting the culinary talent we have in Toronto. Additionally, we will launch a new networking initiative to facilitate connections among Black-owned businesses. Our goal is to foster lasting change and ensure that everyone has a seat at the table.”
Beyond the month of February, what ongoing strategies does DoorDash implement to support Black-owned businesses and ensure their visibility and growth throughout the year?
“#BlackFoodEnergy Fest, an extension of our Entrepreneurship & Access Program, continues to support and amplify Black chefs, restaurateurs, and food entrepreneurs throughout the year. We provide grant funding, enhance in-app visibility, and offer resources to aid their growth. Celebrating Black chefs, restaurants, foods, and cultures, the month-long festival highlights over 900 Black-owned businesses on our platform.
In 2024, we’ll enhance discoverability through in-app merchandising and paid media, encouraging customers to explore #BlackFoodEnergy offerings beyond Black History Month. Leveraging content creators and media personalities, we’ll showcase selections nationwide, fostering excitement throughout the month and beyond.
Stay tuned as we continue to expand the #BlackFoodEnergy platform, support Black food entrepreneurs, and celebrate their contributions to Canada’s culinary landscape.”
DoorDash is known for its innovative features. Could you discuss the specific in-app features that are currently enhancing the #BlackFoodEnergy Fest experience for users?
“Our aim is to improve the in-app experience by showcasing #BlackFoodEnergy Fest restaurants, thereby boosting discoverability and supporting Black-owned businesses on DoorDash. Users can easily find these restaurants by searching #BlackFoodEnergy in the app.” Delly Dyer, Senior Manager of Consumer Brand Marketing at DoorDash shared, “Additionally, we’re using our social media channels to amplify the stories of Black-owned and led businesses featured on our platform.”
Image Courtesy: DoorDash Canada
With competition in the food and grocery delivery sector intensifying, what unique approaches and services does DoorDash offer that distinguish it from other players in the market?
“To meet evolving consumer demands, DoorDash offers a personalized approach to food and grocery delivery, tailored based on customer feedback. With DoorDash, grocery shopping becomes a seamless experience, featuring direct communication with your Dasher, the flexibility to substitute items on the go, and the option to add new cravings to your order from another store through our DoubleDash feature —all while your order is in progress.
DoorDash users benefit from the expertise of Grocery pro-dashers, highly rated shoppers with a 4.9+ rating. Our aim is to alleviate the stress of grocery shopping by allowing users to create and continually update their shopping list within the app. Plus, with DashPass, enjoy $0 delivery fees and reduced service fees for larger orders, making DoorDash the ultimate destination for convenient and cost-effective shopping.”
DoorDash’s Entrepreneurship & Access Programs have garnered attention for empowering local businesses. Can you share insights into these programs and how they’re designed to support and uplift entrepreneurs within the DoorDash ecosystem?
“We take immense pride in our Entrepreneurship & Access Program, a cornerstone of our commitment to supporting local economies. This program, which continually evolves, includes initiatives such as the #BlackFoodEnergy Fest, reflecting our mission to champion diverse entrepreneurs. Through the Entrepreneurship & Access Program, we strive to level the playing field for all, particularly for businesses owned by women, immigrants, and people of colour.
Members of this program enjoy a range of benefits, including funding options, tailored support, enhanced visibility on the DoorDash app, and additional marketing opportunities. As we continue to expand our efforts, stay tuned for exciting new programming launching in March. Our dedication to empowering local businesses remains unwavering, and we’re excited to unveil more ways to support and uplift entrepreneurs in the months to come.”
