The food delivery giant has signed a three-year deal with Live Nation that will see it pop up at festivals, concerts and venues across Australia and New Zealand.
If you’re heading to a festival this summer, there’s a chance your next meal could come from somewhere a little more familiar.
DoorDash and Live Nation Australia and New Zealand have announced a new three-year partnership that will bring the food delivery platform into some of the region’s biggest live music events.
The deal will see DoorDash become an official partner across Live Nation’s portfolio of concerts, festivals and venues, with the first major addition being the DoorDash Food Village.
Essentially, it’s an on-site food and hospitality activation designed to give festival-goers somewhere to grab a bite while also giving DoorDash a pretty big presence on the festival grounds.
The partnership won’t just be about what’s happening inside the festival, either.
DoorDash customers will get access to exclusive music-related perks and offers, while the company will also run promotions for fans once they’ve left Live Nation shows, extending the partnership beyond the actual gig.
It’s a pretty logical crossover when you think about it. Festivals and food are already basically inseparable, and live music is a seriously big business in Australia.
According to figures from the Australian Live Music Business Council cited by Live Nation, live music contributes an estimated $4.83 billion to the Australian music industry, including around $1.31 billion in food and beverage spending at live events.
Live Nation also says its research found that 91% of Australian live music fans would sign up for or switch loyalty programmes to access live music perks.
So, while DoorDash is obviously getting a marketing opportunity out of the deal, it’s also tapping into something people already associate with going to gigs and festivals: figuring out what you’re going to eat.
And rather than just sticking its logo on a stage or banner, the Food Village gives the brand an actual physical presence at the events.
The partnership covers Australia and New Zealand for the next three years, with more details on specific festivals and the perks available to DoorDash customers expected to come through as the programme rolls out.
With festival season about to properly kick off, don’t be surprised if DoorDash starts becoming part of the festival landscape alongside the usual stages, merch tents and food trucks.
