Don't let it stop you just because of what you think the issues might be.
Ali Chetkof RhodesCo-Founder
- Marketplace
- New York, NY
- Specialty Bagel Shop
- 3 Locations
"Before Moonrise, I spent 15 years in fashion PR. I know what a brand is, what it feels like, what it means to protect it. So when Jeremy and I accidentally invented the stuffed bagel on New Year's Eve 2020 — yes, during COVID — and people started lining up down the block, I wasn't just thinking about the food. I was thinking about everything that made this place feel special."
+22% Revenue increase from DoorDash
Growth without sacrificing the in store experience.
100s Additional bagels sold per week via DoorDash
Extra volume from a DashPass exclusive flavor.
"I built Moonrise around the in-store experience. Delivery felt like a threat to everything that made it special."
The experience problem
"Moonrise isn't just a bagel shop. It's a feeling. The line, the energy, the moment you bite into something you've never had before. I was terrified that delivery would flatten all of that into just another food order."
The exclusivity problem
"Part of what makes Moonrise special is that you have to show up for it. That scarcity is intentional. The moment everything is available everywhere, you lose something. I didn't want DoorDash to be the thing that took that away."
The brand control problem
"I came from fashion PR. I know how fast a brand can be diluted when you lose control of how it shows up in the world. A bagel arriving in a delivery bag felt like a risk I wasn't sure we could manage."
— Ali Chetkof Rhodes, Co-Founder, Moonrise Bagels"We have a line down the block at our NYC location. The last thing I wanted was delivery to take away from that — to cheapen what we'd built."
"We didn't compromise. We got creative."
DASHPASS EXCLUSIVES
"We protected the in-store experience. We launched a DashPass-exclusive flavor as our first offer. In-store stayed special."
HOW THEY USED IT:
Created exclusive items to drive delivery sign-ups without hurting in-store sales
Used exclusivity to build their DoorDash audience
KITCHEN MANAGER
"We kept the kitchen in control. During peak in-store hours, we throttled incoming delivery orders so the line out the door never suffered."
HOW THEY USED IT:
Slowed delivery order flow during high-traffic periods
Protected kitchen capacity without turning delivery off
ACCOUNT MANAGER
"We had someone in our corner. Our DoorDash account manager worked with us, helping us figure out what tools made sense and what to try."
HOW THEY USED IT:
Ongoing support to build and refine their strategy
A real relationship, not just a platform
"We didn't just solve the delivery problem. We made it part of the brand."
+22% revenue increase from DoorDash — Growth that didn't come at the cost of the in-store experience
3 locations and growing — Greenwich Village, Woodstock, and Poughkeepsie
Catering now live on DoorDash — Fulfilling larger orders and group occasions through one system, opening up a whole new revenue stream
— Ali Chetkof Rhodes, Co-Founder, Moonrise Bagels"DoorDash has increased our revenue by 22%. They really act as a partner to help open up your revenue streams, open up your customer base."
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Aaron Salvatore didn't trust anyone else with delivery. One year later, DoorDash accounts for 25% of his total revenue and $500K a year.
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