DashPass has stayed at $9.99/month since its launch back in 2018, a choice the person who built it believes is exactly right: Jimmy Liu, the original creator of DashPass.
He joined DoorDash in 2016 to run the San Francisco market, back when the company was losing $12 per delivery there, and spent his early months personally emailing every first-time customer to understand what wasn't working. Those conversations became the foundation for DashPass, and Jimmy used them to convince a skeptical leadership team to bet on subscriptions for food delivery years before it became an industry norm.
He eventually became DoorDash's Head of Product for New Verticals, and DashPass members now place about 75% of DoorDash's US grocery and retail orders.
Before DoorDash, Jimmy founded his own startup called GymFlow, an experience that instilled him with the ownership mentality and hustle that shaped his work at DoorDash from day one.
In this episode, Jimmy breaks down:
Why DashPass's first version was unprofitable and the three levers that fixed it
How an A/B test that kept compounding proved DashPass was working
How DashPass helped DoorDash expand into grocery, retail, and other verticals
Why Jimmy believes keeping DashPass at $9.99/month can maximize long-term growth
Why DoorDash could become a personal assistant for the physical world
How DoorDash out-executed a better-funded Uber and an earlier-to-market Grubhub
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