Boomers are discovering DoorDash - and fueling gains for the delivery app

"DoorDash appears to be getting a boost from an unlikely group: baby boomers. The delivery service topped Morning Consult's list of the fastest-growing brands of 2025, according to a report released on Tuesday. The polling firm asked consumers which brands they planned to purchase from and created a measure called "purchasing consideration." Comparing data from the first quarter with the third quarter, Morning Consult found that consumers were planning to use DoorDash more than any other brand."

"Don't give the credit to millennials or Gen Z diners ordering burritos, though: boomers demonstrated the biggest increase in intent to place an order through DoorDash, according to Consult's survey. Young boomers, or those born between 1955 and 1964, were particularly interested in DoorDash, as were those who have been divorced or widowed, according to Morning Consult's analysis."

"While these boomers are in their sixties or entering their seventies, many are likely turning to DoorDash for convenience, Bobby Blanchard, senior director of audience development at Morning Consult, told Business Insider. "This is an aging population," Blanchard said. Whether they're facing mobility challenges or don't feel like shouldering the burden of cooking while living alone, a service like DoorDash "might help them maintain that sense of independence," he said."

DoorDash experienced the largest rise in planned consumer purchases in 2025, with baby boomers showing the biggest increase in intent to order. Young boomers born 1955–1964 and those who are divorced or widowed registered notable growth in adoption. Older users are turning to delivery services for convenience amid mobility challenges and the burdens of cooking while living alone, helping them preserve independence. Boomers often have more disposable income than younger generations, enabling greater frequency of food and grocery orders. Demand for food and grocery delivery has remained steady even as consumers cut spending elsewhere.

Read at Business Insider