Nayeli JimenezManaging Member
When an outdated ordering system stopped working with their POS, Brothers Burgers needed a new way to connect with customers. The Ontario, California restaurant launched a branded app with DoorDash Commerce Platform, using loyalty rewards and email and text campaigns to drive direct orders and bring customers back.
app adoption driven within seven weeks of launch²
more spent on direct online orders by customers who joined Brothers Burgers' loyalty program online versus non-loyalty customers.³
Brothers Burgers received compensation in exchange for their participation in this study
Brothers Burgers opened its doors in October 2013, but the expertise behind the grill goes back much further. Founded by two brothers with over 20 years of individual experience in the hospitality industry, the restaurant is built on a shared vision of quality burgers and burritos for the Ontario, California community.
When their old online ordering system became incompatible with their point-of-sale (POS) system, Brothers Burgers faced a critical gap. They needed a way to take orders online that matched their brand's in-person experience, while also keeping control over customer data and marketing costs.
Nayeli Jimenez, Managing Member of Brothers Burgers, was in search of a solution that didn't just facilitate transactions but actively welcomed customers to return.
— Nayeli Jimenez, Socia gerente, Brothers Burgers“Tener el control de nuestros propios canales no solo nos permite mantener bajos ciertos costos, sino que también nos da acceso directo a nuestros clientes”.
To deepen customer relationships, the team launched DoorDash Commerce Platform, which enabled the team to build their own branded mobile app. This gave fans of their signature burgers a dedicated space to order and engage with the brand.
To drive repeat business, Jimenez implemented a in-depth strategy:
Cross-Channel Loyalty: DoorDash Commerce Platform's points program that lets customers earn and redeem rewards no matter how they order — in-store, on the Brothers Burgers' restaurant website, through their branded app, and even on DoorDash. Brothers Burgers offers "$10 off for every $100 spent," redeemable across every channel.
Automated Email Marketing: Pre-built campaigns that run automatically to re-engage customers, boost app downloads, and drive repeat online orders — without any manual effort.
Customized Email and SMS Campaigns: Advanced email and text marketing to announce new menu items and run promotions, with built-in tracking to measure which campaigns drove sales.
— Nayeli Jimenez, Socia gerente, Brothers Burgers“Me encanta que podamos crear campañas por correo electrónico y mensajes de texto para lanzar promociones, y que pueda hacer un seguimiento de esas campañas para ver si generaron ventas. Con un solo clic, los clientes pueden comenzar a hacer órdenes desde los correos electrónicos o mensajes de texto que les enviamos”.
Brothers Burgers felt the impact of these tools almost immediately. By making it easier for customers to redeem rewards across any channel, Brothers Burgers saw loyalty members who joined online spend 2.2x more on direct online orders than non-loyalty customers.
— Nayeli Jimenez, Socia gerente, Brothers Burgers“Si un cliente ve que las recompensas se pueden canjear sin importar cómo haga su orden, no lo pensará dos veces antes de ordenar en el restaurante, a través del sitio web o mediante el Marketplace”.
Together, Commerce Platform and Marketplace power Brothers Burgers' growth loop — bringing in new customers and keeping them coming back. Marketplace helps more people discover the restaurant, while Commerce Platform gives the team tools to build direct relationships with customers. Combined, they support long-term growth while helping Brothers Burgers stay connected to the community it has served for more than a decade.
— Nayeli Jimenez, Socia gerente, Brothers Burgers”Tanto el Marketplace de DoorDash como la Plataforma de comercio de DoorDash son excelentes herramientas que funcionan muy bien por separado y, al mismo tiempo, se complementan para facilitarnos el trabajo”.
¹Based on DoorDash data, Aug'25-Dec'25, comparing 30-60 days before implementation, and 30-60 days after implementation.
²Based on DoorDash data from Oct ‘25 - Nov ‘25
³Based on DoorDash data from Feb '25 - Feb '26, represented as a multiplier of how much loyalty members who joined Brothers Burgers loyalty program online spend on direct orders versus non-loyalty customers
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