Aaron SalvatorePropietario
"I named this place after where I'm from — Providence, Rhode Island. My brother and I opened our first location in 2014 with one goal: make pizza the right way. That meant controlling everything, including delivery. For years, we did it ourselves because I didn't think anyone else could do it the way we could."
A channel that started as a sideline became a cornerstone
Delivery went from an afterthought to a real part of the business
"Delivery isn't just logistics — it's the last impression your food makes. I wasn't willing to hand that off to someone else and hope for the best. If something went wrong, it reflected on us. So I kept it in-house and did it myself."
"Running a pizza operation means watching every margin. Paying a percentage on every order to a third-party platform felt like a losing equation — especially when I already had my own drivers and my own system."
"Adding a new platform meant adding new equipment, new workflows, and new headaches. Another tablet on the counter, another system to manage on top of an already full kitchen. I didn't have the bandwidth for that."
— Aaron Salvatore, Owner, Providence Pizza"It's cheaper to use DoorDash than it is to have my own drivers. And I'm getting marketing I didn't pay for."
"No extra tablet. No extra work. DoorDash integrated directly with our Shift4 POS system. Orders came straight into the system we were already using — no new equipment, no separate screen, no added complexity. The technology objection disappeared on day one."
HOW WE USED IT:
Connected DoorDash to our existing Shift4 POS — orders flow in automatically
Eliminated the need for a separate DoorDash tablet on the counter
"The marketing budget we never had. Providence Pizza has never had a big marketing budget. DoorDash changed that. Being on the platform put us in front of customers we never would have reached on our own — without us spending a dollar to get there."
HOW WE USED IT:
Ran Sponsored Listings to reach high-intent customers searching for pizza nearby
Used Ads & Promos to drive new customer trial without a traditional marketing spend
"Cheaper than running our own delivery. The math surprised me. Between paying drivers, managing logistics, and absorbing the overhead, running our own delivery costs more than DoorDash's commission. DashPass brought in high-frequency customers — and the economics made sense."
HOW WE USED IT:
DashPass members get reduced delivery fees, lowering the barrier for repeat orders
Delivery costs through DoorDash came in below the cost of operating our own fleet
$500K+ in DoorDash revenue per year — A channel that started as a sideline became a cornerstone
25% of total revenue from DoorDash — Delivery went from an afterthought to a real part of the business
3 locations and growing — DoorDash has been instrumental in getting us here
— Aaron Salvatore, Owner, Providence Pizza"DoorDash has been instrumental in helping us grow our business. We started with one, we opened a second, and have a third on the way — the exposure just from being on the platform has been huge for us."
Erik Göranson pensaba que DoorDash era el enemigo. Un año después, Recess había recibido 10,000 nuevas órdenes y había obtenido $270,000 en ingresos que antes no tenía.
Daniel Borrego dejó DoorDash. Entonces apareció un comercial, lo escuchó y lo cambió todo, lo que se tradujo en $400,000 en ventas y un aumento del 25 % en el valor promedio de las órdenes.
Jim Cervone se resistió durante años a trabajar con DoorDash por culpa de las comisiones. Seis semanas después de darse de alta, Crust Pizza ya elaboraba 300 más cada semana.
A Ali Chetkof Rhodes le aterrorizaba que la entrega acabara con lo que hacía especial a Moonrise. Esta es la ingeniosa solución que demostró que estaba equivocada.
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