The holiday-themed partnership with Beyond Meat intensifies DoorDash’s push to grab attention from e-commerce providers like Instacart and Shipt that dominate the grocery-delivery space.

Although the tie-up is centered around a single food item, it reflects a broader effort by DoorDash to encourage shoppers to associate its brand and app with items sold by supermarkets. The initiative began last summer when the company began working with retailers including Smart & Final, Meijer and Fresh Thyme Farmers Market to offer grocery delivery services.

DoorDash’s foray into grocery delivery in 2020 came just weeks after the company unveiled its convenience-focused DashMart service, which provides delivery of a range of products in as little as 30 minutes and is currently live in more than 25 cities.

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