DoorDash has entered into a definitive agreement to acquire SevenRooms, a guest experience and operations platform for restaurants and hospitality businesses, in a $1.2 billion all-cash deal. The acquisition is expected to close in the second half of 2025, pending regulatory approvals.

Founded in 2011, SevenRooms provides reservation and waitlist management, guest profiling, marketing automation, and loyalty features. Many of these tools are specifically designed to foster recurring customer engagement, including personalized experiences, membership perks, and subscription-based offers.

DoorDash said SevenRooms will continue to operate independently, maintaining its brand and product suite while gaining access to DoorDash’s broader technology and merchant ecosystem.

The acquisition builds on DoorDash’s strategy to evolve beyond food delivery by offering merchants a more holistic suite of tools to manage and grow their businesses. This includes everything from logistics and last-mile delivery to CRM-driven engagement, loyalty, and subscription tools.

The announcement came alongside DoorDash’s Q1 2025 financial results. The company reported:

• Revenue of $3.0 billion, up 21% year-over-year
• GAAP net income of $193 million, compared to a $23 million loss in Q1 2024
• 732 million total orders, an 18% increase YoY
• Marketplace GOV rose 20% to $23.1 billion

INSIDER TAKE

DoorDash’s acquisition of SevenRooms is a strategic step toward deeper vertical integration, with subscriptions and loyalty services at the core.

For restaurants and hospitality brands, this means access to tools that go beyond transaction processing and into long-term customer relationship building. SevenRooms enables merchants to offer:

• VIP memberships and subscription meal plans
• Premium reservation perks
• Targeted retention and re-engagement campaigns

This positions DoorDash to launch its own merchant-facing subscription tiers, while potentially bundling CRM, marketing, and logistics under one roof—a move that could pressure companies like Toast, BentoBox, and other restaurant tech platforms already monetizing through monthly software subscriptions.

The broader takeaway for subscription businesses: customer relationships are becoming platform-agnostic. Whether through loyalty programs, subscriptions, or personalized promotions, merchants want to own the customer experience, and platforms like DoorDash are rushing to deliver the tools.

Bottom line: The race is on to turn transactional businesses into relationship-based ones. DoorDash just gave itself a major advantage.