Sip Happens: Who’s Ordering the Most Booze on DoorDash?

In the world of food delivery, consumer behavior often provides surprising insights that can shape business strategies and market opportunities. Analyzing DoorDash data, I uncovered an interesting but perhaps not a surprising trend: middle-class married families with kids spend more on alcohol delivery than food. This unique spending pattern not only sets them apart from other income groups but also reveals valuable insights about their lifestyle and preferences. Let’s explore what this means for businesses and how it can be used to drive growth.

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Understanding the Data

While analyzing DoorDash order trends across income groups, a clear distinction emerged:

• Middle-class families with children consistently outspend other groups on alcohol delivery, and spend more on it than food delivery.
• In contrast, all other income brackets spend more on food than alcohol.

This finding raises intriguing questions. Why is this demographic so invested in alcohol delivery? And what opportunities does this behavior create for businesses?

The chart above shows that the Middle Income Class spends more money annually on alcohol than the lower or upper class by a huge margin and is the only class that spends more money on alcohol than food. 

The chart above shows that Married couples outspend customers who are single and unmarried couples by $200,000 to $80,000 annually.  

The chart above shows that people with children spend more on alcohol than those without children. Additionally, they allocate more to alcohol delivery than food delivery, while people without children spend more on food delivery than alcohol delivery.

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What the Trend Tells Us About Middle-Class Families

1. Convenience Meets Necessity

• Busy family schedules often leave little time for shopping. Alcohol delivery offers a convenient solution for parents juggling work, kids, and home responsibilities.

2. Socializing at Home

• These families may be hosting gatherings, celebrating milestones, or simply winding down at home after a long day, making alcohol delivery a practical choice.

3. A Little Indulgence

• For parents, alcohol might represent a form of self-care or a small luxury—a way to unwind and enjoy a moment of relaxation amidst their hectic lives.

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Business Insights: Opportunities to Engage This Segment

With this behavior in mind, businesses have a unique opportunity to tailor their offerings and marketing strategies to this high-spending demographic. Here are some actionable insights:

1. Tailored Marketing Campaigns

• Promote alcohol delivery for family-oriented occasions, such as “celebrate at home” or “weekend wind-down” packages.
• Use messaging that resonates with their lifestyle, such as “Let us bring the celebration to you—no babysitter required.”

2. Bundling Food and Drink

• Offer family-friendly bundles that pair kid-friendly meals with wine, beer, or cocktails for the adults.
• Create themed bundles, like “date night” for parents or “movie night” with snacks for kids and drinks for adults.

3. Seasonal and Event Promotions

• Capitalize on holidays, sports events, and other social occasions with exclusive alcohol delivery promotions.
• Introduce limited-time offerings that make the experience feel special and encourage orders.

4. Premium Alcohol Selections

• Highlight premium wines, craft beers, and specialty spirits to appeal to middle-class families seeking quality products.
• Partner with local breweries or wineries to offer exclusive deals that emphasize supporting local businesses.

5. Responsible Marketing

• While alcohol delivery is a growth area, businesses should also focus on promoting responsible drinking habits. Consider adding resources like drink pairings for meals or tips for moderate consumption.

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The Bigger Picture

This insight is not just about alcohol delivery—it’s about understanding the evolving needs of today’s families. Middle-class married households with kids are looking for convenience, quality, and a bit of indulgence. By meeting them where they are and tailoring services to their lifestyle, businesses can build lasting loyalty and tap into a lucrative market.

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Key Takeaways for Businesses

• Middle-class families with kids represent a high-value segment for alcohol delivery services.
• Businesses can maximize this opportunity through targeted promotions, customized bundles, and seasonal campaigns.
• Responsible marketing and premium offerings can further enhance the customer experience and drive loyalty.

As consumer behavior continues to evolve, data like this offers a roadmap for businesses to innovate and grow. By paying attention to the patterns and adapting to meet customer needs, companies can stay ahead in an increasingly competitive market.

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What do you think about this trend? Are there other ways businesses could tap into this opportunity? Share your thoughts in the comments below!

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I used Excel and Tableau to analyze the data and build the charts. 

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This is a project from my course: Data Career Jumpstart taught by Avery Smith.  There are a lot of data bootcamps and courses out there but this one is the best, hands down. Avery has cut through the noise, and simplified the instruction to the core principles that will land someone a job within months.  In addition he focuses on helping you build an impressive portfolio, learn personal branding, and network effectively.  The best part is that you get connected to an active and vibrant community of his other students.  I don't know of many other online courses out there that are comparable.