How Mendocino Farms Achieved 10X Returns with DoorDash Promotions

In 2005, husband-and-wife team Ellen Chen and Mario Del Pero opened Mendocino Farms to offer gourmet sandwiches, salads, and more. Today, the fast casual restaurant group has 75 locations across California, Texas, and Washington and has become a beloved brand known for creative and surprising flavor combinations and their iconic blue and white cow mascot, Mendo.

"Guests tell us our food is delicious all the time," said Itzel Perez, general manager of the Mendocino Farms location in Los Angeles' Brentwood neighborhood. "We love to take our guests on a culinary adventure." Perez's favorite menu item? The avocado and quinoa superfood ensalada. 

Built on community values

With a tagline of "Eat Happy," Mendocino Farms aims to be a place where people can connect while eating nourishing food. They source high-quality ingredients from local farms and suppliers where possible, creating an inclusive menu that provides options for flexitarian, vegan, vegetarian, gluten-free, and more diets. 

The restaurant brand also builds community through fundraising events for local nonprofits. "We partner with a lot of schools and organizations to really make an impact in every city that we're in," said Perez. "It's how we spread our love in the community, and it helps introduce more people to Mendo."

The Mendocino Farms team makes special efforts to recognize their most loyal guests. In their "Fan of the Day" program, team members choose a regular guest to surprise with a free meal and a celebration, including cheering, ringing their signature blue and white cowbells, and a photo by their Fan of the Day board. "We do it to tell guests, 'We see you, we appreciate you, and we love having you here,'" said Perez. "It's our way of saying thank you."

Partnering with DoorDash to increase delivery sales by 25%

Delivery is key to Mendocino Farms' business, as part of their strategy to meet guests where they are. Partnering with DoorDash makes it easy and convenient for guests to enjoy their food — whether that's at home, at work, or wherever life takes them. 

Mendocino Farms leverages the DoorDash Marketplace to offer delivery and pickup across their locations and expand their customer base. 

"The partnership with DoorDash has allowed us to reach new audiences. Guests can find us on their own terms, when they're hungry, scrolling for their lunch."

Itzel Perez, General Manager, Mendocino Farms Brentwood location

Mendocino Farms has seen impressive growth on the DoorDash platform. Comparing 2023 to 2024, Mendocino Farms has increased their average monthly DoorDash sales by 25% and their average monthly DoorDash orders by 17% across locations. And despite already being a well-known brand, in 2024, 23% of Mendocino Farms' DoorDash orders came from new customers, on average.

Mendocino Farms also uses DoorDash Online Ordering to easily offer delivery and pickup ordering directly from their own websites — with no commission fees. And to help fulfill delivery orders from their own website, Mendocino Farms uses DoorDash's Drive On-Demand delivery solution to get access to Dashers on an as-needed basis. 

Using DoorDash Promotions to drive orders during the holidays

Mendocino Farms runs Promotions on DoorDash to help stand out and increase order size. In 2024, the restaurant is participating in DoorDash's holiday savings program, offering a Spend $40, Get $8 promo ahead of the winter holidays to help drive sales and make the busy holiday season more enjoyable for their customers. This DoorDash promotion delivered a 10X return on ad spend (ROAS) during the holiday season, meaning every $1 spent on the promotion generated $10 in revenue for Mendocino Farms.

"With DoorDash Promotions, more guests get to eat happy and try Mendocino Farms."

Itzel Perez, General Manager, Mendocino Farms, Brentwood location

Promotions with an order minimum help to increase restaurants' average DoorDash order size, helping to make delivery orders more profitable. From 2023 to 2024, Mendocino Farms increased their average order value by 7% across all of their locations.  

Mendocino Farms offers a seasonal menu, including the Black Tie Turkey Club, which Perez said is perfect for the holidays: "It's on a brioche bun, with mustard, truffle aioli, and earthy arugula. It's delicious, filling, and a little bit fancy." 

The holidays can be tough on restaurant workers, but Perez suggests creating fun rituals to motivate the team. "Our tradition is ringing cowbells every morning to get the team ready and energized for the lunch rush," she explained. "It's loud, it's noisy, and it gets everybody pumped." And that positive energy translates to the guest experience. 

"The best thing about being in Brentwood Mendocino Farms for the holidays is our guests are extra happy. The team is extra happy, and everything is just extra jolly."

Itzel Perez, General Manager, Mendocino Farms, Brentwood location

Looking to reach more customers and grow delivery sales? Sign up for DoorDash today.