Direct Ordering is something that's growing for us, and we're excited about it

Meet Made in Havana

Born from a lifelong love of cooking, food, and family, Made in Havana is a Los Angeles staple for contemporary, health-conscious Cuban cuisine.

Owned and operated by husband-and-wife team Noel and Natalie Toledo, the fast-casual spot draws inspiration from generations spent in Cuban kitchens — alongside grandmothers, mothers, and the rhythms of home cooking.

After years of traveling the world and repeatedly hearing "I love Cuban food," they decided to reimagine the cuisine for a new generation.

But when Made in Havana was preparing to open at the height of the COVID-19 pandemic, one thing was immediately clear: delivery and takeout couldn't be an afterthought. It had to be foundational from day one.

A modern take on a classic cuisine

According to the Toledos, Cuban food has long been associated with traditional dishes and restaurant formats. Made in Havana set out to change that perception with a fresh, modern approach — lighter cooking methods, olive oil instead of lard, and thoughtfully balanced bowls designed to travel well and taste just as good at home.

"I wanted to make Cuban food a little bit more contemporary, fit for delivery and takeout."

— Noel Toledo, Founder, Made in Havana

For Made in Havana, choosing the right delivery partner was just as important as creating their menu. DoorDash quickly emerged as a clear fit from the start, with tools like Direct Ordering and Cross-Channel Loyalty supporting both short-term execution and long-term growth.

"When you partner with DoorDash, you're working with a team that’s already done the research. They understand the market and what works — and we trusted them to help us grow."

— Noel Toledo, Founder, Made in Havana

A match made in Havana

With the addition of Direct Ordering via DoorDash Direct, Made in Havana accepts direct, commission-free online orders from their website.

"Direct Ordering is something that's growing for us, and we're excited about it. Customers have less fees and so do we, which is massive in the food world."

— Noel Toledo, Founder, Made in Havana

In addition to providing guests a simple ordering experience, their online ordering site is customized to reflect their brand's striking red and black color palette — reiterating their look and feel across the customer experience. The impact has been immediate. Made in Havana has seen a 23%+ boost in online orders to date according to their internal data — with momentum continuing to build.

From the kitchen to the inbox

Made in Havana also uses automated email marketing, which automatically runs in the background, to bring their brand straight to customers' inboxes. The "set-it-and-forget-it" reorder and winback series keep customers engaged with their business without any additional work required by the team.

For new item announcements and promotions, the Toledos leverage customizable email and text marketing to keep customers in the loop. With pre-built templates and easy-to-use targeting, Made in Havana can send custom messages to the right audience at the right time, helping boost demand and customer engagement.

Classic flavors, modern loyalty

Since launching Cross-Channel Loyalty, Made in Havana has gained 1,600+ loyalty program members ( between Mar - Dec 2025 based on DoorDash data) and counting.

The best part is that Cross-Channel Loyalty works everywhere — in-store on DoorDash Marketplace, and more — letting guests earn points at every touchpoint.

"With Cross-Channel Loyalty, customers get super happy when they get a discount or free meal."

— Noel Toledo, Founder, Made in Havana

Going all out with Going Out

While delivery remains core to the business, DoorDash has also helped Made in Havana bring digital customers into the restaurant.

With Going Out, customers are encouraged to visit in person by unlocking exclusive in-store rewards in the DoorDash app. It's a small but meaningful way to connect DoorDash customers with the in-restaurant experience.

"We were one of the first restaurants to try Going Out, and it's been exciting to bring people in to enjoy our food and the vibe in person."

— Natalie Toledo, Founder, Made in Havana

Built to grow — with DoorDash at the center

Made in Havana's success comes from a clear understanding of modern dining — and the right partner to support it. By building a delivery-first foundation, investing in loyalty across channels, and using DoorDash Direct tools to drive both digital and in-store engagement, the Toledos have created a business that's resilient, scalable, and deeply connected to its customers.