Dashing Data: Analysis of Spending in DoorDash

The Introduction

With the increase in technology there has been an increase in convenience. Now we have everything at the tips of our fingers including food. Although there has always been food delivery, DoorDash has provided restaurants and other stores the ability to have delivery. With this ability, there has been an increase in take-out. Due to this convenience, you have to wonder how much money is actually being spent. Does income or age play a role? Does having children make an impact on the sales? Lets find out and dash into the data!

What I Learned

Three main factors had a huge impact on the amount of money spent.

More money is going to be spent if the customer has the following traits.

• No kids

• Older

• More money

The Data:

The data set comes from Kaggle and was collected in 2018. The data was collected from 2205 customers and included data such as income, age, amount spent, number of kids, items purchased, etc. This data is based on iFood, the Brazilian equivalent of DoorDash.

The Analysis:

Excel was used to collect and analyze the data. Excel is a great tool when the data sets are not too large. Graphs were created to help give a clearer picture of the overall data.

The above shows a scatter plot comparing customer income vs the total amount of money spent.

One of the more obvious trends that can be gathered from the data is that total spent is directly tied to income. The trend line shows this general trend and the R-squared value indicates that income can explain 67.74% of the total spent.

It's all about the kids!

The data shows that more money is spent by customers that have no children. Having children or having at least one child plus a teenage, will result in less money spent. Having just a teenager leads to more money being spent by about $400!

The amount of money can also tie into the age. Those customers that are older are less are able to spend more on eating out. Younger ages are less likely to have a high income and have less money to eat out.

The Takeaway:

When is comes to the overall trends, children, income, and age play a huge in DoorDash sales. If you're older, have more income, and have no children, you are much more likely to treat yourself to take-out.

The Call to Action:

This information to make a few adjustments. Since the lower ages and families tend to not spend as much money, the management could focus on ways to get more buy in for families. They could run more campaigns with a focus on families. They can advertise on parenting podcasts and blogs reiterating how using the app can make life more convenient for the busy family. Don't waste your time going out shopping! You can use our app and spend more quality time with your children! That's a win-win for families and for the company.