Secret Menu
Most people think of B2B content as straightforward and — let’s face it — uninspired. This makes sense, given the complexity of many B2B communications. But there are instances in which creative, emotional, evocative content is more effective than purely tactical messaging.
Secret Menu is an original digital and print magazine that explores a specific restaurant culture in one U.S. city. But really, it’s a love letter to restaurants. More than simple profiles about restaurants and owners, these stories delve into the layered experience of running a restaurant, from day-to-day operations to preserving tradition to creating community. This imagery-rich publication uses real, authentic stories to give restaurants resources, inspiration, and connection, regardless of their relationship with DoorDash. We figured that, at least for some restaurants, once they saw how much we appreciate, see, and understand them, they’d be more likely to give us a shot at helping them grow, expand, and thrive.
In addition to reviewing and editing magazine content, I led the copy direction for the accompanying campaign, including emails and social.
emails at a glance
social
