Popular DoorDash Button service uses Order.Online domain name.
DoorDash (NYSE: DASH) is the latest high-profile IPO this year, rocketing in its first day of trading and settling in with a market cap of over $50 billion.
The company uses DoorDash.com for its main website, but a program for restaurants gives a lot of exposure to Radix’s .online extension.
DoorDash is using Order.Online for its DoorDash Button, which lets restaurants add an “order online” button on their website. When a restaurant adds a DoorDash button, it creates a subdomain at restaurant.order.online. For example, an order box on the Morton’s Steakhouse website leads to mortons.order.online.
The service is getting traction. SimilarWeb shows steadily increasing traffic this year, with 840,000 estimated total visits to order.online in November alone.
This is the type of usage top level domain registries dream about. Every person who orders at one of the participating restaurants is introduced to the .online domain extension.
It’s also a nice revenue source for Radix. DoorDash registered the domain name at Google Domains earlier this year. Some sleuthing shows that it has a $25,000 annual wholesale renewal cost.
Parked: OrderOnline.com
So regarding all those future consumers being highly trained right now are they can’t go to school, what is the effect on the “.Com Brand”?
$25K annual renewal… OUCH! It seems more like a “systems” domain, so it’s interesting that they would tie themselves into that kind of expense for a system domain. Do you think they were aware of the $25K ANNUAL renewal fee?
Premium renewals are scary, because they can raise them at any time? I’m not certain on that but I don’t recall if they are capped?
We setup the .CLUB domain with no premium priced renewals. Call me old fashioned, but I think companies and entrepreneurs really want to own their name and not lease indefinitely. Hey maybe the .COM, .CLUB model isn’t so bad.
You did it perfectly at least from a domainer standpoint. Charge whatever you want upfront, flat rate across the board…
IDK why domainers are against the model, they do the exact same thing!
I don’t like the premium model for a couple reasons, but the main one, no one talks about…
DROPCATCH. When these get popular, there will be a million mediocre domains a handful of people own 100’s of registrars they can drop and renew these premium priced renewal domains for cheaper (usually)…
This is because often times, there is the dreaded FIRST YEAR discount too!
The first year discount gives dropcatchers SUCH an advantage over domainers, as they can maintain most their inventory cheaper by gaming the system – dropping and renewing for the discount. Sure they’ll lose some, but not enough to matter.