In the heart of Poughkeepsie, New York, Sundaze Burgers has quickly become a beloved local treasure. What began as a virtual kitchen concept created by a husband-and-wife team of luxury hoteliers has evolved into a thriving six-figure business, gaining recognition and loyal customers along the way. Their story shows the power of innovation, adaptability, and strategic partnerships — particularly with DoorDash — to take their smash burger business to the next level.
From luxury hoteliers to virtual restaurateurs
In early 2022, Dāmel (Mel) Harrison and his wife Erica were running an acclaimed luxury hotel. After they had a baby and were on parental leave, they realized they wanted to create something new that fostered their entrepreneurial spirit. With their experience in hospitality, they initially turned to a commissary kitchen model — but didn't like that customers couldn't come in to pick up orders.
It was then that Mel had an epiphany. Inspired by his own experience ordering from digital-only restaurants on DoorDash, he decided to launch Sundaze Burgers as a virtual kitchen — the first in their area.
Overcoming hurdles by switching to the DoorDash delivery platform
Mel and his wife initially tested multiple delivery platforms, but they quickly discovered that not all were conducive to the flexibility they needed as a pop-up operation. DoorDash's seamless approach empowered them to focus on building their brand and perfecting their product.
With DoorDash's user-friendly platform, the couple had the flexibility to operate pop-ups in various locations, easily turning on and off their digital presence based on availability and demand.
"The other delivery platforms were all red tape — DoorDash, on the other hand, was all opportunity," Mel states. The simplicity of DoorDash allowed Sundaze Burgers to operate efficiently, even without a physical storefront. Customers could locate them easily via DoorDash, building trust and a loyal following.
Scaling from $8K monthly sales to $50K with a digital-first restaurant model
When the couple officially launched Sundaze Burgers, the response was overwhelming — and just six months later, the concept had grown into a six-figure business. They rapidly expanded their customer base, growing from $8K in overall monthly sales to over $50K.
"DoorDash was the difference-maker. We didn't have a physical store initially, but we had a strong web presence that made us appear as professional as any brick-and-mortar next door."
This digital-first approach allowed Sundaze to thrive, building a loyal community along the way. After building out their delivery business, the Sundaze team partnered with a local real estate developer to host pop-up events, which led to a space in their newly built food hall. From there, Sundaze bought the cafe space they’d been working out of and opened their first brick-and-mortar location. And along the way, the delivery side kept growing — now, they offer both dine-in and delivery.
Building a tech-enhanced, customer-centric experience
At Sundaze Burgers, consistency and trust are paramount. Mel emphasizes, "When our customers order from us, we want them to know exactly what they're getting — down to the cheese and onions on their burgers."
They make delivery orders fresh right before the Dasher arrives, prioritizing quality and customer satisfaction and ensuring that the food stays hot.
With DoorDash's tools, Sundaze has maintained open communication with customers, ensuring modifications are met, and any delivery concerns are addressed promptly. Their emphasis on customer service and consistent product quality has cultivated a loyal community, significantly boosting their repeat business.
Streamlining delivery tech helped boost DoorDash monthly sales by over 400%
Sundaze Burgers' impressive growth can in part be attributed to a strong partnership with DoorDash, including testing in-app promotions. One of their most effective tactics was offering $5 off on orders over $35, which drove sales and helped increase average order value. So far in 2024, 59% of their DoorDash orders came from new customers.
Mel explains that using DoorDash's POS integration with Toast has streamlined their delivery operations, making the process more efficient and allowing them to focus on scaling their business. From February to August 2024, they saw a whopping 473% increase in average monthly DoorDash sales and a 472% increase in DoorDash order volume compared to the same period in 2023.
473%
increase in average monthly DoorDash sales (Feb-Aug 2023 vs. Feb-Aug 2024)
472%
increase in average monthly DoorDash orders (Feb-Aug 2023 vs. Feb-Aug 2024)
59%
of Sundaze Burgers' DoorDash orders come from new customers on average
This growth has allowed them to scale operations; they now employ 11 full- and part-time team members and have solidified their presence as a local favorite in Poughkeepsie.
Optimizing their online presence with DoorDash
Sundaze Burgers' partnership with DoorDash helped them build a robust online presence early on that rivaled traditional brick-and-mortar restaurants. High-quality menu photos, clear item descriptions, and customization options further enhance their customer experience, and ensure they remain competitive.
"DoorDash gives you a strong web presence and allows you to compete on SEO. When you search 'smash burgers near me,' in our area, our Sundaze Burgers DoorDash page pops up first."
Optimizing delivery operations has also played a major role in their success. For example, when they encountered takeout packaging issues, feedback from DoorDash reviews prompted them to switch to new, heat-retentive boxes. They also installed heat lamps to keep orders warm until pickup, ensuring delivery customers receive hot food even during peak times.
What's next for Sundaze Burgers?
Looking ahead, Sundaze has big plans for expansion. They've signed a lease for a second location in nearby Kingston, expected to open in 2025, and are in talks with developers to bring their concept to even more locations. The success achieved through their digital and physical presence showcases the power of a well-integrated dine-in and third-party delivery strategy.
Advice for restaurants considering DoorDash
Mel offers sage advice to other restaurant owners considering a DoorDash partnership. He encourages restaurateurs to maximize the potential of the platform through customer communication and by leveraging every promotion and marketing tool available.
"Use DoorDash as a tool to connect with customers and deliver VIP service every time. The exposure and flexibility DoorDash offers is unmatched."
Sundaze Burgers is a testament to the power of adaptability and innovation in the restaurant industry. By partnering with DoorDash, they've not only built a six-figure business from scratch, but have become a staple in their community. If you're a restaurant owner looking to replicate their success, sign up for DoorDash and start growing your restaurant today.
