A Defining Moment? The DoorDash Crimson Trademark Disrupts DasherDirect's Legacy

For years, DoorDash drivers have enjoyed instant payment and cool banking perks through the Dasher Direct Program. So when the company announced a new payment system called DoorDash Crimson, many gig workers were unsure what to expect.

At first, it sounded like just a rebrand or an update to Dasher Direct. But a recent trademark filing shows there’s more to it. This move aims to completely change how DoorDash drivers get paid. The big question is, will it really make payments better for gig workers, or is it just another corporate decision?

What is DoorDash Crimson? Understanding the new payment system

DoorDash Crimson is a new banking system that lets dashers get instant payment, earn cash back, and enjoy special benefits from the company’s partners. According to DoorDash, the system makes it easy, safe, and secure to manage money right within the Dasher app. There’s no credit check or extra fee required.

Although the trademark was filed in late 2024 and is still waiting for approval, DoorDash Crimson will fully replace Dasher Direct in April 2025. The new system is backed by fresh financial partners like Fiserv and Starion Bank, which shows improved support for drivers. This filing makes it clear that the change is meant to be long-term.

Dashers’ reactions to this transition

Since its launch in 2024, DoorDash Crimson has drawn mixed reactions. With only a few days left before Dasher Direct is phased out, some dashers are worried about the new system.

Many dashers have mentioned online that they are having trouble with signing up, getting balance notifications, and dealing with approvals and verifications. When they call DoorDash Support, they often don’t get the help they need. This transition may cause some short-term challenges for dashers who were more adaptable to  Dasher Direct. However, some users have heaped praise on the new system and have described their experience as smooth. 

Filing this trademark shows that DoorDash is serious about Crimson, and it may even lead to future improvements beyond driver payments. The question now is, how will the company handle these early bumps?

The big question

With DoorDash Crimson set to become the new way for drivers to get paid, securing this trademark proves that the change is here to stay. The big question remains: Is it really more user-friendly to drivers? 

For now, Dashers are watching closely, waiting to see if Crimson delivers on its promises - or if it’s just a new name for the same old system.