In a bid to incentivize customers to tip their drivers, DoorDash has incorporated a new pop-up in its application. If you’re not generous with your tips, DoorDash wants you to know that you might be in for a longer wait for your food. The notification pops up when a user decides to not add a tip while placing an order, warning that such orders may not be a priority for Dashers and might thus take longer to deliver.
This seems to be DoorDash’s strategy to educate customers about the dynamics of the gig economy where drivers might naturally gravitate towards orders that have a tip attached, considering it as more lucrative. DoorDash spokesperson, Jenn Rosenberg, mentioned this initiative as a “test” to enhance the experience for the platform’s community.
Interestingly, not everyone is seeing this prompt. While a reporter from The Verge in New Jersey encountered the pop-up, another in South Carolina did not. The effectiveness and broad roll-out of this feature remain to be seen.
The notification, albeit direct, sheds light on the challenges of the gig economy. With drivers largely dependent on tips to supplement their income, DoorDash seems to be adopting a transparent approach, making users aware of the potential consequences of their tipping choices. This could be seen as a push for fair compensation for Dashers, or as an indirect pressure on customers to always tip.
