DoorDash is rolling out an inventive feature aimed at prompting customers
In response to a concerning decline in tipping among Americans, DoorDash is rolling out an inventive feature aimed at prompting customers to tip their delivery drivers in advance for a faster and more efficient service. A recent Bankrate survey highlights the diminishing trend in tipping, driving DoorDash to take proactive measures.
When a customer finalizes an order on DoorDash and enters a $0 tip, a notification pops up, gently suggesting the consideration of adding a tip to expedite the order’s acceptance and delivery. Should the customer opt not to tip, DoorDash goes a step further by issuing a second prompt, effectively conveying that Dashers, as independent contractors, have the autonomy to accept or reject offers based on perceived value and rewards. This implies that orders without tips may encounter potential delays.
DoorDash spokesperson Jenn Rosenberg elaborated, “Given their independent contractor status, Dashers possess the liberty to be selective in accepting or declining offers, depending on their assessment of their value.” She added, “While the majority of customers do tip, offers without tips might be seen as less enticing.”
The concept of pre-tipping may appear unconventional, particularly within the United States, where customers traditionally do not tip restaurant servers upon entering an establishment. Nevertheless, the act of delivering a meal to one’s doorstep justifies gratuity, irrespective of the meal’s quality. This mechanism aligns with the idea that drivers would be more incentivized to ensure a prompt delivery when aware of an impending tip. It is worth noting that some customers may still prefer to give cash tips, although this remains at their discretion.
DoorDash has been conducting trials of the tip reminder screen for several months, commencing with randomly selected customers in the United States and Canada. Upon the successful validation of this feature, DoorDash intends to expand its implementation. While DoorDash reports a “significant reduction in orders with no tips,” specific percentages have not been disclosed.
Rosenberg clarified, “The warning feature is not geographically specific, implying that some customers within a city may encounter it, while others may not. As with all our pilot initiatives, we eagerly anticipate a thorough analysis of the results and feedback.”
DoorDash has emphasized that the introduction of this feature will not compromise the company’s commitment to service quality or the fulfillment of orders. Customers will always retain the autonomy to choose whether or not to tip, ensuring flexibility and convenience.
