(RightIsRight.co) – In a cash-grab move, DoorDash has introduced a new feature within its app, subtly threatening customers to either tip at the time of order instead of upon delivery or face potentially cold fries and warm drinks. The initiative is a pop-up message to customers who choose not to tip while placing their orders: “Orders with no tip might take longer to get delivered — are you sure you want to continue?”
As explained by DoorDash spokesperson Jenn Rosenberg, the rationale behind this change emphasizes the importance of appreciating Dashers (delivery drivers) for their service. “Everyday, Dashers go the extra mile to help connect consumers with the best of their local communities. That’s why we encourage customers to show their appreciation by tipping,” Rosenberg stated.
The approach also reflects the growing prominence of pre-tipping in the gig economy, aiming to assure delivery drivers of worthwhile compensation, thus making them more inclined to accept orders promptly.
This decision comes in the wake of controversies surrounding DoorDash’s past payment practices, where, as reported by Breitbart News, the company was found to be retaining tips intended for delivery personnel and only paying out a portion of each tip to the actual drivers. Consequently, DoorDash restructured its payment system in 2019.
In a broader context, the company noted that while most customers do leave tips, orders without them are seen as less desirable. This affects the entire community, leading to longer wait times for customers, orders lingering longer at merchants, and reduced value for Dashers.
David Slyder, a DoorDash driver, voiced his opinion, stating, “I think DoorDash should pay their drivers more and meet their customers, their clientele in the middle. We use our own vehicles. We put our own gas.”
The significance of tipping has escalated, particularly following the COVID-19 pandemic, which led to an increase in tipping behavior. According to Square, a financial services platform, tips rose over 25% at restaurants and nearly 17% at quick service establishments in 2022. Mike Lynn, a professor of consumer behavior at Cornell University, observed that the pandemic-induced willingness to tip more has signaled businesses to start asking for it.
DoorDash clarifies that service fees and tips are distinct, with fees being shown to the customer before they decide on the tip, which varies by order. These fees remain unchanged irrespective of whether a customer tips or not.