DoorDash has introduced a feature that allows customers to increase tips for delivery drivers up to 30 days after a delivery is completed. This "tip nudging" feature aims to encourage customers to tip and appreciate their delivery drivers. Similar nudging notifications are being employed by companies like Uber Eats, Instacart, and Starbucks. DoorDash's nudge is triggered for customers who haven't added a tip to their order, with a limit of one nudge per tipless order. While some drivers express concerns about potential customer annoyance, tips have become increasingly crucial for their earnings.
This development comes as delivery workers have tried various tactics to increase tips, like requesting higher tips during the delivery process. DoorDash's approach is meant to discourage such behaviors. Other platforms like Instacart and Uber Eats also employ tipping prompts to encourage customers to tip their drivers more generously. These efforts have contributed to an average 20% increase in food delivery tips from 2020 to 2022 for Uber Eats.
While the gig economy experienced growth during the pandemic, demand for delivery has since decreased, leading to fewer orders and potentially lower earnings for delivery drivers. Many gig workers, including delivery drivers, struggled to earn minimum wage even during the height of demand in the pandemic. Base pay for delivery drivers has also reportedly declined, prompting them to rely more on tips to make up for low base earnings.
Source: MSN
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