Mastering the Psychology of Online Food Ordering

Online food delivery has transformed the way people approach dining, offering perceived time-saving and an extensive array of culinary options at the mere click of a button. Did you know that in 2023, 61% of Canadians were ordering food online at similar or increased frequencies as compared to 2022 (Boyarsky, 2023)? This shift, driven by the convenience of having a variety of culinary options just a click away, resonates with our modern, fast-paced lifestyles. However, this convenience comes with hidden pitfalls that can have a significant impact on our finances.

1. The Psychological Allure of Online Advertisements

Platforms like Uber Eats expertly harness the power of advertising, bombarding users with a strategic stream of enticing deals and promotions. Drawing on the 'scarcity principle' as explained by Verhallen and Robben (1994), these ads create a sense of urgency that often leads to impulsive orders. Every now and then, I get notifications like “Spend $40 and get free delivery!” and I start to rationalize my spending because it’s a “no-brainer.” This leads me to getting hooked onto these promotions and eventually habitually using these online delivery services.  

Solution: Building Resistance to Marketing Tactics

The primary strategy is to decrease exposure to these ads. Unsubscribe from marketing emails and disable app notifications. When confronted with promotions, critically evaluate them against your financial goals. This mindful approach can help you discern whether the deal is genuinely beneficial or just a momentary temptation.

2. The Higher Costs of Convenience

Using online food delivery services often comes with higher costs, including delivery fees and marked-up menu prices. This 'convenience tax' might contradict rational choice theory (Browning et al., 2000), which advocates for maximizing utility while minimizing costs. However, this would come at a price. I have a friend who is adamantly against using food delivery apps because of this fact. He would always tell me “I have my driver’s license, I can just drive and get the food myself for free.” Delivery charges and tips, often not immediately apparent, can significantly increase the overall cost of ordering online.

 

Solution: Smart Consumption Habits and Alternative Pick-Up options 

To combat these high costs, choosing to order during off-peak times could lead to reduced fees or more favorable pricing on menu items. These off-peak times will vary based on area, demand and sometimes the driver for your delivery so it is important to do your own research! Additionally, utilizing cashback reward apps can be an effective way to earn money back on your food delivery expenses. Consider picking up the meals yourself, as this eliminates delivery fees or ordering directly from the restaurant is also often cheaper than going through an app.

3. The Trap of Delivery Fees and Tips

Delivery charges and tips, often not immediately apparent, can significantly increase the overall cost of ordering online. The foot-in-the-door technique is a strategy for gaining compliance, wherein individuals are prompted to agree to a smaller request, making them more likely to accept a subsequent larger request. This marketing strategy, exemplified by the 'foot-in-the-door' technique (Burger, 1999), can lead to higher spending than initially planned. I was craving a one-dollar McDonald’s Ice Cream because my co-worker was group ordering. Once it arrived, I found my ice cream half-melted and I had to e-transfer seven dollars… Yikes…  I ask myself: Why am I paying almost seven times the item that’s half gone?

 

Solution: Collective Ordering and Mindful Spending

Partaking in group orders such as friends, family, or coworkers, can be a practical solution. By placing a collective order, individuals can distribute the delivery fee among the group, making it more cost-effective for each participant. When ordering with a bunch of people, you may even get bigger promotion deals if the order surpasses a certain limit, so take advantage of that! 

4. Shifting Bad Health Habits

While food delivery services are a tempting and valuable option for full time students and workers who have hectic schedules, incorporating them into your daily routine may not align with fostering a healthy lifestyle. It is critical to prioritize healthy habits for both your physical well-being and financial stability. As a full time student, I can understand the hustle of studying all day and not having time to prepare food for myself, but this doesn’t excuse neglecting a vital aspect of taking care of myself. The psychological aspect of habit formation can be tricky, however, it can have long-lasting impacts on your mental and physical health.

Solution: Empowering Nutrition through Simple Habits

Engaging in meal prep, which is the act of preparing multiple dishes in one go, adds an element of preparedness to your routine and helps incorporate nutritious and well-thought-out meals in your life. If you are struggling, there are many dietitians on many different platforms, like TikTok, that show how to prepare meals in a fun and delicious way. Self-imposed rules and limitations such as only having delivered food during a particular day of the week or only during special occasions can also bring more structure to your habits. When it comes to forming new habits, one critical step is “choosing a simple action that will get you towards your goal which you can do on a daily basis” (Gardner et al., 2012). Remember to keep your goals realistic and simple to help consolidate them!

Conclusion

While online food delivery has revolutionized the dining experience, it's important to navigate this landscape wisely. Understanding the psychological and financial implications can help maintain a balance between convenience and conscious spending, crucial for sustaining both mental and financial well-being. Remember, occasional indulgence is fine, but it shouldn't come at the cost of your financial (or physical) health.

References

Gardner, B., Lally, P., & Wardle, J. (2012). Making health habitual: The psychology of ‘habit-formation’ and general practice. British Journal of General Practice, 62(605), 664–666. https://doi.org/10.3399/bjgp12x659466

Boyarsky K., 42 Food Delivery Statistics Restaurants Need to Know in 2023. https://get.doordash.com/en-ca/blog/food-delivery-statistics 

Browning, G., Halcli, A., & Webster, F. (2000). Understanding Contemporary Society: Theories of the present. Sage.

Burger, J. M. (1999). The Foot-in-the-Door Compliance Procedure: A Multiple-Process Analysis and Review. Personality and Social Psychology Review, 3(4), 303-325. https://doi.org/10.1207/s15327957pspr0304_2

Verhallen, T. M. M., & Robben, H. S. J. (1994). Scarcity and preference: An experiment on unavailability and product evaluation. Journal of Economic Psychology, 15(2), 315–331. https://doi.org/10.1016/0167-4870(94)90007-8