WASHINGTON — DoorDash is testing new messaging that warns customers their order could be delayed if they don't add a tip for the person delivering their food.
The pilot program, which DoorDash says is randomly being tested across the U.S., is designed to encourage customers to tip more.
Delivery drivers, called dashers by the company, are able to see the tip amount on an order before accepting. That transparency encourages customers to tip well, because dashers are more likely to accept orders that will earn them more in tips.
DoorDash has several suggested tip amounts when orders are being finalized, but app users are free to customize their tip amount, changing it to whatever they feel is appropriate.
While the new pop-up messaging reminds customers that their order may be delayed without a tip, it doesn't actually change anything about the order, and customers are allowed to keep the tip at $0 if they want. When an order is made with no tip, it is still sent to the restaurant as usual, but the lack of monetary incentive could lead to fewer dashers interested in picking it up for delivery, meaning it could sit for longer.
DoorDash said in a statement that since launching the test, they have seen a "meaningful decrease" in no-tip orders.
But despite the pilot program's success, it's unclear when, or even if, the in-app message will become standard for all orders.
The pilot program is the latest attempt by DoorDash to increase the app's appeal to potential drivers, who use their own vehicles to ferry the food. Last year, the company announced it would refund some drivers for gas purchases to offset higher prices at the pump.
DoorDash said it will give drivers 10% cash back when they buy gas using DasherDirect, the company’s debit card designed for drivers. Drivers will get the cash back for any gas purchase, whether or not they are completing deliveries at the time.
The San Francisco-based company also began paying weekly bonuses for drivers who drive the most miles. Drivers who travel 225 miles will earn an extra $15, for example.