It’s sometimes hard to tell exactly who you’re delivering to when doing Uber Eats and DoorDash, simply because not all customers physically present themselves to you. Even when you do hand off a bag of food to someone, it may be just one person giving you thanks. And that may assume you’re delivering to a single person who prefers to stay in rather than face traffic or other people.
Well, that lone person you delivered to may just be the matriarch or patriarch of a large family. The other family members may not be home yet. I’m saying this based on recent research I did on what the most prominent demographics are in ordering food via Uber or DoorDash. The reveal on this was a bit surprising when ordering food to eat at home seemed like a valid form of single life.
As you begin or continue your Uber Eats/DoorDash delivery adventures, you might want to know who you’re now delivering to since some orders may be larger than expected. This doesn’t necessarily mean a single person eating the equivalent of three dinners out of depression.
The Single Person vs. The Family
Based on my recent research, it’s said that families are now the leading demographic in most food delivery customers. This surprised me at first based on my own experiences delivering DoorDash and Uber orders for two years. It seemed the majority of my own customers were singles in the immediate post-COVID times when I delivered.
But it’s often hard to tell who’s really in a household. While it may appear that one person is home and takes the order at their door, there may be a slew of others living there. They may not be home yet—hence why the seeming single woman or guy taking the bag at the door fools you.
The old jokes used to be that a robed young woman who answered the door to take your order was a single person sending some kind of subtle signal. No doubt many male Uberers and Dashers have had the fantasy of being invited inside with a flirtatious single girl. Ditto goes for female deliverers delivering to what appears to be single guys.
Reality is a different story, and the above really just occurs based on watching too many movies, TikTik videos, or hearing second-hand stories. After my research, I came to the conclusion that all those seemingly single women answering the door when I delivered were really hiding a boyfriend, and possibly a huge family somewhere in the house.
All the more real is the state of the American economy nowadays and why families would be the most likely DoorDash recipients. With many in a family working multiple jobs to stay above water, the actual family members are probably not home until evening or later. No doubt one person in the family stays home, or still just works from home. They’re the ones who I likely encountered taking the order. However, there were just as many “Leave At Door” orders as ones who took the bag from me.
One thing I noticed is there were definitely more people at home when I delivered in the late evening hours. Those usually involved larger orders, so there was clearer evidence of families being the center of late evening customers.
What about those lighter orders, though? About 75% of the orders I’d deliver were single bag items—giving me the thought singles were really the leading DoorDash demographic.
DoorDash Fragmentation in Families
It’s not always easy to tell what a leading demographic is in food delivery since so many circumstances are unique. For instance, many of my colleagues at Amazon (where I work full-time) order in food from DoorDash or Uber Eats. This gives the appearance that it’s a single individual ordering food when it’s just someone from an ordinarily large family ordering lunch or dinner in to their workplace.
The same might be said if someone’s visiting at another house with a friend or relative. Maybe my deliveries were an exception, but it still seemed a lot of people I delivered to were singles. I basically surmised this based on one car in the driveway and the size of the house. Nevertheless, I do know that many families are more fragmented than ever. One member of a family is just as likely to order in DoorDash for themselves while everyone else eats/drinks something else.
In my mind, this is the real truth in the demographic debate. And, yeah, it’s also depressing since it means that a lot of families aren’t sitting at the dinner table together anymore. The kids may be off eating their DoorDash orders in their rooms while the parents eat together in the living room—or even going out to eat.
This isn’t to say I didn’t pick up bigger orders fully intended for a family dinner. These were very rare, though, and they were usually for parties at businesses or at someone’s home. I also found out that delivering twenty pizzas to said large groups can fog up all of your car windows—or, particularly, in a more compact Kia.
All told, delivering larger orders is more challenging than delivering single-bag items. You have to juggle more drinks on sometimes flimsy cup holders. Plus, having to carry six large bags usually required having to make three trips back and forth from the restaurant to my car. The single orders are so much more convenient, and I reiterate they were the majority of my orders over the above two-year period.
Are More Women Ordering DoorDash Than Men?
Other stats are showing that women slightly outdo males in ordering Uber Eats and/or DoorDash the most often. And, most of those women & men are Gen Z/Millennials. This can tell you a little more about your customer reality. When you look at other recent American stats, more women are staying single, or single mothers with kids.
Even more interesting is families who make under $25,000 per year are ordering the most often, probably because going to restaurants or buying ingredients in stores are far too expensive. One could also guess that all those reports of customers accusing deliverers of not delivering orders (when they did) are low-income people with sad attempts to get their money back after ordering food.
However, some higher-income families are ordering more in urban and suburban environments. They’re apparently spending the most on DoorDash and perhaps your most likely customers. I still think there’s variations to this, though, and the stats aren’t necessarily showing the reality of how separated families are.
The illusion of unity in a household is possibly more singles living all together in one house to save money due to chronic economic uncertainty. Yes, the true way to have more money to order DoorDash frequently.
In Part XXXIX, I’m going to look at the recent concept by Uber Eats to deliver fresh groceries at a discount to their customers. Will those customers really save money on groceries, or is it better to just visit a local, bargain grocery outlet without Muzak playing in the background?
/End
Greg Brian 