‘I’m Addicted’; Why Food-Delivery Companies Want to Create Superusers

DoorDash, Instacart and others want to turn casual customers driven by discounts into repeat users who rely on their services regularly

Food-delivery companies are racing to convert customers first lured by discounts into habitual, high-value users.

Their challenge, in part, is to wring more revenue from customers like Jessica Knapik, a 31-year-old cosmetic tattoo artist in Detroit. 


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