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We designed an extension to the DoorDash app that addresses Food Bias and encourages change in behavior.
Student Team:
Matt Cavallo - Art Director
Madalyn Crews - Experience Designer
Laura Gardner - Copywriter
Kevin Ma - Copywriter
Paige Majdic - Creative Brand Manager
Cat Marsh - Strategist
Sara Smokrovich - Art Director
VCU Brandcenter
BACKGROUND
First, let's discuss Food Bias.
Noun
Food - bi-as
The preconceived notion (conscious or unconscious) that one culture's food is inherently more valuable.
For some cuisines,
Food Bias can have
costly affects.
1
It can affect the success of BIPOC restaurant owners
2
It can affect the common perception of the quality of the food.
3
When left unaddressed, it can lead to cultural appropriation where food loses it's traditional values and flavor
OPPORTUNITY
Doordash can be on the forefront of food bias and open people's minds and stomachs.
Doordash doesn't just serve food. it serves culture.
CHANGING PERCEPTION
Changing perception takes time but it can be done.
We've created three phases that will assist with changing peoples perception and Food Bias.
Phase 1
Establish Empathy and Understanding
Grab people's attention to highlight food biases and how they play a significant role in systemic racism and discrimination.
Phase 2
Change Behavior Through Engagement
Create engaging incentives that allow people to try new
foods and start to consciously recognize their own food bias.
Phase 3
Maintain Behavior and Create Habits
Enhance engagement by offering pathways for user interaction and advancement, while consistently evaluating and addressing biases.
PHASE 1
Establish Empathy and Understanding
Throughout Phase 1 we want to establish awareness and start a conversation around Food Bias.
How it works
DoorDash partners with BIPOC chefs to come up with a fine dining menu
We invite food personalities, reviewers and influencers to attend the event
We drop a surprise on them — it's fine dining designed without cutlery
We ask the big question — is it still fine dining if we're using our hands? It wouldn't make a difference in some other cultures
We film a video reflecting what fine dining and Food Bias means in multicultural America
Using experiences and digital ads we hope to bring awareness to Food Bias. Most people aren't aware that they have any Food Biases, DoorDash has the opportunity to open peoples minds and stomachs. Once you realize that there may be some Biases in your dietary consumption, we will redirect you to take our Food Bias Quiz.
The Food Bias Quiz walks the user through various questions comparing different foods and restaurants that are traditionally viewed as "Fine Dining" versus "Fast Food". For example, why are we comfortable paying $30.00 for an entree at a French restaurant but shriek at the idea of spending an extra dollar at our local taqueria? Depending on your answers Doordash will check your bias and encourage you to taste and explore new foods utilizing Dashport.
Food Bias Quiz
Digital Media
PHASE 2
Change Behavior Through Engagement
Throughout Phase 2 we want to help users consciously address food bias by tasting new foods and encouraging change in behavior through repetitive action.
The DashPort App is a subscription service that brings different cultures from your neighborhood to your doorstep. DashPort will partner with various local restaurants to customize your plan so that you always have the opportunity to try new cuisines and cultures.
Each DashPort partnered restaurant will have personalized packaging that is specific to their cuisine. There will be a rotating group of restaurants to ensure that everyone gets the opportunity to share their cuisine and culture. Each to-go box will include a DashPort sticker that can be used in their physical or digital DashPort which comes into play in Phase 3.
PHASE 3
Maintain Behavior and Create Habits
Throughout Phase 3 we want to maintain these new behaviors. In order to do this DashPort will provide a physical DashPort as well as a digital DashPort to encourage you to keep track of the different restaurants and cuisines you've tried. You will earn a new stamp for each restaurant as well as reward points.
The physical DashPort gives people the opportunity to physically collect stamps and read about each restaurants history and culture. They can also collect them digitally while earning points, incentivizing continued use of DashPort and trying new cuisines.
Not into the physical DashPort? We've got you with our digital, in-app DashPort.
You can also earn points
for each new restaurant
and dollar spent.
You can redeem your points for discounts and various DashPort merchandise.
We all have our comfort zone when it comes to food and that zone is filled with bias.
DoorDash is already serving culture, now why don't they shift it.
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