Do you wake up in the morning thinking, "Wow, I can't wait to buy farm fresh veggies and make crispy masala dosa and sambar for breakfast, whip up pasta for lunch, and make some momos for snacks in the evening, and then end the day with gourmet dinner?" Of course not! Desire aside, Who has the knowledge, time, energy, or motivation for that? 

It's a task only those with culinary superpowers can accomplish. For the rest of us, millennials and gen-z’s, the thought of cooking anything more than instant noodles is enough to induce fatigue, let alone dealing with the grocery shopping, stocking, cooking, cleaning, and the whole shebang!

Let's face it, most of us humans are a busy and lazy bunch. And the marketers, being humans themselves, know this all too well. So their online shopping or delivery services have made our lives easier, and we've all fallen for it. But maybe, just maybe, we've fallen a little too hard as we find ourselves at the mercy of these delivery apps, unable to resist the convenience they offer, which is like a jacket on a cold day or lemonade on a hot one. 

When life gets busy or just needs to slow down, you order once in a while and it’s no big deal. But, steadily, if you find yourself ordering every day, despite the inflated prices and extra fees for everything from packaging to bad weather, then you might have unwittingly joined the convenience cult. Don't worry, you're not alone! There are many kitchen cabinets overflowing with groceries, tissues, carry bags, plastic containers, forks, spoons of all shapes and sizes and enough seasonings and sauces to start a ghost kitchen. 

Let's face it, these companies need to keep their lights on and can't depend on your fickle ordering habits. So, they resort to some shady tactics, known as the “dark patterns” that make you order more than you planned and from places you never even considered.

Harry Brignull, the user experience designer, cleverly coined the term "Dark Pattern”. It's a devious design technique that skilfully tricks, nudges, tempts, rushes, and even forces you into actions without you realising the pressure. It's like innocently strolling into a den of thieves with a fat wallet.

Only the iron-willed can resist the siren call of extra cheese, flash deals, free delivery, upgraded sides, and that discounted dessert. For the rest of us, we’re mere puppets of the dark patterns, nudged to over order or buy impulsively.

The dark pattern is used on most apps/sites where you can make a purchase. However, let us examine this trap with respect to food delivery.

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1. Persuasive design: Combine a visually appealing user interface with a smooth process that makes ordering food effortless. Suddenly, ordering food becomes more about retail therapy. Thanks to its persuasive design! Every day is a culinary adventure, as you scour the apps for new restaurants, deals and dishes. It’s like spending more time scrolling through Netflix than actually watching something. You’ll explore the menus, like a starving Sherlock Holmes on a case. Of course, the menu descriptions and visual depictions may be as reliable as a weather forecast, but you order anyway- kaching! ​
    

2. Privacy to order without being judged: Not exactly a pattern but, well, this is a win-win. It’s just you and the app! At least no human is gonna side-eye you for picking the budget option, or for choosing a not-so-fancy dish, but those sneaky algorithms will. They may snicker and profile you as a poor spender and offer ‘pocket-friendly deals’ to push you to buy something - kaching! ​
    

3. Push notifications: You’re not hungry at the moment, but so what? Eventually you’ll be. So order right away, for there’s a flash deal! The question is, must you really order because you were notified of a deal? Fair enough, if it’s a good one. but still, you did spend when you were least expecting to. These notifications are like digital touts, always out to get you. Turn them off,  and notice how they demand you to turn it back on each time as if you cut off a vital supply. Do not yield, your health, wallet and battery will thank you.​
    

4. Countdown deals: They create a sense of urgency and encourage you to place an order before the dessert melts. Why should you care? ​
    

5. Algorithmic appetite: Either based on your previous orders or maybe on their profitability, these apps act like your wingman, constantly suggesting new restaurants, dishes, combos and add-ons to add to your weight and their profits. So, let your stomach decide and not the deal! ​
    

6. Ratings and reviews: Ordering for important guests? But don't know where and what to order? No worries, just trust the ratings displayed. Sure, a sketchy-sounding restaurant with an organic rating of 2.5 on 5 might deliver top-notch food compared to a fancier spot with a promoted rating of 4.6, but who has time for actual research? So, remember to take the ratings with a grain of salt, unless you know the place.​
    

7. Exclusive Edibles: Only on this app, and nowhere else, you will find a Disco Dosa with Neon Chutnies or a Gold-plated Puri with 24 ‘carrot’ Sabzi, or a Swiss Panner Sandwich grilled on Martian rocks! Go ahead and get kinky with your cravings! But don't take a leap of faith thinking there’ll be a trampoline below. Instead, think before you order and consider if the novelty of the dish outweighs the practicality of a satisfying meal. And while you're at it, why not try that Dhokla with Diamond Tadka?​
    

8. Discounts: A reputed restaurant will never offer discounts. An eatery with a deal is like a used car salesman with a smile, so if you're getting a discount, maybe the cheesecake is so lonely; or maybe the restaurant is overlooked like a traffic sign; Or, they may have found some still-usable ingredients from the time when Sholay was released, or they're just playing a pricing game by inflating twice and deflating once with a fake discount. So, be vigilant and don't let the discounts dictate your dishes. Try and order from reputed restaurants for good food.​
    

9. Shaming: Non-members are made to feel guilty for not saving as much as a member would, by showing a discounted price applicable for a member. But in reality, members pay less, or do they? Complaints on forums reveal that members pay the same or more depending on their subscription. And on match days, festivals, weekends certain membership privileges are taken away due to heavy demand!  Being a member and still paying extra is the same thing as wearing a bullet-proof vest and getting shot in the head.​
    

10. Referrals: In case, you haven't joined this cult yet, their ad content will make you feel like you're missing out on a national movement.  And let's not even talk about those “superficially-tech-savvy-convenience-cultists” who express shock on knowing you’re still an outsider, and sympathise with you by sharing their referral code to get you started. 

While the delivery service is great, no one knows if the veggies, meat and desserts were cuddling in the same freezer, or if dal is being inspected by rodents or roaches before dispatch. And as for the delivery bags, well, no one’s sure if they've ever come in contact with clean water and soap. 

If you happen to be a cultist wanting to get out, here’s how - never let greed, gluttony and vanity bypass your resolve. Marketers know your weaknesses all too well and hence inflate your ego and awaken your appetite with carefully crafted narratives. So,

uninstall the apps if possible or turn off notifications. Order from the website, and only when the need arises not the craving. 

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For now, let’s raise a glass of delivered wine to the laziness that defines our generation. Thanks to delivery apps, we can finally achieve our true potential: doing absolutely nothing at all.