So-called "fake delivery apps," which replicate the entire delivery experience without placing an actual order, are emerging as a new consumption trend among young people. As the phenomenon draws attention overseas, analysts describe it as a new form of "dopamine consumption" that satisfies the urge to order without the burden of cost or calories.
Britain's The Times recently reported that "fake delivery apps are trending among Korea's Gen Z," adding that "'dopamine sites' that provide satisfaction without the burden of cost or health are spreading."
Fake delivery apps work almost identically to ordinary delivery platforms. Users select their desired menu items from a virtual restaurant, add them to a cart, and proceed to order. While there is a step to enter an address and contact information, the order is completed even without filling these in.
Once the order is received, the process of the restaurant confirming the order and a delivery driver being assigned proceeds sequentially, just like a real service. The estimated delivery time and the driver's real-time route are also displayed on the screen.
When the order is completed, a notification of the food's arrival appears along with the "amount saved" and "calories not consumed." Although no actual payment or food delivery takes place, the method provides psychological satisfaction through the experience of having completed an order itself.
The Times analyzed that such services are designed to reduce the urge for late-night snacks and impulsive consumption, providing the enjoyment felt during the ordering process without actual spending.
The psychology magazine Psychology Today offered a similar analysis. The outlet explained that "it produces the effect of maintaining the enjoyment gained in anticipating a purchase while no actual consumption occurs," adding that "by virtually recreating the familiar experience of placing a delivery order, it satisfies the dopamine urge while helping people avoid spending money or eating food."
It added that such services can also be expected to ease stress and loneliness and produce a behavioral substitution effect that reduces impulse buying and overspending.
The persistent high prices are cited as a backdrop for the spread of such services. As the burden of food ingredient prices and delivery fees has grown, more young people are hesitant about dining out and ordering delivery, and fake delivery apps are drawing attention as a new consumption method to replace it, according to the analysis.
In fact, according to the Korea Institute for Animal Products Quality Evaluation, as of the 24th, the average selling price of 10 extra-large eggs rose 39.7% from the same period last year. The prices of broiler chickens and pork belly also rose, and consumer prices increased 3.1% last month from a year earlier, returning to the 3% range.
