Why splitting delivery orders is harder than splitting restaurant bills
At a restaurant, everyone sees the check. The line items are listed. Tax and tip are clear. A delivery order adds layers of complexity that make fair splitting genuinely difficult.
5-7Different fee types on a typical DoorDash order
35-50%Total markup over menu prices, per Gordon Haskett data
7±2Items your working memory can hold at once (Miller, 1956)
George A. Miller’s classic 1956 research established that human working memory holds 7 plus or minus 2 items simultaneously. A DoorDash receipt for four people contains 4+ food items, delivery fee, service fee, tax, tip, and possibly a priority fee, small order fee, or regulatory fee. That’s 10-12 data points — well beyond the capacity of working memory. Trying to calculate proportional shares mentally is not just hard. It’s cognitively impossible to do accurately.
Drazen Prelec and George Loewenstein’s 1998 research on the pain of paying adds another layer. Digital payments reduce the “pain” associated with spending — making delivery fees feel less real than handing over cash. But that reduced pain means people are less likely to notice, track, or contest unfair fee distribution. The $6.25 in fees absorbed by the host doesn’t feel as significant on a credit card as it would in paper bills.
Research published in 2024 by Oh, Glaeser, and Su in Management Science analyzed the economics of food delivery platforms and found that the standard commission-based contract between platforms and restaurants fails to distribute costs efficiently. Their finding extends to consumers: when the platform bundles all fees into one charge attributed to one person, it creates the same kind of coordination failure between friends that it creates between platforms and restaurants.
Source: Miller, “The Magical Number Seven,” Psychological Review, 1956; Prelec & Loewenstein, “The Red and the Black,” Marketing Science, 1998; Oh, Glaeser & Su, “Food Ordering and Delivery,” Management Science, 2024