A new internet phenomenon, dubbed "dopamine sites," is captivating millions by offering the thrill of online shopping and food delivery without the actual purchase. Leading this trend is FoodNeverComes, a website that simulates the entire ordering experience, from browsing menus to tracking a fictional delivery.
The Allure of Simulated Consumption
Since its launch in June, FoodNeverComes has attracted over 2.7 million visitors. The platform features 22 fake kitchens, 327 dishes, and 319 real recipes, allowing users to fill their carts and proceed through a simulated checkout. The experience culminates with an AI-generated call from a delivery rider claiming to be outside, unable to locate the address. The site's slogan perfectly encapsulates its appeal: "The food never comes - but the dopamine does."
This concept extends beyond food. Another site, TripNeverLeaves, lets users plan holidays and embark on virtual flights that never depart, already drawing more than 100,000 visitors.
The Minds Behind the Trend
The innovative idea originated with 26-year-old software developers Purvansh Parmar and Anshul Sharma from Udaipur, Rajasthan. Their inspiration stemmed from observing their own and their families' online browsing habits. Sharma noted his tendency to fill online electronics baskets only to abandon them, a pattern Parmar's mother also exhibited. Parmar himself realized he often craved the act of ordering food, rather than the food itself, especially when bored or busy.
Understanding the Psychological Hook
Experts are weighing in on the psychology behind these "dopamine sites." Ravi Dhar, Director of the Yale Center for Customer Insights, refers to this as "anticipatory utility"—the pleasure derived from looking forward to consuming something. Kent Berridge, a neuroscientist at the University of Michigan, distinguishes between "wanting" (the motivation to obtain) and "liking" (the pleasure of having), suggesting dopamine is primarily linked to the former. Stanford addiction psychiatrist Anna Lembke echoes this, noting that the anticipation of a reward can become a reinforcing mechanism in itself.
The Catch: Does It Truly Satisfy?
The crucial question remains: can simulated consumption genuinely satisfy consumer urges? Berridge suggests that while imaginary ordering might initially produce strong "wanting," the novelty is likely to diminish over time. Dhar believes it could potentially fulfill a consumer urge, though more research is needed. However, Lembke offers a cautionary perspective, indicating that repeated use could inadvertently reinforce the very behaviors these sites aim to simulate, potentially deepening the desire for actual consumption rather than alleviating it.