Postmates is now urging food fans to put down their rolling pins and pick up its new book, Don’t Cookbook. As the title suggests, the limited-edition book celebrates the glory of a gourmet meal at the click of a button, or in this case, at the scan of a QR code. Each “recipe” includes a whimsical visual and a short set of comical steps that conclude with a QR code for consumers to scan and order their dish via Postmates, plus activity pages for readers to complete as they wait for their feast. Fans can order Don’t Cookbookonline, or from Alfred’s Coffee Shop on the Postmates app and a portion of the proceeds will be donated to a charity that benefits restaurant workers affected by the pandemic. So far, the first wave of books have already sold out, but the brand is giving away one for free via a contest “Please don’t cook responsibly”, currently running on its Instagram.
As courier brands continue to compete for restaurant attention, Postmates’ new product could sweeten the deal for some, as it provides a unique channel of distribution and path to purchase for consumers. By livening up the journey to the “Order” button, Postmates could captivate consumers, elevate awareness, and showcase its brand personality amongst the plethora of platforms restaurants currently have to choose from, especially as it experienced some stagnation during parts the pandemic according to Gartner’s Digital IQ Index: Restaurants.
The product arrives on the cusp of vaccine arrivals and simultaneously, the possibility of new strains of the Coronavirus. Either way, encouraging consumers to relax and order in or reminding them of their favorite dine-out spots could produce a feeling of much needed optimism, or at least, a good laugh. That said, the item would make an excellent gift for readers and cooks of all levels, and thanks to its quirky visuals, could even make a tasteful coffee table book. This is especially fitting as home decor activities continue to see an uptick as the pandemic wears on. At worst, Don’t Cookbook could simply serve as a funny reminder of a difficult time and make consumers feel even more grateful for the restaurants that serve them dutifully before, during, and after the crisis, especially as Postmates is putting its money where its mouth is by committing a portion of the proceeds to workers. Finally, by topping each recipe off with a QR code, Postmates reflects the growing potential of touchless, digital commerce.
It’s not the first time Postmates has tapped into the power of TikTok. The delivery service paired up with the platform to spotlight restaurants that concocted their own versions of “TikTok Treats“. And though its most recent initiative takes a slightly opposite approach from the previous one, it still calls attention to the cooking experiences, both successful and unsuccessful, that many consumers went through under the influence of TikTok, which continues to churn out trends at full speed.