Three shoppers.
Three winnable occasions for SKIP.
144 DoorDash orders across 69 months, resolved to the item and converted to local time. Each shopper reveals one occasion DoorDash hasn't fully locked in — and that's where SKIP can intercept.
Highest-LTV shopper, rebuilding his habit.
73 orders, avg ticket $31 — the largest wallet in the sample. 74% Asian cuisine, 63% of orders between 3–7pm. Dormant three years, then 42 orders in the last 16 months at a largely new set of restaurants. High wallet + predictable timing + default app not yet locked — that's the P0 case.
Eight orders. Five are drugstore runs.
London Drugs, Shoppers, Rexall, Spirit Halloween. Every basket is exactly 1 item. For this shopper, DoorDash is a courier, not a food app — and a catalog without drugstores cannot serve her at all.
A 454-day silence, now ending.
Vanished Jun 2024. Came back Sep 2025. Six orders in the last 31 days — near 2024-level cadence. The default app isn't locked in yet. SKIP's winback window is open right now.
Pho Japolo · Bun Bo Hue · $33.80.
Seven orders of the same numbered dish, at the same restaurant, across six years. The one push notification he'd respond to.
Hybrid or remote. Early dinner, weekday-heavy.
4–6pm peak is early for a 9-to-5 commuter. Monday is the biggest day (15 orders), followed by Thursday and Friday (12 each). No morning orders, 3 late-night orders ever — he sleeps on a normal schedule.
- 46 of 73 orders between 3pm and 7pm
- 15 Mondays, 12 Thursdays, 12 Fridays
- Zero 7–9am orders
Restaurant portfolio rotated almost entirely between 2024 and 2025.
Before 2025 he used 17 restaurants. Since 2025 he's used 29 — with only 7 in common. A reactivated shopper at a stable address usually returns to old favourites. This one didn't. Reading is a new delivery radius: a move, or a new home within the city.
Pre-2025 regulars, dropped
- Sushi Nova · 6 orders, last Jan 2022
- Hawker's Delight Deli
- Ishow Kitchen 一手美食厨房
- The Story Cafe
- Double Double 老油条
- + 5 more
Post-2025 new arrivals
- Ttop 花雕雞 · Taiwanese, 2 orders
- Yin Ji Chang Fen · 3 orders
- Pearl Castle Cafe 圆香
- Gyo-O Japanese, G-men Ramen, Sushi Mura
- Pho 37, Pho Ten, Thai Basil, SunTea
- + 13 more new stores
Habit-change signal: a 14-day illness last November.
Fourteen days of soup, two congee orders, and a 1am Shoppers plus PC Express run with four cans of Campbell's Cream of Mushroom. Pattern ends Dec 9 with a normal Subway order. Reason it matters for SKIP: recent disruptions like this are moments when default apps get re-evaluated.
Win the 3–7pm Asian-dinner slot. Match his current shortlist. Price the reactivation.
- 3–5pm push, Mon/Thu/Fri. Hot noodle soups under $25 — matches 46 of 73 order windows.
- BC catalog audit. Confirm Pho Japolo, Banana Leaf, Pho Ten, Ttop 花雕雞, Yin Ji Chang Fen are listed. Onboard any missing.
- $15 first-order credit. Capped to BC Asian restaurants. Reactivated users carry the lowest default-switch cost.
- Bun Bo Hue discovery shelf. "If you like Bun Bo Hue" collection built from his order history.
- Sushi Nova winback carousel. Surface three sushi alternatives at 5pm — he abandoned the old favourite four years ago.
- Monday 5pm scheduled order. One-tap reorder of the Pho Japolo default.
| Date (local) | Store | Item | Total |
|---|---|---|---|
| Sat Sep 21, 2024 · 12pm | London Drugs | Goody Ouchless Hair Wraps (4-pack) | $8.77 |
| Sat Oct 5, 2024 · 6pm | Spirit Halloween | Golden Grillz Teeth | $9.99 |
| Wed Oct 9, 2024 · 5pm | Rexall | Listerine Cool Mint 95 ml | $5.41 |
| Wed Nov 27, 2024 · 10pm | Shoppers Beauty | Biotrue Contact Solution (travel kit, 60 ml) | $9.47 |
| Sun Dec 15, 2024 · 2pm | London Drugs | JLab GO Air POP Earbuds | $28.65 |
| Tue Dec 17, 2024 · 3pm | Panda Tea | Oreo Chip Slush 奧利奧冰沙 | $11.24 |
| Mon Jan 6, 2025 · 5pm | Papa John's | BBQ Chicken Bacon Pizza | $22.30 |
| Thu Jan 9, 2025 · 2pm | Freshslice Pizza | 3 Slices Meal Deal | $14.80 |
Preparing to travel — or did.
The Biotrue Contact Solution travel kit (60ml) is sold only in travel size. Paired with a set of earbuds 18 days later, then 15 months of silence, the reading is a trip, possibly a relocation out of Winnipeg.
- Nov 27, 2024 · Shoppers · Biotrue Contact Solution travel kit
- Dec 15, 2024 · London Drugs · JLab GO Air POP earbuds
- Jan 9, 2025 · last order before 15-month gap
Sat Oct 5, 2024 · 6pm · Spirit Halloween.
A $9.99 costume-tooth grill, delivered at 6pm on Saturday. Halloween weekend, with a party behind it. SKIP's October campaign should lead with Spirit Halloween, Dollarama, and Shoppers — not restaurants.
Don't try to make her a food user. Make SKIP her Winnipeg errand app.
- Drugstore onboarding. London Drugs, Shoppers, Rexall in Winnipeg. This is the primary use case — catalog or lose.
- October seasonal campaign. Spirit Halloween, Dollarama, party stores. Creative: "we deliver your costume."
- Re-engagement hook. "We now deliver from London Drugs" — the one legitimate reason to reopen the app after 15 months.
- Gateway food credit. $10 credit triggered after the third drugstore order. Unlock the food use case.
- Errand bundle AOV. Encourage multi-SKU baskets to lift the $13.83 median above delivery break-even.
- Afternoon push window. 12–6pm on Wed/Sat — where her orders actually land.
Milk & Sugar BBQ. Three dishes on rotation. Then gone.
For four months, a close-to-weekly cadence: same restaurant, same three dishes, baskets between $10 and $18, most orders at noon. Average gap 8.7 days. Last order May 17, 2024. The restaurant has now been silent 696 days and counting.
Something changed mid-2024. The comeback started April 2026.
Last order before the gap: Jun 14, 2024, Pokey Okey at 9pm. Next order: Sep 12, 2025, KFC at 5pm. Before the gap, 8 orders a month. After, small cautious chain orders. Then in the last 31 days, six orders — near 2024-level cadence. The window to capture the new default app is open right now.
- Last pre-gap order: Jun 14, 2024 · Pokey Okey · 9pm
- First post-gap order: Sep 12, 2025 · KFC · 5pm (chain, not a ritual)
- Milk & Sugar BBQ (previous favourite): silent 696 days
- Last 31 days: 6 orders — Space Chicken, DashMart, Thai Away Home, Nando's, KFC
Three defaults, running in parallel.
He reorders by SKU across multiple categories — Chinese comfort food, fried chicken, and DashMart groceries each have their own default.
Reads Chinese menus.
18 of 63 orders contain Chinese-only item names. Dishes picked by number (六-3, 小份叉烧饭) indicate menu literacy, not occasional exploration. Suggests Chinese-Canadian discovery shelves would convert better than generic "Asian" recommendations.
- 29% of orders contain Chinese characters
- Repeat-ordered stores: Milk & Sugar BBQ, Pearl Castle 圆香, Bubble World 大头仔, 米饭世家
Catch the re-emergence. Win noon lunch and the late-evening second meal.
- 30-day winback offer. His cadence is rebooting. A $10 credit in the next four weeks locks in the default.
- Noon lunch subscribe-and-save. His single biggest hour. Pair with the fried-chicken restaurants he already reorders.
- 9pm–1am push lane. 23 orders in this window — more than lunch and dinner combined.
- Korean BBQ winback. Surface three alternatives to Milk & Sugar with "your old favourite isn't available, try these."
- Convenience-store partner. SKIP needs a 7-Eleven / Couche-Tard / Foodhall to match DashMart's 7 lifetime orders.
- Chinese-menu discovery shelf. Surface Chinese-Canadian restaurants he hasn't tried.
The playbook, on one page.
Every insight resolves to a SKIP action. Scoped by shopper, tagged by type, ranked by priority.
| Shopper | Signal | SKIP action | Type | Priority |
|---|---|---|---|---|
| 21 · Vancouver | 63% of orders 3–7pm · Asian cuisine · Monday-heavy · reactivated | Early-dinner push Mon/Thu/Fri 3–5pm. $5 off hot Asian noodle soups. | Interception | P0 |
| 21 · Vancouver | Pho Japolo default · Bun Bo Hue 7× in 6 years | Signature-dish discovery shelf. "If you like Bun Bo Hue." | Discovery | P1 |
| 21 · Vancouver | Sushi Nova abandoned 4 years ago | Sushi winback carousel triggered by history lookback. | Winback | P1 |
| 21 · Vancouver | Restaurant portfolio rotated late 2024 · likely moved | "New to the neighbourhood" shelf surfacing nearby options. | Discovery | P2 |
| 23 · Winnipeg | 5 of 8 orders drugstore/retail · lapsed 15 months | Onboard London Drugs, Shoppers, Rexall. Re-engage with "we now deliver from London Drugs." | Coverage | P0 |
| 23 · Winnipeg | Saturday 6pm Spirit Halloween order · costume-night signal | October seasonal blitz: Spirit, Dollarama, Shoppers. 45-min SLA. | Seasonal | P2 |
| 23 · Winnipeg | 3 food orders ever · no loyalty pattern | $10 gateway food credit after 3rd drugstore order. | Cross-sell | P1 |
| 27 · Vancouver | Noon lunch (12 orders) + 23 orders 9pm–5am | Two campaigns: noon lunch subscribe-and-save; 9pm–1am late-night push with free delivery. | Interception | P0 |
| 27 · Vancouver | Milk & Sugar BBQ 13× in 4 mo, silent 696 days | Korean BBQ winback carousel with $10 credit. "Your old favourite isn't available." | Winback | P0 |
| 27 · Vancouver | 7 DashMart orders · bananas, noodles, chips | Sign a 7-Eleven / Couche-Tard / Foodhall partner in V6. | Coverage | P0 |
| 27 · Vancouver | 6 orders in 31 days after 454-day silence | 30-day welcome-back credit on fried chicken + Korean BBQ + bubble tea. | Winback | P0 |
DoorDash owns the app icon.
SKIP needs to own the occasion.
DoorDash holds the default position on all three phones. For Shoppers 21 and 27, that's despite SKIP already being installed — DoorDash is taking wallet share that should be SKIP's. For Shopper 23, DoorDash is the only food-delivery app in her life.
That's two different games. Share-shift for 21 and 27: win specific occasions DoorDash still owns (the 3–7pm Asian dinner, the 10pm late-night meal). Acquisition for 23: earn the first order via the one occasion DoorDash owns that SKIP doesn't even play in today — non-food errands.
Win the occasion, and the orders move.