(P24-022-23) “I Don’t Want an App To Do the Work for Me”: The Role of Online Ordering at Small Food Retailers To Improve Community Food Access

Objectives: Small food retailers are ubiquitous in low-income urban settings and frequently used by neighborhood residents. While the food system has used e-commerce to adapt to pandemic-related changes, little is known about the feasibility and acceptability of online orders from small food retailers. We explored community perception of online grocery shopping options at corner stores (bodegas) in low-income NYC.

Methods: Adult customers who reported purchasing often at bodegas ( > once/month), were low-income (household income < 130% of the federal poverty level or Supplemental Nutrition Assistance Program (SNAP) participants) and smartphone owners were eligible. We collected sociodemographic data from all those eligible and conducted in-depth interviews (n = 25), 2 focus groups (n = 9, in each). All interviews were transcribed and analyzed using MAXQDA.

Results: Bodega customers were mostly female (79%) ranging in age from 18-65; 50% were Hispanic and 53% were classified as food insecure (low or very low food on the 6-item USDA module). 41.5% reported buying food online in the past, but few reported an interest in buying foods online from bodegas. Customers felt it would be easier and faster to shop in-person at a bodega than to wait for delivery. For older customers, digital literacy was a barrier. Additionally, there was a sense of pride associated with making one’s own food purchases: “I have immigrant parents, so they're just like, "I don't want to be considered lazy. I don't want an app to do the work for me.” All bodega owners interviewed shared that they take phone orders and deliver to those living within walking distance. Owners also highlighted technology barriers faced in taking phone orders from those using SNAP benefits. Owners believed customers would benefits if government benefits like SNAP allowed payment for phone and online orders.

Conclusions: Online ordering from small food retailers does not currently seem feasible in low-income communities due to the digital divide and residents’ pride in doing the "work" themselves. Future small food retailer programs should explore ways to reshape such programs for greater community acceptance.

Funding Sources: CoHHR Seed Award