印度两名26岁的软件开发者Purvansh Parmar和Anshul Sharma创建了一个名为FoodNeverComes的网站，让用户可以虚拟浏览菜单、下单结账，但食物永远不会被送达1。该网站自6月推出以来已吸引超过270万访客1。网站提供22个厨房、327道菜肴和319份真实食谱供用户选择1。
这一现象反映了互联网上新兴的"多巴胺网站"趋势，通过模拟购物过程而非实际交易来满足用户的购物欲望1。Parmar和Sharma均来自印度拉贾斯坦邦乌代普尔市1。Parmar在孟买两个月的项目期间每周花费5000-10000卢比用于食物外卖1。耶鲁大学客户洞察中心主任Ravi Dhar将这种现象称为"预期效用"，指的是人们对即将发生事情的期待所带来的满足感1。
不过，密歇根大学神经科学家Kent Berridge预测，人们在虚拟订购约10次后可能就会失去兴趣1。除了FoodNeverComes外，另一个名为TripNeverLeaves的网站也已上线，允许用户计划虚假假期，该网站已吸引超过10万访客1。
Two 26-year-old software developers from Udaipur, Rajasthan have launched FoodNeverComes, a website that allows users to browse menus, place orders, and complete checkout processes—without any food ever being delivered.1 Since its launch in June, the platform has attracted over 2.7 million visitors, reflecting a growing internet phenomenon known as "dopamine websites" that satisfy shopping urges through simulated transactions rather than actual purchases.1
The website features 22 virtual kitchens offering 327 dishes along with 319 authentic recipes.1 According to founder Purvansh Parmar, the concept was inspired by his personal spending habits; while working on a two-month project in Mumbai, he spent between 5,000 and 10,000 rupees weekly on food delivery.1 Parmar and co-founder Anshul Sharma designed the platform to provide the psychological satisfaction of shopping without the financial commitment.1
Psychologists and neuroscientists have weighed in on the phenomenon. Ravi Dhar, director of the Yale Center for Customer Insights, describes this behavior as "anticipatory utility"—the pleasure derived from expecting a future purchase.1 However, Kent Berridge, a neuroscientist at the University of Michigan, predicts that users will likely lose interest after approximately ten virtual orders.1 The developers have since expanded their concept with a second website, TripNeverLeaves, which allows users to plan fictional vacations and has garnered over 100,000 visitors.1
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