Thank you for you reply! I'd like to share some thoughts: Your idea relies on a high level type of user engagement (physical dislocation) while the services success depends on its scalability. This is the main challenge. Most peoples altruism won't overpower their laziness. That's why I think you have to design for participation first. This might mean to reframe the question on what's the ultimate purpose of the app.
1. If we aim to engage with the user through fun, thinking "gamification" is maybe not enough. Maybe we have to think "game first": What if food delivery becomes the means rather than the goal? Think of the "Tamagotchi" principle. Imagine each player has his own little character (like a monster) which moves around randomly on a map. In order to level up, the player has to feed it. The users main goal is now to succed in the game.
2. What if the purpose of the app gets turned around and becomes to obtain free mobility? I actually thought so much about this right now that I created a whole new post on it ... (see above)
Combine this with UBER and public transportation ["Pay by doing good"]: • If you deliver food, you ride for free → people will accept small detours / route adjustments in order to catch a free ride. • When you pick up food you get the "foodflow metro ticket / bus ticket / etc." right in the app. Intelligent algorithms anticipate your routes and match smart suggestions with your custom profile → people will effectively save money on frequent routes. • Business partners benefit from corporate image increase just by participation. Direct revenue loss is overcompensated by branding effects → a new revenue model.
Delivering food becomes the means to obtain mobility. It's social and inclusive: Everyone can do it. Advertising is only initially needed as "word of mouth" will probably do the job.
Combine this with POKEMON GO! • Get Special Pokemon as reward → super high user motivation • Leverage existing userbase → no need for advertising • Users are walking around anyways → no need for behavioural change