…If even an experienced delivery provider like Yum needs help with this, then you can bet almost every other restaurant chain will, too.
And that highlights how much GrubHub and others of its ilk — Uber Eats, DoorDash, Caviar — are becoming powerful gatekeepers in the dining industry. Restaurants should not underestimate what a paradigm shift this is for them. In these digital marketplaces, the primary customer allegiance will be to the app, not to the individual restaurant.
That means restaurants will have to think hard about how to market and merchandise their offerings in what will essentially be a fiercely competitive digital food hall.