Because what do they do? Do they go head on with these delivery apps and offer more products? That will be tough because the categories are already taken and Domino’s doesn’t have culinary expertise in all those categories. They can think long-term to win in these markets.Īnd the challenge for a firm like Domino's from here on is hard. Now they are able to go on to do digital monetization through ads, search products, services, memberships and subscriptions. They use that information to improve their products, improve their offerings. They basically took customers from the small businesses. They built the largest network they could. And so they dis-intermediated customer account control. And over time, instead of working with hundreds or even thousands of customers that a small restaurateur work might have, they start to have millions of customers. They could understand from your zip code whether you are in high end or downscale area. Small businesses gave their customer data willingly to these food delivery apps, saying, “Take our customers: just order from here!” And then these delivery app companies took the payment information. The long-term winner will be the firm that can offer all of those specialties, not just one.Īnd in the middle of the pandemic, the food delivery apps like DoorDash, began taking the essential steps to become the dominant digital giant in the food sector, particularly, dis-intermediated customer account control. Or Italian, or maybe some Polish specialty? Or something German? Maybe French? It’s all being delivered. You might want Thai food delivered from your favorite local restaurant. Ray: Think of how often people order from food delivery apps, not just Domino’s.
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