The ownership of consumer data has long been a stumbling block for operators considering the hiring of third-party delivery providers, but increasingly, competition in the industry is making it possible for restaurant brands to cherry-pick the options they want from providers. There are several recent cases in point: GrubHub won Shake Shack’s business nationwide by offering to share customer data. Panera has made it possible for customers to place orders via Uber Eats, DoorDash or GrubHub and then have food delivered by its in-house team. Most recently, Chowly did just the opposite. The company said its system now allows restaurant operators to accept orders through its website or app, then farm them out for delivery via DoorDash. It’s an additional sign that for brands eager to make food delivery work, there may be wiggle room when negotiating contracts with vendors.
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