This is very different service from what fedex etc offers, because of the rapid delivery times. So maybe not direct competition on the 1-day / 2-day services.

This is very different service from what fedex etc offers, because of the rapid delivery times. So maybe not direct competition on the 1-day / 2-day services. But 1-hour for rush orders at low cost, or free if you order a meal, could be a good competitive advantage. Especially if they could find a way for customers to order a lot of meals, like 3-4 times per week, or have a frequent order in some office in the same building you work.