Pizza shops don't have a VC-funded growth trajectory built in and thus don't spend prodigious amounts of money (relative to their volume) on marketing. Blue Ap

Pizza shops don't have a VC-funded growth trajectory built in and thus don't spend prodigious amounts of money (relative to their volume) on marketing. Blue Apron spends about a million dollars on marketing. Every 2 days. I am using them as an example because they're publicly traded and so that number is conveniently available; I don't believe them to be grossly out of line with the other delivery startups. (To be fair to the startups: they're attempting to change a core cultural ritual! That's not a quick or easy sell.)