I looked into Zume a bit more and as far as I can tell it actually makes sense. They're not reinventing the wheel. It's odd that people are jeering at them. Th

I looked into Zume a bit more and as far as I can tell it actually makes sense. They're not reinventing the wheel. It's odd that people are jeering at them. Their initial focus was on incrementally improving the way pizza delivery works. The classic pizza delivery model was that the pizza was prepared somewhere (maybe a pizzeria, maybe some centralized kitchen), baked in a pizzeria near where it was ordered, then loaded onto a car for delivery. Zume combined the baking and delivery: the uncooked pizza would be prepared as usual, then loaded onto delivery trucks with automated ovens. Routes would be calculated, and pizzas would be cooked en route so that they arrived fresh out of the oven. Because the baking happens during delivery they don't need to pay for a fixed number of physical locations; instead they can predict pizza demand and scale capacity up and down by adjusting the number of trucks active in each area at each time of day. The intended result (at scale) is fresher pizza, delivered faster, at lower cost. Obviously this can apply beyond pizza. There are plenty of other businesses in the food industry that operate the same way as classic pizza delivery. If Zume can provide them with scalable, low-fixed-cost delivery and final cooking, that's potentially worth a lot of money.