I agree, I wasn't really thinking about 10 minute delivery. And I think grocery stores could charge more for delivery, but there seems to be some implicit cost-

I agree, I wasn't really thinking about 10 minute delivery. And I think grocery stores could charge more for delivery, but there seems to be some implicit cost-savings for them to deliver which offsets the need for a higher delivery charge. My main thought is that I think there is a larger opportunity to provide delivery of a higher quality service and that the current delivery startups seem to be focused on the bottom rung. Taking restaurants as an example... Where I live, I can order food delivery in under one hour from hundreds of restaurants that is almost guaranteed to be crap. It would be nice to be able to order direct from a better restaurant and have it be edible. I would be willing to schedule this days in advance and for a specific time in the evening, almost like a reservation. But no one to my knowledge has presented this as an option to restaurants or consumers. Instead everything is haphazard which imposes a burden on restaurant kitchens and results in unpredictable results for customers.