Growing revenue for a six-shop pizza chain: own ordering app versus Uber Eats

You own six pizza shops in one city and want to grow revenue. You are deciding between two routes: developing your own mobile app for ordering, or using Uber Eats. Which would you choose? Walk through how you reach the decision and how you would later tell whether it was the right call. ```hint List what an order needs Before comparing the options, list everything that has to happen between a customer wanting pizza and eating it, and mark which steps the shops already handle and which each option would supply. ``` ### Clarifying Questions - Do the shops deliver or take phone or online orders today, or do they serve only dine-in and pickup customers? - Does "using Uber Eats" mean listing the menu on its marketplace, using its couriers for orders we take ourselves, or both? - Is the target top-line revenue, or profit after fees and delivery costs, and over what time horizon? - How well known is the brand across the city, and how many loyal repeat customers does it have? ### What a Strong Answer Covers - The shops' starting point (ordering channels, delivery capability, brand reach) and a clear goal, including whether profit matters alongside revenue - A side-by-side comparison of the two options on reaching new customers, cost per order, upfront cost, delivery operations, time to launch and ownership of the customer relationship - Rough, labeled unit economics showing when each option adds money rather than just orders - A clear recommendation with the conditions that would change it - Metrics to judge the decision once it is live, with guardrails ### Follow-up Questions - Marketplace orders grow, but profit per shop falls. What do you look at, and what do you change? - How would you turn customers who first found you through a delivery marketplace into direct, repeat customers? - What would you need to see before building your own app made sense?