The economic theory of third-party restaurant delivery is pretty straightforward. Going it alone, however, may be a tough if not impossible task, given a competitive marketplace, the accelerating pace of technological change, and intransigent human nature. Whether you see Roland as a David fighting Goliath, a Don Quixote, or even as a Marie Kondo pushing out techno-clutter, he illustrates the challenge restaurant owners face navigating the myriad options for delivering their food. “Revolution” may be too strong a word for it, but there’s no doubt that many small restaurateurs like Roland are pitted against the new paradigm of online ordering and delivery. “We are going to start the revolution against these huge companies, located thousands of miles away, who rob small businesses and customers of their hard-earned dollars,” the note reads.
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