The third party delivery marketplace is crowded, and was not designed with restaurant profitability and success in mind. Standing out from the crowd and maintaining profitability isn’t easy, but it can be done. And it can also be a great way to introduce yourself to a new guest, win them over, and convert them to a direct ordering guest. The optics of delivery pricing mattered greatly, so we struck the right balance of platform-specific pricing that, coupled with intentional trial-driving promotions, allowed us to maintain a favorable evergreen delivery fee, and a regular and favorable presence in the marketplace, better reaching first time users. We also invited them to invite them to order direct from us next time. We grew this to 30% of total sales, and they became profitable.