Customers stick with delivery apps despite cheaper direct ordering

Customers stick with delivery apps despite cheaper direct ordering targets a $3.6B = 3M restaurants (developed markets) x $1,200 ACV (subscription + payment margin & services) total addressable market with medium saturation and a year-over-year growth rate of 12% estimated growth in direct-ordering and restaurant SaaS spend.

Key trends driving demand: Rising delivery commissions -- vendor push to regain margin makes restaurants actively seek direct channels; Wallet ubiquity -- Apple Pay/Google Pay reduce friction for direct checkout, enabling one-tap outside marketplaces; Privacy & data ownership -- restaurants want first-party customer relationships and data to do re-marketing and loyalty; AI personalization -- ability to micro-target optimal discount sizes and timing increases conversion while protecting margin.