Having a superior product was only half the battle. Most consumers preferred Uno’s over fast food pizza, but chains like Pizza Hut were synonymous with reliable online ordering. They were building on their momentum, too. Collectively, the Big 4 pizza chains invested more than $1 billion in online ordering while leveraging their volume into sweetheart deals with third-party apps like Grubhub and DoorDash.
Many Uno’s locations followed suit by teaming with the aggregators, but it was far from a fair partnership. Across the country, regional managers saw an early boost in sales negated by sky-high fees and little in the way of reorders, despite 4- and 5-star ratings. Ultimately, satisfied Uno’s customers were being rerouted to cheaper alternatives and different cuisines.