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The Delivery Dilemma: Make or Buy??

Customers love delivery because of the convenience, but many restaurant operators have a love-hate relationship with delivery apps because of the high commission fees. Operators face the classic make or buy decision. Should they go ahead and do delivery on their own (i.e. make) or should they use a delivery app (i.e. buy)?

In this study, I looked at whether customers prefer delivery from the restaurant or the delivery app, assessed their knowledge of delivery practices and gauged their attitudes towards delivery pricing. I hope that you find it as interesting as I did!

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