DoorDash's new DoubleDash service that allows customers to add items from nearby stores to existing restaurant orders highlights exactly where the future of quick delivery is headed.
All of which is important because there is always room for two. Coke/Pepsi. Friends/Seinfeld. Star Wars/Star Trek. The American consumer’s mind always seems to preoccupy itself with two choices. Amazon has been treading on its quick delivery reputation for years with no real competition, and history almost dictates that at some point a strong second fiddle has to emerge.
That time is now, and the race is clearly on. The more brands and retailers that companies like DoorDash and Instacart bring into the fold or the more, the more a strong second choice to Amazon becomes routine over time. It is why so much venture capital money has been flooding into these companies of late because the payoff of first or second position mindshare for quick delivery in the year 2030 is enormous.
Walmart is therefore likely destined to become the Dr. Pepper or 7-Up to Amazon and to whatever quick delivery second choice emerges because Walmart won’t have the competitive assets psychologically to keep up.
All the while leaving Walmart to wonder why in the heck it wasted $3 billion on Jet.com, when it could have gotten in early on DoorDash or Instacart instead.
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