Why the First Mover Failed in the US Food Delivery Market: Grubhub's Stall and DoorDash's Dominance

In the modern digital economy, the online food delivery market is one of the industries that most dramatically embodies the rise and fall of platform businesses and the fundamental shifts in competitive advantage. Looking at the US market, the industry landscape has been completely rewritten over the past decade. Grubhub, which once reigned as the overwhelming leader and was even touted as synonymous with the market, has been forced to retreat, while the market structure has been reorganized into a composition where the latecomer DoorDash has taken complete control.