The pizza guy had 30 years to conquer the internet. They could have hired a coder to do their online order website. 12 years later, they could have hired a coder to create an ordering app. Most of them didn't, because they weren't willing to part with the money. Now, Lieferando takes a 10% cut from every order because they created infrastructure the customer actually wants to use. What is so bad about it? You can only cut out the middle man if the vendor is going with the times.