The Wave of Online Ordering Innovation

The first wave we had a couple competitive differentiators. Consumers like the experience, the website was fast. It just worked. So that was actually enough early on to beat out the sort of first wave of competition. The second wave of competition was a combination of two things. We cheated in terms of getting traffic to the website by collecting all of the menus for the cities we were in and publishing them online. And the second piece was we we bet the entire company on customer service.