Forsa blog
The second order is the only one that counts.
A first order can be bought with a discount. The second has to be earned by the food.
Acquisition in food delivery is close to a solved problem: enough discount will produce a first order from almost anybody. It also tells you nothing about the business.
The second order is different. By then the novelty is gone, the discount is expected, and the only variable left is whether the meal was worth having.
A marketplace can buy first orders indefinitely. It cannot buy second ones, which is why they are the number to watch.
This is why partner quality matters more to us than partner count. One kitchen that produces second orders is worth more than five that produce first ones.
second order
retention
acquisition
partner quality
repeat customers
