This pizza delivery study may change the way sellers view delivery services well beyond the foodservice industry

What can a pizza shop teach us about the dramatic shifts taking place in consumer marketing? Quite a lot, actually. New research focused on pizza delivery has found that consumer impatience is driving so much consumer decision-making that even location, price and quality can take a back seat. While this study focused on pizza delivery, its findings have ramifications for all business-to-consumer firms.