Episode 78: The Tech Behind the Takeout

In this episode of Marketing Moves, we sat down with Aaron Hoffman, co-founder of DeliverThat, to explore how a college hustle evolved into a nationwide B2B catering delivery platform. From a viral tweet that jumpstarted their following to a strategic pivot during the pandemic, DeliverThat has grown to support over 35,000 drivers and partnerships with brands like Wegmans and Taco Cabana. Aaron unpacks how the company’s proprietary tech stack powers flexible, high-performance solutions across five verticals—and why their shift from product-first to brand-led storytelling is central to their next chapter. With the U.S. catering market projected to hit $110 billion by 2030, this conversation reveals what it really takes to build a delivery business that scales with strategy, not just speed.

DeliverThat's origin story is as unique as it is inspiring. It all began with a simple observation: the catering industry lacked a reliable and dedicated delivery solution. A viral tweet highlighting this gap in the market ignited the spark, leading to the creation of a company that now dominates the catering delivery space. This highlights the power of social media listening and identifying unmet needs, a crucial aspect of effective digital marketing.

• Identifying a Niche and Solving a Problem: DeliverThat didn't try to be everything to everyone. Instead, they laser-focused on the catering industry, a niche often overlooked by larger delivery services. This specialization allowed them to tailor their services and build a strong reputation within a specific market.

• Prioritizing Driver Success: DeliverThat understands that their drivers are the face of their company. They've built a system that prioritizes driver satisfaction, offering competitive pay, flexible schedules, and a supportive community. This focus on driver well-being translates to better service and higher retention rates.

• Leveraging Technology for Efficiency: From their driver app to their dispatch system, DeliverThat utilizes technology to streamline operations and optimize delivery routes. This commitment to innovation allows them to handle a high volume of deliveries with speed and accuracy.

• The Power of Bootstrapping: DeliverThat's growth was fueled by smart financial decisions and a commitment to reinvesting profits back into the business. This bootstrapping approach allowed them to maintain control and build a sustainable foundation for long-term success.

• Building a Strong Brand Identity: DeliverThat has cultivated a strong brand identity that resonates with both restaurants and drivers. Their commitment to reliability, professionalism, and customer service has helped them stand out in a crowded market.

While the initial idea stemmed from a viral tweet, DeliverThat's continued growth is heavily reliant on strategic digital marketing. Here's how they likely leverage digital channels:

• Search Engine Optimization (SEO): By optimizing their website and content for relevant keywords, DeliverThat ensures that potential clients (restaurants and catering companies) can easily find them online. This includes targeting keywords like "catering delivery service," "food delivery logistics," and "restaurant delivery solutions."

• Social Media Marketing: Beyond the initial viral tweet, DeliverThat likely uses social media platforms to engage with their audience, build brand awareness, and recruit drivers. They might share success stories, highlight driver benefits, and promote their services to potential clients.

• Paid Advertising (PPC): To reach a wider audience and drive targeted traffic to their website, DeliverThat may utilize paid advertising campaigns on platforms like Google Ads and social media. This allows them to reach potential clients who are actively searching for catering delivery services.

• Content Marketing: Creating valuable content, such as blog posts, case studies, and infographics, can help DeliverThat establish itself as a thought leader in the catering logistics industry. This content can also be used to attract and educate potential clients.

• Email Marketing: Building an email list and sending targeted email campaigns can be an effective way to nurture leads, promote new services, and stay top-of-mind with existing clients.

Inspired by DeliverThat's success, here are some actionable strategies you can implement in your own business:

• Identify a Niche: Don't try to be everything to everyone. Focus on a specific market segment and tailor your services to meet their unique needs.

• Prioritize Customer (or Driver) Satisfaction: Happy customers (or drivers, in DeliverThat's case) are your best advocates. Invest in creating a positive experience that fosters loyalty and word-of-mouth referrals.

• Embrace Technology: Leverage technology to streamline operations, improve efficiency, and enhance the customer experience.

• Build a Strong Brand: Develop a clear brand identity that resonates with your target audience and differentiates you from the competition.

• Invest in Digital Marketing: Utilize a multi-channel digital marketing strategy to reach your target audience, build brand awareness, and drive sales.

DeliverThat's journey from a viral tweet to a $500 million catering logistics leader is a testament to the power of identifying a niche, prioritizing customer (or driver) satisfaction, and leveraging technology. Their success highlights the importance of strategic digital marketing in building brand awareness, driving traffic, and generating leads. By focusing on SEO, social media marketing, paid advertising, content marketing, and email marketing, DeliverThat has established itself as a dominant player in the catering delivery space.

As you embark on your own entrepreneurial journey, remember the lessons learned from DeliverThat's story. Identify a problem, build a strong brand, prioritize your customers, and invest in digital marketing to reach your target audience.