Free delivery! $5 off your order! Delivery services want your business, and they’ll barrage you with coupons to get it.
Food-delivery companies are racing to convert customers first lured by discounts into habitual, high-value users.
Their challenge, in part, is to wring more revenue from customers like Jessica Knapik, a 31-year-old cosmetic tattoo artist in Detroit. She already has a subscription to Shipt Inc.’s grocery-delivery service and orders takeout from Grubhub Inc. or Postmates Inc. But while Ms. Knapik is more than a casual user of food-delivery services, she says her decisions about when and whether to order depend considerably...
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