Ocado is an interesting case. Their public line is that they're a technology company that happened to end up delivering groceries. They invest a lot in automation and robotics - definitely a hard tech company:

http://www.gizmodo.co.uk/2017/02/inside-ocado-discover-the-h...

This is not a vapourware start-up, they've been leading the grocery delivery business in the UK for years. That said, they have the same problem as Amazon in that they invest so much into RnD that they're not terribly profitable (about £10M on a $1Bn turnover).

That said, in this particular example I don't know how much their solution differs from Royal Mail (which uses fixed routes) or people like DHL, Fedex, et al. Routing isn't exactly a new problem and courier companies presumably have always had a lot of people working in operations research.