I don't get it. It's not like all other food ordering apps a very complicated, they are quite simple in fact -- and they are still operating at loss, as a businesses, not even able to "keep the lights on", as you propose. It's not like they are scrooge mcducks swimming in millions of profits. From what I understand, they still depend on VC money, mostly.

If there is a way to simplify app without serious UX damage, and dramatically lower costs, why it wasn't done already by the same players?