Well one thing to look at is all of the 'same day grocery delivery' companies that went bust in the Dot Com bubble burst. Many died because they simply could not generate enough revenues.
And at the same time you have a lot of large grocery chains offering this sort of capability, And an company like QFC or Safeway can easily add the contents you are going to offer. So how are you going to differentiate?
Michael - there is a new startup here in Paris doing kindof what you just suggested https://eatpopchef.com/
They guarantee delivery of a fresh cooked lunch in 15 minutes. They change their meal every day- and now are offering two dishes to choose from. To deal with logistics they are using the ubiquitous Scooter Delivery - IE the Pizza Delivery model
Essentially they (and this business that Jason is looking at) is a Delivery Pizza business. So to be successful you need to look at who is successful in the Pizza Delivery business and how.:
Domino's is probably the biggest. And how do they do it?
The challenge I see for an "ethnic grocery delivery" is that you violate #1- which in turn has impact on #2 (filling the order takes more time the more items you have)
and #3 is challenging because by definition "ethnic grocery" is going to have a smaller market in any given area, than something else. So to get your volume to a sustainable level you either have to
#5 also seems like a challenge - because a lot of the more esoteric items are esoteric precisely because their margins don't justify a large grocery store like Safeway in giving the item any floor space.
Seems to me a very challenging business to be in