[ghaff]

Even if there's no real impersonation involved, the reality is that a lot of consumers, understandably, are going to sort of lump the food as delivered as something the restaurant has responsibility for. After all, none of us have a lot of patience for companies that take the attitude of "Not our problem. This other company was responsible for that. Take it up with them."

This is especially true here as, historically, restaurants were responsible for their own delivery. To most people, these services are just something that the restaurant contracted out for and is still basically on the hook for.

[tomnipotent]

> as something the restaurant has responsibility for

Exactly. It's not unreasonable for customers to make the assumption that a restaurant has entered into an explicit contract with a delivery service, the same way we hold them accountable for the ingredients they select. It's a very different mindset from something like postal delivery from FedEx or UPS, where we are more likely to treat each party as separate entities.