“You suddenly have a real food delivery fight on your hands. Understandably so, because food has a ton of money to be made. The margins are pretty high,” Florian Hoppe, a partner with Bain & Company who leads the firm's digital practice in Asia Pacific, told CNBC.

He explained that the marginal cost of delivering — for example, one extra pizza — is minimal for a restaurant since the kitchen is already running. That allows food delivery companies to potentially structure a deal that gives them more commissions and better margins.