Until the competitors realize that people are loyal to the branding of blue shirts and red hats, and start wearing their own indistinguishable blue shirts and red hats to draw in users (how many 'Famous Original Ray's Pizza' joints are there in NYC?). For a company created solely on the premise of convenience, it's going to be difficult to convince new customers to spend the time to figure out that you're somehow the 'real deal' instead of the identical-looking dude standing next to you.