In food delivery, retaining customers after their first order is tough. In fact, industry data shows only about 45% of first-time customers place a second order . The real payoff comes once that second order is secured: of those who do make a second purchase, a very high percentage  (often cited well above 60%) go on to order again. In our scenario, we assume roughly 85%  of second-order customers place a third order. This “second-order gap” dropping from 100% to ~45% after t