Lenny’s Pizza was paying high percentage fees for their online food sales through third-party portals like GrubHub, Seamless, and Eat24. Lenny’s challenge was to offer online food ordering services for their customers while drastically reducing their fees paid to third-party portals. The owner had used GrubHub and Seamless in the past and found the fees charged to be unbearable, and not conducive to running a small restaurant. The owner Lenny Qoku stated, “GrubHub charged me more than 10%, and Seamless charged 14%. Lenny’s Pizza only averages 25% profit, so they are making more money than I do. They also don’t pay the taxes; we pay the taxes!” The owner indicated that their expenses totaled close to $25,000 at the end of the year with Seamless online food ordering services. These expenses directly affected Lenny’s Pizza’s bottom line and made the owner feel like he was working for the third-party service, rather than they were working for him and his restaurant.