Earlier quoted context omitted.
I consulted for Deliverance a bit later than Y2K (probably in 2004/5). They were a very strange company internally at the time. First I want to say they weren't really like Deliveroo because they had their own kitchens. Or to be specific, one kitchen in Bloomsbury which made every major style of food. It was actually quite an amazing kitchen, with a Japanese sushi chef working next to an Indian curry cook and a pizza…
> investors couldn't see why anyone would use a phone to order food. Was pizza delivery a joke to them?
I wanted to explore a simpler website that would have worked on the very limited phones of the time. I'd just come back from Japan where I'd used i-mode phones. You could sort of see that it was going to happen soon. However apps as we know them now, and always-on mobile internet in general, were not a thing at that point in the UK, and it's very difficult to explain why this stuff might be important to less than clueful people.
(I don't want this to sound like I had some amazing insight that no one else could see. It could be equally valid to say that I didn't have a clear idea myself and/or didn't explain it well.)