Established food delivery apps that serve customers from coast to coast aren’t the only game in town. In communities across the country, there are also smaller upstarts delivering food to homes and businesses. Take Holland Eats, which caters to 30,000 residents in Holland, Michigan. The company, which was started by two entrepreneurs who already run a food delivery service in Texas, is looking to differentiate itself by offering personalized service that relies on direct connections with diners and restaurants.

The app comes as the online food delivery market is booming. According to one estimate, its projected value is set to be in the tens of billions of dollars –  $55 billion, to be exact – by 2022. (The annual value of the pizza delivery industry alone is $7 billion – that’s a lot of slices.) And consumers are trading a phone call for a tap of an app: As of 2017, 6.6 percent of all restaurant orders came from digital channels. For the first time, digital orders outpaced phone orders, which stood at 5 percent, showing that food delivery services are joining established players in what appears to be a growing market.

The service does, however, have the kinds of interfaces that consumers might see with national food delivery services. They will be able to download a mobile app or log on to the company’s website to place their orders and pay via credit card. After that, Holland Eats Co-Owner Christian Garcia said customers can receive their orders in about 30 to 60 minutes. They will be kept in the loop with notifications about the status of their orders.

“We try to make sure [you know] how fast your food is coming,” Garcia told PYMNTS in an interview. Once customers receive their orders, they will have the chance to share a picture of their meal with Holland Eats and receive credits to use toward the service. “The better the picture … the higher the discount will be,” Garcia said.

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