I am not sure if your current differentiation from the other existing players is enough to set you apart. If you believe there continues to be a huge supply-demand gap, then even if you were offering the same service, execution can become the differentiator in getting a piece of the market. For example, guaranteed, faster delivery time than the others, wider range of restaurants, etc.However, if the landscape is too crowded, then identifying the one or two key gaps or needs, (product-market fit) in the existing solution providers and positioning your company as the one that addresses them may be a better approach. For example, there are many such well funded food delivery companies, here in Bangalore. One of them, also well funded and doing really well, set themselves apart, by moving away from restaurants and offering a daily-changing "fresh, healthy menu" of "home-cooked" food, with nice pictures and descriptions, backed by an excellent delivery service (execution). I am a serial entrepreneur, currently advising multiple startups and will be happy to chat with you.