I can understand the justification. The fact is they are relying on technology to reduce the greatest cost of operations ala personnel. This use of technology is providing data to improve logistics, menu normalization, ordering, onboarding and reducing things such as customer support by surfacing timely information to end users. Alerts on pickup, delivery, etc. It's believed that these efficiencies produce opportunities to improve the margin one percent at a time.

For their tech-driven-optimization methods; one could argue they are a tech company.