Radius is an economic decision
Every additional mile adds drive time, and drive time is the real cost of delivery. A tight, well-served radius almost always outperforms a wide, thin one.
Start small and earn the expansion
Launch with the area where your order density is highest. Expand once delivery windows are reliably full, not before.
Watch the edges
Edge-of-territory orders are where delivery promises break. Decide in advance how you handle them so customer expectations stay accurate.