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Bastian Lehmann, CEO and co-founder of Postmates, was man of the hour as his keynote address kicked off the third annual Food On Demand Conference today, for the first time in all-virtual format. That's because Uber is set to buy Postmates, in a key example of third-party delivery consolidation that raises many unknowns.

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“It's a lot about awareness,” says Deena McKinley, CMO at D'Angelo Grilled Sandwiches, which signed with the four major third-party delivery platforms. “A lot of it is just being present. A lot of people go into these apps and they don't even know what they're going to order. It's about being in the consideration set.”