A new home delivery-focused pizzeria opens up in the neighborhood. At first, the demand is low, but the pizza's quality is excellent, as well as the delivery times. After a while, the pizzeria gets noticed and is featured in a local online food blog. As a result, the demand for pizza rises sharply. But the pizzeria owners are reluctant to purchase more delivery capacity (pizza delivery vehicles and personnel) along with higher pizza production capacity (additional pizza ovens). That results in higher delivery times and a larger percentage of undercooked pizzas, in turn lowering the number of returning customers. As a result, the pressure for additional investment in both delivery and production capacity is eliminated. The pizzeria owners are happy that they held off on the additional investment.