Delivery in Denver used to operate in a completely different world compared to companies like DoorDash or Uber Eats. While cannabis delivery remains heavily regulated and distinct from food and alcohol services, the presence of these big players signals a shift in consumer awareness and industry competition.
Better Days Delivery, led by CEO Mike Diaz-Rivera, is tackling these obstacles head-on. Competing against billion-dollar companies isn’t new to small business owners, but in an industry that already operates under intense scrutiny, the stakes are even higher.
In this conversation, Mike shares his thoughts on Uber Eats and DoorDash entering the space, how it affects smaller cannabis delivery businesses, and what the future of cannabis delivery might look like in a market that’s rapidly evolving.
1. What was your initial reaction to DoorDash entering the cannabis delivery space?
Michael: “I was shocked but I always knew it was only a matter of time. I remember seeing a quote in 2021 where Uber CEO Dara Khosrowshahi told CNBC: “When the road is clear for cannabis when federal laws come into play, we’re absolutely going to take a look at it.” So I saw these delivery companies whether they were in cannabis or not as competition from the beginning. I didn’t expect them to jump into the space before federal legalization though. Traditionally delivery companies come from grocery, medical, or other types of perishable delivery platforms so I’ve been trying to replicate what they’ve all been doing initially I was shocked but I knew it was a matter of time so the mission stayed the same: compete or get acquired. Then I looked further and realized they’re still only delivering hemp/CBD so they’re not technically in the cannabis space but it’s an interesting development nonetheless and I appreciate the help with marketing.”
While DoorDash’s current focus remains on hemp and CBD, its presence signals that full-scale cannabis delivery may not be far behind. For independent businesses like Better Days Delivery, the challenge remains the same: adapt, compete, or risk getting pushed out as the industry evolves. Food delivery is all about speed and convenience, but cannabis delivery depends on trust and familiarity. This gives local operators an edge that big corporations may struggle to replicate.
2. What advantages do smaller operators like Better Days have over larger companies in this space?
Michael: “I’d say the biggest advantage is on the local level. The personal relationships that I’ve established with our customers have created a pseudo-community that can’t be matched when you get to be the size of DoorDash, etc. Also based on current local regulations they would need local licenses and there are many markets they wouldn’t be able to enter until federal legalization without partnering with local owners so it creates an opportunity for collaboration that could potentially help smaller operators grow/scale.”
As DoorDash and Uber Eats slowly carve a path into cannabis delivery, small businesses have an opportunity to double down on what makes them authentic, hyper-local service, and stronger relationships with both customers and dispensaries. While large-scale platforms may drive awareness, independent brands can still win on experience and loyalty. Consumers accustomed to food delivery in under 30 minutes might expect the same for cannabis.
3. How do you think DoorDash’s presence will change consumer expectations for cannabis delivery?
Michael: “I think it will help to spread awareness about cannabis delivery as an option for customers. Since legalization, consumers have been taught that walking into a dispensary is the only way to get their needs met. This can make delivery look more viable in the eyes of both consumers and investors.”
DoorDash’s presence can potentially shift the perception of cannabis delivery as a mainstream service. This means smaller operators have an opportunity to refine their operations while still offering a personalized experience that big platforms can’t replicate. For years, cannabis delivery has operated in a gray area of legality and acceptance. The fact that companies like DoorDash are even testing the waters, despite federal prohibition, shows just how far the industry has come.
4. Do you see DoorDash’s entry as a sign of mainstream acceptance for cannabis delivery?
Michael: “Yes I definitely see their entry as a sign of acceptance because these corporate companies have no choice but to follow the wants of the mainstream customers. They wouldn’t be interested in this sector of the economy if they felt there was going to be a lot of pushback from the mainstream. The fact that they are calling it cannabis when it’s technically hemp/CBD helps to encourage the conversations around intoxicating hemp. This should help to encourage the canna-curious to try it out especially if they’re already getting DoorDash for their other delivery needs. Hopefully, they will then move towards wanting and trying more than 3% THC and we will be ready to support them when that happens.”
The fact that major corporations are entering the cannabis space signals that stigma is fading and mainstream adoption is growing. But with this shift comes a challenge. Small businesses must solidify their role in the community to stay competitive as the industry scales.
5. How do you handle marketing and customer retention in a market that’s becoming more crowded?
Michael: “To combat a growing economy and the fact that competition with these big corporations is almost futile we focus on what sets us apart from our competitors and grassroots marketing. Building relationships with people and businesses on the ground level who share a common interest has helped us to set ourselves apart and raise awareness. We get to know our customers in the hopes that they will keep coming back and thus far we have been successful in doing that.”
Unlike major corporations that operate purely as middlemen, local cannabis delivery services are deeply rooted in their communities. By prioritizing partnerships with local brands, smaller operators help keep profits circulating within the cannabis industry rather than flowing to massive corporations.
6. What role does your company play in supporting local cannabis brands and the community?
Michael: “We try our best to support local brands and community by spending locally and supporting those small businesses whenever possible. And much like DoorDash we don’t own the product because of the way that delivery is set up in Colorado so our role is minimal but we try our best to do right by our community and support them.”
As cannabis delivery becomes more mainstream, smaller operators have a unique opportunity to lead the movement toward local-first business models. While companies like DoorDash might offer scale, they can’t replace the authenticity and personal investment that independent operators bring to the industry. In an industry built on trust, the human element matters. While major delivery services focus on efficiency, local cannabis businesses thrive on relationships, reliability, and personal service.
7. What feedback have you received from customers about the value of working with a smaller, localized delivery service?
Michael: “Many of our customers are only just finding out about the availability of delivery so they haven’t had the chance to think about working with a smaller localized delivery service compared to working with a company as big as DoorDash. Based on the relationships that we’ve established I’d assume that they’d prefer to work with us.”
As national platforms like DoorDash experiment with cannabis delivery, independent operators still hold the advantage in personalized service and customer loyalty. The challenge will be scaling without losing what makes them special, ensuring that community-driven businesses remain the heart of cannabis delivery.
Staying in the Driver’s Seat of Cannabis Delivery
Better Days Delivery operates in a space where the rules are tougher, the risks are higher, and the market is smaller. But as Mike Diaz-Rivera makes clear, these challenges are also opportunities to innovate and lead. His community-focused approach ensures safe and reliable cannabis delivery but also helps break down stigmas surrounding the industry. The entrance of corporate giants like DoorDash into cannabis delivery was inevitable, but the timing caught many industry insiders by surprise. Big corporations may have the resources, but local cannabis delivery services bring something the giants can’t: community, personal connections, and deep market knowledge.
With determination and adaptability, Better Days Delivery continues to overcome even the toughest hurdles. And with every order fulfilled, they’re steering the future of cannabis delivery in the Mile High City.
