BACK TO ALL NEWS & INSIGHTSBrands and shippers are facing an increasingly complex logistics landscape today. From tariffs and constant regulatory shifts to rising consumer expectations and competition, there are a myriad of factors that businesses must consider when strategizing their logistics networks and choosing the right carriers.
At Home Delivery World 2025, Jitsu CEO Adam Bryant led a compelling discussion with Tanner Morley, associate director of last mile strategy at HelloFresh, and Jennifer Mitchell, senior global logistics manager at GOAT Group. Together, they shared firsthand perspectives on navigating disruption and what truly matters when selecting last-mile partners. Here are a few of the most valuable takeaways from the session:
1. Giving all of your volume to a national isn’t the easy button you think it is.
In a volatile logistics environment, many brands assume that consolidating volume with a national carrier like UPS or FedEx will simplify operations and reduce risk. But Mitchell and Morley both pushed back on this idea.
Mitchell, who previously worked at UPS, noted that national carriers often follow rigid industrial engineering models, which leave little room for flexibility or customization. This rigidity can negatively affect the customer experience—and in turn, customer lifetime value.
“A regional carrier is a lot more flexible with what your needs are,” Mitchell explained. “They can change their pickup time at the drop of a hat. They can deliver seven days a week instead of just Monday through Friday. They're not leaving a little note on your door of, ‘Hey, we missed you, so sign up for my app in order to get notifications.’ They're proactively notifying your delivery person, wherever they're delivering. It's a lot more nimble, and it is definitely a better buyer experience than with the nationals.”
Morley agreed that simpler isn’t always better. What he prioritizes instead is the overall customer experience and delivering on expectations. That’s where last-mile delivery carriers can help.
“When it comes to a checkout process for the customer, yeah, simpler is better, but when it comes to delivering on what the expectations are, I think it's our role to make sure that we are literally providing the experience that they expect. So in this case, it's not just a better customer experience, but there's also the efficiency and the cost savings that come from it. And if you're not exploring that option and looking into those alternatives, you're really failing your customers,” Morley shared.
2. The technology behind your carrier is just as important as the service itself.
In a tech-enabled world, brands and shippers expect their delivery providers to keep up with the latest tech advancements and trends in a way that goes beyond just the buzzword. For today’s brands, the tech stack powering a delivery partner can make or break the experience.
For Mitchell, two-way SMS texting between the delivery driver and the end customer is a must-have feature—especially because the high-value deliveries like those GOAT Group handles can be more susceptible to theft if delivered to the wrong location or left at a doorstep for too long.
Mitchell highlighted the importance of “having the ability to two way SMS with your customers on delivery, so that they can say, ‘Hey, I'm not home,’ or, ‘Yeah, I'm not home, but leave it here,’ so that you do have less theft. Someone doesn't have to download an app, they don't have to put it in in advance, any of that—they're able to connect right away and get the information they need.”
“That sort of technology is priceless for a customer getting their delivery,” she added.
For Morley, last-mile delivery technology has enabled HelloFresh to have a more consistent baseline customer experience, which he described as essential for a subscription-based business.
“The tech forward approach is really unlocking the next level of on-time delivery experience,” said Morley. “So being able to find a better way to deliver exactly what the customer wants and is expecting, and then consistently have that experience week over week. In a subscription-based product delivery scenario, if it changes week over week, it ruins the experience for our customers.”
“We are seeing much improved delivery outcomes by having a tech-forward network of carriers that are really supportive of our drive to have up and to the right, constantly improving quality,” Morley continued.
3. Consistency, reliability, stability, and reputation are key factors in choosing a last-mile delivery provider.
With so many options in the last-mile space—from nationals to sub-regionals—choosing the right carrier often comes down to trust, track record, and alignment.
Morley explained that HelloFresh prioritizes reliability and consistency above all. While some smaller players lack the maturity or reach needed to support national operations, the right regional partner can provide the best of both worlds: flexibility and high performance. Overall, Morley looks for a carrier that can bridge the gap between being a one-stop shipping solution and being a trusted, tech-forward partner to the business.
“We're looking for a consistent delivery experience and then support—we want to be able to work with somebody that's going to listen to our feedback and continuously help us,” Morley said.
Mitchell highlighted the value of peer input and industry vetting when choosing a partner.
“I speak with other people in the same industry and ask, ‘Hey, what is your claim rate? Are you seeing a lot of claims? Are you getting your 98% on time? Are the transit times as expected?’ So going through that and making sure that you can vet said carrier in any way you can to get a little bit of information on if it's going to work for you and your company,” said Mitchell.
4. Bringing on a regional last-mile carrier is worth the internal learning curve.
When asked about the hurdles involved in bringing on a regional carrier, Morley and Mitchell both agreed there was a bit of a learning curve that internal teams needed to overcome. But while working with regionals may require more onboarding and education internally, both panelists agreed: the payoff is worth the lift.
“You have to sell to your company why the regional is good for you. You have to explain how it's different. You have to show them how it's different,” said Mitchell.
Morley offered a similar response, highlighting the importance of educating team members on the key differences between types of carriers and networks—and detailing why a regional carrier could be a good fit for the business.
“I think one of the biggest hurdles that we had to overcome in HelloFresh, specifically, but I think in the broader overall shipping industry, is explaining how the model differs,” Morley said. “If you're used to being a single carrier shipper, then the conception is that that is the way that shipping works.”
Expectations for branding, customer communications, customer experience consistency, and having a more complicated network were some of the conversations Morley had with his team when they brought on a regional carrier. But at the end of the day, Morley said having a really responsive carrier partner that’s willing to work hand-in-hand with brands and help with these conversations makes all the difference.
Why More Brands Are Turning to Jitsu
HelloFresh and GOAT Group both trust Jitsu as a core last-mile partner—and for good reason. Jitsu delivers end-to-end service with full visibility, flexibility, and control—adapting in real time to meet changing demand. Our dynamic batching and matching model pairs the right drivers, routes, and packages to create an Amazon-like experience for clients. Powered by purpose-built technology and an asset-light model, we scale quickly, operate efficiently, and offer better, faster, and more cost-effective delivery than traditional carriers.
Our promise is a world-class end-customer delivery experience, higher on-time delivery rates, and higher quality at competitive prices relative to the nationals and other carriers.
Ready to experience the Jitsu difference? Reach out to us at getstarted@gojitsu.com to connect with our team and learn more.
