It definitely is a suicide mission if you are running the business with a pure economies of scale mentality. There are so many nuances that can be a competitive advantage if you do it right and a dealbreaker if you do it even slightly more wrong than a competitor. For example, simple and common heuristics from off the shelf TSP solver libraries can have 30 to 50% worse (measured in cost) routes than top tier TSP solvers with as few as 15 stops. The overhead of brick and mortar vs industrial style warehousing can be a 20-40% cost disadvantage (I would bet against instacart for this reason alone). If you dont start from the beginning with the right expertise, you will never have the cash padding deep enough to ever get it right.