A former Waitr executive, Joe Stough describes that company’s most successful era like this: It was a blue ocean. It’s a business term that describes what amounts to the perfect conditions for a new business: virtually no competition, high demand and nothing keeping it from being successful. Simply put, there’s no ceiling. Waitr, the delivery company now known as ASAP, was highly successful in virtually every market it set up shop from 2015 until 2017 until it encountered what Stough described as “blood in the water” in the form of competition in 2018.