The incentives need to be useful though. Realistically it’s Google doing the routing anyway and cyclists ignore it when they know a faster path. GrubHub cannot reasonably fix that unless they’re going to fine delivery workers when they deviate from the route, which seems absurd given that delivery workers will legitimately deviate for faster routes that are equally safe.

Making GrubHub liable for accidents also doesn’t do much. Accidents are relatively uncommon anyway and it’s probably very affordable to just eat the cost. Plus I’m not sure how GrubHub would force safer cycling even if they were incentivized to do so.