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Mobile Ordering is not new. As soon as Starbucks, Panera and others restaurants started offer mobile ordering, I started using them. Often, this is done through a mobile app available on a smartphone which geolocates you to the closest retail locations.
Why mobile ordering?
I like spending time wisely. Waiting is not time spent wisely. If I have to wait for anything, I listen to audiobooks or podcasts. If I can mobile order a coffee from Starbucks before I walk into the store, I do. The beverage is ready and paid for when I walk in. I walk past all the people waiting in line, find my drink (not hard since few do this today).
Mobile orders are given priority which means I wait LESS than if stopped thinking to wait in line to order a coffee. Why would I want to do that?
Advantages to mobile ordering
You win back time. Less waiting for your order since it is now a priority. Mobile order minutes before arriving. Helpful when traveling. Walk in. Pick up the order. Consume your order.
You can still configure order as you normally would. If you want your beverage prepared a specific way, these are all options during the mobile ordering process. Same thing if you order food, but you want them to hold the onions.
Some mobile ordering apps we’ll remember your previous orders to make it easier the next time you order. With a few less taps on your mobile device, you can save time during the ordering process as well.
Of course, mobile ordering can include delivery you don’t have to go anywhere, provided the establishment delivers to your location. I typically use mobile ordering when I’m commuting or traveling.
Discounts or rewards for mobile orders are common for retailers who try to make mobile orders more popular.
More retailers are offering mobile ordering as an option to speed up the process. A number of companies enable mobile ordering for restaurants with their giving menu options and branding.
I see no purpose to talk to someone about ordering my food or beverage if I can mobile order it and speed up the process. If I am grabbing and going, I see no reason to chat or pant while waiting for your order.
On the other hand, if I am going to sit down and be social, then I will not mobile order. I plan to be there a while. If some startups have their way, waiters will no longer exist next decade.
Some people who feel social pressure find issue with the tipping part of a mobile app. I find the appearance of a tipping request common now (after all, it can makes them more money), but if the person did nothing to earn a tip (which is often the case) beyond their normal counter level service that I pick up myself, I don’t tip. Period. I fail to yield nor see any social pressure nor peer pressure if I need to make an order by mobile device or at a counter, then pick up my order myself.
Delivery is another question though. I will tip if someone delivers my mobile order to home, office or where ever.
It’s also a conversation to have with people you are mobile ordering with. Something new.
Try mobile ordering next time it’s available.