U.S. quick service restaurants starting to utilize online, mobile ordering for faster service to customers; establishments risk hurting brand if quality suffers, analyst says

LOS ANGELES , October 18, 2011 () – U.S. quick service restaurants are starting to utilize online and mobile ordering for faster service to customers, Nation’s Restaurant News reported Oct. 17.

Last August, for example, The Melt – a gourmet grilled-cheese sandwich and soup establishment – launched online ordering in San Francisco. In Arizona, meanwhile, some Sonic Drive-In restaurants are experimenting with online ordering. Also, service provider Snapfinger has developed technology that it said will ensure the quality of pre-ordered take-out food.

Larry Miller, a managing director and restaurant analyst for RBC Capital Markets, said the technology could enhance the customer ordering and customer service experience. The risk, said Brad Ludington of KeyBanc Capital Markets, is that if food quality suffers, then restaurants risk hurting their brand.

The primary source of this article is Nation’s Restaurant News, New York, New York, on Oct. 17, 2011.

* All content is copyrighted by Industry Intelligence, or the original respective author or source. You may not recirculate, redistrubte or publish the analysis and presentation included in the service without Industry Intelligence's prior written consent. Please review our terms of use.