Pre-Ordering and Upscale Dining: Can it Work?

If you search the news pages for mobile and online ordering technology you will easily find stories that mention Domino’s Pizza, Papa Johns and Starbucks; large chains with a reputation for ‘fast’ food and beverages. These chains are loved by consumers the world over but may not be perceived by consumers as “upscale."

Because of the publicity that these large chains have garnered from their successes with mobile and online ordering, one might assume that such technology can and should only be employed by them and other similarly categorized QSRs. We believe that assumption is wrong. There has not been much publicity surrounding pre-ordering at premier venues, but that doesn’t mean it can’t or isn’t happening.

Technology-centric restaurant services are important to a broad spectrum of consumers, not just consumers that frequent establishments like Domino’s Pizza and Starbucks. Nowadays millennials, and beyond, expect their favorite restaurants to have a presence on…