Does Mobile Ordering Make Fast Food Faster?
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eMarketer reports: Whether through an aggregator like SeamlessWeb or directly from the restaurant, consumers are rapidly adopting online food ordering. Many patrons find ordering ahead of time easier and more accurate than dealing with a harried cashier or a garbled drive-thru speaker, and some establishments that provide mobile ordering offer incentives like discounts or skipping the line to entice customers to try using this emerging channel.
As of November 2010, nearly two in five US internet users had ordered food online from a restaurant, an increase of 90% over the previous year, according to a Technomic survey.