2012 July: Text Ordering

Just when you thought you’d caught up with the new wave in technology-style ordering, the big boys have gone one step further than Web sites to introduce text messaging. Yes, you can now order via cell phone — without actually using it to call anyone.

So, what is text ordering? It’s an order via a text message from your cell phone. Most restaurants offer customers a sort of “play list” to work from. Customers must first log in online to create their playlist, and then they can use the phone to order those options.

It’s a little less flexible — and a bit more confusing — from the customer’s point of view, plus there’s less chance of upselling, since customers won’t see a complete menu. On the other hand, most people carry a cell phone these days, most use them for text messaging — and many cell phone companies now offer unlimited texting for a set price. And guess who’s using texting the most? Teens. One of your target markets. Sounds like it won’t be long before text messaging is going to be BAU (business as usual).