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GLOBAL 2016: Mobile ordering complicates food preparation timing

Because of the shift in consumer mindset, they now expect the ability to preorder. But preordering presents food preparation logistics challenges for fast food restaurants, which cannot start a fry order 10 minutes before the customer arrives and simply hope that food will be hot and crisp when the customer arrives. For fast food preordering to work, operators need to convince consumers that preordered food consistently would be ready on time and taste good. On the positive side, preordering where customers use an app to make their selections, could improve order accuracy.
 
Jason Bass
Group Director, Client Engagement
VML
Jason.Bass@vml.com