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As technology changes, so too does consumer expectations of the type of restaurant service being offered. Online ordering has been one way things have altered – think of the success of sites like www.menulog.com, making things faster and more convenient for customers.

Now, the explosion of “smart” phones and text messaging has seen the food service industry tap into another technology trend.

One major chain taking advantage of this phenomenon has been Domino’s Pizza in Australia, launching an enhanced mobile phone ordering platform, with new features like the Pizza Tracker. It allows customers to track the status of their pizza order on their phone – within 60 seconds of accuracy. There are optimised sites for iPhone, Palm Pre and Android devices.

As well, a new company has also developed a text message ordering service for restaurants, which independent operators could do well to benefit from. In the US, Zinglenow.com provides restaurants with a small text message device, with a built-in thermal printer for printing orders. Customers place their order by sending restaurants a text and can then slip in and pick up their meal, without having to wait in line. Zinglenow.com charges a flat monthly rate for its service and several franchises have already signed up, including Subway and McDonald’s. It’s a particularly attractive option for those wanting to attract – and keep – younger clientele.

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