The use of digital ordering by restaurants comes as an expected evolution of the industry. For decades, brick-and-mortar retailers have worked to revise and define the best practices for embracing an omnichannel experience for customers. Since the rise of the internet, customers have enjoyed the flexibility to order their favorite products from online platforms, by telephone, and by visiting a brick-and-mortar location. However, retailers had overlooked a grand opportunity to collect data and improve customer experiences; they sought to blend the experiences into one shopping journey. The same evolution is now occurring within the restaurant industry, and digital ordering by restaurants is contributing to the implementation of an omnichannel effect that will create a unified dining experience, regardless of where customers eat.
