As the restaurant industry continues to seek ways to serve meals off-premises at faster speeds, in-car ordering is an increasingly common approach. BMW is the latest automaker to join this conversation, having just joined with catering technology company Olo to make food ordering available directly from its vehicles.
According to a press release from Olo, the two companies are currently running a pilot program for certain BMW vehicles in the United States starting in 2015. BMW car owners can check their cars for compatibility with the new food ordering program. and register on BMW Labs website.
Once the software is activated in the vehicle, users can send orders to participating restaurants directly from their cars, preconfigure their preferred orders, and pay instantly. The system is similar to the one Domino’s currently uses with Chevrolet: once a user has linked their restaurant account to it, they can order their favorite meals through the touchscreen on the car’s dashboard, order again. newer ones, pay by credit card (which is activated with the restaurant) and follow the directions to the restaurant to collect their food.
At this time, you cannot navigate menus or enter payment information directly from your dashboard. While it’s certainly safer (I can barely pick a Spotify song from my dashboard without getting the car out of the way), it also limits what users can order and customize.
Two restaurant chains, Nektar Juice Bar and Portillo’s Hot Dogs, are the first to participate in BMW’s pilot program, and there are sure to be more to follow. With more Americans spend more time driving These days, car ordering provides another channel through which restaurants can reach more people. It’s also potentially, but not totally, safer than someone using their phone while driving to order food. BMW is not alone here. As mentioned above, Chevy and Domino’s have teamed up this year to bring the Domino’s AnyWare platform into vehicles. GM’s Marketplace system has in cars since 2017 and allows users to order from Starbucks, Wingstop and other chains.
BMW may have an advantage here as its system is powered by Olo, which specializes in simplifying the third-party ordering process for restaurants and customers. That said, the on-board control concept at the moment is still pretty rudimentary – for BMW and everyone. Ultimately, however, that probably won’t stop your average non-greedy citizen from re-ordering their favorite pizza or hot dog on the way home from work, and for in-car ordering to become a regular part of the meal. the car experience in the future.