admin Ultimate is a digital platform designed and created by Grubhub that allows customers to place pickup orders through the Grubhub app and gives restaurants software and hardware to manage the orders.
The company said that ‘Ultimate’ has been under development for about 5 years now. It began as an app that allowed students at Ohio State to place food orders while being in the class and get details about their food like when will it get ready?
We have big restaurant chains offering this service, but with ‘Ultimate’ any restaurant can add itself to the list.
One key feature of the application is that it displays the Estimated Time for Arrival (ETA) of the food.
Padma Rao, vice president special projects at Grubhub said, “It’s a continuation of connecting the diners to the restaurant. But it is a completely different experience. The customer can actually see where their order lives in context to the kitchen. It’s about owning the customer and all the different ways they want to interact with the restaurant.”
According to a market researcher for the NPD Group, the industry-wide pickup orders account for more than 58% of all digital orders and 50% of takeout sales.
Another market study by Morgan Stanley concluded that $350 billion is spent annually on food purchases from restaurants.
Matt Maloney Founder and CEO of Grubhub stated that their company is focusing on taking the technology to small and medium-sized restaurants. In a press release, Maloney said, “Diners have come to expect ordering ahead for pickup to breeze through busy rush hour crowds and grab their morning coffee or lunch, but currently they can only enjoy this convenience at large QSRs. Ultimate now gives restaurants of any size this ability to please diners with an easy, digital pickup experience.”
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