Mobile order share

Definition

The share of orders placed and paid through an app before the customer walks in the door.

Why It Matters

An order placed before the customer arrives changes the whole shape of the shop: fewer people at the register, more pressure on the bar, and a queue that forms in a different place. It also moves a share of the relationship to a platform that keeps the customer data and often takes a cut. Ask for orders and revenue by channel for a year, and ask what the platform charges.