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BMW experiments with in-car restaurant ordering

Olo BMW in-car food ordering

Car maker BMW is experimenting with in-car food ordering as part of a trial that could open up revenue potential for restaurants.   

The company has teamed up with food ordering platform Olo for the pilot, which is taking place in the United States.

BMW owners can send orders to locations across the United States directly from their vehicle by visiting the BMW Labs website.

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The initial pilot involves foodservice brands Nekter Juice Bar and Portillo’s Hot Dogs.

BMW described the test as an R&D exploration of how the guest experience can translate to an in-car setting. The pilot is available for compatible BMW vehicles from 2015 onwards.

Vehicle compatibility will be checked when users log in to the BMW Labs site throughout the rest of 2019.

“Ordering lunch from the car with a push of a button – we’re living in the future!” declared Jackie Berg, VP of Marketing at Olo. “The convergence of commerce and convenience is opening up exciting potential for restaurants and we are thrilled to work with BMW and our pilot brands to experiment with how in-car ordering will evolve and shape how consumers order.”

The online ordering experience is designed for easy pre-configuration of orders, making saved favourites and making repeat orders easy.

Trial participants can order and pay with the push of a button and follow driving directions to pick up their orders.

There is no word yet on whether trials are planned for the UK market.

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Tags : BMWfood deliveryin-car orderingOlo
Andrew Seymour

The author Andrew Seymour

1 Comment

  1. BMW have been trying to monetise their ‘infotainment’ platform (iDrive, ConnectedDrive etc.) for a while and with some success., the RTTI paywall model, I assume, has been a moderate success. Putting ApplePlay behind a paywall though? I fear is going to damage this type of usage. In a modern car, this is a hygiene factor. Fine, make micro-transactions your model, but you need to make people love your platform first.

    We will see which gets scrapped first, the paywall, or the micro-transaction model.

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