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.
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.