The lines between online and offline commerce are blurring. The idea of “buy (or reserve) online” pick up in store is fairly well established today. Open Table is a cousin of that for the restaurant industry: online inventory management, offline fulfillment.
In the same vein, a company called Kudzu Interactive (no relation to local directory Kudzu), which owns site/app Snapfinger, just announced a new $7 million round, for a total of $11 million to date. As you may have read the company enables “remote ordering” (online, mobile) from chains and franchise restaurants for “in-store” pick-up:
The company integrates at the point of sale with the restaurant, like Open Table. And like Milo with independent local retailers, Snapfinger is working to bring independent restaurants into the system:
Snapfinger enables users to access more than 28,000 restaurants from leading national chains such as California Pizza Kitchen, Outback Steakhouse, and Boston Market, as well as local independent restaurants currently in its network. The product uses location-based technology to find nearby restaurants and enables the user to order food and complete the payment transaction in a matter of minutes. Snapfinger is fully synchronized with the restaurant’s POS (Point of Sale) system, ensuring order accuracy, real-time menu updates and accurate prep times.
Snapfinger has competitors such as GrubHub, among others, and several chains offer their own mobile ordering apps: e.g., Pizza Hut, Chipotle. Because of their convenience, however, it’s likely that centralized ordering will win out over individual restaurant apps for most consumers. Regardless the idea of mobile inventory/ordering/purchasing for offline pick-up will continue to gain steam as consumers overcome security fears.
Kudzu Interactive/Snapfinger is a company (and app) that, as it grows, will become increasingly attractive as a takeover target — including by OpenTable.