| Ordering Lunch Without
Logging Off
Restaurant Business February 10, 1996 Sometimes the best ideas come from people totally outside of the restaurant industry. And so, proving once again that necessity is indeed the mother of invention, a busy computer technologist named Craig Cohen has developed [Waiter.Com], the first on-line ordering system for take-out food. "When I worked in high-tech," says Cohen, "we always ordered from places like Togo’s," (a popular sandwich and salad shop based in Campbell, Calif.). But passing around paper slowed him and his colleagues down, assuming a menu could be located, that is. To top it off, Cohen liked his sandwiches with a couple of special requests. Explaining over and over again to the busy person on the other end of the phone was another drag. Together with vice president Michael Adelberg, Cohen decided to streamline the process. They went around to local eateries, convinced them to pay fees for posting their menus on line and then designed [www.waiter.com], the web page. Here’s how it works. Menus appear attractively at the site, along with information about delivery and pick-up. Cohen and Adelberg update them as needed with specials and promotions. Busy techies just point and click. The information is transferred to a fax machine and print out at the desired eatery. Although the [Waiter.Com] page can be pulled up anywhere in the country, only restaurants in the Silicon Valley are currently on-line, in the meantime, take a peek anyway at http://www.waiter.com. |