Merchants are set to enhance their customer service efficiency and practice, and consumers are prepared for a more convenient and satisfying solution to long line-ups. Avanti Commerce sees this new attitude in mobile users and knows that the Quick Service Restaurants (QSR) industry is ready to take the next leap in mobile integration.

Anytime and anywhere, restaurants using the Avanti platform will be able to receive orders and payment from their guests moments before arrival. And guests are now able to have a saved database of favourite customized orders, access to handy all-in-one payment and chances to earn loyalty rewards over time. It’s not just a web interface like Amazon or Ebay—it’s a complete order, pay and fulfillment kind of mobile platform or Real Mobile Commerce.

“Just because you can do something on your mobile phone doesn’t mean it’s helping you with your mobility,” said Jason Strashek, founder and CEO of Avanti Commerce. “It’s supposed to be all about the convenience. It’s supposed to be about ‘I don’t have to wait at home to take a phone call. So why should I be waiting in line inside a store if I can just order something off my phone when I’m walking?’”

Flashback to the ‘80s: It was a time when bank patrons would wait in line patiently to withdraw money, and an age where if you miss the ridiculous bank hours there is simply nothing you can do. Technology changed all that. Online banking, ATM and other convenient solutions changed the culture of banking forever. And Avanti Commerce knows that it’s only a matter of time before consumers demand the same from QSR favourites: Starbucks, McDonald’s, Tim Hortons and Subway.

“A lot of the restaurant industry are laggards, they don’t buy technology unless they have to,” said Strashek. “We saw them get into that area with near field communication and tap and pay. But tapping my credit card is not so different from tapping my phone, so why should venders go and invest so much money in it?”

Customer value and profit margin are two important aspects that dining companies take into consideration when purchasing new technology. What Avanti Commerce is going to add is the immediacy of fulfillment (measured in minutes) and options in priced and not-priced modifications (shaken, extra hot, etc.).

“Take your loyal customers and offer them a VIP service,” said Strashek, “that is basically like will call. Come in. Come out. You got your product. You’re gone. And [the restaurant] rewards you.”

Long lineups are always a challenge for employees and an annoyance for customers. While some companies demand that workers serve their guest faster, others believe that quality is still paramount. Regardless of the restaurant’s work ethics, Avanti Commerce believes that gradual steps away from the point-of-sales culture needs to be made.

The appetite is there for an alternative that works—fast. In July 2014, selected Subway restaurants will be teaming up with Avanti to bring customers the ultimate mobile service and satisfaction.

It’s as simple as it sounds. Log on. Order. Save. Pick up. And do it all over again when you’re hungry. Technology has changed banking, public parking and communication forever, now it’s time to see what it can do to the way we order lunch.