German automotive major BMW and on-demand food platform Olo have partnered to test a food ordering service in the US.
Nekter Juice Bar and Portillo’s Hot Dogs will be the first live brands to take part in this in-car ordering pilot through BMW vehicles.
The trial is being conducted as a research and development (R&D) experiment to understand the ordering experience in a car setup.
Drivers can visit the BMW Labs website to place orders from their vehicles to locations in the US.
The pilot is available for compatible BMW models, which can be checked when users access and login to the BMW Labs website.
Olo marketing vice-president Jackie Berg said: “Ordering lunch from the car with a push of a button — we’re living in the future. The convergence of commerce and convenience is opening up the 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.”
Users can easily make repeat orders from their saved favourite foods and beverages in the main menu.
After placing an order, the user can pay by clicking a button and can follow the navigation system for driving directions to pick up their orders.
Nekter Juice Bar co-founder and CEO Steve Schulze said: “Since day one at Nekter Juice Bar, it’s been our mission to make our menu of fresh and nutritious juices, Superfood smoothies and acai bowls easily accessible to everyone on their individual paths to wellness. Collaborating with innovative and forward-thinking brands such as BMW and Olo will help us expand this accessibility while also supporting our speed-of-service initiatives for people on-the-go.”