Mobile ordering transformed the quick-service restaurant (QSR) industry. Today, web- and app-based orders make up a significant portion of sales for major chains.

Now, as mobile orders increase restaurants face the challenge of fulfilling them without disrupting the in-person customer experience. QSRs promise speed and reliability. But though mobile ordering can add convenience, it can also create headaches for both customers and employees should the technology behind mobile ordering fail.

The success — or failure — of a mobile ordering system depends on the underlying connected products integrating with online platforms. The resulting omnichannel experience means customers get their choice of a mobile or face-to-face experience. 

But when integration and connectivity issues arise or connected products malfunction, frustrating experiences result for customers and staff alike.

Let’s explore how six leading QSRs handle mobile orders. We’ll look at where they struggle and where connected products work successfully alongside mobile ordering technology.

Chipotle: Digital Integration, Automation Gaps

Chipotle has made significant investments in technology and digital infrastructure to support mobile orders while maintaining a great in-store experience. The company introduced "Chipotlanes," drive-thru lanes exclusively for mobile pickups, to reduce congestion inside stores. Their Digital Makeline (DML) allows employees to prepare online orders separately from in-person ones, improving workflow.

This system isn’t perfect. Customers have reported receiving incorrect orders due to mismatches between app selections and in-store inventory. One customer noted that when they returned to the store to fix their order, an employee admitted that the POS system failed to carry over certain ingredients from the app: "The team lead informs me they have been having an issue with the mobile orders, and some ingredients disappear from the computer screen, even though my label clearly listed all ingredients."

One problem? Employees struggle when key ingredients are unavailable. Since the app does not display real-time inventory, customers can place orders only to find out that a crucial component, like guacamole, is missing. One Chipotle worker explained how this creates headaches for staff: "If you wait for availability, you get in trouble for not completing orders on time. If you complete it with what you have, then you get in trouble for accuracy being off."

Chatbots only add to customer frustration. Instead of allowing employees to resolve mobile order issues, Chipotle requires customers to interact with an automated helper, which one user described as taking 10 minutes to do something an employee could have handled in two seconds.

Though Chipotle has taken industry-leading steps to create a distinct, efficient mobile ordering experience, these issues demand a more reliable app-to-POS connection, and a better balance between digital and in-person service. 

Starbucks: Balancing Digital Growth with In-Store Flow

Starbucks pioneered mobile ordering in 2015, allowing customers to place and customize orders through the app, skip the line, and pick up their drinks at a designated area. The rollout was hugely popular. Today, mobile orders make up a majority of Starbucks' sales, making its app an integral part of its operations.

Over the years, Starbucks has continued to refine its mobile experience, integrating personalized recommendations, loyalty rewards, and real-time order tracking. The app is deeply integrated with the in-store point-of-sale (POS) system to populate digital orders in real time. For digital-first customers, the app is an essential part of their routine, with many using push notifications and order tracking to time their arrivals perfectly.

But the app and the POS don’t always work in perfect harmony. Customers have reported getting “your order is ready” notifications before the barista has finished making their drinks, a sign that Starbucks needs to better manage communication between the devices.

Connectivity glitches aren’t the only problem. Mobile orders account for so many transactions that in-store congestion has become an issue. Baristas are tasked with managing the front counter and in-store needs while juggling an endless stream of digital orders. Customers arrive at stores expecting a quick pickup, only to find staff overwhelmed. "Never-ending and unregulated mobile orders ruin the experience for our cafe customers," one Starbucks employee vented online.

Starbucks recognized this issue, and the company is testing a new algorithm to address it. The algorithm will drive a shift from a "first in, first out" approach to a sequencing system that balances mobile orders with counter orders. The point of this update is to make sure digital convenience doesn’t come at the expense of a cozy cafe experience.

Panera Bread: Convenience Needs Consistency

Panera Bread has positioned itself as a leader in digital convenience. The MyPanera rewards program integrates with the app, providing customers with personalized deals, easy reordering, and streamlined checkout. Geofencing technology enables Panera’s Rapid Pick-Up feature, helping employees make food just in time for customers to pick it up.

Unlike traditional fast-food restaurants, Panera’s business model blends quick service with the sit-down cafe experience, making mobile ordering both an advantage and an operational challenge. Customers expect fast service with freshly prepared food, and Panera’s mobile ordering technology is designed to facilitate that — when it works properly, that is.

Despite the advanced system, ongoing technical challenges impact both customer satisfaction and store operations. Geofencing doesn’t always work. Some customers report having to verbally ask for their order when the feature fails, while others say the opposite: they receive a notification that their order is ready when it isn’t. This creates confusion for customers. “Am I supposed to wait in line to ask for my order, or is it okay to ask someone who is rushing around behind the counter for my order?” one customer wrote.

These failures point to a miscommunication between the geofencing system, the POS, and the kitchen display screens, leading to delays that frustrate customers who specifically choose Panera for its Rapid Pick-Up feature. Remote monitoring and management (RMM) of these devices could help the restaurant live up to its promise.

How Remote Monitoring and Management Can Help Fix Mobile Order Issues

RMM for connected products (read our guide) can help QSRs maintain stable digital infrastructure, ensuring that:

• Orders sync correctly between the app and in-store POS systems.
• Real-time inventory tracking prevents unavailable items from being ordered.
• Geofencing reliably prompts employees to prepare priority orders.
• Automated support doesn’t replace human customer service where it’s needed.

With RMM, QSRs can provide the seamless, customer-first mobile ordering experience that today’s diners expect, without compromising on the in-person experience. Canopy offers the tools QSRs need to remotely monitor and manage restaurant technology, keeping systems running so that mobile and in-person orders can work together rather than against each other.

Order Up Success

The big takeaway from these stories is this: 

While mobile ordering helps quick-service restaurants deliver great experiences and improve customer stickiness, poor implementation of technology can create more problems than it solves. QSRs must ensure their technology is well-integrated from online to in-store, with all systems and solutions working as intended.

How restaurants and QSRs like Starbucks, Chipotle, and Panera Bread successfully manage physical technologies and mobile apps is very much innovation in progress.