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SBJ/Feb. 7-13, 2011/In Depth
Bypass Lane streamlines food orders
Published February 7, 2011, Page 17
The Bypass Lane technology carries a surcharge, typically 99 cents, above and beyond normal concession menu prices. In some cases, such as at the University of Texas’ Erwin Center, that surcharge is subsidized by a corporate sponsorship.
Other Bypass Lane clients thus far include the Texas Rangers, Phoenix Coyotes, Carolina Hurricanes and University of Georgia. The company is also pitching its technology to major stadium and arena concessionaires.
“Mobile ordering is happening, and teams and food vendors are all at different points now of figuring out what their strategies are,” said Brandon Lloyd, Bypass Lane president. “But mobile ordering is definitely here and here to stay. It’s not a question of if, but when and how.”