In an effort to compete with fast food brands on speed of service and convenience while still providing high-quality, made-to-order products, fast casual brands saw that digital ordering could make them faster than their fast food competitors. Customers could order online and schedule a pickup time. The online ordering platform could fire the order into the kitchen just-on-time, so that the order would be prepped and bagged at the perfect time: synchronized with the customer's arrival at a special pickup area where they could have a VIP experience and skip the line to collect their order.