You’re at the office and you’re hungry but you’re tired of the same old places. You go on Yelp to look for a new place to eat. (Not where I’d go, but apparently it’s where some people go.) You find Harry’s Italian Pizza Bar and wow, they have terrific reviews. Gotta try it – now here’s the make it or break it moment – you place your lunch order right there on the page so it’s ready when you arrive to pick it up.
Without that order system, you might head out thinking you’re going to go to Harry’s but end up at the Greek place that’s two blocks closer. Bad news for Harry.