Allset Redefines Its Position in the Mobile Ordering Space

Standing out in the mobile ordering space isn’t easy. GrubHub, Uber Eats, DoorDash, and dozens of other mobile ordering platforms are competing for business in what’s already become a tight market. So how does an outsider break into the business, and break away from the competition?

For companies like Allset, the answer is to create entirely new services that competitors aren’t offering.

At Allset, which launched in San Francisco in 2015, executives are defining their company as a “pre-ordering” platform—a sort of niche within the mobile ordering space—with both dine-in and pick-up services available to customers.

Allset’s latest service, which debuted just last week, allows diners to order ahead and skip the line when they pick up their food at selected restaurants. Customers pay for their orders through Allset’s mobile app, which means they don’t need to wait to pay their bills when they arrive to pick up their orders.

The launch of this new service marks a pivotal moment for Allset, which was initially launched as a dine-in-only service. With Pickup, Allset is acknowledging that the demand for takeaway food is high, and the firm is satisfying user demand without wading into the delivery space, where companies like Uber Eats, Postmates, and DoorDash maintain a strong foothold.

“After four-plus years of pioneering sit-down meals pre-ordering, we saw a unique opportunity in combining dine-in and pickup services in one place,” says Allset CEO Stas Matviyenko. “Our goal is to be the No. 1 service for everyday dining at casual restaurants and quick-serve spots.”

Nationwide, mobile ordering is picking up steam among both restaurants and diners. According to the National Restaurant Association, 37% of restaurants now accept online orders, and 32% accept mobile payments.

Allset has partnerships with more than 2,000 restaurants in 11 major U.S. cities, including major restaurant chains like Buffalo Wild Wings, BJ’s Restaurants and Brewhouse, Bareburger, Pokéworks, Freshii, Halal Guys, and Subway.

Although getting restaurants on board with accepting dine-in orders placed through Allset was a challenge in the beginning, now more than four years in, Matviyenko says Allset has gained a certain level of trust and caught the attention of restaurants, and getting new establishments to join has become much easier.

“Adapting our services to the existing restaurant workflow is the most important challenge for us to succeed. When getting restaurants on board, it’s important to guarantee that Allset can easily fit into their processes,” says Matviyenko.

Allset found a solution to its workflow challenges in machine learning. With machine learning, the company has been able to analyze peak hours and capacity at restaurants in order to decide if its system should send more or fewer orders. Matviyenko says Allset also makes things easier for restaurants by integrating with existing POS systems.

“We have integrations with Olo, Checkmate, Ordermark, and more, so our partners can receive Allset orders directly to their POS or even directly to their kitchen,” Matviyenko says.

From the consumer side of things, Matviyenko feels confident that his company’s new pickup service will be a hit. The service itself was dreamed up by customers, who indicated in feedback and regular surveys that they would be interested in ordering takeaway food from the Allset app.

“We gather and study user feedback, so all new features are actually suggested by our users. We take their ideas and work them through,” Matviyenko says. “An opportunity to have your meal ready within 10 minutes during rush hour sounded very tempting. So we decided to try it and now are excited about the results.”

Although Pickup is Allset’s most recent feature release, it isn’t the only new service the company’s users are requesting. Matviyenko says Allset is currently working on a major redesign that will include more mobile capabilities, including personalized food and restaurant recommendations based on a customer’s diet and preferences, along with a new group dining feature.

“Our goal is to help a busy person get a quick and convenient meal outside,” Matviyenko says, “and we’re passionate about always improving the customer’s experience.”

Stephanie Miles is a senior editor at Street Fight.