The Melt – Barcodes now good for one grilled cheese…
Jonathan Kaplan, Former CEO of Flip, makers of the once popular point-and-shoot video cameras has a rather crazy idea. His next venture is to open a chain of restaurants called ‘The Melt’, specialising in grilled cheese served fast, anytime, any location.
How fast? Well you can place an order long before you make to any branch of The Melt the restaurant chain and can pick it up with a quick scan of a barcode on your phone screen.
AllThingsD.com has a demonstration video of The Melt service showing off the mobile website ordering process [skip to around 4m30s for the start of the ordering process].
All the promotional material, press releases and website mention QR code but that looks like a datamatrix code to me. This is of course still in development and may not represent the final proposition.The first restaurants are claimed to opening in San Francisco at first, sometime in August.
It seems like a crazy idea but they say when people say that it means it is disruptive, maybe I don’t understand the fascination with grilled cheese.