Lenny’s Sub Shop is letting time-crunched consumers skip the line, order their favorite food via a mobile ordering application and pick it up at their nearest location.

The 150-unit franchise company is looking to revolutionize the way that its customers order their meals. The app is available for iPhone and Android devices.

“We are a very technologically progressive company,” said Brent Alvord, president of Lenny’s Sub Shop. “It’s all about convenience for our customers.”

Mobile sub
Lenny’s decided to launch a mobile app for its brand loyalists.

The app lets customers order their favorite sandwiches, pay for it via their mobile device and pick it up at any Lenny’s location.

Consumers can order via their mobile device

Consumers can browse different subs via the application and choose from different breads and ingredients.

Additionally, Lenny’s customers can save their favorite meals to their smartphone for easier access the next time they want to order.

Consumers can choose the sub they want

“Convenience plays into the lunch time crowd and that’s where a majority of our business is,” Mr. Alvord said.

Point of order
Lenny’s is one of only a handful of national restaurant brands to launch a mobile ordering application.

However, industry experts predict that 2011 will be the year branded apps take on roles greater than just games and loyalty programs.

According to a recent eMarketer study, of the 22 percent of quick-service restaurants with mobile apps as of December 2010, just 22.7 percent allowed customers to order.

Mobile ordering apps are continuing to gain momentum with franchises and consumers.

“We’re getting the word out about the app by blasting out an email to our rewards members,” Mr. Alvord said.