The app helps hungry consumers bypass the line. The app is available for free download in Apple’s App Store.

“Moe’s Southwest Grill is launching nationwide a mobile app that provides a way for customers to pre-order and skip the line at the restaurant,” said Brett Campbell, director of marketing at Moe’s Southwest Grill.

“The app allows a customer to expedite the ordering process to get fresh, great tasting food even faster,” he said.

Moe’s Southwest Grill is a fast-casual restaurant franchise featuring southwest fare with more than 440 locations in 33 states.

Dining to go
Via the iPhone app, consumers can use the device’s GPS technology to find nearby locations.

Consumers can find the nearest location

Additionally, consumers can customize their order, and pre-pay for it.

Once users are at the Moe’s Southwest Grill location, they can walk in, bypass the line and pick-up their order.

The app also lets consumers store their credit card information for faster ordering.

Consumers can also save their favorite meals.

The app also includes social features that let consumers share their activity with friends and family via Facebook and Twitter.

Consumers can order their meals via the app

“Companies have to be in the mobile space,” Mr. Campbell said. “Consumers are expecting brands to play in this space and deliver something that is useful to them.

“If brands can make purchasing easy, I definitely see more consumers using their mobile devices for more purchases,” he said.

Proliferation of orders
Moe’s Southwest Grill is currently seeing a higher average ticket on orders done through the app and an increase in frequency due to the ease of ordering and the speed of service.

“Commerce is just one component,” Mr. Campbell said. “Consumers are expecting more from brands and are expecting that experience to literally be at their fingertips through their mobile devices.”

Final Take
Rimma Kats is associate editor on Mobile Commerce Daily, New York