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Do people really want a separate app for each restaurant? How many applications do people want? Maybe the reason most restaurants don't have an iPhone app is they have a website where you can accomplish the same things.

Most people only order take-out from a few restaurants, so having a different app for each restaurant is not a major burden on the users (and far easier than getting any large collection of chains interested in doing some sort of meta-order app.) A web app will also have more difficulty in getting the users current location, information which this app can use to direct the order and user to the nearest restaurant location.

Wow, did the company really not think that far ahead?

How difficult is it, really, to set up a service that can be scaled these days?

This is a good reason to hire the best systems- and programming-level guys you can. They wouldn't have overbuilt the system, but they would have thought far enough ahead to: "What if we need to scale?"

Who doesn't want a great big, GPS enabled, "FEED ME" button?

The Case Of The Missing Burrito