So why would people that like to eat — let's call them food lovers — be triggered by a chatbot ? We can think in the first place that food lovers are explorers: they like to discover new things, taste new experiences, get their senses inspired. We can definitely align chatbots on that mindset: we have left the era of apps and chatbots are the new cool kid in town, and it's all about discovering them, see how different they act and how the messaging interaction approach differs from the old (and maybe boring) way of working.
Why would it further matter ? For those people open to innovation and new things, speed matters. If you want to discover new things, but you have to wait on someone/some thing to happen, it means there is a loss of opportunity being created. People that appreciate time absolutely try to avoid that. So a chatbot in food ordering must be fast (technically) but also must help speed up the process. There's no point in having a fast chatbot whereby the existing (maybe offline) process is being slowed down.
With Ask Emma
, our own chatbot that's running for multiple restaurants, we learned a lot about the things that matter in a food ordering process. You can have the greatest UI, the best UX, but what matters in the first place is the speed of the process. If you fail to deliver at merchants' side, you will never be able to deliver this 'order beverage experience' that you hope for. And still, it's what lot of IT driven companies seem to ignore.