GB2492949A

GB2492949A - A communication system and method for remotely ordering edible and drinkable products

Info

Publication number: GB2492949A
Application number: GB1111812.2A
Authority: GB
Inventors: Paul Damien Dunn; Elizabeth Mary Dunn
Original assignee: Individual
Current assignee: Individual
Priority date: 2011-07-11
Filing date: 2011-07-11
Publication date: 2013-01-23
Also published as: GB201111812D0

Abstract

An order communication system 1 and method of remotely ordering one or more edible and/or drinkable products comprises an ordering device 6 to remotely send a message 2 containing a reference code that directly relates to a product. The communication system 1 also comprises an order receiving device 14 that receives the message 2 from the ordering device 6 either directly or via a web-server. The order receiving device 14 extracts and compares the reference code with data in a look up table or database such that the related product is identified and is displayed to allow the order to be prepared. The message may be a text message or email and a response message may be sent by the order receiving device notifying the customer that the order is ready for collection. The ordering device may be a remote handheld mobile device or an electronic console, including an interactive menu.

Description

A COMMUNICATION DEVICE AND METHOD FOR REMOTELY ORDERING EDIBLE

AND DRINKABLE PRODUCTS

FIELD OF INVENTION

The present invention relates to an order communication device operable to remotely order one or more edible andior drinkable products for collection from a retail outlet. In particular, the present invention also relates to an improved device and method of serving a customer edible or drinkable products at a retail outlet.

BACKGROUND TO THE INVENTION

Generally, consumers queue in, for example, a bar, a night club, a coffee shop or a fast food outlet in order to purchase food or beverages. Often in these situations people need to wait inordinately lengthy times for service. These situations are illustrated in Figure 1.

In each of the illustrated situations the consumer or customer approaches a counter in a retail outlet and generally needs to queue until they reach the service area where the order is generally placed by the customer verbally communicating with a member of staff and then the customer generally needs to wait for the order to be prepared and to pay and collect the order.

The inordinately lengthy waiting time to place and collect an order can often result in frustrated customers and staff alike.

An issue that is currently facing retail outlets such as bars, night clubs, coffee shops or fast food outlets is the increasing incidents of health related problems, such as obesity, heart disease and liver disease; all of which are commonly associated with excessive food and/or alcohol consumption.

Government guidelines and legislation provide recommendations relating to the maximum volume of alcohol consumed by a person. For example, the UK Government's guidelines for good health are that women should not regularly exceed two to three units of alcohol per day and that men should not exceed three to tour units of alcohol per day. It is envisaged that in the future the Government will require publicans, hoteliers etc. to display the alcohol level (units) and to supply nutritional details of each beverage and food products as supplied such that the consumer is fully informed and such that the consumer can make an informed choice about how much alcohol and/or food they consume.

Whilst many retailers and manufacturers already voluntarily attempt to provide such information, it is often too general, it is hard to find, it is limited to certain types of products, or it is not tailored to the consumer so cannot be of any real benefit.

The cost and difficulty involved in providing relevant and specific information often acts as a strong disincentive to retailers and manufacturers. Some very comprehensive sources of food and drink health-related information do exist! including sources accessible at a point of sale in a retail outlet and from using a mobile communication device. However, the onus in this situation is on the consumer to retrieve the information.

Typically, in bars, clubs and wine bars beverages are served in glassware! a receptacle suited and/or associated with the beverage purchased. For example, draught beers and lagers are generally served in half-litre (pint) or quarter litre (half-pint) glasses and wines and spirits are served in for example stemmed glasses or tumblers, As such most beverages are supplied separate from original packaging. Therefore, the customer is not always informed of the alcohol units/content of the beverage purchased and any nutritional information about the beverage. Some beverage manufacturers provide outlets with branded glassware for serving the particular branded beverage. This provides an opportunity to provide the unit content and any nutritional information relating to the beverage on the glass as a way to inform the consumer of the alcohol units in the beverage consumed.

Similarly, food purchased in a restaurant or take-away establishment is generally provided on a plate or in a receptacle that does not/cannot display any details of general nutritional information, such as calodfic value, salt content and fat content in the food to be consumed.

It is desirable that the present invention provides an improved order communication device and system whereby the consumer is not required to queue.

It is also desirable that the present invention provides an order communication device that is operable to remotely place an order for edible or drinkable products such that the customer is not required to queue.

It is further desirable that the present invention provides a communication device that provides a communication link between a customer and a vendor such that an order can be placed remotely.

It is also desirable that the present invention provides a communication device that is capable of providing informative feedback to the customer from the vendor in response to a placed order.

It is also desirable that the present invention provides a method of serving food and/or drink to a customer at a retail outlet.

SUMMARY OF THE INVENTION

According to a first aspect of the invention there is provided an order communication device operable to remotely order one or more edible and/or drinkable products; wherein the communication device comprises: at least one ordering device operable to send a message containing a reference code directly relating to an ordered product; and an order receiving device operable to receive the message; and wherein the order receiving device is operable to extract and compare the reference code with data in a look up table or database and to identify a related product from the look up table or database and to disp'ay the related product.

The message may comprise a short message in the form of a text or emaiL The format of the reference code may be accessible to a customer from printed literature, for example a menu, beverage list, a software application or a website.

The reference code may comprise a dedicated code for each item that can be ordered. The dedicated reference code may comprise a two character alphabet code. The two letter reference code may be a personalised, memorable item identifier. The reference code may comprise alphanumeric data where alphabetic characters may represent the item or items to be purchased and the numeric data may represent a quantity of item or items to be purchased. In addition, the reference code may comprise punctuation marks to indicate that an order comprises a plurality of items, a mixture of items and for examp'e to indicate the end of the order. Alternatively, or in addition the reference code may further comprise a dedicated end of message code.

The ordering device may comprise a hand held mobile device, for example, such as a mobile phone, Blackberry®, phone® etc. Alternatively, or in addition, the ordering device may comprise a console or table mounted device operable to remotely communicate with the order receiving device, for example the ordering device may comprise an interactive menu; wherein the interactive menu may comprise an electronic tablet device. The ordering device may comprise a touch screen for use in compiling an order The product related to the reference code may be displayed on a display screen that may be separate from or may be integral with the order receiving device. The display of the related product occurs after extraction and comparison of the reference code with the data in a look up table or database, may be in a format readable to a human operative. Processing the reference code and displaying a translated message in a format readable by a human operative may simplify and expedite processing and finalising of orders by a human operative for a customer.

The order receiving device may be operable to send a response to the customer via the ordering device with details of the status of the order. The response may comprise a text or email message in a format readable by a person. The response may contain information relating to the status ot the order.

Alternatively or in addition, the response may comprise a request to the customer to provide a confirmation that the order is valid. The response may comprise a count of how many orders have been placed by any given order receiving device. The response may also comprise details of erroneous orders and the number of erroneous orders placed by a given ordering device. The response may also comprise a warning in respect of limitations set by the communication device relating to predetermined number of orders in any given category, for example the categories may comprise maximum number of orders placed, maximum number of erroneous orders placed and maximum number of cancelled orders Alternatively, or in addition, the response may comprise information relating to nutrition and/or health factors associated with the edible and/or drinkable product ordered. Having access to such information relating to edible and drinkable products may allow the customer to make a more informed choice regarding the food and beverages they consume.

A communication device according to the first aspect of the invention may allow a customer to place an order for goods from a first location and to collect the ordered goods from a second location.

The first and second locations may be in a single setting. For example, a single setting may be a coffee shop, a public bar, a wine bar, a fast food outlet, etc. Alternatively, the first and second locations may be in different settings. For example, the customer may be travelling to a venue and may place an order before arriving at the venue such that the order is available on or soon after arrival. In this regard, the reference code may contain details of a retail outlet in which the order should be placed and collected front The order may include a venue related reference code. Each venue reference code, in one example1 may comprise a three letter code, which is personalised and memorable and is associated with a particular retail outlet.

The communication device may also comprise means for data collection. The data collected may be stored for statistical analysis, wherein the stored data may comprise, details of where the order was placed, details of who placed the order, details of the ordering device from which the order was received and/or details relating to a typical order content.

Alternatively, or in addition the collected data may be used to monitor the number of orders placed and to communicate with a user of the ordering device regarding the number of orders placed, such as when the number of orders placed from a single ordering device seems excessive over a predetermined time period.

The communication device of the first aspect of the invention may also comprise means to validate or authenticate the text or email message received by the order receiving device from an ordering device. Validation of the text or email message may allow for invalid orders to be discarded or ignored such that only validated or authenticated orders may proceed to be processed or prepared. Advantageously, the number of uncollected orders and disposed orders will reduce with such a measure in place.

The communication device may further comprise a blocking and unblocking mechanism, wherein excessive orders may initiate blocking delivery, receipt or processing of further messages from a particular ordering device. The communication device may block orders when, for example, an excessive number of orders have been placed, or the ordering device has previously placed an order and the order was not collected.

An advantage of a communication device according to the first aspect of the present invention is that the customer may avoid queuing to place an order and to receive goods. By placing an order in advance via a message, for example a shorthand text message or email, the customer can place an order without queuing. Moreover, whore a reply message S advising the status of the order is received the customer can also obtain the related goods directly without queuing when the order is ready.

A further advantage of a communication device according to the first aspect of the invention is that nutritional, calorific and other health related information relevant to the ordered product may provide the customer with important information relating to the product and therefore allows the customer to make an informed purchase.

Advantageously, in use, the communication device according to the invention maintains human interaction between a customer and a vendor upon collection of an order. This is particularly important in the case where the ordered goods are alcoholic beverages because maintaining human interaction allows the vendor to monitor who is purchasing the alcohol and allows them to observe the age and the demeanour of the customer/purchaser. Thus, the potential delivery of alcohol to a person younger than the legal age to drink alcohol or to a customer who is already heavily intoxicated can be regulated and if necessary prevented.

The communication device may further comprise, as part of a response to the ordering device, a puzzle or question that requires an answer from the customer. The puzzle or question may be sent in order to chock the soberness of the customer where the product being ordered is alcohol. The answer provided by the customer via the ordering device may provide the vendor with an indication of suitability to proceed with preparing an order or may trigger a further response message requesting the presence of the customer for preparation of an order such the customer's soberness can be visually assessed. Therefore, as above, the sale of alcohol products to a person already drunk can be regulated and if necessary prevented.

According to a second aspect of the present invention there is provided a method of serving edible and/or drinkable goods to a customer at a retail outlet, the method comprising the steps of: providing the customer with an ordering device operable to send a message; sending a message from the ordering device comprising an order for goods, wherein the order comprises a dedicated reference code associated with the ordered goods; receiving an order at an order receiving device located at the retail outlet; configudng the order receiving device to receive message; sending a message from the order receiving device to the ordering device when the order is ready for collection; and providing the goods for collection at the retail outlet.

The method may comprise configuring the ordering device by adapting a computer or mobile device to place an order. The mobile device may comprise a hand held device, such as a mobile phone, Blackberry®1 Iphone® etc. Configuring the ordering device may include uploading or installing a software application to remotely order edible or drinkable products.

The order for goods may comprise configuring the message to contain a reference code, wherein the reference code relates to the edible or drinkable products that are the subject of the order. In addition the message may be further configured to contain a reference code associated with a retail outlet within which the customer wishes to collect the order.

Where the ordering device comprises a software application, the method may comprise the step of updating the application with reference codes associated with orderable products and/or available retail outlets.

The format of the reference code may be accessible to a customer from printed literature, for example a menu, beverage list, a software application or a website.

The reference code may comprise alphanumeric data where alphabetic characters may represent the item or items to be purchased and the numeric data may represent a quantity of item or items to be purchased. In addition, the reference code may comprise punctuation marks to indicate that an order comprises a plurality of items, a mixture of items and for example to indicate the end of the order.

The method may comprise the step of configuring the order receiving device such that the reference code may be extracted and translated at the order receiving device. The steps of extracting and translating the reference code may comprise looking up and identifying data from a look-up table or database, which may contain data that corresponds with the ordered product and/or the retail outlet. The data relating to the product and retail outlet may be extractable from the look up table or database and may be displayable in a format readable by a human operative for preparation of the placed order. Accordingly, the method may comprise configuring the order receiving device to communicate with a human operative. For example the extracted and translated data may be displayed in a format readable by a human operative at the order receiving device or at display means connected to the order receiving device.

The method may comprise configuring the reply text or email message sent from the order receiving device to the ordering device such that the message comprises information relating to nutritional values associated with the ordered goods.

The method according to the second aspect of the invention may further comprise the step of validating or authenticating the text or email message received by the order receiving device from an ordering device. Validation of the text or email message may allow invalid orders to be discarded or ignored such that only validated or authenticated orders may proceed to being processed or prepared.

The method may also comprise the step of blocking receipt of orders or preventing preparation of a received order where the source of the order is determined to have exceeded a predetermined maximum number of orders placed or if the source of the order has previously placed an order and failed to coHect the order.

The method may also comprise unblocking a previously blocked source, where, for example a predetermined petiod of time has elapsed since the source was blocked. Erroneous order placement, predetermined number of placed orders, predetermined number of cancellations and an excessive time to collect an order are factors that may result in an ordering device being blocked thereby preventing placement of subsequent orders.

The method may comprise conducting certain checks relating to placed orders. The chocks may comprise checking authenticity of order, checking number of orders placed from a given ordering device, checking number or erroneous orders placed froni a given ordering device, checking number of orders cancelled from a given ordering device, and/or verifying eligibility of customer to place orders using device. For example, where the goods ordered include alcoholic beverages the method may include requesting data as an indication of the customer's eligibilily to purchase goods.

Advantageously, the communication device according to the first aspect of the invention and the method according to the second aspect of the invention each allow a customer to place an order simply and remotely and therefore reduces the need for a customer to wait in a queue which may involve a relatively long time period before being served.

The communication device according to the first aspect of the invention and the method of placing an order according to the second aspect of the invention may also reduce the time a customer generally needs to wait for an order to be ready.

Information relating to products available to order may be provided in a printed menu fotmat.

Alternatively, information relating to the products available for order may be accessed ii electronicay. Information relating to the products available for order may comprise a dedicated QR code, a dedicated reference code, graphic representation of the product and/or nutritional information relating to the product.

BRIEF DESCRIPTION OF THE DRAWINGS

S Embodiments of the present invention will now be described, by way of example only, with reference to the accompanying drawings in which: Figure 1 is an illustrative example of prior art which does not form part of the invention; Figure 2 is an illustrative example of a communication device in accordance with an embodiment of the present invention; Figure 3 is a schematic diagram of a communication device according to a second embodiment of the present invention; Figure 4 is a block diagram of a process incorporating a communication device according to embodiments of the present invention; and Figure 5 is a schematic diagram of an electronic menu device for use with embodiments of the invention.

DESCRIPTION OF EMBODIMENTS

Referring to figure 2, an ordering process and communication device 1 according to a first embodiment of the nvention is Ilustrated. The system 1 may be used in, for examp'e, a retail outlet such as a bar, coffee shop, fast food outlet to pre-order food or beverages such that the customer does not need to queue.

Figure 2 illustrates an example of the ordering process usng a communication device 1 according to an embodiment of the invention. In this example, a text message 2 is sent by a customer 4, from, for example, a hand held mobile device 6, such as a mobile phone, a Blackberry®, an IPhone® etc. For iflustrative purposes, the text message 2 is shown as 100TN#. The message 2 contains an alphanumeric unique reference code S that represents items from a menu 7.

Reference codes 6 for particular items may be included alongside items on a menu or beverage list. For example, in the illustrated example the order 100TN# may represents an order for a gin and tonic, where the number "1" represents the quantity required; in this example one is required. The letter combination "GO" represents gin and the letter combination TN" represents tonic..

The hash "#" represents an example of a symbol or character used to indicate the end of the order.

A similar coding arrangement can be used for edible products also. A unique code may be assigned to each item of food and drink and common combinations, such as "a pint and a shot' may also be assigned a unique code to simplify writing the message by the customer and translating the message for the vendor.

In the illustrated embodiment, the vendor 8 receives the order 2 via an order receiving device 14 following transfer of the message to a short message service (SMS) gateway 10 and a web server 12. The reference code contained in the text message 2 is extracted and translated by the web server 12 and is made available to the vendor 8 via the order receiving device 14 which may be a computer or an electronic point of sale unit.

The order details are translated and displayed in a language legible to the vendor 8 or staff such that the order can be readily understood and prepared.

When the order is ready the vendor or staff 8 can update the order receiving device 14 and a reply message is sent to the customer 4 via the web server 12, the SMS gateway 10 and the hand held mobile device 6.

In its simplest form the reply message received by the customer 4 via their hand held device 6 may advise that the order is ready for collection.

The reply message may also include nutritional informaUon, allergy advice and in the case of alcoholic beverages the reply message may contain details of the number of units of alcohol in the ordered beverage.

The reply message may also confirm the total cost of the ordered items and contain detail of the location to collect and pay for the ordered items.

The system illustrated in Figure 2 may send a reply message to the customer automatically when an order is received by the order receiving device 14 to confirm receipt of the order.

The confirmatory reply message provides the customer with the opportunity to confirm that the order is accurate and more importantly genuine. A confirmatory response may be triggered by receipt of an order and may contain an estimate of the time for preparation of the order such that the customer is made aware of how long they need to wait. In this way the customer avoids queuing to wait for the order, The confirmatory response may contain health, nutritional or other related information in respect of the ordered goods.

In the first embodiment as illustrated in Figure 2, the SMS gateway IC is used to bridge a mobile network and an internet network and therefore allows short text messages to pass between the two types of network.

The web server 12 processes the received short text messages from the hand held device and also sends short text messages via the SMS gateway to the ordering device 6. The web server 12 also operates to translate the incoming message from the hand held mobile device 6 such that the outgoing message is arranged and sent to the order receiving device 14 in a readable format.

A message sent from the vendor via the order receiving device 14 foflows the reverse route of that described above and is finally received by the customer 4 via the hand held mobile device 6.

A second embodiment of invention is illustrated in figure 3, which shows a communication device 100 in accordance with the invention where the ordering device B is provided by a hand held mobile device, and the order receiving device is provided by an electronic point of sale (EPOS) 14. In this embodiment the EPOS 14 is internet capable and does not require a SMS gateway or a web server as such. A web server, in this example is generally used only to provide updates to the software on the EPOS 14.

In this embodiment, a text message 2 is sent from the hand held device 6 and is received directly by the EPOS 14, where the message is translated and displayed in a readable format such that the order can be processed and a reply message can be sent directly to the hand held device 6 from the [P05 14.

In common to both embodiments illustrated in Figures 2 and 3, the method of being served in a retail outlet is the same where the customer 4 places an order as a text message or email and the vendor 8 receives the order electronically and prepares the order for collection by the customer and the vendor sends a reply message or email to advise the customer that the order is ready.

It will be appreciated that if the method is used by a plurality of customers at any given time that queuing of the orders will be the result. As such the customers will not need to physically queue, but the vendor will need to manage the orders such that the waiting time between placing and obtaining the order is reasonable. As such the device, including the software and the method of serving a customer in a retail outlet when placing an order by text or email may include a timer to monitor and control the time taken to process any orders.

For example, the instant an order is received by the order receiving device 14 the vendor or staff 8 may be alerted to indicate that an order has been received. The alert may be provided visually, for example the display screen may flash. Alternatively, or in addition the alert may be audible; for example a beep to indicate order received.

On noting the alert, the vendor or a member of staff 8 "opens" the order and at that instant a timer may be activated to monitor and control the time taken to process the order. As the time elapses a visual or audible alert may be used to remind the vendor 8 that an order is open and not yet complete.

By using a timer the order may be prepared in a reasonable time, for example, where the order relates to beverages five to ten minutes may be considered a reasonable time from receipt of an order to completion. Where the order relates to hot food a reasonable time for preparation of the order may be relatively longer, for example fifteen to twenty minutes.

As described above, when the ordered goods have been prepared a reply message is sent to the customer advising that the order is ready for collection, As such another timer may be included in process to avoid waste or the order being spoiled. For example a time period of say five minutes may be allowed for collection such that queuing for collection of an order is avoided and to avoid spoiling the food or beverage.

If the customer fails to collect an order within the allotted time period the order will be considered as wasteful and the order will be disposed of. In this event, the ordering system may include an alert mechanism that will operate when subsequent order are placed from the same ordering device 6 such that the vendor 8 is alerted to check and ensure that the order is genuine before the order is accepted and processed.

It will be appreciated that it is important to regulate the ordering process in case too many bogus orders are place or in the event that too many orders are place in a predetermined time period from one ordering device. Therefore, the software may include intelligence that records and collates information relating to each ordering device and such information can be used for statistical analysis as well as regulating the ordering process. As such bogus messages would be easily identftied and as such the system would include a barring parameter or block such that subsequent orders from a particular number are barred unfil the authenticity of the order is proven.

Authentication of an order may be identified in various ways, for example by sending a reply message that requests information from the customer relating to authenticity of the placed order, or by checking location of the ordering device when the order is placed If the customer is a tar distance from the venue the order will most likely be identified as invalid.

In common to both embodiments, the reference codes identified within the received message are extracted and translated by reference to a look-up table or database (not illustrated) containing details of the ordered goods. Details of the related products are extracted from the look-up table or database such that the ordered items are displayed in a readable format for easy understanding and preparation by the vendor or staff.

The look-up table and the database may contain information associated with the ordered items such as nutritional information, calorific value, alcohol level and such information may be extracted and included in a reply message sent to the customer advising the status of the order.

Referring to Figure 4, a third embodiment of the invention is illustrated as a block diagram to represent a further example of an application of the invention. This example demonstrates how the ordering process and system can be expanded to define premises (for example a bar, coffee shop or fast food outlet) by a unique code as well as items of food and beverage.

Combining a combination of unique codes expands the usability and versatility of the process and system according to the present invention because a customer can choose a venue and items of food and/or beverage in advance without queuing.

For example, Figure 4 illustrates a situation where tour customers 200, 201, 202, 203 each wish to purchase the same beverage, but each customer 200, 201, 202, 203 has the choice of three venues 210, 220, 230. The illustrated example shows that the first and second customer 200, 201 each choose to visit the first establishment 210, the third customer 202 S chooses to visit the second establishment 220 and the fourth customer chooses to visit the third establishment 230. In this example, the communication device I, 100 is programmed such that the reference code is extracted and translated to identify first the establishment from the unique reference code and to communicate with the vendor or staff in that establishment with regards to the second unique reference code relating to the ordered goods. This expansion to the system described above provides the customer with the ability to place an order in advance such that on or shortly after arrival at the chosen venue the customer can collect the ordered product without queuing.

Referring to Figure 5, there is illustrated a further embodiment of the invention, where the message can be sent from an electronic device 20 other than a hand held device. In this embodiment the message is sent from an electronic device 20 that doubles as a menu. The electronic device 20 may comprise a touch screen 22 that allows the consumer to touch one or more products to compile an order and then sends the order to the order receiving device 14 for processing by the vendor 8.

In the illustrated example the menu comprises three sides 24, 26, 28. Each side 24, 26, 28 of the menu comprises an arrangement of advertising slots/pods 30 that provide illustrations of the products that are available to order via the communication device/system according to embodiments of the invention.

Each advertising slotlpod 30 may include an image or logo 22 associated with the product; the image or logo may double as the touch screen 22 for placing the order. It may also comprise a OR (quick response) code 34 that links the consumer via, for example a mobile phone application to the manufacturer's website, a video advert or details of special offers. is

The advertising slot 30 may also include a dedicated reference code 36 associated with each product and a brief description 38 of the product. The brief description may include dietary and health related information such as alcohol units or calorific value such that the customer can make an informed choice about which product they wish to purchase. The electronic menu 20 may communicate with the communication device/system according to embodiments of the invention using touch screen technology such that the customer places an order by touching part of the advertising slot/pod 30 associated with their desired product and the order will be passed to an order receiving device 14 such as an electronc point of sale.

While the invention has been shown and described with reference to certain exemplary embodiments, t will be understood by those skilled in the art that various changes in form and details may be made therein without departing from the scope of the invention as defined by the appended claims and their equivalents.

Claims

<claim-text>CLAIMSI. An order communication device operable to remotely order one or more edible and/or drinkable products; wherein the communication device comprses: at least one ordering device operable to sand a message containing a reference code directly relating to an ordered product; and an order receiving device operable to receive the message; and wherein the order receiving device is operable to extract and compare the reference code with data in a look up table or database and to identify a related product from the look up table or database and to display the related product.</claim-text> <claim-text>2. An order communication device according to claim 1, wherein the message comprises a short message in the form of a text message or email message.</claim-text> <claim-text>3. An order communication device according to claim 1 or 2, wherein the format of the reference code is accessible by a customer from printed literature.</claim-text> <claim-text>4. An order oommunication device according to claim 4, wherein the printed literature is one or more of the following: a menu, a beverage list, a software application or a website.</claim-text> <claim-text>5. An order communication device according to any preceding claim, wherein the reference code comprises a dedicated code foi' each item that can be ordered.</claim-text> <claim-text>6. An order communication device according to claim 5, wherein the dedicated reference code comprises a two character alphabet code, which is personalised relative to the product and is a memorable item identifier.</claim-text> <claim-text>7. An order communication device according to any preceding claim, wherein the reference code comprises alphanumeric data, wherein alphabetic characters represent the item or items to be purchased, numeric characters represent a quantity of item or items to be purchased.</claim-text> <claim-text>8. An order communication device according to any preceding claim, the reference code compdses punctuation marks indicative of a plurality of products in any given order and indicative of end of message.</claim-text> <claim-text>9. An order communication device according to any preceding claim, wherein the reference code comprises a dedicated end of message code.</claim-text> <claim-text>ID. An order communication device according to any preceding claim, wherein the ordering device comprises a hand held mobile device.</claim-text> <claim-text>11. An order communication device according to any preceding claim, wherein the ordering device comprises an electronic console or an electronic table mounted device.</claim-text> <claim-text>12. An order communication device according to claim 11, wherein the ordering device comprises an interactive menu, wherein an order can be placed by touching an image of a product on the interactive menu.</claim-text> <claim-text>13. An order communication device according to any preceding claim, wherein an indication of a product related to the reference code is displayed on a display screen that is separate from the order receiving device.</claim-text> <claim-text>14. An order communication device according to claims 1 to 12, wherein an indication of a product related to the reference code is displayed on a display screen that is integral with the order receiving device.</claim-text> <claim-text>15. An order communication device according to any preceding claim, wherein display of the product related to a reference code at the order receiving device is in a format readable by a human operative.</claim-text> <claim-text>16. An order communication device according to any preceding claim, wherein the order receiving device is operable to send a response to a customer via the ordering device with details of the status of the order.</claim-text> <claim-text>17. An order communication device according to claim 16, wherein the response compnses a text or email message in a readable format.</claim-text> <claim-text>18. An order communication device according to claim 17, wherein the response contains information relating to the status of the order.</claim-text> <claim-text>19. An order communication device according to claim 17 or 18, wherein the response comprises a request to the customer to provide a confirmation that the order is valid.</claim-text> <claim-text>20. An order communication device according to any of claims 16 to 19, wherein the response comprises a count of how many orders have been placed by the ordering device.</claim-text> <claim-text>21. An order communication device according to any of claims 16 to 20. wherein the response comprises details of erroneous orders and the number of erroneous orders placed by the ordering device.</claim-text> <claim-text>22. An order communication device according to any of claims 16 to 21. wherein the response comprises a warning relating to preset limitations.</claim-text> <claim-text>23. An order communication device according to claim 22, wherein the preset limitations are one or more of the following: allowable maximum number of orders placed; allowable maximum number of erroneous orders placed and allowable maximum number of cancelled orders 24. An order communication device according to any of claims 16 to 23, wherein the response comprises information relating to nutiltion and/or health factors associated with the product ordered.25. An order communication device according to any preceding claim, wherein a remote order for goods is sent from a first location and the ordered goods are collectable from a second location.26. An order communicaton device according to claim 25, wherein the first and second locations are in a single setting.27. An order conimunicaton device according to claim 25, wherein the first and second locations are in different settings.28. An order communication device according to claim 27, wherein the reference code contains reference to a retail outlet in which the order is to be placed and from which the order is to be collected.29. An order conimurucation device according to claim 28, wherein the order includes a reference code dedicated to a venue.30. An order cornniunication device according to claim 29, wherein the dedicated venue reference code comprises a three letter code.31. An order communication device according to any preceding claim, further comprising means for data collection and storing.32. An order communication device according to claim 31, wherein data stored by the means for data collection is extractable for statistical analysis.33. An order communication device according to claim 31 or 32, wherein the stored data provides means for monitoring and communicating information to a customer, wherein the stored data allows monitoring the number of orders placed and communicating to the ordering device the number ot orders placed.34. An order communication device according to any preceding claim, further comprising means to validate or authenticate the message received by the order receiving device.35. An order communication device according to any preceding claim, further comprising a blocking and unblocking mechanism, wherein detection of an excessive number of orders from an ordering device triggers the blocking mechanism.36. An order communication device according to claim 35, wherein detection of an invalid order from an ordering device triggers the blocking mechanism.36. An order communication device according to any of claims 16 to 35. wherein the response comprises a puzzle and/or question requiring an answer from a customer via the ordering device.37. A method of serving edible andlor drinkable goods to a customer at a retail outlet, the method comprising the steps of: providing the customer with an ordering device operable to send a message remotely to an order receiving device, remotely sending a message from the ordering device, wherein the message comprises an order for goods, wherein the order comprises a dedicated reference code associated with the ordered goads; receiving an order at the order receiving device located at the retail outlet; conguring the order receiving device to receive message; sending a message from the order receiving device to the ordering device when the order is ready for collection; and providing the goods for collection at the retail outlet.38. A method of serving edible and/or drinkable products according to claim 37, further comprising the step of configuring the ordering device by adapting a computer or mobile device to place an order.39. A method of serving edible and/or drinkable products according to claim 38, wherein, the step of configuring the ordering device includes uploading or installing a software application to remotely order edible or drinkable products.40. A method of serving edible and/or drinkable products according to claims 37 to 39, wherein the step of ordering goods comprises composing and sending the message from the ordering device to the order receiving device, wherein the composed message includes a reference code that relates to the edible or drinkable products that are the subject of the order, wherein the reference code is obtainable by reference to printed literature.41. A method of serving edible and/or drinkable products according to claims 37 to 40, further comprising the steps of configuring the order receiving device; extracting the reference code from a look-up table or database; and translating the reference code to a readable format.42. A method of serving edible and/or drinkable products according to claims 37 to 41, further comprising the step of composing a reply message for sending from the order receiving device to the ordering device.43. A method of serving edible and/or drinkable products according to claim 42, wherein the reply message comprises one or more of the following: status of the order, questions relating to validity of order and/or information relating to nutritional values associated with the ordered goods.44. A method of serving edible and/or drinkable products according to claim 43, comprising the step of checking the authenticity of a placed order, wherein the step of checking includes the step of sending a message to the ordering device and the ordering device sending a reply.45. A method of serving edible and/or drinkable products according to claims 37 to 44, further comprising the step of blocking receipt of orders or preventing preparation of a received order where the step of validating the order determines that the number of orders placed by an ordering device has exceeded a predetermined maximum number of orders placed.46. A method of serving edible and/or drinkable products according to claim 45, further comprising the step of unblocking a previously blocked ordering device.s 47. A method of serving edible and/or drinkable products according to claim 46, further comprising the step of collating data from placed orders.</claim-text>