To eliminate transactional and physical friction in multi-vendor environments (malls, airports) by designing a unified digital ordering ecosystem. The goal is to shift the user role from "logistics coordinator" to "social guest," thereby increasing Average Order Value (AOV) and capturing revenue previously lost to "queue fatigue" and fragmented vendor silos.
High physical friction. The "Delivery Guy" syndrome forces users to spend 15–20 minutes navigating crowds and queues instead of engaging in the social experience they came for.
Vendors lose revenue when groups prioritise convenience over craving. If a group "settles" for one burger joint, the nearby ice cream shop loses the dessert sale because the user is unwilling to re-enter the "chase.”
It’s a lose-lose situation: Users avoid the varieties due to more physical effort, So the Businesses miss the revenue.
Psychological Proofs backed with Study Reports
73% of customers will abandon a purchase if they have to queue for more than five minutes. Studies consistently show a "patience cliff" at the 5-minute mark, where the psychological cost of waiting outweighs the perceived value of the product.
Source: Qminder (2024/2025 Queue Management Statistics) and ScanWatch (2025 Retail Analytics Report).
Unoccupied time (standing in line) feels significantly longer (often cited as up to 3x) than occupied time (sitting at a table). This is a foundational principle in Service Design. Maister’s research proved that "occupied time feels shorter" and "anxiety makes waits seem longer.”
Source: David Maister, "The Psychology of Waiting Lines" (Columbia University/Harvard Business School).
Long checkout lines result in an estimated $37.7 billion to $38 billion in lost potential sales annually in the U.S. A research highlights that "Balking" (leaving a store because the line is too long) is a massive contributor to revenue loss in physical retail hubs like malls and airports.