A must stop in NYC is the Shake Shack in Madison Square Park. The burger joint can have lines up 2 hours waiting for its delicious burgers(trust me i know). The shack' doesn't deliver and most people can't escape for a 2 hour lunch. Those who know, know the line is part of the deal. Getting the burger is an accomplishment. Whats a burger fanatic to do? Just yesterday the Shack cam went live. Now all the hungry New Yorkers can check out the line before they make the trek only to be heartbroken as it snakes around the entire park, before being forced to go settle for Wendy's. I think this is a fantastic way for a service provider (Shack) to communicate with its consumers. They won't lose business, and in doing so position themselves as a brand engaging in an active dialogue with consumers.
Chipotle has a fax-your-order in system, but that fails for a number of reasons. The first one being, who has time to go to the fax machine and do it? The second being, who thinks of the fax machine as the most effective form of communication these days? A webcam is the perfect solution to the shack's biggest problem. It would be interesting to see if other food providers online solutions which remedy real-life problems.