So, this is online ordering on your phone? > "Users skip to the front of the line, receive their item, and get on with their lives." How will that work in practice? I'm quite sure if I'm constantly skipped over in line by people getting priority over me because they have an iPhone app, I'll discontinue business at the establishment.
It worked pretty well. About 10% of the people used it and since everything was made & paid it took a few seconds to walk up and get your order.
The trick is getting the employees to encourage the behavior. The Subway workers would shout every few minutes things like "People that ordered online please come to the front" so that everyone else knew what was going on and people didn't feel to embarrassed for cutting in line.