Having worked at a Dominoes for 5 years, well before apps were a thing, I can say the benefit of an app is for the business. While the author's account of ordering a pizza by phone is quite efficient, it almost never goes like that. Most customers ask a lot of questions and don't know what they want, and this costs time for the employees. We had one customer who was notorious for taking 10-15 minutes to order, even though in the end he always ordered the same thing. He certainly wasn't the norm, but would make up for dozens of the "large peperoni, thanks" orders.