Chris West, University of York; Bob Doherty, University of York, and Tony Heron, University of York

If you’re one of the millions of people concerned about the growing pressures that our food habits are placing on the environment, then you’ve probably felt confused, conflicted or downright overwhelmed by your own food choices on more than a few occasions. Is quinoa good, evil, or somewhere in between? Were the coconuts in my coconut milk picked by a monkey? Am I a bad person if I eat an avocado?

Pre-order services are now being touted as ‘essential’ services for the commercial success of hospitality, food and events management businesses. Proponents argue that by allowing customers to book, order and pay in advance, both customers and businesses benefit. Customers, they claim, can avoid lengthy queues and can also take advantage of the many loyalty schemes these businesses offer. Businesses benefit from the increased efficiency of their operations (customers are not standing in queues) and from the additional sales opportunities this creates.

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