NEW YORK CITY – Subway has enlarged its mobile ordering areas with the start of app pilot program at its Manhattan stores, Mobile Commerce Daily reports. The mobile ordering app, first debuting at certain California locations, allows customers to send orders to a specific store via their smartphones.

“The world is becoming more and more efficient, and with the launch of the Subway mobile app it will enable the customer to order on their mobile device and have it ready for pick up avoiding or lessening their wait time,” said Mike Cochrane, sales director at Atimi Software who is an expert on mobile apps.

This is “very handy for families or groups that have numerous different types of subs with various topping preferences,” he said. “The family can enter what they want on the app and it makes the process almost seamless.”

During the testing, Manhattan Subways will give customers an access code to download the mobile ordering app, which has a drop-down box with locations, menu and pricing. Subway is also working with Paydiant on a payment application for smartphones. The chain will use QR codes to enter payments.

During the first part of 2014, mobile ordering has been front and center for a number of restaurant chains, with Burger King, Chipotle, McDonald’s, Panera Bread, Taco Bell and Wendy’s all saying they would develop or enlarge mobile ordering capabilities. Some also will tie ordering to mobile payments and loyalty programs.

“Mobile payments and ordering are trying to make the purchasing of products as trouble free by eliminating the obstacles that would otherwise delay the purchase or perhaps not even happen where great effort would be expended,” said Cochrane.