MiShop founders David Whatley and Chris George have developed a takeaway service that can be accessed on mobiles
The traditional takeaway
menu could be consigned to
the dustbin of history if one
innovative Brighton company
gets its way.
MiShop is an application that
can be downloaded for free on to a
mobile phone and stores takeaway
menus that people can browse at
any time and then order from.
It has been set-up by David
Whatley and Chris George, both of
whom have lived and worked in
Brighton for more than 15 years.
Mr Whatley worked at American
Express for eight years before
leaving to join KPMG Consulting,
while Mr George worked for
C&W on major international
telecommunication initiatives
before becoming an independent
business consultant. Mr Whatley
said the inspiration for MiShop
came from an interest in mobile
technology and a love of food.
He said: "Our vision is that
someone is on their way home
from work, in the pub, or in front
of the telly and they just pick up
their mobile, open MiShop and
order there and then.
"MiShop is free and quick to
browse. You can browse a MiShop
menu for as long as you like and it
won't cost a penny.
advertisement
"There is a network cost when
you first download the application
and menu.
"However, this is very low
compared with downloading page
after page of conventional web
browsing.
"And the great thing is, because
it does not need a signal, your
browsing experience is not interrupted
by the signal cutting, or
pages hanging."
The MiShop service went live
on Friday and has signed up about
20 Brighton and Hove takeaways,
including Dinner2Go, a delivery
company which has about 30
restaurants on its books.
Each participating outlet will
display the Mishop logo.
Mr Whatley said he hopes to
extend the system nationwide
within a few months and is looking
at introducing other shopping
elements in the future.
He added: "Like every other
mobile application company, the
greatest challenge we face is
encouraging people to download
the application in the first place
"We hope that people will give
us a go."
To get MiShop on your mobile
phone, text mishop 202850 to 60777.
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