DEAN & DELUCA to Launch Picks Mobile Ordering System by DIRIGIO

DEAN & DELUCA Launches Innovative Mobile Ordering with DIRIGIO

On March 4, 2026, DEAN & DELUCA, operated by Welcome Co., will officially implement DIRIGIO's mobile ordering platform, Picks -MO System. This new system promises to streamline the ordering process for customers, enabling them to place orders easily both in-store and before arriving at the restaurant.

DIRIGIO's Vision for Mobile Ordering

DIRIGIO's mission is focused on enhancing the value of restaurants through technology. Their mobile ordering platform, Picks, is designed to provide comprehensive solutions ranging from order placement to distribution. The Picks service includes multiple components:

- Picks -MO System: Allows creation of custom mobile ordering sites and apps.
- Picks -Marketplace: A portal aimed at boosting takeout and delivery services for restaurants.
- Picks -CRM: Facilitates direct marketing strategies to engage customers effectively.

The Picks -MO System features a headless architecture, allowing for significant customization based on the restaurant's operational needs. This flexibility provides an opportunity to develop unique customer experiences without the usual complex coding processes, thus reducing time and costs for implementation.

Growing Mobile Order Adoption in Japan

In Japan, the consumer adoption rate for mobile ordering is approaching 41.4%, indicating rapid growth in this sector. In contrast, the U.S. has reported that mobile orders account for over 30% of total orders in some companies, showcasing that mobile ordering is becoming an essential service in digital restaurant transformation.

As consumer demand for mobile ordering rises, DIRIGIO has successfully deployed Picks to over 6,500 restaurants across various scales, from small establishments to major chains. Since its launch in 2018, the number of users utilizing mobile orders through Picks has surpassed 10 million, demonstrating a consistent growth trend in order volumes.

DEAN & DELUCA Mobile Ordering Experience

The new DEAN & DELUCA mobile ordering service will allow customers to place orders via the official LINE app, eliminating the need for additional app downloads. Users can easily find their preferred locations, select items, and complete transactions, all within a single interface.

Future Plans and Enhancements

DIRIGIO aims to foster continuous improvement and widespread adoption of their mobile ordering platform. They plan to strengthen the features and services offered through Picks, ultimately enhancing customer experiences at DEAN & DELUCA and across its network of partners.

About DEAN & DELUCA

Since its establishment in 1977 in New York by Joel Dean and Giorgio DeLuca, DEAN & DELUCA has been dedicated to providing a curated experience of exceptional food products from around the world. With the mission “Living With Food,” they aim to connect different food cultures, emphasizing the enjoyment of food as a crucial part of life.

In Japan, DEAN & DELUCA opened its first store in Marunouchi, Tokyo in 2003, and currently operates 19 market stores and 27 cafes along with an online store. As they approach their 50th anniversary in 2027, they strive to evolve as a cultural bearer, nurturing food culture alongside creators.