Since products tend to drift towards commoditization as markets mature, it's often been stated that the only sustainable differentiator over time is service.

A recent article http://news.yahoo.com/s/ap/20071115/ap_on_hi_te/texting_for_pizza sheds new light on Gen X and Gen Y contact behavior and preferences in regard to ordering food. Specifically, several leading pizza chains are offering direct text messaging to order one's favorite pie.

In an interesting twist for traditional contact center managers, the long-avoided "blind transfer" is an inherent part of the process.

"I got exactly what I ordered, so that was a good thing," (customer) Michelle Kratschmer said. "You send it off and you're not sure if they've gotten it on that end, because you don't talk to them."

Much research is being conducted into the contact preferences and habits of younger, Gen X/Y consumers. Why? Look no further than your next pizza.

Bear Stearns restaurant analyst Joe Buckley said the new ordering methods could help the chains win brand loyalty among people who will be eating pizza for decades to come...

"The high-technology ways of reaching customers probably appeal to younger people, who live with their text messaging and their BlackBerry," he said.

Nigel Travis, Papa John's president and chief executive officer, envisions hungry customers text messaging from malls or theaters so that when they get home, their pizza orders will be on the way...

"Our vision is that you can order a Papa John's pizza anytime of day or night — wherever you are."

How does it work? First, Papa John's customers register online to create personal accounts. They also create specific preferences, and then enter "FAV1," "FAV2," "FAV3," or "FAV4," to text message their orders. Orders on the receiving end arrive and appear just like those placed over the web - no retraining for the staff necessary.

The bottom line, again, comes down to time management. People will flock to anything that's more efficient, anything that helps them better manage the 168 hours they all have each week. Starting with their next pizza.