I had no idea this was a tech start-up! Tried their d/t SF location twice. Both times they managed to get the order completely wrong even though I was the only customer there. The sandwich was decent though

This place is actually pretty legit. They've got a location in the Stanford Shopping center in Palo Alto, and its rather impressive. I'm sure the founder is exaggerating the "innovation" in his descriptions, but who says someone can't start a restaurant chain?

If you squint your eyes, and tilt your head slightly to the left, a franchise is like a software business.

  Through the magic of this advanced iPhone technology, people
  will be able to enter a restaurant and emerge minutes later with a
  hot sandwich. 

You've gotta be kidding me.