Ryan Tate of Gawker:
"This grilled cheese isn't just a sandwich; it's a technology platform. "We created a set of applications and mobile technology to allow you to order your Melt anywhere," Kaplan told a (probably!) rapt audience. Through the magic of this advanced iPhone technology, people will be able to enter a restaurant and emerge minutes later with a hot sandwich. Can you imagine? The future is almost here!"
The "advanced iPhone technology" is an app that allows you to find the nearest location and order a sandwitch so that it's freshly ready when you walk in.
A restaurant that sells nothing but grilled cheese? I am so in. Can I invest?