In the near future, fast food ordering will sound like this: “Alexa, I want a burger and fries.” So says Gary Vaynerchuk, chairman of VaynerX, a modern-day media and communications holding company. He gave this prediction at the International Franchise Association convention. Lawyers need to know this, because when Alexa fulfills this order, you want your favorite brand to be offered by Alexa. If you don’t envision this future today, then how will you develop plans for your clients in the future? It is not limited to fast food, as it could just as easily be the way contractors order nails and cement.

This future is not far away. We can envision that Alexa will have a contract for delivery with Grubhub or Uber Eats. But who will supply the burger? It could be McDonalds, Burger King, Wendy’s, Carl’s Jr, BurgerFi, White Castle or another quick service restaurant (QSR). Or it could be a yet-to-be-branded ”Amazon Burger” or “Ali Baba Burger.” The determinative factor is likely to be how strong the brand is. When we order vocally, minds are lazy and remember only the brand and its signature sandwiches. Those with the strongest connection with the consumers will win the battle of the brands for internet ordering.