A chain of establishments provides an online ordering system that allows a customer to order virtual items or services from an online menu. When an order is placed, the customer receives an order code that may then be verified at one of many establishment locations at one of many times to initiate order fulfillment. When the order code is verified at a particular restaurant, a point-of-service (POS) system maps the virtual items associated with the order to actual, in-stock items or services that are available at the particular establishment. The order may then be fulfilled and provided to the customer. One advantage of the disclosed technique is that the customer may pickup the order from any desired establishment location, and is not required to select a particular location when the order is placed. Consequently, the customer is provided with streamlined and flexible order placement and fulfillment experience.