Abstract: An advocate and reward process is dedicated to mobile users. The process includes the following steps: a consumer posts an advocate on the Electronic Menu and Reward (EMR) Bank for an ordered product or service; the consumer earns certain value of reward points based on the influence level of the advocate. The customer can redeem the reward points in his account when the reward points reach a certain level. Meanwhile, the merchant pays the same value reward points and a transaction fee to the EMR Bank. A customer can be linked to the EMR Bank system from smartphone applications, such as the On Location Master Menu (OLMM).