Merchant menus accessible to customer devices via merchant-managed identifiers

A system comprising:

• one or more processors;
• and
• one or more computer-readable media storing instructions that, when executed by the one or more processors, cause the one or more processors to perform operations comprising:
• accessing (i) a first identifier associated with a brick-and-mortar store of a merchant associated with a service provider and (ii) a second identifier associated with a designated physical area within the brick-and-mortar store;
• causing presentation, on a computing device associated with the brick-and-mortar store, of a user interface that includes an actuation mechanism configured to, when actuated, facilitate generation of a third identifier based at least in part on the first identifier and the second identifier;
• receiving an indication of actuation of the actuation mechanism;
• generating the third identifier, wherein the third identifier is a physical item to be positioned proximate to the designated physical area and includes an identification code scannable by a computing device of a customer;
• receiving an indication of the third identifier from the computing device of the customer in the designated physical area at the brick-and-mortar store;
• causing a menu of items offered for sale by the merchant to be presented via the computing device of the customer;
• receiving, from the computing device of the customer an indication of an order for an item of the menu of items, wherein the order is associated with the third identifier;
• receiving payment data associated with a payment instrument of the customer;
• and
• processing payment for at least the order based at least in part on the payment data.

One or more non-transitory computer-readable media storing instructions that, when executed by one or more processors, cause the one or more processors to perform operations comprising:

• Accessing (i) a first identifier associated with a brick-and-mortar store of a merchant associated with a service provider and (ii) a second identifier associated with a designated physical area within the brick-and-mortar store;
• causing presentation, on a computing device associated with the brick-and-mortar store, of a user interface that includes an actuation mechanism configured to, when actuated, facilitate generation of a third identifier based at least in part on the first identifier and the second identifier;
• receiving an indication of actuation of the actuation mechanism;
• generating the third identifier, wherein the third identifier is a physical item to be positioned proximate to the designated physical area and includes an identification code scannable by a computing device of a customer;
• receiving an indication of the third identifier from the computing device of the customer in the designated physical area at the brick-and-mortar store;
• causing a menu of items offered for sale by the merchant to be presented via the computing device of the customer;
• receiving from the computing device of the customer an indication of an order for an item of the menu of items, wherein the order is associated with the third identifier;
• receiving payment data associated with a payment instrument of the customer;
• and
• processing payment for at least the order based at least in part on the payment data.