A system and method for providing reservation services to users of mobile devices. The system is implemented in a reservation computer device having computer executable code tangibly embodied on a computer readable medium. The reservation computer device is operable to prioritize a reservation schedule of a service establishment based on a route and projected arrival time of one or more subscribing users such that earlier arriving users and users that have already arrived at the service establishment are given priority in the reservation schedule regardless of prearranged reservations.