Disclosed herein are systems, computer-implemented methods, and tangible computer-readable media for placing an order for a user. The method includes receiving a search from a user, identifying a product category based on the search, presenting to the user a general ordering screen based on the identified product category, selecting and activating a speech recognition grammar tuned for the identified product category, recognizing a first received user utterance with the activated tuned grammar to identify a vendor who offers items in the identified product category, recognizing a second received user utterance with the activated tuned grammar to identify a specific item from the identified vendor, and placing an order for the specific item with the identified vendor for the user. In one aspect, the method further offers to sell the user additional items ancillary to the specific item.