This is a good news for the new band on the block, but the statement- “How about AR and VR swoon your taste buds?” will bewilder you. Yes, you are able to sensationally experience the aroma and the taste of the cuisine, which is not before you. You got it right. Here, we are talking about how the line between reality and simulation has been blurred after the addition of mobile technology in the food industry.
The food industry is a no different segment where the customer experience needs to be analyzed or marketing of the product is needed. Within the food industry, AR and VR potential is realized considering it as a worthwhile investment.
Take a quick glance at how AR and VR are surprising the restaurateurs, customers, and employees with its innovative applications:
A new way to engage the customer
Augmented reality and virtual reality are the natural extensions of experiential marketing, after which the whole world is running to attract and hook up the customers along with improved experience. Both great drivers are capable of activating and controlling all the senses of the customers. The leading brands have launched many applications ranging from the display of beverage making process to enable tasting your favorite cuisine experience to the taking the diners for skydiving.
It sounds like sci-fi, but thanks to futuristic technology that has made eating and drinking experience virtually enjoyable leveraging virtual overlays.
Consider the instance of developing an augmented reality app that enhances the experience of the customers enjoying the cocktail at the restaurant by telling a chronological story with impressive art when the unique cocktail menu is scanned by Mirage By City Social app camera.
The other instance is of Patrón Tequila that has created 360-degree virtual reality app to showcase the complete manufacturing process of Tequila just by putting VR headsets over the head:
A new way to market the product
Over the last decade, businesses are making a shift from product-centric to customer-centric. It doesn’t indicate that product quality is not important because for the product marketing, in the end, restaurateurs have to make the customers try the food at their restaurant by uplifting the customer experience.
Both technologies AR and VR can make the customers eat through their eyes. It involves creating a visual experience that motivates the customers to dine or drink in the restaurant and turn the experience into memorable ones. Restaurants have begun to utilize AR in innovative ways: Boston’s restaurant and sports bar launched 3D AR game for the kids to incorporate families into the marketing strategy; Vida e caffee partnered with Atlantis to build an AR app where the customers buying a cup of coffee on scanning it with a mobile app, a video of Atlantis and Dubai starts playing, and also offer an opportunity to the customers to win an all-expense-paid trip to Dubai.
The food and beverage companies are also taking a step ahead in generating interaction with visual stimulus by combining the digital world with their products seamlessly. The Coca-Cola launched its Christmas magic campaign where across the branded bus stops in NYC and Coca-Cola Christmas bottles, the users can view the virtual Santa and Christmas theme related scenes when scanned with AR in-app camera.
The similar virtual reality Christmas ride is designed for the holidays by the Coca-Cola brand where the people can be seen thrilling with VR immersive experience.
A new way to train the employees
Training the wider breadth of employees with traditional training manuals following the step-by-step instructions is a tedious task and time-consuming and costly as well.
With augmented reality, training the employees with precision becomes a fun.They can be easily trained with additional information in the direct view. Even the research study has proven that AR is effective in helping the trainees to visually estimate the food portion serving size. In addition, it’s playing a key role in training the employees for food safety in order to avoid foodborne illness and safely handle the food following the regulatory compliance.
The use of VR is also not behind. Honeygrow like restaurants is using it to train the employees with VR videos for cooking delicious meal or coffee making. Google’s Daydream Labs had shown that with VR, the teaching skills can be enhanced and learning speed gets improved.
KFC incorporated VR video-based training for the new hires that properly train them how to make fried chicken step by step from inspecting to pressure frying.
In a nutshell, AR and VR are transforming the way food industry operates from production to marketing to offering service to the customers. The endless opportunities and dozens of innovations are pushing the envelope, and it’s difficult to imagine at which point the groundbreaking technologies could affect the food industry. This is certain that tech disruption has raised the customer’s expectations and their presence will become a common phenomenon in the years to come. The mass adoption will make it all-important to embrace AR and VR to gain momentum in the market.
The leadingplayers have tried their hands with AR and VR and experienced a great user response and immense success. Do you also want to push the boundaries with AR and VR mobile app development? It’s high time to create a base of AR and VR to gain mountainous growth and increase your customers reach with emerging tech outreach. Whet your customer’s appetites with unheard innovations to score prominence in the market. Good luck!