How augmented and virtual reality will reshape the food industry

Augmented reality content can be seen on everything from wine bottles to IKEA’s catalog and virtual reality experiences are much more comprehensive, with rich layers of interactivity from hand controllers to gaze activates, and a VR movie has won an Oscar. Together with Apple and Google both debuting augmented reality platforms (ARKit and ARCore, respectively), Facebook heavily invested in its Oculus headset and Amazon unveiling augmented purchasing features, AR and VR is primed to change many parts of our everyday lives.

Inside the food industry, AR and VR have also begun to make headway. Though development costs continue to be high, more and more F&B businesses are beginning to realize the potential of AR/VR and see it as a worthwhile investment. Three chief areas — human resources, consumer adventures, food items — have observed the maximum concentration of AR/VR growth so much and will probably continue to push the envelope on what use cases AR & VR have within the industry.

Streamlining Employee Training

One of the most tangible payoffs of all AR/VR technology is using it to get consistent and thorough employee training. The present procedure for creating training materials can not only be expensive, but also vary in quality by team, store, or region. Many times, human resources face the conundrum of picking between low-touch, high-efficiency (i.e. mass class workshops with the possible downside of reduced retention and lackluster individualized learning) or high-touch, high-cost (i.e. small group sessions with in-store, real time instruction).

Enter virtual reality. Virtual reality can produce a detailed visual universe for workers to securely socialize with their week-long regular job surroundings and mentally and understand the activities demanded. These VR lessons range from managing Walmart’s holiday rush to cooking noodles at Honeygrow to optimizing the java tug.

On the reverse side, augmented reality allows for side-by-side instruction and implementation by layering additional details in addition to a worker’s lead view. As an example, a research study found AR to work in helping subjects visually estimate serving sizes. Care and repair, a essential evil of the food world, has benefited from equipping technicians with AR cans to disassemble and reassemble products without being onsite.

These new possibilities for learning and growth to businesses small and large not merely increase the efficacy of instruction stuff, but also allow companies to employ a wider breadth of employees with various needs and learning styles. As cans start to decrease in cost and more programmers pour to AR/VR, it’s probably an increasing number of companies will start to trial and A/B test these new learning platforms. Perhaps 1 day we’ll also see former mass conference workshops with the identical nostalgia as the milk delivery guy.

Creating Wonder in the Client Experience

“Experiential marketing” has basically altered the purpose and structure of hospitality and food driven events. Millennials especially see experiences as a means of social funds, and sharing their own presence and involvement at an en vogue encounter is an important bit of their curated societal identities. The success of events like the Museum of Ice Cream and 29 Rooms have convinced many manufacturers — Grey Goose, Red Bull, Zappos, to mention a couple — to start reallocating advertising bucks to experiences and sponsorships.

Virtual and augmented reality play naturally to this shift. These two are vehicles to activate all perceptions and immerse the customer within a specific branded experience. VR experiences in particular have observed growing traction for use during food & drink events. A fantastic case in point is the “Boursin Sensorium”, a CGI-based VR encounter that paired movement (through moving seats), scents and tasting samples of Boursin cheese. Patron tequila used 360 video to exhibit the behind-the-scenes making procedure during its occasion booths and Innis & Gunn beer used coordinated VR footage to match the flavor of its beer. Restaurants and bars are also taking notice: Baptise & Bottle in Chicago unveiled a VR tour to pair with physical scotch; SubliMotion in Ibiza allows diners go skydiving in Samsung Gear VR; Space Needle has established a sky-high VR bar.

Augmenting the physical universe with interesting and shareable content has been the attention of AR in experiential marketing. Remy Martin and Macallan both used holographic visuals for their Microsoft Hololens-specific “Rooted in Excellence” experience and The Macallan gallery encounter, respectively. Given Hololens’ hefty price tag ($3,000 for the base Development Edition), many other manufacturers have stuck with mobile AR — for example Coca Cola’s Christmas magical effort that gave users the ability to see virtual Santa and hidden scenes across branded bus stops in NYC or Patron’s AR-enabled tasting experience with a miniature bartender. Brick-and-mortar places will also be toying with pleasure AR components, with London’s City Social debuting cocktail coasters equipped with refined visuals and India-based series Beer Café using AR to educate drinkers on the roots, ABV, group and flavor of each beer available.

If the last few years are any indication, more autonomous applications of AR/VR will come. Visual enjoyment is a major part of any eating and drinking encounter and brands have come to embrace virtual overlays — whether Situated in VR or fortified in AR — as a way to educate, inspire, and prompt consumers to action. In 1 extreme situation, such as the entire world Project Nourish paints, we can be eating and sensing two entirely different things!


Chef pouring sauce in the kitchen

Adding Interactivity to Products

Considering that Bill Gates’ renowned 1996 article, the adage “content is king” continues to be echoed and taken to heart by companies big and small. In the last few years, the growth of programs such and Instagram and Pinterest — as well as the social influencers and blogger celebrities it has established — have shown even more clearly that engaging with consumers result in real action. Products and retail locations may still be static, but its content has to extend beyond physical space to draw the attention of prospective and returning buyers.

Augmented reality can bridge this gap between customer, product and product content. The ability to overlay additional info, visual stimulation and interaction in addition to specific items give merchandise companies the chance to combine the digital world with the physical one in a targeted and seamless way. Food and drink companies have begun to use AR in innovative new ways: Treasury Wine Estates’ lineup 19 Crimes brings each tag’s envisioned convict to life in AR; Nestle used a character from the movie “Rio” to get an AR game on 26 million boxes; Walmart and Kraft awoke to an AR-backed summer sweepstakes to market more Kraft products. 1 current, poignant example was chef & restauranteur David Chang introduced his limited-edition Momofuku x Nike sneaker via Nike’s AR app SNKRS, that would only allow fans purchasing access to the shoe when physically located at Fuku’s East Village location.

The potent ability of AR to enrich the knowledge and visuals of physical content goes beyond marketing purposes. Businesses can use the technology to educate consumers on nutritional info and product essay as well as make healthful but bland-looking foods appear more attractive. AR also allows physical content, such as cookbooks, to unite with digital content to get a simultaneous cross-medium encounter as HoloYummy showcased with 3D dish renderings of Chef Dominique Crenn’s publication Metamorphosis of Taste.

As consumers become more comfortable with AR, its existence will become a more continuous expectation. Instagram’s rise to prominence resulted in an whole sector of specialists throughout the world, allowing for mass adoption for small businesses. AR is in the base of the identical mountain; big manufacturers are already repeatedly using AR outreach, but it nevertheless needs momentum from creators, developers and marketers to make it available to anyone and everyone.

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