Gastronomy is undergoing major changes these days. The Corona pandemic in recent years has played a big role in revealing the vulnerabilities of restaurants and accelerating digitization in gastronomy. Besides digital ordering systems and an Internet presence, augmented reality technology could revolutionize the gastronomic experience for guests and optimize operations in the future. From ordering processes to employee training and guest entertainment, we will show you the potential that augmented reality could offer to restaurants in the future.
What is augmented reality?
Augmented reality (AR) is the interaction of virtual representation and the real environment. In this process, computer-generated additional information or visualizations are added to physical reality in real time by means of overlay or superimposition. This can be done using a smartphone camera or special glasses.
AR technology is becoming increasingly popular and is being used in more and more areas of daily life such as entertainment, navigation or advertising. Likewise, gastronomy can benefit from augmented reality and offer their guests an innovative experience in the restaurant.
What potential does augmented reality offer for restaurants?
AR technology in restaurant menus, for staff training or as entertainment – what is still completely new ground for many people in gastronomy, some restaurant chains are already successfully putting into practice. However, with the ongoing digitization of all areas of life, the increasing use of AR in gastronomy will probably come sooner rather than later. Especially since its use in practice shows that more orders and higher sales can be achieved with the help of this technology.
A study by AR food app Kebaq in cooperation with fast-food burger chain Bareburger found that guests who viewed virtual dessert options via a tablet using AR technology increased dessert sales by 25 percent. AR can be used in gastronomy not only for menu cards but also for employee training or entertainment, revolutionizing the gastronomic experience.
Augmented reality menus
Using augmented reality menus, restaurateurs can present their food in 3D directly on the guests' table. That way, they get an accurate idea of the look, ingredients, and size of the dishes. The visualization of dishes assists in the selection of meals, enhances the restaurant experience and, as a marketing tool, can effectively increase the number of guests. Likewise, restaurants with international specialties benefit from an AR menu, since thanks to the virtual presentation, verbal explanations by the staff are less likely to be necessary.
Employee training using augmented reality
Augmented reality applications are already being used by many different industries for employee training. Gastronomy can also use interactive AR training to efficiently train and educate their employees. Augmented reality facilitates the combination of theory and practice and in this way shortens the learning curve for employees. Also, by using standardized AR training, companies can save on personnel and reduce their costs.
AR entertainment in restaurants
Numerous AR apps, such as Pokémon Go, show how augmented reality can be successfully used to entertain users. Likewise, restaurants can use the technology to take the customer experience to a new level and entertain guests while they wait.
Skullmapping's Le Petit Chef project is an AR restaurant experience that features 3D projections on the dining table. A little chef entertains the guests by presenting some ingredients and showing how the meals are prepared. This immersive experience takes place while the dishes are being prepared in the kitchen. After the brief AR experience, the meals will be served.
Conclusion: Using augmented reality in restaurants
It will still take some time before augmented reality technology will conquer gastronomy on a large scale. However, initial real-world examples from tech-savvy restaurateurs show how the use of AR can successfully enhance the restaurant experience for guests and staff. It is expected that as the number of AR users grows, the demand for this technology in restaurants and taverns will increase in the future. Those who want to offer their guests a new, innovative experience should therefore not be afraid to include AR in their restaurant concept.
