BRIEFING


Augmented reality: new player in Asia’s foodservice game


Augmented reality makes real-world environments richer by adding layers of digital information. Already familiar in gaming and navigation apps,


Asia. A GlobalData to find out


ugmented reality (AR) is not the same as the more familiar concept of virtual reality (VR). Whereas VR creates fictional worlds that can be experienced through a headset, AR overlays digital information onto real-world settings, giving users more information about their surroundings or providing a richer experience of a real location through games, guidance and more. Most will be familiar with AR through games – Pokémon Go being the most popular example so far – although it is increasingly a common feature in social media, ecommerce and smartphone apps such as Google Maps, which uses it to provide richer navigation information. Snap, Meta, Tencent, and TikTok developer ByteDance are among the companies that have merged AR and ecommerce on their social media platforms by, for example, offering users the ability to try on products virtually. As for AR in the foodservice


sector, the technology may be in the early stages of adoption among restaurant owners, but its applications are diverse. Training,


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finding a home in the foodservice sector, notably in Jim Banks examines the latest reasearch from where it is headed


food safety and supplier oversight are key areas in which AR is proving its worth. Wendy’s is currently piloting the use of AR smart glasses for remote collaboration and operations. It is using NSF EyeSucceed technology to evaluate foodservice- specific AR solutions for quality assurance (QA) and R&D, as well as restaurant food safety operations. AR is also finding a role in


marketing campaigns. In 2019 Panera Bread released its AR ad unit, which allows users to play with menu items in AR and add filters to photos. This extra layer of engagement is intended to boost brand awareness through social media channels. GlobalData’s latest thematic


report, Augmented Reality (AR) in Foodservice, confirms that foodservice companies are using AR both as an entertainment and a utility tool. Furthermore, it expects the global AR market, which was worth $7bn in 2020, to grow at a compound annual growth rate (CAGR) of 36% over the next 10 years. “AR aids foodservice vendors in resolving challenges associated with environmental, social, and


governance (ESG), economic uncertainty, digital lifestyles, and Covid-19,” says Rupantar Guha, principal analyst in GlobalData’s thematic research team. “Brands can also differentiate from their peers by improving consumer engagement and operational efficiency.”


All aboard AR in Asia


Though gaining traction across the world, it is in the Asia-Pacific (APAC) region that the use of AR in foodservice has the greatest potential for growth. According to the GlobalData report, foodservice companies in the APAC region are investing in AR and other


technologies to raise their profile and stay in touch with relevant trends. “Foodservice companies have been experimenting with AR to engage with customers for years,” says Jemima Walker, associate analyst in GlobalData’s thematic research team. “For example, Starbucks partnered with Alibaba to bring AR experiences to its Shanghai Reserve Roastery in 2017, educating customers on the cultivation, roastery, and serving processes.”


it is increasingly


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