Tuesday, June 15, 2010

Participation Dining – Part 2

Top: Inamo restaurant; bottom: Alan Ducasse’s Adour restaurant

I was talking yesterday about how the Participation Economy is impacting the food & beverage business. Here are five examples which give a hint of how technology will be tempting the tastebuds of tomorrow…

Inamo Restaurant – London

This space-age pan-Asian restaurant combines technology and participation in an amazing way. The top of each table is an interactive touch screen that allows you to alter the look and feel of your space. Add that to the menu that beams images of the food onto your blank plate as you scan through and we’re talking about something Tom Hanks would be really impressed with.

Alan Ducasse’s Adour – New York
Alan Ducasse’s Adour Restaurant in New York’s St. Regis Hotel uses a similar idea, only this time at the bar. Diners can browse through the wine list with a table-top touch screen, pulling up background and tasting notes on bottles that they’re interested in. (And Ducasse food isn’t too bad… how many Michelin stars does he have in total… 13?)

4 Food – New York
This is another New York restaurant that’s taking diner participation to all new levels. Not only do customers order online before they go, but you also get to design what you want to eat. It’s like staying in to cook, minus the leg work.

Rex Sorgatz, a representative of the resto says:

People will be encouraged to create their orders online. Customers who create accounts on the website will be given simple customization offers that can produce millions of outcomes. Once a food choice is created, the customer can schedule a pick-up time. If the customer chooses to name their creation ("The Yoko Ono Burger"), they can market it and receive $.25 in store credit for
every customized burger they sell.
If you want to order the old-fashion way (in person), you can choose between a touch screen kiosk or a clerk with an iPad. Did I mention there is also free WiFi and a 240 square foot monitor that will stream Foursquare check-ins, tweets and info from the restaurant? No wonder Sorgatz said it was like “the Apple store meets a Chipotle.”

Coke Freestyle

On the other side of the food & beverage world, Coke is doing some really inventive things to push their brand into the Participation Economy. Most notably, the Coke Freestyle – a reinvention of the soda fountain and a brilliant new way to sell their product in the public space. It’s a fact that Coke is a Lovemark, and it’s products like this that keep them there. When these things start getting rolled out in a wider area, watch the iPhone videos come rolling in.

Touch Screen Vending Machine

A company called sapient has created a new type of vending machine that takes full advantage of the wonders of touch screens. It’s a fully-immersive example of Internet meets shopping mall, and it’s the next big thing.

1 comment:

Fernando Ramo said...

Hi Kevin,
Interesting article about these restaurants with new proposals. Proposals based certainly on the client's participation in the process of operations. In the flow of transactions are decision points that they propose different ways. The product/service provided depends on your choice.
The client "plays" and "meet" their basic need to believe "dominate their existence." If this product is wrapped in a current technology environment, "meet" their need for "social recognition" for being there. Sure there are a lot more but with these early ideas is enough.
I know very different culinary offerings but focused on the same human emotions. For example, in Barcelona (Spain) will open restaurants where you can go, you get the ingredients and you can cook yourself and eat it. Likewise, I seem to see that attack the emotions of "domain / independence."
But this argument is sustainable for sale?. Perhaps in modern times yes. I do not know.
Can we find other ways to cause the client's participation?. From my work (creation tableware for haute cuisine www.cucufate.es) I'm looking for new concepts to help me lead the designers in new proposals. What if we can get the chef to express his innermost feelings through his creations?. What if the client is identified with these emotional expressions?. How to express love, forgiveness, joy, fears, ... in the kitchen?.
Can we thus help people to have these virtuous human emotions?. Can we help build a better society?.
I think so.
A hug and keep on doing you a great job,
Fernando Ramo
(Sorry for my bad English)