The food sector invests in immersive technologies: and also dinner becomes augmented


When we speak of immersive technologies such as virtual or augmented reality, we typically associate their use with sectors, such as automotive or design, which have invested everything in innovation. Yet something is moving also in the food sector, especially in terms of communications. After all, food is not only a need, a necessity, but also an opportunity for knowledge, connections, relations.
Many food-related brands are starting to appreciate the needs of increasingly attentive consumers, who wish to deepen their knowledge of the origins and properties of the food they're eating. Even better when this happens through an immersive experience!
These needs have been captured by the New York businessman Alper Ms Guler, the founder of Kabaq, a food tech start-up - which has already attracted the interest of major brands like Dunkin' Donuts and Subway - which offers restaurants the opportunity to present their menus in 3D, through an advanced product scanning technology. A useful tool for the organisation of events that include catering services: potential customers can thus see in advance all the food on the menu before even tasting it.
Also Carluccio’s, a famous chain of Italian restaurants in Great Britain, has decided to invest in immersive technology. Last year more than fifty thousand e-cards were introduced to foster customers’ emotional and participatory dimension. After all, when tasting Italian food, don’t we all wish we were in the places where those products were grown? Now you just need to have a look inside the visors to find yourself in Palermo or Taormina, carried away by the fascination of Sicilian land: an all-absorbing atmosphere that involves and amplifies the taste of what you’re eating.