Just how AR is whetting restaurant patrons’ appetites

AR hamburger, through Kabaq

AR hamburger, from Kabaq

To some internet marketers, augmented reality may seem like an alternative looking for a problem.

Yet a New York City-based AR-based company is finding at least one market which is hungry for this kind of visualization: the meals industry.

Founded within 2016, Kabaq has optimized the proprietary way to capture, generate plus render 3D models of food that lots of observers find realistic. CEO Paul Cadoux said in an interview that will his company took two years to master its proprietary technique because it understood that cuisine “ would have an upcoming. ”

1 file, many platforms. The AR food imagery premiered in the first quarter of a year ago, on a menu for the Bareburger areas in New York. A dish is usually photographed in high-resolution from a number of angles, and then Kabaq optimizes this so that one file, in any associated with four AR formats, can be dispersed to Facebook, Snapchat, any site or app.

Kabaq can handle the shoot, or one of many image-capturing trained subcontractors can, or even there are tutorials for do-it-yourself. Cadoux said his platform might be completely self-service by the end of this year, therefore his company wouldn’ t need to provide any professional services intended for optimization.

Kabaq has evolved a menu application for use on the tablet or phone, where the foods imagery can be dropped in. Cadoux said about 15 food institutions are using the tablet menu application, while another five dozen approximately restaurants worldwide are employing their company’ s imagery, in some way.

“ Zoom within, put it down. ” Restaurant chain Bareburger is using the particular Kabaq images in three methods. Snap QR codes on imprinted menus in the three dozen places across the country let users see AR imagery of burgers and edges on their smartphones, by pointing their particular camera at the Snap code whilst they’ re inside their Snapchat application. They are also used in a Bareburger software, which will soon be made available on the particular company’ s web site and in forthcoming kiosks.

District Marketing and advertising Manager Hadi Rashid said that Bareburger’ s customer base takes its Instagram images seriously, and AR symbolism is the next step. He said that customers “ eat with their eyes very first, ” and added that AR imagery boosts the impact when customers are ordering outside of the restaurant, for example from home.

Rashid stated that, compared to high-res still or even movie imagery, AR renditions of the hamburger and side dishes have a tactile quality. “ You can zoom within, [pick it up and] put it lower, turn it around, ” he mentioned. As a result of the imagery, he mentioned, Bareburger has seen a 3 percent increase in burgers sold at the restaurants.

“ Brings designs to life. ” The Kabaq imagery can also be used by Magnolia Bakery in New york, to promote its Cake Salon associated with tiered wedding and other custom bread.

“ We’ ve found it a particularly helpful device when meeting with couples to discuss their own wedding cake designs, ” VP of Public Relations Sara Gramling mentioned via email, “ as the technologies brings the designs to life, as they say. ”

Because the make use of is targeted and not across the complete menu, Gramling said there are simply no stats yet to indicate if Kabaq helps make the sale. Cadoux said that several restaurants have reported a twenty percent boost in sales whenever desserts are presented in AR images.

He mentioned that, although 85 percent from the objects his company creates within AR are food dishes, choices are not the most common way in which they are seen. Rather, they more often show up within ad campaigns on Facebook, Snapchat, and elsewhere.

“ Push the boundaries” associated with pizza. Snapchat offers used Kabaq’ s AR pictures in the campaign for Domino’ s nachos , which Snapchat Global Mind of Creative Strategy Jeff Burns said via email was an attempt “ to find a way to push the particular boundaries of how pizza could be purchased. ”

He mentioned Kabaq was brought in because they are “ known for their incredibly-realistic AR meals creations. ” Snapchat users can place a Kabaq-created AR pizza within their Snap and send it to some friend, and could tap the image to put an order, which took place within Domino’ s app.

Why you should care. Now supported on both iOS plus Android, augmented reality could outgrow its VR sibling, because simply no special headset is needed and the planet is enhanced, not replaced.

While that means AR is certainly less isolating than VR, this doesn’ t guarantee the must-have marketing use-cases. If AR symbolism presents delicious-looking food, however , that will solves a problem menus and sites have had: how to make the product look appealing. Food is notoriously difficult to push by means of 2D media, which is why food stylists make a good living doing advertisements.

Although food might be one killer use, it is unclear if making food look delicious via AR is just a novelty, or even whether it becomes the essential form of interpretation.

This tale first appeared on MarTech Today. For further on marketing technology, click here.


About The Author

Craig Levine covers marketing technology intended for Third Door Media. Previously, he or she covered this space as an Older Writer for VentureBeat, and he provides written about these and other tech topics for such publications as CMSWire and NewsFactor. He founded plus led the web site/unit at PBS station Thirteen/WNET; worked as an on the web Senior Producer/writer for Viacom; developed successful interactive game, PLAY THIS BY EAR: The First CD Video game; founded and led an independent movie showcase, CENTER SCREEN, based with Harvard and M. I. Big t.; and served over five many years as a consultant to the M. I actually. T. Media Lab. You can find your pet at LinkedIn, and on Twitter from xBarryLevine.

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