Cbinsights-快餐的未来：机器人厨师虚拟点菜而自主交付将在2030年养活我们 2022 The Future of Fast Food -How robot chefs,virtual ordering,and autonomous delivery will feed us in 2030

2022

TheFuture

ofFastFood:

Howrobotchefs,virtualordering,

andautonomousdeliverywill

feedusin2030

Whereisallthisdatafrom?

TheCBInsightsplatform

hastheunderlyingdata

includedinthisreport

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TableofContents

What’satstake?6

Virtualrestaurants9

AItonguesandsociallistening13

ConversationalAIandAI-poweredrecommendationengines17

Roboticfoodpreparation20

Autonomousdelivery24

NFTloyaltyprograms27

Lookingahead30

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Wediveintotheevolutionoffast

foodandwherethetechnologyis

goingnext,fromconversationalAI

toNFTloyaltyrewards.

Thefastfoodexperienceofthefuturewillbebuiltonkey

technologiessuchas:

•Themetaverse,whichwillbecomeanextensionofthebrandexperience

•AItonguesandsociallisteningtohelpbrandsquicklydevelopandtestnewmenuitemsandmeetconsumerdemands

•ConversationalAIandAI-poweredrecommendationenginesthatwillhandleonlineandin-storeorders,allowingrestaurantstoupsellordersthroughpersonalizedsuggestionsandprioritizelaborforothercustomerserviceoperations

•Roboticfoodpreparationthatwillautomatecookingtoincreaseprofitabilityandreducefoodwaste

•Autonomousdeliverythatwillhelpreducerelianceongigworkers

•NFTloyaltyprogramsthatwillcreateuniqueexperiencesandboostcustomerloyalty

Below,wediveintothesetechnologies:howtheywork,whohasan

edge,andhowthey’reshapingthefutureoffastfood.

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Thefollowinggraphicfollowsthefastfoodjourneyofacustomer

namedRachel,featuringthetechnologiesandinnovationsthatwill

impactherexperience.

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What’satstake?

WHYITMATTERS

Existingandemergingtechnologiesinrobotics,AI,anddigital

engagementtechnologycannotonlyhelprestaurantsstreamline

operationalprocesses,butalsocreatepersonalized,seamless

brandexperiencesforfastfoodcustomers.Improvingthecustomer

experiencewillhelprestaurantsgrowandmaintainloyaltyinthe

competitiverestaurantlandscape.

Inturn,solutionsthathelpoffsetrestaurants’keyoperatingcosts

aregainingtraction,with2022fundingfor

restauranttech

projected

toreachmorethan$6.5B—whichwouldsurpass2021andbe

morethandoubletheamountraisedin2020.Asthefutureoffast

foodbeginstotakeshape,laggardswillbeleftbehindcompared

tocompetitorsthathavebeenproactiveaboutexploringthesenew

technologies.

WHYNOW

Therisingcostsofsupplies,labor,andrenthaveputasqueezeon

therestaurantindustry’salreadyslimprofitmargins.Tosucceed

inthischallengingmacroeconomicenvironment,

investingin

techsolutions

thatcanboostprofitmargins,increaseloyalty,and

maximizeproductivityismoreimportantthanever.

Atthesametime,theCovid-19pandemichasshifteddiners’habits:

today,upwardsof80%offastfoodisestimatedtobeconsumed

off-premiseviadrive-thruordelivery.Thissignalshowthefastfood

industryischangingandposesanopportunityforplayerstorethink

howbrick-and-mortarlocationsarebeingoptimizedtoaddress

consumerdemand.

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Thisshiftalsoshowshowrestaurantsneedtomoreheavilyfocus

onthecustomerexperiencebeyondtheboundariesofabrick-

and-mortarlocation.Withthemajorityofbrandinteractions(i.e.,

orderingandeating)nowtakingplaceoutsidetherestaurant,fast

foodbrandsandotherfoodserviceplayersneedtoensurethese

touchpointsmeetconsumerexpectationsanddeliverbrandvalue.

WHONEEDSTOPAYATTENTION

Thefutureoffastfoodinvolvesavarietyofplayers,suchasglobal

quickservicerestaurant(QSRchains)movingtheindustryforward

(McDonald’s,Chipotle),techleadersprovidingdigitalservices

(Google,Meta),androboticsmanufacturerspairingsoftware

andhardwaretoautomateoperations(Hyundai,Nuro).Through

strategicrelationships,thesecompanieswillworktogetherto

createthefutureoffastfoodthatexpandsbeyondtheboundaries

ofthebrick-and-mortarrestaurant.

Beyondtheseplayers,companiesthroughouttherestaurantand

foodserviceindustrywillbeimpactedbythefutureoffastfood.

Examplesincludefoodsuppliers(TysonFoods,JBS)andfood

servicecompanies(Sodexo,Compass),aswellaslast-miledelivery

companies(DoorDash,Deliveroo).

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Virtualrestaurantsemergeasnew

digitalchannelsinthemetaverse

In2030,themetaversewillbeanewdigitalchannelforrestaurantstoofferengaging,interactiveexperiencesthatboostbrandawarenessandcustomerexperience.Inthemetaverse,customerscanstepintoavirtualrestauranttobrowsemenus,meetfriends,andevenorderrealfoodthatwillthenbedeliveredtotheirdoor.

WHATISTHEMETAVERSE?

The

metaverse

istheconceptofsharedworldsdrivenbyvirtualproductsanddigitalexperiencesthatarehighlyimmersiveandinteractive.

CLIENTSCANLEARNMOREABOUTWHATCOMPANIESAREMAKINGUPTHEMETAVERSEINOUR

METAVERSEMARKETMAP

.

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Inthecontextofthefutureoffastfood,restaurantswillbeable

tobuildvirtualexperiences,offerexclusivemenuitemsordigital

merchandise,andhostvirtualeventsforcustomers.

FIRSTMOVERS

ChipotlewasoneofthefirstQSRbrandstocreateavirtual

experienceinthemetaverse.In2021,thefast-casualMexicanchain

partneredwith

Roblox

todigitizethebrand’sfamousHalloween

promotion.PlayerscoulddresstheiravatarsinChipotleHalloween

costumes,playmini-games,andreceivecodesforfreeburritosto

redeeminperson.

Duringthecampaign,thevirtualrestaurantwasvisitedover8M

timesandsetacompanyrecordfordigitalsalesinasingleday.

In2022,thefast-casualgiantevenlaunchedanewmenuitemon

Robloxthroughaninteractivegame.

McDonald’salsomadeanentranceintothemetaversewitha

ChineseLunarNewYearevent.Partneringwith

AltspaceVR

and

Spatial

,thebranddesignedahallofChinesezodiacsthatplayers

couldexplorethroughVR.TheQSRgianthasalsofiledtrademark

applicationsthatsuggestavirtualrestaurantmaybeopeningsoon

thatsellsbothvirtualandactualgoodswithhomedelivery.

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SOURCE:WENDY’S

Wendy’sisanotherfastfoodchainexperimentingwiththe

metaverse.WendyverseopenedinHorizonWorlds(Meta’svirtual

realityworldusingtheOculusVRplatform)inApril2022.Through

thispartnershipwithMeta,playersweregivenasetoftasksto

completethatwouldgivethemapromocodetoredeematareal

Wendy’srestaurant.

IMPLICATIONS

•Themetaversegivesrestaurantchainsspacetoexperiment

withmarketingandmenus.Fastfoodchainsinvesting

inthemetaversecanusethevirtualspacetotryoutnew

strategiesthatbuildbrandawarenessamongnewandexisting

audiences.Thiscanincludecollaborations,virtualevents,or

evenjustexperimentingwithtweakstoexistingconsiderations,

likerestaurantlayoutandmenuitems.

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•Themetaverseisstillinitsearlystages.Restaurantbrandsandoperatorsshouldpayattentiontothesuccessesandfailuresof

otherconsumerindustries

—like

fashion

and

grocery

—thatarefurtheraheadintheirmetaverseefforts,tobetterunderstandwhatstrategiesworkbestwithconsumers.

•Themetaversewillbeanadditionalchannelforfacilitatingdeliveryordersandcanhelpdriveconsumerstostores,growingbothrevenueandcustomerloyaltyforrestaurantbrands.

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AItonguesandsociallisteningcan

helpreduceR&Dcosts

Inthefuture,restaurantswillbeabletocreateandtestnewmenu

itemsinafaster,lesswasteful,andmorecost-efficientway.

CombiningAItonguesandsociallistening,restaurantscanidentify

earlytrendsaswellastweakrecipesandmenustogrowrevenue.

WHATAREAITONGUESANDSOCIALLISTENING?

AItonguesandsociallisteningareseparatetechnologiesthatcan

worktogethertospeedupR&D.

AItonguesusesensorsandartificialintelligencetoreplicate

howhumanswillperceiveataste—allowingforrapidtastetests

withoutrelyingonhumansubjects.Sociallisteningtechnologytaps

intoconsumersentimentconveyedinsocialmediaposts,online

reviews,andotherformsofdigitalcontenttogenerateactionable

insightsaboutwhatnewingredients,flavors,orhabitsmightbe

gainingpopularity.

Bycombiningthesesolutions,restaurantscanpredictwhat

newitemswillgaintractionwithconsumersandhonerecipes

andflavorsthatarelikelytoappealtoabroadvarietyoftastes.

Detectingthesenewconsumerhabitsearlyoncanalsohelp

restaurantsadaptotherconsiderationsbeyondtaste,including

openinghours,layout,andcategoryofferings.

FIRSTMOVERS

Becausethistechnologyisstillrelativelynascent,firstmovershave

typicallybeenintheCPGindustry,whereplayershaveexpansive

brandsandproductlinestoexperimentwithnovelingredient

technologies.

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In2019,McCormick&CompanypartneredwithIBManditsnewly

developedHypertaste,anAI-assisted“digitaltongue.”McCormick

saysthatitreducedthetimeittooktodevelopnewproductsby

70%andthatitwasabletotweakformulationsbetween50and

150timesbeforefinalizing.

SOURCE:IBM

Tastewise

usesAIandsociallisteningacrossdatasourceslike

menus,reviews,andsocialmediatocreatedynamicdashboards

forrestaurants,foodservice,andCPGcompaniesonconsumer

trends.Thecompanyhasraised$25Msince2019.

Usingsimilardatasources,Singapore-based

AIPalette

tracks

ingredientandflavortrendsacross15differentlanguagesto

identifyopportunitiesfornewproductsbygeographicregion.It

alsopredictshowlongconsumerdemandmightlast.

BothstartupshavepartnershipswithlargeCPGcompanieslike

Nestle,Pepsico,andKellogg’s.

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FORMOREINFORMATIONONWHATEARLY-STAGECOMPANIESAREDISRUPTINGFOODAND

BEVERAGER&D,READOUR

EARLY-STAGEFOOD&BEVERAGEPRODUCTDEVELOPMENTAND

DISTRIBUTIONMARKETMAP

.

IMPLICATIONS

•AItonguesandsociallisteningtechnologycanhelprestaurantsreleasenewmenuitemsinafractionoftheusualtime:traditionalR&Dcantakearoundayearforrestaurants.Thistechcanhelprestaurantsreduceuncertaintyandtimelinesaroundproductdevelopment,meetevolvingconsumerexpectations,andstayaheadofcompetitors.

•RestaurantsshouldevaluatepartneringorinvestinginAItonguesearly.Becausethetechnologyisstillnascent,

providerswillbemorelikelytoformexclusivepartnershipsto

testandscalecapabilities—givingbothsidesadvantagesover

competitors.

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•Restaurantsshouldprioritizesociallisteningtoolsthat

caneasilyincorporatenewandemergingplatformsand

socialmediatogetamoreaccuratepictureofconsumer

sentimentandboostloyalty.Thesetechnologiescanalso

helprestaurantstweakitemstobettermatchregionaltastes,

makingnewitemsmoresuccessfulandprofitable.

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ConversationalAIandAI-poweredrecommendationenginesincreasechecksizeandprovidefirst-partydata

Inthefuture,conversationalAIandAI-poweredrecommendation

engineswillmakeorderingfoodmorehuman-friendly,accessible,

andconvenient.Thesetechnologieswillbeabletopowerdrive-

thrus,smartspeakers,apps,andevenmetaverseavatars,allowing

customerstosimplyspeaktheirorderwherevertheymaybewhile

therestaurantmakeshyper-relevantrecommendationsthatcan

increaseordervalue.

WHATARECONVERSATIONALAIANDAI-POWERED

RECOMMENDATIONENGINES?

ConversationalAIallowscustomerstointeractwithsoftwareusing

theirvoiceortext(viachatbots),withnaturallanguageprocessing

(NLP)allowingforhuman-likecommunication.AI-powered

recommendationenginesusedatatodeveloppersonalized

recommendationsforcustomers.

Bypairingthesetechnologies,restaurantscancreatevirtual

orderingassistantsthatcantakeorders,upsell,integrateloyalty,

andanswerquestionsfromguests,allowingrestaurantsto

prioritizestaffforothertaskslikefoodprepororderfulfillment.

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FIRSTMOVERS

Inararemoveforthefastfoodgiant,McDonald’sacquiredAI-

poweredrecommendationengine

DynamicYield

in2019.While

McDonald’sendedupsellingthecompanytoMastercard2years

latersoDynamicYieldcouldscaletootherindustries,McDonald’s

stillhasapartnershipthatintegratesDynamicYield’ssoftwareinto

itsdrive-thrusandapp.Throughthiscollaboration,McDonald’scan

dynamicallychangemenuboardstomakesmartersuggestions

tocustomersbasedontimeofday,weather,restauranttraffic,and

trendingitems.

Meanwhile,theapplicationsofconversationalAIforrestaurants

arenotlimitedtojustdrive-thrus—thetechcouldalsobeused

forcustomer-facinginterfaceslikephoneandSMSorders,

voiceassistants,andmobileapps.Domino’shaspartneredwith

ConverseNow

whichprovidesconversationalAIforphoneorders.

AfteranorderisplacedthroughConverseNow’ssoftware,which

isintegratedwiththeexistingpoint-of-salesystem,employees

canimmediatelyseetheorderandprepareit.ConverseNowalso

providesconversationalAIfordrive-thrusandhasraisedan$11M

SeriesBroundinQ3’22.

Recently,Paneraannouncedapartnershipwith

OpenCity

tobegin

testingtheirconversationalAIinselectdrive-thrus.

Finally,onekeyinstanceofaQSRcombiningthesetwo

technologiesisWendy’spartnershipwith

GoogleCloud

.Through

Google’sspeech-to-texttechnology,Wendy’scantakedrive-thruand

phoneordersandtheninfutureinstancesusevoicerecognitionto

makepersonalizedrecommendationsforthecustomer.

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IMPLICATIONS

•Forrestaurantswithdrive-thrus,conversationalAIcan

helpreducelaborcostsandincreaseaverageordersize.AI

toolscanalsopersonalizeorderrecommendationsbasedon

localpreferences,weather,anditemavailability.Usingthis

technologytocross-sellduringorderflowshasbeenshownto

increasesalesbyupwardsof10%.

•Tobestfacilitateconsumeradoption,thesesolutionsshouldinitiallybepositionedinscenarioswhereguestsaren’texpectingtointeractface-to-facewithemployees,likeatthedrive-thruspeaker.ConversationalAIsolutionscanalsobeintegratedintosmartphoneapps,whichcanimproveaccessibilityfordisabledusers.

•RestaurantsshouldkeepinmindthatpotentialchallengestoconversationalAIcancomefromunexpectedrequestsorsubstitutionsmadebycustomers,meaningthatsomesortofhumanstaffwillneedtobeavailableinthesesituations.Additionally,programswillneedtobeupdatedwithanymenuchangesorlimitededitionitems.

•Theback-enddatacollectedbyconversationalAIandAI-poweredrecommendationenginesaddsanotherlayerofvaluethatwouldbemoredifficulttosynthesizewithhumanemployees.IntegratingAIsolutionsthroughouttheorder

flowcanhelprestaurantsA/Btestdifferentstrategiestohelp

increasechecksize.

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Roboticfoodpreparationimproves

orderaccuracyasitmovestoward

priceparitywithhumanlabor

Inthefuture,fastfoodrestaurantswillhaveadaptedtheirstore

layoutstorelyexclusivelyonroboticfoodpreparationtocookmenu

items.Robotswillworkinsynctofillorders,accountforcustomer

substitutions,andcommunicatewithautonomousdeliveryvehicles

toquicklybringcustomersfresh,accurateorders.

WHATISROBOTICFOODPREPARATION?

Roboticfoodpreparationhardwarecompaniesdeveloprobotic

systemsthatleverageAIandmachinelearningtocook,assemble,

andpackagemeals.Cookingrobotscancookfoodmoreconsistently

andwithfewererrors(likeoverorundercooking),leadingtoless

wasteandhighercustomersatisfaction.Somecanberetrofittedto

existingkitchens,whileothersarestand-alonemachines.

FIRSTMOVERS

Overthepastyear,

MisoRobotics

hasrackedupasignificant

numberofpartnershipswithnationalQSRchainslikeChipotle,

WhiteCastle,andBuffaloWildWingstoautomatecookingfoods

liketortillachips,burgers,andchickenwings.InQ4’21,thecompany

raiseda$35MSeriesDround,bringingitstotalfundingto$66M.

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SOURCE:MISOROBOTICS

WhileUSbrandshavesignificantlyrampeduponthesepartnerships

inthelast12months,cookingrobotshavealreadyseensignificant

activityinregionslikeAsia.Forinstance,in2020,KFCpartnered

withHyundairoboticsinKoreatodeveloprobotchefs.

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Todigdeeperintothismarketlandscapeandconnectdirectlywithvendors,checkoutthe

AutomationinRestaurantTechExpertCollection

and

interactiveTechMarketMap

.

IMPLICATIONS

•Whileinitialinvestmentsinthesesolutionscanbeexpensive,

nationalQSRchainshavebegunsignificantpartnershipsand

testing,pavingthewayforlowercostsinthefuture.Leaders

likeMisoRoboticsarelookingtocutthecostofrobotsbya

thirdtoroughly$20Kperrobot.

•Restaurantsthatarelookingtotestroboticfoodpreparation

withoutfullyinvestinginbuyingroboticsshouldconsider

startupsthatofferRobots-as-a-Service(RaaS)models.Inmany

cases,thecostperhourischeaperthanapart-timeemployee.

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•Roboticfoodpreparationtechforperformingasimplerepetitivetaskefficiently,likeflippingburgersormanningfryers,hasseenthewidestadoptioninthespace.Restaurantsshouldthinkstrategicallyabouthowroboticfoodpreparationcanbeusedintheircurrentmenusorhownewmenuitemscanbecreatedtoprioritizethesepreparationmethods.

•Roboticfoodpreparationcanhelpreducefoodwaste.Becausetheserobotsreducehumanerror,likeburningfoodorcross-contamination,theyalsohelpwithmarginsbyreducingfoodwasteandenablingmorestandardizedqualitycontrolacrosslocations.

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Autonomousdeliveryletsbrandsownthedeliveryexperience

In2030,autonomousvehicleswillberoutinelydeliveringfoodon

behalfofrestaurants—openingupnewopportunitiesforthese

companiestocreatenewcustomerexperiences(like24/7

delivery)andloweringcustomercostsbyremovingoutlayslike

theexpectationtotip.

WHATISAUTONOMOUSDELIVERY?

Autonomousdeliveryusesground-basedrobotsoraerialdronestoautomatethedeliveryprocess,oftenincorporatingfeaturessuchastemperaturecontrolandtrackingforperishablegoods.Someautonomouslogisticsvehiclesaredesignedtotravelonroadsalongsidepassengercars,whileothersaredesignedforuseonsidewalks.

FIRSTMOVERS

Earlyplayersinautonomousgroundvehiclesincludeunicorn

Nuro

,

whohasreceivedfundingfromChipotleandhaspartneredwith

Domino’s.InQ3’22,UberEatsannounceda10-yearpartnershipwith

NurotomakedeliveriesinTexaswithplanstoexpandtoCalifornia.

SOURCE:DOMINO’S

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RefractionAI

,anotherplayerinthespace,partneredwithChick-

fil-Ain2022tobegintestingautonomousdelivery.BothNuroand

RefractionAIuseself-containedvehiclessmallerthantheaverage

cartomakecontactlessdeliveries.

Indronedeliveries,

Flytrex

hasseensignificantactivityfrom

restaurants.In2022,thecompanypartneredwithBrinker

International,theholdingcompanyofChili’sGrill&Barand

Maggiano’s,aswellassandwichchainJerseyMike’s.These

partnershipspointtothebroadercorporateinterestindronedelivery.

IMPLICATIONS

•Autonomousdeliverystillfacesanumberofbarriersonthe

pathtocommercialization,mostnotablyacomplexregulatory

environmentthathasmadeitchallengingtolaunchandscale

services.However,restaurantsshouldmonitorearlymovers

thathavebeenannouncingregionaltestsinthepastyear.

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•Dronedeliveryoffersanumberofadvantagesoverground-basedalternatives.Forexample,dronescancarryoutdeliveriesmorequicklyandaffordably(andhavebeenshowntoreduceenergyusagebyabout90%),withoutaddingtoroadtrafficorburningfossilfuels.Thiscanalsomeanthatorderswillbefreshertheyarrive.

•Restaurantsshouldbegininvestingintheirownfleetorpartnerwiththird-partyautonomousvehicleproviderstohelpreducedeliveryfees,reducerelianceongigworkers,andhavemorecontroloverthebrandeddeliveryexperience.

•Asautonomousdeliverygrows,restaurantsshouldevaluatehowrestaurantlayoutandlocationwillneedtoadapt.Forinstance,considerwhereautonomousvehicleswillbestoredwhennotinuseandwherestaffwillloadthevehiclewithorders.Alsostrategizehowdifferentgeographies(suchasdense,urbanareas)mightbemoresuitedtosmallerghostkitchenswithdronesversusfullsit-downrestaurantswithwheeledvehicles.

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Re