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This project presents three different ways that restaurants can use aspects of augmented reality to enhance their menu with 3D realistic food and other brand loyalty opportunities. Through this process I also wanted to address two research questions:
- Can we use augmented reality to influence purchase decisions in restaurants?
- Can we use observations from technological adoption at restaurants to predict user behaviour and trends in the hospitality industry post-COVID?
Experience 1: Coaster Menu with Augmented Drinks
User flow: When customers are seated, they’re presented with a store-branded coaster printed with a QR code that serves as a contactless menu in addition to the regular function of the coaster. The users check out the online menu and then prompted to try out the interactive AR experience, which works seamlessly on the same website. They’re prompted to scan the original coaster again, which acts as an image target to place the 3D cocktails.
I chose to explore a drink menu with augmented cocktails because alcoholic drinks usually have the highest profit margins for restaurants. With the WebAR experience, users can engage and get up close with specialty drinks, which improve the likelihood that they'll make a purchase or increase their order value due to the enticing nature of food aesthetics for the eyes of social media.
Experience 2: Menu enhanced with 3D Food
What's better than 2D pictures of food in menus? Realistic 3D models of food!
Experience 3: Interactive Burger Promotion
Restaurants can promote new products or provide other incentives through augmented experiences. In version one of this burger promotion example, customers can interact with the 3D model to learn more about the ingredients used to create this "Ultimate Canadian Burger". In version two, potential customers can view the video ad through WebAR and this can be activated through large format display ads such as bus shelters, flyers, table top signs, etc; In both versions, the purpose is that customers will develop brand awareness and get rewarded for it with a coupon for a free burger.