In order to make food products more appealing to the masses, many factors go into developing a marketing campaign. Companies are increasingly using immersive technologies like Augmented Reality and Virtual Reality to take advantage of this.

Known to stimulate our sense organs, the food industry is an expert at sending tempting stimuli to our minds. Let’s explore the impact of AR/VR in the food industry.

According to Statista, The global augmented reality (AR), virtual reality (VR), and mixed reality (MR) market reached 24 billion pounds sterling in 2021, rising to over 216 billion pounds sterling by 2028. AR tech witnessed over 1 billion users in 2020, and 63% of users who shop online claim that AR has improved their online shopping experience significantly.

In order to achieve success in their online presence, restaurants or food companies need to utilize VR and AR technology. The ones who go viral today are those that come up with creative and interactive campaigns that are unique, informative, and engaging. They involve audiences directly, and the more attractive they are, the more likely they will be shared.

Emotional attachment is a great avenue to capitalize on for food businesses to develop augmented reality food service apps or other interactive apps. Through these apps, brands can strengthen their bond with their consumers by giving them exclusive Behind The Scene of the manufacturing process, a virtual store tour, and farm visits, suggesting more ownership.

Restaurants across the globe are increasingly switching conventional menu cards for augmented reality food service and digital menus. Instead of reading the name and ingredients of the dish, customers can get a visualization. All they have to do is scan a QR code and point their device to the table, and their selections appear on their screen.

For example, the PlacesApp started to promote the digital menu of any restaurant around you in the UK in 2021. It was a solution for the pandemic times. And we see this trend increasing even more today with the growing eco trends in the industry.

An employee onboarding and orientation process can be seamless with AR-based concepts. Considering the high turnover rate in the food industry, automating the training process through autonomous learning with these technologies makes perfect sense. VR simulations can also help employees become more familiar with the products.

Companies increasingly prefer AR and VR app development and offer an immersive cooking experience. Cooking instructions can come alive through engaging videos, and consumers can cook alongside a virtual entity or a mascot for more fun. Consumers can compare and cook, post their sessions on social media, and trigger challenges.

Manufacturing “fake” foods with fewer calories, without allergens, or specific ingredients will allow diners to enjoy whatever food they want at any place they choose. Among the many uses of technology are weight control, diet therapy, allergy and diabetic treatment, children’s feeding habits, alternate reality dining, and digital food tourism.

According to Backlinko, there are more than 3,960 billion people active on social media every marketer needs to consider when developing a new campaign. Here are examples of how different companies leverage AR and VR technologies creatively.

Burger King rolled out a new feature in its app that allowed customers to place their phone camera over an ad of Burger King’s competition and burn that ad through augmented reality. Once the ad burned, Burger King’s menu and delicacies made a royal entry to captivate customers more. A great example of being competitive and creative.

Domino’s Pizza recently launched an engaging AR-based campaign where customers can select their preferences and instantly see a visualization of their pizza as it is being prepared. This satisfies the visual senses before anything else to encourage them to make a purchase.

At Honeygrow, the brand has deployed VR headsets and VR app development to train its employees in real-time. The recruits are put in a simulation, where they are in the middle of the chain, learning protocols and procedures by doing them. The sessions are fun and interactive. The VR headset provides solid training across the board. Thus, certain parts of the virtual training tool may look similar to a VR video game for effectiveness.

In Ibiza, SubliMotion offers 15-course meals along with skydiving, jumping in the water, and time travel. Samsung VR sets take diners on virtual reality trips that complement the dish they are served. This exciting gastronomic experience engages the senses while customers enjoy their food to create an unforgettable dining experience.

Oreo jumped on the virtual reality (VR) bandwagon with a film that takes viewers on a tour of its ‘Wonder Vault,’ where its cookie flavors are dreamed up. By designing a virtual tour, Oreo successfully caught customers’ attention and led them to the company’s latest products. The VR game is engaging and fun, and it educates customers as well.

Conclusion
There is a tremendous opportunity for AR/VR in restaurants as technology is transforming the market in terms of profits, customer engagement, and employee productivity. We expect these efforts to double in the future, as improved virtual reality transforms every aspect of doing business in the food and beverage industry.

The Impact Of AR/VR On the Food Industry was originally published in AR/VR Journey: Augmented & Virtual Reality Magazine on Medium, where people are continuing the conversation by highlighting and responding to this story.