Augmented Reality in the restaurant industry: applications, benefits, and 2025 trends

Introduction: augmented reality enters the foodservice sector 

Augmented reality (AR) is rapidly gaining traction in the restaurant industry. According to a report by Deloitte, by 2025, approximately 4.3 billion global consumers are expected to use AR frequently, indicating a growing expectation for enriched experiences in dining environments. Recent studies suggest that AR-based interactive menus enhance customer experiences by providing detailed visualizations of dishes, nutritional information, and personalized recommendations, thereby facilitating more informed choices and increasing overall customer satisfaction. 

Benefits for Restaurateurs: Efficiency, Engagement, and Sales 

The adoption of AR offers numerous advantages for restaurateurs. A study by Restroworks indicates that integrating AR and VR technologies in restaurants can boost customer engagement and improve operational efficiency, leading to greater customer loyalty and an increase in average transaction values. 

AR menus can provide personalized recommendations based on customers' dietary preferences or previous orders. By leveraging AI algorithms, AR menus can suggest dishes, pairings, or modifications tailored to individual tastes, ensuring a more customized and satisfying dining experience. 

These menus also allow for realistic visualizations of dishes, enabling customers to explore presentations and even see how certain modifications might alter the final appearance of their chosen meal. 

Furthermore, AR can enhance accessibility for customers with specific dietary needs. For instance, Contento, a restaurant in New York, has implemented AR solutions to provide detailed information about allergens present in dishes, aiding those with intolerances or food allergies in making informed choices. 

Costs, Technologies, and Partners to Get Started 

AR solutions for the foodservice industry vary significantly in complexity and cost, offering restaurateurs various options to enhance customer experiences. 

Among the more advanced solutions, PickDish stands out for its ability to transform traditional menus into immersive experiences. Utilizing detailed 3D models of dishes, it allows customers to realistically visualize menu items through mobile devices, providing accurate representations of portions and ingredients. This technology assists customers in making more informed decisions and reduces uncertainty regarding the appearance and composition of dishes. 

However, there are also more accessible approaches that use AR to engage customers innovatively. A recent example is the collaboration between McDonald's and Pokémon GO. During special events, McDonald's restaurants in the United States were transformed into PokéStops and virtual Gyms, allowing customers to catch Pokémon while enjoying their meals. This initiative created an interactive experience that attracted both Pokémon enthusiasts and new customers, demonstrating how AR can be used to increase engagement without directly modifying the menu. 

Finally, it's important to consider that the primary goal of integrating AR into the restaurant sector is to provide content that engages users and enriches their experience. Projects like Creators' Kitchen, a collaboration between TikTok and Virtual Dining Concepts, offer dishes inspired by viral recipes directly through food delivery apps. This initiative shows how innovation and creativity can be used to offer unique culinary experiences, even without the direct use of augmented reality. 

Future Prospects and Upcoming Innovations 

AR is poised to integrate increasingly with other emerging technologies, such as artificial intelligence, to create ultra-personalized experiences. We may witness the introduction of AR glasses for waitstaff or customers, synchronized olfactory experiences, or immersive environments where one can virtually order and "try" a menu. 

AR will become increasingly central in creating a competitive advantage in the hospitality industry. 

Augmented reality represents an innovative and concrete lever to improve customer experience and differentiate in the market. Whether it's 3D visualization, immersive storytelling, or support for accessibility, AR has the potential to transform dining into an even more engaging and personalized experience. 

Investing in these technologies today means meeting new public expectations and preparing for the future of foodservice. Those who act promptly can benefit in terms of visibility, customer loyalty, and profitability.