Saturday, July 22, 2017

The world’s first augmented reality menu is here

Imagine, a cocktail menu with a AR twist

At the City Social restaurant and bar in London, one of the most innovative chefs in the world, Jason Atherton, has sought to create an immersive experience with his cocktail drinks in the menu. To see the cocktails come to life, bar-goers will have to download an app, called Mirage. The drinks arrive on a mat that the phone scans like a QR code. Drinkers can then snap and share the images on their social profiles.

Each drink provides a different experience, featuring artwork that reflects its flavors and themes, immersing guests in a vibrant world where cocktails become interactive art. Not all are pleased with such a presentation method though. Eater's headline was: "London Bar Adds Unnecessary VR Component to Cocktails"

Maybe it is seemingly unnecessary because such a form of technology being applied to F&B sector seems so new (and jarring, for some). However, I believe that augmented reality has the potential to not only engages visitors, but encourages them to see, taste, think and experience food and drink in a new way. 

This integration of technology and F&B can be delightfully surprising and I believe, is a step in the right direction. Millennials lean in to immersive experiences, a trend that shows no sign of fading. Visual technologies such as AR and VR can reinvent dining and bring attention to the tastes, stories, and ingredients behind each creation, and bring audiences (especially millennials) closer to the geniuses of the chefs.

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