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Food tech initiate Kabaq is an augmented reality application that permits food makers to present products in 3D and supply visualisation of dishes using advanced scanning technologies.
The start-up company has attracted the eye of massive brands and over the summer it worked with the likes of Grubhub, Dunkin’ Donuts, Subway, Domino’s and Magnolia Bakery to develop AR campaigns.
Kabaq has works with partners to create augmented reality Snapchat ads and activations.
Kabaq has also worked alongside food makers to create more longstanding partnerships with corporations, resembling a collaboration with Magnolia Bakery that brings their catering menu to life. Elsewhere, Kabaq developed an activation for US “clean comfort” burger chain Bareburger to bring all in-store menu items “to life on tablets”.
“Food and technology is connected to dining experience greater than ever and it’s growing day-after-day,” founder Guler told FoodNavigator. “On the immersive end of the technology, we’re bringing virtual food in your table to show you how to determine what to eat next. As humans we’re visual creatures and that is the closest form to really seeing food in your table.”
While Kabaq has initially focused on the food service and restaurant sector, the corporate also has its sights on the grocery aisle. “We will soon launch projects with food products sold in supermarkets. There are all forms of opportunities: presenting food using augmented reality, and using the AR food space to inform stories about how the product is sourced or show ingredients and recipes.”
Once upon a time…
Consumers are more all in favour of how their food is produced and sourced than ever before. According to Guler, AR is a superb tool for food makers to inform stories about their products in fun, progressive ways.
“From how we grow, source and [buy] food, technology is improving our experience,” the food tech entrepreneur believes.
“We are leveraging augmented reality to supply latest ways of presenting food to clients. Our most important goal is to assist customers to make a decision what to eat. While doing that, we’re helping restaurants [and potentially other food makers] push premium items and tell stories about their food.”
‘Food is an aesthetic’
Kabaq was founded in a world where social media is contributing to changing consumption patterns and the necessity for food to be ‘Instagram-able’ is front of mind for a lot of NPD specialists.
Guler said he recognised the shift that this represents for the food industry – and the chance for corporations to fulfill this need in latest and progressive ways.
“This era of Instagram, Facebook and Snapchat has modified what we eat… Today, food is not only taste, but equally vital is the aesthetic. Now social platforms and smart phone manufacturers who’ve created this shift are investing and pushing heavily in immersive technologies like augmented and virtual reality. These two emerging news led the method to bring Kabaq into life.”
Technological advances, resembling the introduction of Apple’s ARKit, are more likely to speed the adoption of AR across various industries, Guler believes. Kabaq also recently launched an AR programme that can allow people to access AR capabilities directly within the Facebook Messenger app.
The spark to found the business got here when Guler was eating at a restaurant with friends. He recounted: “My partner and I were working on an augmented reality technology to create a platform for architects. The idea for Kabaq was formed once we were having a dinner at a Turkish restaurant with friends.
“I used to be trying to elucidate how each dish looks and what they taste like when my partner got here up with the concept in regards to the using similar technology we had been working on for architecture, and create an AR platform for food items.”
Moving consumers up the worth scale is a crucial aspect of what AR can achieve, Guler suggested. “Early academic researches and our experiences suggest that AR menus are encouraging customers to decide on higher value items, helping restaurants increase check averages.”
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