ATLANTA – Designers, architects, and creatives submitted ideas last year for relevant, customer-focused, revenue-generating foodservice pioneering concept (FPC) designs. Judges reviewed several inspiring entries, with “Foodbots” eventually earning second place in an extremely close vote. In his own words, lead creative Kip Serfozo describes the why and how of the concept.
by Kip Serfozo
What is a foodbot? In simple terms it’s a robot that assists foodservice operators to deliver high quality food and beverage and customer service to guests. There are kitchen robots that specialize in prep and cooking and there are dining room robots that specialize in service aspects.
Why now? There are several shifts in the current environment that are creating the intense demand for robotics in general such as: shortages of qualified labor (number one factor); financial pressure; and capital and operational costs for better overall ROI for owners. This is a complicated calculation that considers real estate costs, human resource investment, and competitive edge in the marketplace. And finally, recent technology has hit a home run; enabling the market to turn to robots for excellent solutions.
Our team at Cini Little is currently designing a fascinating foodbot (dubbed “EAT”) for the hotel market. The concept took foodservice pioneering concept (FPC) competition put on by HX: The Hotel Experience Powered by AAHOA. EAT is the ultimate foodie concierge, delivering a food experience to any location on the hotel property.
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Customers access the menu from their mobile device and EAT travels to your GPS location. Full transactions order/pay/delivery are done with your mobile device and the transactions are posted to your hotel portfolio. The robot has on-board fresh draft beverages and food.
We think of it as a roving “farmer’s market”. Imagine having a fresh local craft draft beer with your dinner experience. EAT is parked in the kitchen where he is loaded with fresh foods and beverages. He then travels to the customer. Managers can activate EAT to assist in any F&B outlet; even serving as back -up bartender on those busy occasions.
Robotics technology paired with recent advances in AI application and 5G cellular infrastructure have all stepped up to the plate to enable robots to hit the scene—and the cost of robotic technology is decreasing. On the foodservice equipment technology side, advances in heating and chilling allow for foods to be held at exact temperatures. This allows for fresher, better tasting food. Keeping hot food hot and cold food cold is the key to fresh tasting food.
Customers like EAT. Millennials, the next largest population group, are asking for EAT. They love technology and what it can do to help make their lives easier and more enjoyable. Today’s customer wants food at their fingertips. They also want touchless, frictionless transactions.
Post pandemic, we need solutions that minimize touchpoints and increase sanitation. Foodbot technology can assist with this. Owners are discovering how to integrate robots into their service model. How can they leverage the technology to create a better overall foodservice experience? How can they increase sales and lower costs? Keep in mind that all foodservice operations run on razor-thin profit margins. The business model needs to have a short return on investment.
Robots create many architectural design challenges. First, where do you store and charge the robots? Space needs to be allocated for this. Can the facilities’ technology support robots? Then there is the big issue of safety. How do robots and humans cohabitate in a safe environment? The facility should be ergonomically friendly for both. Finally, there needs to be a conversation on what functional areas will not be needed anymore, such as vending. Can the robot replace vending? Possibly.
What markets are ripe for robots? We believe the first to enter the market are high volume, quick service concepts; think McDonalds, and quick serve restaurants. Another market is large population/campus clients, like hospitals, colleges, convention hotels, and amusement parks. The health care market is looking for higher levels of hygiene and less human contact within their environments—robots are the ticket here. The business models and historical data will power entry of robotics further into foodservice markets over time.
What’s next? Most foodservice professionals agree that the big challenge is how to integrate robotics technology into a personal, romantic dining experience. We want robots to help maintain and heighten our love for food, culture, society, celebration, and discovery. Seamlessly integrating robotics into the “customer service model” will be the challenge for hospitality owners and managers.
Our client, Purdue University West Lafayette, Ind. is one of the largest college campuses in the United States to release a fleet of foodbots. We recently completed design for their new Student Union Food Hall, which has a 7,000-sq-foot support ghost kitchen. Purdue’s foodbots interface with the entire retail program. Students and staff consider the robots to be an added foodservice amenity. During the pandemic there is increased participation. Robots can deliver food 24/7 to any location on campus. Purdue reports great success with the program.
As for robots in the kitchen, many of the larger restaurant quick service chains are in the game. They are finding similar ROI experiences. There is “Flippy” the burger assembly robot and “Bussy” the food runner robot. Robotic baristas and bartenders are popping up across the country. And other applications include “sanitizing” robots that travel kitchen areas, cleaning the facility and entering the marketplace.
Many large building and campus master plans are having the robot conversation. Integrating robots into the built environment will be the new normal.
Kip Serfozo LEED ID&C AP, WELL AP is design director east at CINI • LITTLE INTERNATIONAL, INC., Atlanta.