The fast-paced evolution of the fast food industry is ushering in a new era of culinary experiences. From 3D-printed chicken nuggets to meatless burgers, and even robots capable of cooking 300 burgers in an hour, welcome to the realm of Fast Food Futurism!
Venturing into the Future of Fast Food
In the fast food landscape, where competition is fierce, companies are navigating through a multitude of factors such as price, product quality, digital engagement, and customer service to secure their market share. To stay ahead, industry leaders have been embracing technological innovations, establishing a paradigm shift in their strategies.
For instance, McDonald’s, through its Velocity Growth Plan, unveiled a corporate strategy pivoting around technology, delivery, and Experience of the Future (E.O.T.F.) restaurants. This strategic trifecta has become the cornerstone for various brands in the industry, setting the stage for the future.
Technological Marvels in Fast Food
The fast food sector is undergoing a fascinating technological metamorphosis. Two noteworthy pioneers are Beyond Meat and Impossible Foods, revolutionizing the industry with their plant-based innovations. Beyond Meat focuses on creating plant-based alternatives, while Impossible Foods employs genetically engineered yeast fermentation for its plant-based heme protein.
These innovations have prompted traditional giants like Kentucky Fried Chicken (KFC) to invest significantly in research and development. KFC’s ventures include a partnership with Beyond Meat for a plant-based fried chicken version and the creation of lab-produced chicken nuggets through a collaboration with 3D Bioprinting Solutions in Russia.
The quest for “future meat” is an answer to the rising demand for environmentally friendly food. KFC’s ambition is to seamlessly blend the classic taste of its original recipe with the technological disruptions required to stay competitive in the 21st century.
The “no-meat” trend extends beyond KFC, with Burger King offering the plant-based Rebel Whopper, and Starbucks introducing its Impossible breakfast sandwich. These innovations reflect the industry’s commitment to meeting evolving consumer preferences.
Efficient Delivery Services
Adapting to changing consumer habits, fast food brands have embraced delivery services as a crucial component of their business model. McDonald’s, as outlined in its Velocity Growth Plan, underscores the importance of expanding its delivery footprint. With delivery now a $3 billion business for McDonald’s, the company offers this service in over 20,000 restaurants across 75 countries, showcasing the industry’s commitment to evolving with customer needs.
Innovations in Operational Processes
In addition to customer-facing innovations, operational processes within fast food giants are also undergoing significant transformations. McDonald’s emphasizes the role of innovation in staying ahead and providing enhanced customer experiences. Through initiatives like the Experience Of The Future (EOFT), McDonald’s aims to unify and simplify its systems and processes, aligning with the digitalization and technology trends that are shaping the industry.
KFC echoes a similar sentiment, highlighting the impact of technology investments on quality and operations. For instance, the implementation of iFlares at Amrest KFCs has transformed the quality department by providing real-time insights into operations and HACCP processes.
Why Optimize Production Processes?
Major fast food companies are driving innovations in production processes to achieve two primary objectives: ensuring food quality and minimizing waste. McDonald’s EOFT has enabled them to design processes that prevent cross-contamination for individuals with specific dietary needs and optimize kitchen demands to reduce waste.
These innovations align with strategic marketing efforts, allowing fast food brands to associate their products with fitness and well-being. For instance, Yum China’s sponsorship of the Beijing 2022 Winter Olympic Games positions fast food within a broader narrative of health and vitality.
Envisioning the Restaurant of the Future
Given the trajectory of technological innovations, the restaurant of the future is likely to be characterized by features that minimize staff turnover, align production with sales forecasts, reduce operational costs, facilitate immediate decision-making, and provide global, real-time access to all business data. Analyzing, predicting, and scheduling operations accurately will be pivotal for future success.
As the fast food industry continues to embrace innovation, it is poised to redefine not only what we eat but also how we experience and perceive fast food. The journey into the future promises a harmonious blend of culinary excellence and technological prowess, setting the stage for a new era in fast food.
