Eatsa Fast Food for the Digital Age
A few months ago in San Francisco, the first iteration of fast good restaurant Eatsa has opened its doors to organic quinoa bowl lovers. Another new brand dedicated to food-conscious urban millennials ? Yes, undoubtedly. But the brand has pushed its concept much further than that.
Eatsa provides its customers with a truly digital interactive experience. So digital that there is not even a single human interaction from the time you enter the restaurant till you leave it. You only have to deal with tablets, screens and a cubby. It may seem a bit scary at first sight but Eatsa has achieved the challenge to make it fun. And the food is good too, according to many journalists and experts who have experienced the restaurant so far.
Of course, there is still some staff to prepare food. But the team is hidden behind the big screen where you can check how your order is processed. Anytime soon though, the founder, a former astrophysicist and Google associate, vows that he can replace the whole food staff with robots.
Want to treat yourself with quinoa ?
- The menu is accessible via iPad. A large range of organic and tasty quinoa bowls options is available. Prices are cheap ($ 6,95 a bowl)
- Since you pay with your credit card, Eatsa can identify your profile. Therefore, you can easily follow the order you placed on the screen. You just have to wait in front of it. When your food is ready, the bowl is directly delivered in a digital glass cubby. On each bowl, a printed label helps you to verify that your order has been completely fulfilled.
- Here we go. Enjoy.
To wrap-up this food concept, I would like to make a few remarks.
- Eatsa initiative confirms that quinoa is a popular and flexible ingredient that can support a whole fast food concept.
- Eatsa brings digital innovation to a level that no other food chains have reached before. At first sight, it may appear counter-productive to get rid of human interactions in a physical store, but we’ve all experienced how over-processed is the service in mainstream fast food chains. As most of the food brands tend to train their staff to work like robots, you’d surely better deal with Eatsa digital eco-system directly.
- Staff costs are a key component of the food business model. Eatsa digital concept may open new perspective for the whole fast food industry.
- The fact that the “kitchen” is hidden behind the screen is, in my opinion, a source of concern. I think that a visible kitchen would have reassured the clients about hygiene and would have put an emphasis on natural and fresh ingredients as well.
- Beyond the food sector, Eatsa concept can be adapted to almost any physical retail activity. A few years ago in the UK, Argos had succesfully paved the way to shop digitalization. It seems obvious now that the trend is set to continue at a faster pace.
Interested in new retail concepts that are worth a visit? click HERE