2021 Media Kit

Data analytics key to new digital restaurant

Data analytics was vital in creating a 'digital restaurant' by contestants of the popular reality-TV show The Apprentice: ONE Championship Edition. Two teams had only 48 hours to set up a working cloud kitchen complete with takeaway and delivery meal offerings. The teams must identify cuisine gaps in the global food delivery ecosystem. They used proprietary data on food trends and consumer profiles from the global food tech company Tiffin Lab. 
The result was La Takorea, a Mexican and Korean fusion brand launched last week in Singapore. Customers can order the dishes developed by the winning team via the GrabFood platform.
The multinational winning team were Joy Koh from Singapore, Nazee Sajedi from the US, and Venezuelan Jessica Ramella, Niraj Puran Rao from India, Clinton Tudor from New Zealand, Kexin Ye from Germany, and Indonesian Paulina Purnomowati.
During the digital restaurant’s launch last week, Koh revealed that data analytics was critical to their success.
"Without it, we would not have been able to see and analyse the latest food trends or get a holistic understanding of what customers really wanted," she said.
Shaun Smithson, president for operations at Tiffin Labs, said in the past, chefs can have brilliant concepts but may be unsure if their ideas would work. Today, these concepts can be brought successfully to life through the structure, process, and rapid iterations that the innovation of data analytics can provide.
According to findings by Euromonitor, ghost kitchens or cooking facilities that produce food only for delivery could create a US$1 trillion global opportunity by 2030. Ghost kitchens can even significantly bring down rent and staffing costs for restaurants.
The COVID-19 pandemic has also made food delivery more popular due to lockdowns that prohibited dine-in options.

 

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