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Food, Beverage & Hospitality
Published: 28 May 2014

Gamified Food Service


Chiming with Digital Dining – where restaurants use sophisticated technologies to enhance the dining experience – Brazilian fast-food chain Giraffas has conceived a food tray that can multitask as an interactive football game.

Coinciding with the 2014 Fifa World Cup in Brazil, participants must download a smartphone app, and position their handset against the side of the tray – turning the screen into a virtual goalpost. They then flick a paper ball, which can be created by tearing a strip of paper off the paper tray, at an on-screen goalkeeper.

The activity can be enjoyed solo, or with multiple players in a penalty shoot-out scenario.

The initiative was devised after the restaurant chain noticed most of its patrons play with their smartphones while consuming their meals. For more on how food brands are capitalising on patrons' constant smartphone connectivity, see Future Family Dining.

For more on best-practice design solutions for on-the-go dining, see Food in-Transit, and for wider insights into the integration of technology into packaging, see Media-Enhanced Packaging.

For more on maximising marketing opportunities around sporting events, read Winning at World Cup Marketing.

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