US-based fast-food giant Pizza Hut has partnered with American software development company Chaotic Moon Studios to create a video that showcases a potential solution for the future of digital ordering in restaurants.
The touchscreen table concept, essentially a large digital screen, allows customers seated in the restaurant to order and customise their pizzas. Users can swipe to select the size, add tomato and cheese, and drag and drop extra toppings on to the digital pizza, as well as select additional sides and drinks.
In the video, the table is also able to sync to a smartphone – allowing users to pay directly for their meal using their mobile phones.
Although the table is just a concept, it is indicative of a move towards more interactive and seamless technology-based dining experiences, as explored in Digital Dining.
For more on smart brands enhancing the retail experience by developing sophisticated digital technologies, see Product Hubs: Experimentation & Co-Creation, Play Hard, Stay Memorable and In-Store Interactive.