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Brief Published: 22 Jun 2015

Wahaca’s Crowdsourced Dining

A dish from Wahaca's summer beta menu

UK-based Mexican restaurant chain Wahaca is inviting its patrons to try a beta version of its new summer menu and leave feedback on social media channels such as Twitter and Instagram using the hashtag #BetaEater.

The initiative, which launched this month, enables customers to sample dishes such as crab-stuffed avocados, salmon sashimi tostadas with chorizo, and chapulines memela – a type of traditional Mexican pizza. The most popular dishes will become permanent features at Wahaca's 16 London-based outposts during the summer period. Less popular items will be revised by Wahaca's in-house chefs and potentially offered at a later date.

Crowdsourcing feedback has become a popular way for brands to engage with their fans. In the food domain, this approach is being applied in various ways. In Pizza Hut's Subconscious Menu, we explore how retina tracking can be used to glean consumer preferences, while App Simplifies Alcohol Purchases looks at how algorithms can aid individuals' choices by making suggestions based on their unique tastes.

Meanwhile, opportunities for personalisation are also being well received – see Create Your Own Craft Beer for more.