AI reshapes dining as consumers demand transparency

Blockchains and chatbots are being tested by some fast-food chains and operators.

Dining is being reshaped by blockchain systems that boost transparency and AI tools that accelerate service, personalise experiences, and transform how diners discover restaurants online.

Features like chatbots and voice AI assistants have reduced response times and a 50% increase in replies sent within 60 seconds, according to the Future of Food in Asia report by Marriott International.

However, despite these results, only 38% are comfortable with AI handling their bookings or modifying reservations by phone, pointing to a backlash against the obvious forms of scraping for customer knowledge and customising menus and offers for guests based on previous behaviour, the report said.

However, despite concerns about losing the human touch in hospitality, the future of dining continues to move towards AI-curated, hyperpersonalized dining experiences, with digital systems eventually overseeing every detail in the future.

Diners will also benefit from a more connected digital food landscape. As of July, public Instagram content has become discoverable via Google Search. In other words, Instagram is no longer about engagement; it has evolved into a searchable platform with genuine SEO (Search
Engine Optimization) value.

In a recent survey, 75% of Marriott International’s F&B teams across Asia agreed that guests typically learn about the hotel’s food and beverage outlets through social media.

Consumers in Asia are also becoming increasingly aware of where their food comes from, driving demand for more farm-to-table and sustainably sourced options, with 63% wanting to see more farm-to-table/ocean-to-table food on the menu, whilst 34% want to see more zero-waste dishes available.

75% of consumers have asked about ingredient sourcing, with 23% doing so frequently and 52% sometimes, whilst 58% have enquired about the sustainability of F&B operations, including 15% frequently and 43% sometimes.

In a separate report by global hospitality consultancy firm Harrison, technology like blockchain could make it easier for restaurants to be transparent about their sourcing.

The report cited that in California, a pilot program using blockchain technology for Wagyu beef supply chains reduced inefficiencies by 35%, offering diners unparalleled traceability from farm to plate.

A potential use for this technology could be as easy as scanning a QR code on the menu and instantly seeing the life story of the Wagyu steak.

Brands like Starbucks and JD Wetherspoons are testing the use of blockchain technology in loyalty programmes to allow customers to earn and redeem across multiple brands, prevent fraud and account hacking, and ensure point systems are secure and permanent. The report also mentioned Burger King and Taco Bell brands are testing to use blockchain technology for cryptocurrency payments.