Consumers demand tailored experiences, and personalization is one way to make that happen. Food and beverage companies are leveraging data and testing technologies to meet this trend.
FoodTech startups are driving the personalized food movement, but big food companies are entering the space too. They want to capitalize on a growing cultural demand for earnest, authentic, health-centered brands.
Personalized Nutrition
A personalized nutrition solution is a meal planning system that customizes food choices to meet an individual’s needs. It considers health goals, taste preferences, genetic profiles, and diet/nutrition to optimize food choices.
Personalizing nutrition can help achieve weight loss, body composition improvement, and disease prevention. It can also improve gastrointestinal function, immune response, and cardiovascular health.
Personalized nutrition has gained popularity in recent years because of increased consumer awareness about healthy eating, the development of effective personalized food products, and the increasing adoption of personalized medicine.
However, it is essential to remember that personalized nutrition is only as good as the motivation and discipline the consumer can put toward making a lasting change in their behavior. Moreover, it is necessary to recognize that a personalized approach may only sometimes be the most practical or cost-effective way to address a given health goal.
Personalized Food Experience
With the cultural practice of home cooking fading, people’s need for various daily food options has risen. Unfortunately, this new consumer need has primarily gone unfulfilled by existing food providers due to the complexity of personalization and production of a daily large menu variety in a dine-in business model.
Food companies and restaurants like Shish Kabobs San Diego CA are stepping up to meet this growing demand with better, more innovative solutions that address this need through personalized food experiences. Knowing, for example, that a patron like Mary regularly buys a strawberry sundae with extra whipped cream and nuts allows you to welcome her when she arrives at your drive-thru, ensuring that you serve her her regular order.
The resulting personalized dining experiences can be delivered at multiple touchpoints, including your restaurant’s digital menu board, branded apps and kiosks, and loyalty programs. Brands that deliver a superior customer experience see 5.7 times more revenue than those that don’t.
Personalized Marketing
Marketing personalization is the strategy that allows marketers to target specific customers with content and products that are relevant to them. Examples include product recommendations, email campaigns, omnichannel communication, and more. When done correctly, this creates a personalized experience that satisfies consumers and encourages them to return.
Consumers are growing increasingly demanding personalized experiences. They expect to be treated like unique individuals rather than a faceless names in an email list. 62% of consumers say that they will switch brands if they don’t receive personalized communications.
Implementing marketing personalization across all channels is the best way to satisfy this demand. Marketers can use data to target consumers with relevant messages to increase customer satisfaction, loyalty, and retention while increasing brand awareness. Ultimately, this increases sales, revenue, and profit. Using AI and marketing automation technologies can make personalization even more effective.
Personalized Food Delivery
As delivery services race to build up their user bases and establish market dominance, the personalized nation is a big theme. For example, Uber Eats announced three new in-app features, including in-menu personalization. This feature connects users with restaurant dishes UberEats deems they will enjoy based on their taste profile. It’s one of many ways that the company uses data and machine learning to enhance the user experience. In addition, meal kit delivery companies are going all-in on personalized nutrition.
