“eatsa”: the fast-food that was missing!

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By now, we are increasingly destined to a world with much less interaction between human beings and fast food market is no exception.

McDonald’s has already started this process through its “touch easy order” or rather a touchscreen where you can order, pay (in case you pay by credit card), print the receipt and wait for your order is ready. In this situation there is still interaction between employees and consumers. You can see them into the kitchen, you may ask them something that you forgot, you can ask them some clarifications about ingredients or something like this, etc (I recommend this article to elaborate further McDonald’s position about the topic => http://www.businessinsider.com/what-self-serve-kiosks-at-mcdonalds-mean-for-cashiers-2015-8?IR=T). But, McDonald’s main goal of this is a more efficiency, to speed up ordering service.

Instead, “eatsa” has decided to completely remove interaction between consumers and “who stands behind the counter”. So, what is “eatsa” and what does it do?

Obviously it is the nth company founded in San Francisco, California. It was founded in 2015.
Currently the company has five stores, three of which on the West Coast in California and the other two on the East Coast in NY and in Washington D.C.

eatsa_logo

Which is the news? Eatsa offers a completely new  fast-food experience based on:

  • Healthier food (Get more from your fast food. Better protein, more flavor, and always fresh. The company serves only meals based on quinoa);
  • Customization;
  • No interaction with employees;
  • Taste (With craveable flavors you won’t believe, you can have a healthy addiction to fast food);
  • Speed of service (No lines. No cashier. No nonsense. They’re engineered to get you in and out fast).

So, the experience consists in these steps:

  1. you order your customized menu through the iPad;
  2. you pay and take the receipt;
  3. you wait for your order is ready;
  4. when you read your name on the screen you can take your menu from the box assigned to you.
  5. enjoy your meal.

A further advantage for the consumers might be that in this way people aren’t “under pressure” to order, because when you are at the fast food and you want to check the menu before ordering, cashiers often animate you to order faster. For many people may be an issue.

I think it is a nice and new idea. I like this concept of fast-food chain, it is a good and new alternative to the fast-fast chains that already operate in the market, especially for the food they serve.
They have followed the recent trend focused on eating healthier.
It may be a blockbuster. It all depends on what its competitors will do, especially if they want to copy this new concept that probably may not work on them or rather they probably have to change really slowly because their consumers are used to their current standard and consumers may not accept this change.

In the end I recommend you this article that offers a different point of view on this new food experience => http://www.forbes.com/sites/eveturowpaul/2016/09/27/why-eatsa-scares-me/#2a626b3e2f64

Sources:

https://www.crunchbase.com/organization/eatsa#/entity

https://www.eatsa.com

Eatsa, A Futuristic Restaurant Where Robot Cubbies Serve Quinoa

 

4 thoughts on ““eatsa”: the fast-food that was missing!

  1. Chiara Canzutti says:

    I like the idea of healthy dishes. I think it is time to recognise the importance of the quality of food, and i have also read that they offer vegetarian options. However, with regard to the decision of completely remove interaction between consumers and “who stands behind the counter”, to be honest I find it a little disappointing.
    As is wrote in the article that you suggested us, numerous studies now show the links between technology and increasing rates of loneliness, depression, and anxiety. Many in this young generation battle a creeping sense of nugatory existence by connecting over a meal, whether it’s by cooking for family, dining out with friends, or chatting with others online about gluten-free recipes.
    But on the other hand this is only my personal sensation and i can understand that for a lot of people this is a very funny thing to do. In fact it will be successful for sure also becouse people like new things and this will become a trend.

  2. nico hemp says:

    In the canteen context, I like it. In the video it looks like a place where people go for lunch during work or uni days. That’s cool. Especially after the hype is over and you can actually get your food quickly (because in the video it didn’t look like it with all those people waiting … why would you do that when the whole point is to make it more efficient???).
    And I don’t think it poses a big threat to the restaurant business either. Big difference between fast food during the day and dinner with friends.

  3. ebrg says:

    Nowadays lot of people try to be healthy and during your work day it’s not always easy to find a real healthy meal and quickly so I find the concept of healthy food really good for a fast-food. Moreover the fact that you can customize your food is really nice for the different special diet.
    But what I like less is the dehumanisation of the service, as Chiara said, remove the interaction with the employee is a bit disappointing.
    This is bad that all new technologies tend to eliminate human beings.

  4. mskorodzien says:

    For me it can be a nice option for people in big cities, who are in hurry during break time in their corpo-job and they simply don t care about interaction and integration with the others, they just want to eat their lunch asap and take a rest in silence, in that case and for this type of meals it can work, but for example, maybe I m too traditional but I cannot imagine to visit this type of place for a dinner:).

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