{"id":2729,"date":"2018-11-21T11:55:47","date_gmt":"2018-11-21T16:55:47","guid":{"rendered":"http:\/\/www.wasserstrom.com\/blog\/?p=2729"},"modified":"2018-12-11T12:57:48","modified_gmt":"2018-12-11T17:57:48","slug":"restaurant-menu-innovation","status":"publish","type":"post","link":"https:\/\/www.wasserstrom.com\/blog\/2018\/11\/21\/restaurant-menu-innovation\/","title":{"rendered":"Restaurant Menu Holograms: Fad or Future?"},"content":{"rendered":"<p>Your <strong>restaurant menu<\/strong> might be your <strong>most important customer touchpoint<\/strong>. Would you be willing to entrust your restaurant menu to a cutting edge technology that takes your menu beyond the traditional printed page?<\/p>\n<p>We are talking <strong>holograms<\/strong> here. Well, sort of.<\/p>\n<p>Holographic projections have been a staple of science fiction since that famous scene in <strong>Star Wars<\/strong> when <strong>R2-D2 projects a hologram of Princess Leia<\/strong> pleading for assistance.<\/p>\n<p>&#8220;<em>Help me Obi-Wan Kenobi. You&#8217;re my only hope,<\/em>&#8221; implores a shimmering Princess Leia.<\/p>\n<p>Perhaps, in the future, she might also suggest an order of the lemon meringue pie.<\/p>\n<figure id=\"attachment_2731\" aria-describedby=\"caption-attachment-2731\" style=\"width: 1000px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-2731\" src=\"http:\/\/www.wasserstrom.com\/blog\/wp-content\/uploads\/2018\/11\/hololens-starwars.jpg\" alt=\"A holographic Princess Leia from Star Wars: A New Hope.\" width=\"1000\" height=\"430\" srcset=\"https:\/\/www.wasserstrom.com\/blog\/wp-content\/uploads\/2018\/11\/hololens-starwars.jpg 1000w, https:\/\/www.wasserstrom.com\/blog\/wp-content\/uploads\/2018\/11\/hololens-starwars-300x129.jpg 300w, https:\/\/www.wasserstrom.com\/blog\/wp-content\/uploads\/2018\/11\/hololens-starwars-768x330.jpg 768w\" sizes=\"auto, (max-width: 1000px) 100vw, 1000px\" \/><figcaption id=\"caption-attachment-2731\" class=\"wp-caption-text\"><em>A holographic Princess Leia from Star Wars: A New Hope.<\/em><\/figcaption><\/figure>\n<h2>Restaurant Menu of the Future<\/h2>\n<p>One company is trying to turn science fiction into restaurant reality.<strong> <a href=\"http:\/\/hololamp.tech\/\" target=\"_blank\" rel=\"noopener\">Hololamp<\/a><\/strong> is a start-up that creates portable, hands-free\/glasses-free <strong>augmented reality<\/strong> applications. In short, Hololamp makes a <strong>portable projector<\/strong> that, through some nifty tricks, can make projected images appear to be three dimensional.<\/p>\n<p>Hololamp&#8217;s first major product development is a<strong> portable projector intended to be used as a restaurant menu<\/strong>. The device is placed on the table and projects 3D models of the food for the customer. The customer can <strong>navigate the menu with touch commands<\/strong> that are also projected onto the restaurant tabletop.<\/p>\n<p>Check out Hololamp&#8217;s demo video to get a quick look at how the technology could be used:<\/p>\n<style>.embed-container { position: relative; padding-bottom: 56.25%; height: 0; overflow: hidden; max-width: 100%; } .embed-container iframe, .embed-container object, .embed-container embed { position: absolute; top: 0; left: 0; width: 100%; height: 100%; }<\/style>\n<div class=\"embed-container\"><iframe src=\"https:\/\/www.youtube.com\/embed\/TRHqxQK3CX8\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/div>\n<p><em>Hololamp demo of an augmented reality restaurant menu application.<\/em><\/p>\n<h2>How Does it Work?<\/h2>\n<p>While the Hololamp appears to <strong>project a hologram onto the restaurant tabletop<\/strong>, all is not what it appears to be. The portable projector uses 200 lumens to project a bright image on to the table top. But this is a <strong>flat image<\/strong>. And here is where the magic happens. The projector unit also serves as a face-tracking monitor. The unit tracks head and face position of the user to use <a href=\"https:\/\/en.wikipedia.org\/wiki\/Parallax\" target=\"_blank\" rel=\"noopener\">parallaxis<\/a> to change the image the user sees as their head changes position. This gives the illusion that the image is three dimensional.<\/p>\n<p><a href=\"https:\/\/www.computerworld.com\/article\/3158508\/emerging-technology\/6-startups-from-ces-to-watch-in-2017.html\" target=\"_blank\" rel=\"noopener\">Computerworld<\/a> spoke to Hololamp founder, <strong>Alan Jay<\/strong> at the <strong>Consumer Electronics Show (CES)<\/strong> earlier this year. He noted that the system uses the same software used to create realistic looking video games.<\/p>\n<p>&#8220;<em>We then track your face using our device, and because we know where you are, we can take the 3D object, form a 2D projection of it onto the tabletop with the projector, and then as you move, change the projection, so it is as if you were looking at a 3D object<\/em>,&#8221; said Jay.<\/p>\n<p>The image tricks your brain. But it&#8217;s a pretty nifty illusion.<\/p>\n<p>The touch interface is actually something that has been around for a number of years now. You may have seen computer keyboards that can be projected onto a tabletop. Users can then &#8220;type&#8221; on that keyboard and have their keystrokes tracked to create input just like a regular keyboard.<\/p>\n<figure id=\"attachment_2736\" aria-describedby=\"caption-attachment-2736\" style=\"width: 1000px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-2736\" src=\"http:\/\/www.wasserstrom.com\/blog\/wp-content\/uploads\/2018\/11\/hololens-keyboard.jpg\" alt=\"A projected keyboard turns any flat surface into an input device.\" width=\"1000\" height=\"594\" srcset=\"https:\/\/www.wasserstrom.com\/blog\/wp-content\/uploads\/2018\/11\/hololens-keyboard.jpg 1000w, https:\/\/www.wasserstrom.com\/blog\/wp-content\/uploads\/2018\/11\/hololens-keyboard-300x178.jpg 300w, https:\/\/www.wasserstrom.com\/blog\/wp-content\/uploads\/2018\/11\/hololens-keyboard-768x456.jpg 768w\" sizes=\"auto, (max-width: 1000px) 100vw, 1000px\" \/><figcaption id=\"caption-attachment-2736\" class=\"wp-caption-text\"><em>A projected keyboard turns any flat surface into an input device.<\/em><\/figcaption><\/figure>\n<p>While these keyboards have gotten mixed reviews, the technological concept is a promising one.<\/p>\n<p>To create the &#8220;3D&#8221; content, each food item shown must first be scanned from multiple angles.\u00a0 Photorealistic, <strong>3D models of the food are then created<\/strong>.<\/p>\n<figure id=\"attachment_2737\" aria-describedby=\"caption-attachment-2737\" style=\"width: 1000px\" class=\"wp-caption alignnone\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-2737 size-full\" src=\"http:\/\/www.wasserstrom.com\/blog\/wp-content\/uploads\/2018\/11\/hololamp-scan.jpg\" alt=\"3D models are created from multiple images.\" width=\"1000\" height=\"632\" srcset=\"https:\/\/www.wasserstrom.com\/blog\/wp-content\/uploads\/2018\/11\/hololamp-scan.jpg 1000w, https:\/\/www.wasserstrom.com\/blog\/wp-content\/uploads\/2018\/11\/hololamp-scan-300x190.jpg 300w, https:\/\/www.wasserstrom.com\/blog\/wp-content\/uploads\/2018\/11\/hololamp-scan-768x485.jpg 768w\" sizes=\"auto, (max-width: 1000px) 100vw, 1000px\" \/><figcaption id=\"caption-attachment-2737\" class=\"wp-caption-text\"><em>3D models are created from multiple images.<\/em><\/figcaption><\/figure>\n<h2>Opportunities &amp; Limitations<\/h2>\n<p>The Hololamp restaurant menu application has a big &#8220;wow&#8221; factor. But it&#8217;s not without its downsides. It&#8217;s hard to imagine that many restaurants would have the in-house knowledge and\/or manpower to create the digital 3D models of each of their menu items. Even if you outsource this piece, <strong>the costs could be prohibitive<\/strong>.<\/p>\n<p>Although this is a very promising first application of this new technology, future iterations may very well improve upon the current system&#8217;s limitations. For example, using 3D models of the food can appear a bit cartoonish and may not represent a restaurant&#8217;s offerings in a manner <strong>consistent with the overall restaurant brand<\/strong>.<\/p>\n<div class=\"sketchfab-embed-wrapper\">\n<style>.embed-container { position: relative; padding-bottom: 56.25%; height: 0; overflow: hidden; max-width: 100%; } .embed-container iframe, .embed-container object, .embed-container embed { position: absolute; top: 0; left: 0; width: 100%; height: 100%; }<\/style>\n<div class=\"embed-container\"><iframe loading=\"lazy\" src=\"https:\/\/sketchfab.com\/models\/4209a0ff89e747898c07b0580f7ca226\/embed?autostart=1\" width=\"640\" height=\"480\" frameborder=\"0\"><\/iframe><\/div>\n<p><i>A 3D model of a lemon meringue pie. Click or swipe to explore.<\/i><\/p>\n<\/div>\n<p>Hololamp notes that the models are <strong>helpful in showing portion sizes<\/strong> to customers. In addition, dishes can be <strong>viewed from all angles<\/strong>. This isn&#8217;t possible with a single photograph.<\/p>\n<p>But perhaps the biggest benefit to the use of a Hololamp for your restaurant menu has to do with the <strong>customer experience<\/strong>. As we have reported elsewhere, <a href=\"http:\/\/www.wasserstrom.com\/blog\/2018\/07\/02\/a-unique-experience-can-make-your-restaurants-food-taste-better\/\">a unique experience can influence a customer&#8217;s perception of your restaurant&#8217;s food<\/a>.<\/p>\n<p>Another issue is that the current app is a <strong>single-user experience<\/strong>. Because the unit monitors face position, it only works for the person being tracked. Short of projecting actual holograms, there probably isn&#8217;t a way around this for now.<\/p>\n<p>Although not explicitly stated, the projection obviously <strong>works best on a plain white background<\/strong>. The result would not be nearly as compelling on a brown, wood tabletop.<\/p>\n<p>The application does suggest some natural extensions. With the explosion of <strong>individual<\/strong>\u00a0<strong>tableside entertainment<\/strong>, the Hololamp would appear to be a natural fit. Instead of a screen, games or other entertainment could be <strong>projected directly onto the tabletop<\/strong>.<\/p>\n<h2>Evolution of the Restaurant Menu<\/h2>\n<p>Let&#8217;s face it. The restaurant menu isn&#8217;t going anywhere any time soon. The printed menu is a key component of restaurant culture. But embracing new technology may be a differentiator for some types of foodservice businesses.<\/p>\n<p>In the right context, this technology could be game-changing. We are very excited to see how this technology evolves in the restaurant industry.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Your restaurant menu might be your most important customer touchpoint. Would you be willing to entrust your restaurant menu to a cutting edge technology that takes your menu beyond the traditional printed page? We are talking holograms here. Well, sort of. Holographic projections have been a staple of science fiction since that famous scene in [&hellip;]<\/p>\n","protected":false},"author":8,"featured_media":2730,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"om_disable_all_campaigns":false,"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[33],"tags":[397,399,396,395,398],"class_list":["post-2729","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-industry-news","tag-augmented-reality","tag-fad","tag-hologram","tag-restaurant-menu","tag-restaurant-technology"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Restaurant Menu Holograms: Fad or Future? | The Official Wasserstrom Blog<\/title>\n<meta name=\"description\" content=\"Your restaurant menu might be your most important customer touchpoint. 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