Currently, you promote your product via the Robot Chef that customizes and prepares three burgers to be consumed within minutes. You have launched in a burger chain in Israel and target the US, according to the news. What’s your go-to-market approach?
First, as you mentioned, we have started in the food service industry. Institutional kitchens, restaurants, places where we meet the final consumer and can deliver a unique and personalized experience. We just recently completed a commercial reveal with one of the largest burger chains in the Middle East and plan to launch with Sodexo, one of the largest food service providers, in the US at the end of this year. With the learnings that we generate, we aim to expand to other geographies. Eventually, we envision consumers having their very own Smart Robot Chef at home.
What’s the customer feedback and are there repeat buyers?
For the pilot that we tested in Israel, the results were exceptional, and far exceeded our expectations. The ability to personalize their meal was especially valued by consumers. It was less of a surprise for us, but I think for the operator, it was quite astonishing. With the feedback that we received also from some repeat customers, we have started working on additional versions.
Congratulations on the positive feedback. Sounds like you are on the right track. Do you understand yourself as a food or a tech company?
I would say it’s both. We are at an intersection between food and technology. Neither just the one nor the other, we are both.
Is that also reflected in the allocation of your resources?
We are a multidisciplinary team. We have food engineers, mechanical engineers, electrical engineers, software engineers, marketing, sales, business, the full range of competences. We develop the food product formulation ourselves and write the algorithm that supports, manages, and controls the entire process. Perhaps we have a stronger focus on technology, but we are both. In terms of financial resources, we had a strong technology focus in the beginning to develop the algorithm and the Robot Chef to optimize the food service benefits and the end consumer experience. We still invest heavily into technology, but also considerable amounts of resources into our varieties of delicious food. Because in the end - we never compromise on taste.