Just Eat hosts 'The Future Now' VR event

Online food order and delivery service, Just Eat, staged an event using both virtual and augmented reality today (22 November), which aimed to reimagine and redefine food discovery.

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The Just Eat event, which took place at the Village Underground in Shoreditch, London, used virtual reality (VR) and augmented reality (AR) to showcase the brand's latest food technology innovations. 

Guests were invited to take a tour through the living room of the future and interact with delivery robots in order to discover how the food technology industry aims to revolutionise how we order and enjoy food.

Just Eat's chief marketing officer, Barnaby Dawe, told Event: "The great thing about [the event] is that it's showing how we look at technologies and how we can adapt them to benefit our restaurant partners on one hand, and our customers on the other. It's a really practical use of the technology to help restaurants grow, by having this 3D view of their business, and helps us improve efficency for them. It's great to see it in action."

Just Eat wants to 'remove friction' when it comes to ordering food. The brand believes that people should be able to enjoy food the way they want to and intends to turn that belief into reality by putting data at people's fingertips and creating user-friendly technologies that help consumers to discover food on their own terms. 

Dawe continued: "The delivery robots are helping us understand time and motion - so how can we make things more efficient. There's data coming out the robot every second, and with every movement that it makes. From a customer point of view, it's amazing to see their faces when they get a robot delivering their food. There's an element of surprise and delight. But there's a practical angle to everything we do."

Guests were able to sit in and experience a futuristic living room, allowing them to get a sense of how technology could transform aspects of everyday life. 

"We really wanted people to come and experience the product. You can tell someone about VR but until you actually see what it's doing, it's very hard to imagine. We wanted to create a living room of the future, but had elements of the living room of today as some of the technologies are already in people's homes. We live in a virtual world, but we still want to touch, see and experience."

On 21 July, Just Eat launched its first food festival in London, inviting guests to explore food from around the world. On 8 June, food order and delivery brand Deliveroo opened a 'secret garden' pop-up, offering Londoners an urban oasis for eating a socialising. 

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