An answer to your overbearing responsibilities? Perhaps yes for all those working moms and wives, who drive home only to face second shift. Kraft and Intel’s (News - Alert) new-to-market biometric "Meal Planning Solution," solution center kiosks in a possible grocery chain near you, could help those on the go, with little meal planning time, find new recipes during quick grocery runs on the commute between home and work.
Unfortunately, the kiosk doesn’t push the cart down the aisle for you, filling your cart with the week’s necessities, nor does it make a trip to your home to accompany as Sui Chef. However, the Meal Planning Solution does promise to save you time and brain power after a long day of work. Using biometric technology, the solution center scans your face to figure out what you might be interested in cooking, or more importantly in eating.
For ensured and customized results, a user can provide purchase history data via his or her grocery store loyalty card, shopping list on Kraft's iFood Assistant mobile app, or recipe-browsing history on kraftrecipes.com.
Offering up a list of Kraft recipes and Kraft ingredients provides more than ease and time. The food industry has been cutting saturated fat, sodium and calories from products for several years. More recently, companies have begun adding nutrients such as fiber and antioxidants. This is partly in response to a variety of factors including consumer requests and expectations of new government guidelines. Kraft Foods Inc. was one of the major food retailers planning to reduce sodium in its foods by an average 10 percent by 2012 and its plans to double whole grains across its Nabisco products by 2013. Therefore, this solution center is not only beneficial in eliminating wasted time, but also in eliminating the waist line.
There are some solid applications to this solution center. It isn’t just for those moms and wives heading home to their second shift. Intel and Kraft, through their collaboration in building the solution center in 2010, have targeted four groups of individuals to benefit from this grocery shopping assistant.
Retailers: Provide the solutions center in your store, and perhaps you provide a service no other retailer offers, and in turn you’ll increase foot traffic.
Consumers: Consumers are indecisive, many attend the store without lists or last minute; the solution center resolves unnecessary time spent in the store.
Kraft: Plain and simple the solution center will be providing a list of suggested Kraft items to include in the recipes, which means an increase in sales.
Intel: Intel wants to promote the personalization of technological experiences, and partnering with Kraft allowed the opportunity to promote the technology — anonymous video analytics along with the immersive digital experience in-store.
Along with the extensive help the solution center provides, the unique offer must be first and foremost recognized and commended for its biometric technology. Its integration of anonymous video analytics software, which detects age and gender to determine recipes a person may be interested in viewing is astonishing. "The technology is approximately 86 percent accurate in determining gender,” Jose Avalos, Intel's director of retail and digital signage for the embedded and communications group, commented in a statement. "For age, it depends on the bracket. For young adults and adults, the accuracy is approximately 70 percent. For children and seniors, the accuracy is approximately 80 percent."
Recently Kraft made big headlines when ex-convict and one-time drug addict, Ted Williams, was discovered for his announcing voice talents. Williams was featured in an ad for Kraft Foods that was introduced during the Kraft Fight Hunger Bowl in San Francisco.
"Like many others, Kraft Macaroni & Cheese and our ad agency was moved by Ted Williams' story," Kraft spokeswoman Lynne Galia told Adversting Age. "His amazing voice is perfectly suited to our campaign. We were in the middle of making our TV spots and in a unique position to help Ted use his great voice to gain employment."
Jaclyn Allard is a TMCnet copy editor. She most recently worked on the production team at Juran Institute, a quality consulting firm producing its own training and marketing materials. Previously, she interned at Curbstone Press, a nonprofit publishing press in Willimantic, CT, and fulfilled the role of Editor-in-Chief for the literature and arts journal published by the University of Connecticut. To read more of her articles, please visit her columnist page.
Edited by Jaclyn Allard