Indomie, Bulgogi Beef and Curry Cauliflower Wraps, these are some of the latest unique food choices that Singapore’s office workers in the central business district can enjoy this February with the launch of Wrap Bstrd, a Singapore based F&B brand and dark kitchen driven by Artificial Intelligence and analytics.
A partnership between technology-driven food & beverage company Ebb & Flow Group and AI solutions company, SQREEM, Wrap Bstrd combines SQREEM’s advanced behavioral data capabilities and pattern analysis with the combined expertise of the analysts, chefs, creatives and branding experts within Ebb & Flow Group’s Dark Kitchen Lab, creating a new F&B concept.
Based on SQREEM’s evaluation of over 200,000 individual data points to map behaviors and trends of distinct consumer groups in Singapore, the concept development team from Ebb & Flow Group’s Dark Kitchen Lab was able to analyse customer journeys, predict demand, and map behavioral intent to purchase. Studying flavors, ingredients, consumer preferences and trends, they were able to pinpoint the meals that office workers in the CBD wanted.
According to Ian Chapman-Banks, CEO of SQREEM Technologies, SQREEM can “extract anonymized behavioral footprints across 3 billion consumers globally and identify links and associations among vast, unstructured digital activities across any platform web, mobile, social, location, video, satellite, transaction, and audio in any format and in any language and determine macro behavioral normalcy versus micro behavioral abnormality.
He added, “We are excited to bring these advanced capabilities to the dynamic and fast-moving food & beverage sector to identify and understand consumers’ food and dining preferences. This enables us to create highly customized and on-demand concepts targeted at consumers who want them.”
The concept development team found that target customers like flavors from local comfort food such as hawker dishes and that they care about health trends. Customers also prefer to consume their food in a convenient, fuss-free manner. Arising from these insights – Wrap Bstrd was born – an exclusively delivery-only menu which is readily available to hungry customers while reducing costs – providing excellent value and delicious food that is delivered quickly.
Philipp K. Helfried, Chief Investment Officer, Ebb & Flow Group, said, “Consumer behavior and preferences are changing rapidly and this is the driving force behind our need to use technology and digital products in the F&B industry.”
“Wrap Bstrd is the first concept of its kind to take these insights and create a hyper-focused product that stands out from the rest, and the branding also reflects that. Our Dark Kitchen Lab is unique in that it consists of analysts, chefs, creatives and branding experts that look at data points and develop concepts, giving Ebb & Flow Group a unique position in the market.”
