Facial Recognition Easing the Process of Eating


Gone are those days when facial recognition was limited for specific sectors like for example the law enforcement and border security departments. Today, the situation has changed, and facial recognition is being used in our daily lives in shopping malls and eateries only to enhance the customer experience. Organizations are adopting the most innovative technologies to make sure they are offering the best customer experience which is possible for the customers to feel special.

Similarly, South Florida-based BurgerFi has outrun their competitors by uniquely utilizing facial recognition facility. Imagine walking in your favorite restaurant and being recognized immediately, getting special treatment and the food joint getting you the regular in no time at all; without even speaking one word. This is the experience being provided by BurgerFi for their customers.

The South Florida-based BurgerFi chain has incorporated touchscreen ordering kiosks with facial recognition facilities at 22 of 108 locations, including in Boca Raton, Jupiter, Doral, Port St. Lucie and West Palm Beach. BurgerFi started rolling out the innovative technology approximately two and a half years ago. According to the representatives of the company facial recognition can assist speed up orders when customers who previously permitted their photos to be taken at an ordering kiosk come back at the restaurant.

The machine works in a unique way, and customers have to opt for the facility. If a customer is a first-time user, the device will ask the customer to ‘please order.’ Later, it prompts, ‘Do you want to save for future use?’ Then it gives the customer an option to save by their phone number, credit card information or facial recognition. Hence, the next time the customer visits, the kiosk will provide a more customized approach and pull up a past order with facial recognition, and if the customers opt to use a stored credit card, then the entire process of ordering and paying is completed in as little as 10 seconds.

Also called biometrics, facial geometry marks the unique characteristics of individuals — distances between eyes, shapes of noses, widths of mouths, lengths of ears — and stores those information as data that can later be matched, just like fingerprints. For instance, Xenial, a Michigan based payment processing company, has begun the system at other U.S. chains, including Wow Bao, an Asian-themed eatery based in Chicago, fast casual chain Malibu Poke, based in Dallas,  and UFood Grill in Owings Mills, Md.

CaliBurger, based in Pasadena, Calif., launched a facial recognition ordering and payment kiosk which was developed by NEC Retail Solutions. Palermo said about 80% of kiosk customers who opt into the facial recognition process also allows the company to save their credit card information to facilitate ordering on their next visits.