The potential of Blockchain for the gastronomy industry
If we think of Blockchain associated with gastronomy or even to be less restrictive, Blockchain applications in the food industry we surely think of Norwegian salmon with digital pedigree, chickens that attest all their way "from farm to table" or certificates of authenticity for olive oil or signature wines. We have already discussed this previously on this blog. In short, the technology that we call trust, which is precisely that, providing greater confidence to consumers about the quality, origin or condition of the food they are buying or consuming. We talk about traceability in the food chain, giving visibility and compiling in digital documents all the information from different producers, processors, or distributors. All agreed to increase the transparency of the industry globally. However, it is not only consumers who are the recipients of this transparency; it is also a necessity, sometimes regulatory, sometimes reputational, so that each member of the chain is relieved of some responsibility in the event of any incident, food alert or reputational crisis caused by any of the other links in the chain. In short, we certify the quality of the product, reinforce food safety, and demonstrate the sustainability of the production process. The value of traceability is therefore undeniable, but while there is still plenty of room for food companies of all profiles (from small producers to large distribution chains) to decide to implement the technology to increase transparency, its benefits will have to be noted in terms of savings and efficiencies in verification processes or, in any case, as an extra contribution to the reputation of brands by certifying their processes. Challenges for the gastronomy industry Blockchain has much more potential if we find use cases that provide solutions to some of the sector's challenges and allow the industry to differentiate itself and create new sources of revenue. Today, the different players in the sector have 4 priorities: De-seasonalize the hospitality industry, a challenge that requires promotion, complementary services, and taking advantage of the effervescence of gastronomic tourism, attracting visitors from all over the world to the establishment at any time outside the high season of the area where the establishments are located. Create synergies with local communities, designing unique experiences for visitors based on the opportunities of the different territories (local products, nature and landscapes, services, commercial offerings, events, etc.). Incorporate innovation in gastronomy and turn it not only into a source of diversity and differentiation, but also into added value for communities, workers, and producers. Disseminate the good work and find the loudspeaker that allows smaller establishments to find the added value that puts them on the map and helps them sell more, better understanding potential visitors to offer them attractive things so that they end up knowing and claiming the product. Our responsibility from companies like Telefónica Tech is to put technology at the reach of people to help them to value their work. Blockchain at the service of gastronomy allows the sector to reach more people, position itself and tell what Ferrán Adriá was doing at El Bulli or what a young chef is doing in a small village in rural Spain. Digitalization allows the gastronomy sector to scale and transcend the territories where they are located to have a global reach. The incorporation of Blockchain into the equation makes it possible to accredit the content and experiences that are replicated in that digital world, guarantee exclusivity and design unique digital experiences that are consumed by that segment of the population that we call the digital natives, for whom the gastronomic experience does not have to begin and end in a restaurant. Digitalization and exclusivity We observed that Blockchain can shore up and reinforce trust in the production chain, but it also makes it possible to redesign it and build new business models. Blockchain is a privileged channel for channeling creativity and gastronomic innovation, as well as building exclusivity in the digital world. Let's take as an example the collection of digital assets (yes, what some call NFTs) that we launched with Ferrán Adrià before the inauguration of elBulli1846 in Cala Montjoi. The collection had a double purpose: To explore the generation of revenue from the sale of the digital asset itself. To create evidence of the authenticity of the drawings and recognize them as originals by Ferrán Adrià. In this type of collections, the physical asset is not sold; in this case, we are talking about the original drawing of Ferrán Adrià, which is exhibited at the entrance of elBulli1846. The buyer is the sole owner of the digital version of it. The annotation of that ownership in Blockchain does not exclude the possibility that other users can copy and use the asset, but its legitimate owner can at any time accredit this unique and exclusive condition. In other words, this mechanism creates a feature of exclusivity and scarcity in the digital world that did not exist until now, where any content could be copied unlimitedly. And exclusivity is an attribute that brands have always used to build customer loyalty. Just as we are creating exclusivity around the possession of a digital image and crediting the originality of the image, we can apply exactly the same principle to any type of content. ✅ A recipe, for example, or what is perhaps one of the most recognizable features of the new gastronomy: avant-garde dishes. It is often difficult to patent a new recipe or a new presentation of a dish, or to register a disruptive culinary technique as a utility model. Surely no one would question the originality of Ferrán Adrià's chicken curry in the 1990s, and even less his authorship. But, what if instead of Ferrán, it's a young unknown chef in his small restaurant far from the spotlight? Most likely, he will have more trouble and run the risk that a customer may enthusiastically pass on the novelty upon his return to the city and the chef will end up finding his creation reproduced in the latest trendy restaurant, or in the best case, something very similar inspired by his creation. Blockchain can help you both to protect these intangible assets and prove with complete certainty their authorship at a certain point in time and to put them in value and create digital channels to exploit them. But Blockchain's potential doesn't stop there. Other industries have already successfully tested new models where the combination of these digital collectibles with the principles of the web3 to create digital communities around any type of product and even new models of crowdfunding based on this technology. Cyber Security AI & Data Web3 and the evolution of Internet Identity January 3, 2023 Gastronomic web3 communities Traditional marketing and promotion actions in the world of gastronomy were limited to taking care of the product and relying on word of mouth or betting everything on appearing referenced in a tourist guide. With the advent of the Internet, recommenders, and review websites, it became crucial to adapt to this channel, but beyond the loyalty and discount programs of the large chains/franchises and the exceptions of the great media chefs, most establishments do not establish any kind of long-term relationship with their customers. In a world where consumers have more and more options to choose from and retention is very complicated, Blockchain and Web3 allow to create a real community around the restaurant, where members have a say in what happens around them not only when they go to enjoy the dining experience, but from the moment something on the Internet hooked them to join the community. Such a hook can be the exclusivity of that unique collectible, as long as being a holder of that collectible also entails a series of exclusive benefits, privileges or perks that can be enjoyed not only at the restaurant. In the case of elBulli1846, buyers of each collectible could visit the elBulli1846 exhibition before its official opening, free tickets afterwards and other advantages. We could however go a step further and turn the issuance of collectibles into a form of crowdfunding. Each collectible can represent ingredients from different recipes, designing a game among the owners that invites them to complete a recipe to access the benefits or can represent a recipe and receive a kind of dividend based on the popularity of the recipe or even finance the training stay of a staff member who will distribute a percentage of the first contract he gets among his micro-patrons in the long term. All of this results in greater involvement and community-driven transparency, which fits with the search for a sense of belonging among younger consumers who shy away from being a membership number. Each micro-member who has purchased one of the collectibles has made a commitment to the restaurant, which in turn commits to giving back some of the value they have contributed. And that commitment is not just limited to providing memorable service for two hours when you visit the establishment. We are establishing a long-term relationship. In all these dynamics, technology is a medium and the original product, the restaurant, is a founding story or narrative that allows the dynamics to be created and sustained over time but is not limited by the spatial and temporal constraints of serving a few dozen menus a day. Thanks to technology, a hyperlocal business can scale and become a global phenomenon. ✅ We can make a similarity with soccer, where the member or the fan who pays for his seat, every week is the heart and even the sustenance of the story, but not at all its fundamental source of income or the one who guarantees its survival. Besides, web3 offers two added advantages: It allows partnerships between companies and institutions that share certain values or interests. Suddenly, the community opens up and we can create a cross-cutting program that allows users to enhance the value of their collectibles and use them to access these pre-sales in numerous establishments. ✅ Let's think about small producers in a given region in rural Spain. Just as pilgrims to Santiago de Compostela collect stamps on their Compostela, visitors to our region could collect collectibles commemorating the places they visit, the establishments where they have eaten or slept, the bakery where they bought the bread and some amazing muffins, or the small cheese factory where they bought a jar of honey as well as cheese. All of them can offer cross-benefits to users that none of them need to know and, therefore, it is not necessary to exchange personal data. You only need to identify yourself correctly as the legitimate owner of one of the collectibles or of a given set of collectibles. This transversality of benefits and perks increases the value of the community itself (and of the collectible that gives access to it) and attracts more users before the countless possibilities of redemption. It is complementary from the side of the users and not from the side of the establishments. Being Blockchain-based, they can always transfer their collectibles and even reissue fractions of the collectible themselves based on the associated benefits. ✅ For example, we can go back to our little county and those collectibles that the user gets by visiting various places of interest. Consider that one of the associated perks unlocks a meal at a certain restaurant the following weekend, when our visitor has already left the county. The user will be able to auction that perk in the community and transfer it to another user who can enjoy the meal the following weekend, without intervention from the restaurant or the stores or the institution that issued the collectibles. Thus, users are always reconnected independently of space and time restrictions and can earn revenue from the accumulated collectibles. Tomorrow's gastronomy As we have seen, Blockchain is a technology that makes it possible to break down many boundaries that have traditionally defined this sector and help and even enhance its digitization. Not only allowing businesses to be more efficient, but also creating a totally reliable and secure ecosystem where to value the product and know-how directly in the digital world. Blockchain AI of Things Facts and lies about the famous concept of NFTs March 28, 2022
December 6, 2023