Facial recognition technology is finding its way in the leading food and beverage chains around the world. A good example is Chaayos, a leading retail store in New Delhi that serves a wide range of food and beverages. It has embarked on using a facial recognition feature to fulfill customer orders. It brings about efficiency since customers need not enter OTP every time they visit the retail chain. However, questions of privacy infringement come to question.
How does Facial Recognition Technology Work?
At Chaayos, you place an order by registering your name and phone number on a tablet at the counter. You then receive an OTP to enter on your mobile phone. When you return to the kiosk, they use the facial recognition feature to identify your facial features. They use strategically placed tablets that have front-facing cameras to capture your facial features.
Is Face recognition the trend in the US, and the world?
Chaayos is not the only one. BurgerFi in the US has touch screen ordering points with facial recognition capabilities at 22 of their 108 locations. However, BurgerFi’s facial recognition system prompts you to opt-in. The first time you order, the system asks you whether you would like to save for future use. It provides you the option to save by your phone number, credit card information, or your facial recognition. It would be better if Chaayos did the same. Other chains using facial recognition in the US include Malibu Poke in Dallas, Wow Bao in Chicago, and UFood Grill in Owings Mills.
Facial recognition can help to speed up orders and improve the user experience, which is a critical factor in the food chain business. For instance, Carli Burger, a Californian based food chain, use facial recognition at its kiosk to enable its customers to access their loyalty program quickly. However, some customers may not like the idea of their faces being recognized in some places. They could avoid restaurants using this form of technology. Another issue is the use of customer stored data to make suggestions for the customer based on their preference. The customer might keep ordering the same meal each visit and get bored with the place altogether.