NRF 2025, held in the first half of January in New York, provided an overview of how the retail sector is transforming to meet the expectations of increasingly demanding, connected, and conscious consumers. It was an invitation to reflect on how retail can become more relevant, human, and visionary.
Considered the largest and most influential event in the sector, organized by the National Retail Federation—an association representing US retailers—it brought together market giants, innovative startups, and brilliant minds in technology to explore trends reshaping the future of retail and discuss strategies to reimagine stores, integrate technology, and, above all, place the customer at the center of every decision.
For the food service sector, the message was clear: personalization and technological innovation are no longer differentiators but necessities.
Eduardo Ferreira, CCO of ACOM Sistemas, a technology company developing management software for the food service sector, attended the event and stated, ‘The event revealed a landscape where mass personalization and the integration of technology, such as AI, will redefine the consumer experience.’
He explains that technology is being used to create smoother and more personalized shopping journeys, enhancing not only operational efficiency but also emotional connections with customers.
“Technology is not just a tool but an enabler of experiences that captivate and retain customers,” emphasized Eduardo Ferreira. In the Brazilian context, where the food service market is growing, the adoption of technologies like smart carts and digital avatars can be key to meeting the expectations of increasingly connected and demanding local consumers.
With AI increasingly present in global gastronomy, technology emerges as a strategic ally. Ferreira notes that ‘a restaurant, through artificial intelligence, can analyze customer habits, suggest tailored dishes, and adjust menus in real time.’ This is already a reality for 28% of establishments adopting AI in their operations, according to the Brazilian Association of Bars and Restaurants (Abrasel).
“Through advanced algorithms, AI has been used to predict demand with greater accuracy, reducing costs and optimizing product flow. Beyond minimizing waste and ensuring the availability of high-demand items, this practice boosts operational efficiency—a competitive edge in an increasingly dynamic market,” adds ACOM’s CCO.
Experts highlight that this technological transformation not only improves internal processes but also redefines how companies position themselves in the market, fostering a more agile and intelligent retail sector.
“The future of food retail demands constant adaptation. Integrating AI with traditional strategies reflects the future of innovation in the sector, offering solutions that blend technology and humanization. Brands that meet these demands will be better prepared to thrive in a transforming market,” Ferreira emphasizes.
During discussions at NRF, e-commerce took center stage, driven by the rise in online food purchases. According to the E-commerce Trends 2025 survey by Octadesk in partnership with Opinion Box, 88% of Brazilians made online purchases at least once a month in 2024.
Michelle Evans from Euromonitor International underscored during the event how inflation and the growth of e-commerce are reshaping consumption habits and the food market. ‘The omnichannel concept has evolved: it’s no longer just about integrating channels but creating a fluid, personalized journey across physical stores, apps, and social networks. AI not only optimizes logistics but also offers personalized suggestions based on past purchases and customer feedback,’ Evans noted.
Deb Hall Lefevre, CTO of Starbucks, shared in her keynote the strategy behind the brand’s digital transformation and how major companies are leveraging technology and data to revolutionize operations and enhance customer experience.
With baristas empowered by AI and optimized operations, Starbucks proved that adopting technology doesn’t require sacrificing human touch. The lesson? Balancing innovation and authenticity is the key to winning hearts and minds.
“Starbucks’ experience in digital transformation shows that true success lies in aligning technology with the company’s purpose. Adopting innovations like AI and mass personalization only delivers results when used to solve real problems and improve customer experience,” explains Eduardo Ferreira.
In the food service session, Peter Hall (Kraft Heinz) and Dennis Hogan (Compass Group) highlighted the transformative role of micro-markets. Located in offices, universities, and stadiums, these spaces combine convenience and quality to deliver fast, customized experiences. The session emphasized food service as a growth and innovation driver for the food industry.
The strategic use of technology, combined with a human-centric approach, is key to tackling market challenges. Ferreira concludes: ‘For brands, the lesson is clear: innovation, culture, and personalization aren’t just trends—they’re the pillars of a future where the consumer is the true protagonist.’
