NRF Retail’s Big Show 2025 shows how technology and human contact will integrate into bars and restaurants

Between January 12th and 14th, New York hosted the NRF Retail’s Big Show, the largest retail event in the world, promoted by the National Retail Federation. The meeting brought together global leaders, experts and companies to present and discuss the main innovations that are shaping the future of the market. Among the highlights of the event, channel integration and AI mediated processes have gained attention as trends capable of redefining business efficiency and consumer experience.

Abrasel's content and intelligence leader, José Eduardo Camargo, highlights that the advances presented at the event go beyond simplifying operational tasks. “These technologies are shaping a new era of interactions, where consumers seek more convenience, personalization and agility. With this, the trend is for establishments to invest more and more in tools to improve the shopping experience and, at the same time, remain competitive in a dynamic and challenging market”, he says.

The impact of artificial intelligence

Among the novelties most discussed in the lectures, Artificial Intelligence (AI) gained prominence. AI-based tools are already being used to customize customer service and optimize order management, which results in greater efficiency and customization. Networks such as McDonald's and KFC, for example, are using AI to predict demand and adjust real-time operations, providing a more fluid experience for the customer and the restaurant.

Automation in the out-of-home food sector goes beyond ordering and payment systems. Technologies such as smart cameras, which monitor customer behavior, and heat mapping, which analyzes the flow of people at the bar or restaurant, are used to optimize space management. These tools help to understand consumption patterns, improve the layout of the environment and increase efficiency in both physical spaces and digital contact points with customers.

Hybrid Service Models

Another crucial point discussed was the growth of interactions, especially in the food sector outside the home, with the popularization of hybrid models that combine the physical and the digital. Tools like “Click and Collect” and live streams are allowing consumers to connect with establishments in a more interactive and convenient way. For restaurants, this implies adopting options that integrate physical and digital service.

Sustainability and convenience: consumer demands

In a scenario where convenience and personalization are increasingly valued, the focus on sustainable practices has also become essential. During the NRF, retailers' leaders highlighted that more and more consumers are looking for options that align quality and environmental responsibility. For establishments, this means offering products that meet these requirements and also communicate their sustainable actions in a transparent way.

For José Eduardo Camargo, this is a trend that gains more and more strength in the bar and restaurant sector. “With the increase in consumers‘ awareness of environmental issues, it is essential that establishments adapt and adopt sustainable practices. In a survey carried out by Abrasel and Sebrae, 74% of consumers said they considered it to be ’very important” that businesses adopt practices aimed at reducing environmental impact, showing that sustainability is no longer an option and has become an expectation for customers”, he says.

Human care beyond automation

With the advancement of innovations, the NRF speakers highlighted the need for a strategic and gradual adaptation for the sector. For bars and restaurants, this involves investing in affordable technologies, promoting continuous training and using data to customize the customer experience. However, automation cannot exclude human interaction; it is essential to maintain balance to preserve the quality of care.

“ What we saw during the NRF is that, in addition to the clear need to invest in automation and digitization, the real differential is in maintaining the focus on human relationships”, highlights José Eduardo Camargo, leader of content and intelligence at Abrasel. “ The combination of technology with human care and attention is what really creates a memorable customer experience.”.