The NRF 2025, held in the first half of January in New York, provided an overview of how the sector is transforming to meet the expectations of an increasingly demanding, connected, and conscious consumer. It was an invitation to reflect on how retail can be more relevant, human, and visionary.
Considered the largest and most influential event in the sector, organized by the National Retail Federation, an association that brings together retailers in the United States, it brought together market giants, innovative startups and brilliant technology minds to explore trends that are redesigning the future of retail and discuss strategies to reimagine stores, integrate technology and, above all, put 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 rather determining factors.
Eduardo Ferreira, CCO of ACOM Sistemas, a technology company developing management software for the food service sector, participated in the fair and states that "the event revealed a landscape where large-scale personalization and technology integration, such as AI, will redefine the consumer experience."
He explains that technology has been used to create more fluid and personalized purchasing journeys, increasing not only operational efficiency, but also the emotional connection with customers.
"Technology is not just a tool, but a facilitator of experiences that captivate and retain," emphasized Eduardo Ferreira. In the Brazilian context, where the food service market is growing, the adoption of technologies such as smart carts and digital avatars can be important to meet the expectations of increasingly connected and demanding local consumers.
With AI increasingly present in global gastronomy, technology arrives as a strategic ally. Ferreira states that "a restaurant, through artificial intelligence, can analyze customer habits, suggest tailored dishes, and adjust the menu in real time." And all of this is already a reality, in 28% of establishments that have been adopting AI in their operations, according to the Brazilian Association of Bars and Restaurants (Abrasel).
“Through advanced algorithms, AI has been used to predict demands with greater accuracy, reducing costs and optimizing product flow. In addition to avoiding waste and ensuring the availability of the most sought-after items, this practice increases operational efficiency, a competitive advantage in an increasingly dynamic market,” adds ACOM’s CCO.
Experts point out that this technological transformation not only improves internal processes, but also redefines the way companies position themselves in the market, promoting more agile and intelligent retail.
“The future of food retail requires constant adaptation. The integration of AI with traditional strategies reflects the future of innovation in the sector, offering solutions that combine technology and humanization. Brands that are able to meet these demands will be better prepared to thrive in a changing market,” highlights Ferreira.
During the discussions at NRF, e-commerce gained prominence, driven by the increase in online food purchases. According to the E-commerce Trends 2025 survey conducted 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, highlighted during the event how inflation and the growth of e-commerce are changing consumer habits and reshaping the food market. "The concept of omnichannel has evolved: it's no longer just about integrating channels, but about creating a seamless and personalized journey between physical stores, apps, and social media. Artificial intelligence not only optimizes logistics but also offers personalized suggestions based on previous purchases and customer feedback," emphasized Evans.
Deb Hall Lefevre, CTO of Starbucks, in her keynote during the event, shared the strategy behind the brand's digital transformation and how large companies are leveraging technology and data to revolutionize their operations and improve the customer experience.
With baristas empowered by artificial intelligence and optimized operations, Starbucks has proven that it is possible to adopt technology without losing the human touch. The lesson? The balance between innovation and authenticity is the secret to winning hearts and minds.
“Starbucks’ experience in digital transformation shows that true success lies in aligning technology with the company’s purpose. Embracing technological innovation, such as artificial intelligence and mass personalization, only yields results when used to solve real problems and improve the customer experience,” explains Eduardo Ferreira.
In the food service session, Peter Hall (Kraft Heinz) and Dennis Hogan (Compass Group) revealed the transformative role of micro-markets. These spaces, located in offices, universities, and stadiums, combine convenience and quality, meeting the demands for quick and customized experiences. The session highlighted the role of Foodservice as a driver of growth and innovation for the food industry.
The strategic use of technology, combined with a human-centered approach, is the key to facing market challenges. Eduardo concludes: "For brands, the lesson is clear: innovation, culture, and personalization are not just trends; they are the pillars of a future in which the consumer is the true protagonist."
