A 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 consumer, connected and conscious.. 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, association that brings together retailers from the United States, brought together market giants, innovative startups and brilliant tech 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: personalisation and technological innovation are no longer differential., But they're decisive.
This is Eduardo Ferreira., CCO of the ACOM Systems, technology company developing management software for the food service sector, participated in the fair and states that, The event revealed a landscape where personalisation at scale and the integration of technology, like AI, They will redefine the consumer experience..
He explains that technology has been used to create more fluid and personalized shopping journeys, extending not only operational efficiency, But also the emotional connection with the customers.
Technology is not just a tool, but a facilitator of experiences that captivate and retain, Emphasized by 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 local consumers, increasingly connected and demanding
With AI increasingly present in the world's gastronomy, Technology arrives as a strategic ally. Ferreira says that a restaurant, through artificial intelligence, can analyze customer habits, suggest tailor-made dishes and adjust the menu in real time. And all this is already a reality, in 28% of establishments adopting AI in their operation, According to the Brazilian Association of Bars and Restaurants (Abrasel)
By means of advanced algorithms, AI has been used to predict demands more accurately., reducing costs and optimising the flow of products. In addition to avoiding waste and ensuring the availability of the most sought-after items, this practice increases operational efficiency, a competitive differential in an increasingly dynamic market ⁇, complements the ACOM CCO
Experts point out that this technological transformation not only improves internal processes, But it also redefines the way companies position themselves in the market., promoting a more agile and intelligent retail
The future of food retailing 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. "The brands that can meet these demands will be better prepared to thrive in a transforming market", highlights Ferreira
During the discussions at the NRF, e-commerce gained prominence, driven by the increase in online food purchases. According to the E-commerce Trends 2025 research, conducted by Octadesk in partnership with Opinion Box, 88% of Brazilians shopped online 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 consumption habits and reshaping the food market. "The concept of omnichannel has evolved: it is no longer just about integrating channels", but to create a fluid and personalized journey between physical stores, applications and social networks. Artificial intelligence not only optimizes logistics, but also offers personalized suggestions based on previous purchases and customer feedback, highlighted Evans
Deb Hall Lefevre, CTO of Starbucks, in his speech 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 enhance the customer experience
With baristas empowered by artificial intelligence and optimized operations, Starbucks proved 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
"The experience of Starbucks in digital transformation shows that true success lies in aligning technology with the company's purpose". Adopt technological innovation, how artificial intelligence and mass personalization, it only brings results when used to solve real problems and improve the customer experience, explain Eduardo Ferreira
In the session about food service, Peter Hall (Kraft Heinz) and Dennis Hogan (Compass Group) revealed the transformative role of micro-markets. These spaces, located in offices, universities and stadiums, they 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 sector
The strategic use of technology, combined with a human-centered approach, it is the key to facing the challenges of the market. Eduardo concludes: "For the brands, learning is evident: innovation, culture and personalization are not just trends; are the pillars of a future in which the consumer is the true protagonist.
