NRF 2025 brings personalization and AI as trends to Food Service

Held in the first half of January in New York, NRF 2025 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 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 that are redesigning the future of retail and to discuss strategies for reimagining stores, integrating technology, and, above all, placing 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 determinants.

Eduardo Ferreira, CCO of ACOM Sistemas, a technology company that develops management software for the food service sector, attended the fair and stated that “the event revealed a landscape where personalization at scale 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 the emotional connection with customers.

“Technology is not just a tool but an enabler of experiences that captivate and foster loyalty,” 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 local consumers, who are increasingly connected and demanding.

With AI becoming increasingly present in global gastronomy, technology arrives as a strategic ally. Ferreira notes that “a restaurant, through artificial intelligence, can analyze customer habits, suggest tailored dishes, and adjust the menu in real time.” And 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 demand with greater accuracy, reducing costs and optimizing product flow. In addition to avoiding waste and ensuring the availability of high-demand items, this practice increases operational efficiency, a competitive advantage in an increasingly dynamic market,” adds the CCO of ACOM.

Experts point out that this technological transformation not only improves internal processes but also redefines how 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 can meet these demands will be better prepared to thrive in a transforming 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 of Euromonitor International highlighted during the event how inflation and the advancement of e-commerce are changing consumption habits and reshaping the food market. “The omnichannel concept has evolved: it is no longer just about integrating channels, but about creating a fluid and personalized journey between physical stores, applications, and social networks. Artificial intelligence not only optimizes logistics but also proposes personalized suggestions based on previous purchases and customer feedback,” Evans underscored.

Deb Hall Lefevre, CTO of Starbucks, in her 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 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. Adopting 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 session on 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, combine convenience and quality, meeting the demands for fast and customized experiences. The session highlighted the role of Foodservice as a growth and innovation engine for the food sector.

The strategic use of technology, combined with a human-centered approach, is the key to facing market challenges. Eduardo concludes: “For brands, the learning is evident: innovation, culture, and personalization are not just trends; they are the pillars of a future in which the consumer is the true protagonist.”.