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

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

Abrasel's content and intelligence leader, Jose Eduardo Camargo, points out that the advances presented at the event go beyond the simplification of operational tasks. “These technologies are shaping a new era of interactions, in which consumers seek more convenience, customization 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 news most discussed in the lectures, artificial intelligence (AI) has 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 operations in real time, 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 in the bar or restaurant, are used to optimize space management. These tools help understand consumption patterns, improve the layout of the environment and increase efficiency both in physical spaces and in digital touch points with customers.

Hybrid models of care

Another crucial point discussed was the growth of interactions, especially in the out-of-home food sector, with the popularization of hybrid models that combine the physical and the digital. Tools such as “click and collect” and live broadcasts 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 NRF, retail 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 Jose Eduardo Camargo, this is a trend that is gaining more and more strength in the bar and restaurant sector. “With increasing consumer awareness of environmental issues, it is essential that establishments adapt and adopt sustainable practices.In a survey conducted by Abrasel and Sebrae, 74% of consumers said they consider it 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 service beyond automation

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

“What we saw during NRF is that, in addition to the clear need to invest in automation and digitization, the real differential is to keep the focus on the human relationship”, says Jose Eduardo Camargo, Abrasel content and intelligence leader. “The combination of technology with human care and attention is what really creates a memorable experience for the” customer, he concludes.