BANGKOK (Thomson Reuters Foundation) – Singapore’s Ebb & Flow Group took an unusual route to creating one of its most popular food items: analysing more than 200,000 data points to predict customer preference and potential demand.
The result, launched shortly before the coronavirus sent the city into lockdown, was Wrap Bstrd – wraps with fillings such as chicken satay rice and beef bulgogi, borne from the insight that customers preferred Asian flavours in a fuss-free fashion.
“We were able to combine advanced behavioural data capabilities and pattern analyses with the expertise of our chefs to create a brand and menu that was specifically tailored for our customers,” said chief executive Lim Kian Chun.
“It is Singapore’s first food and beverage brand that is driven entirely by insights derived from artificial intelligence,” he told the Thomson Reuters Foundation.
Ebb & Flow Group is one of a growing number of companies operating