VR Restaurant of the Future

Welcome to 2050!

We were delighted to be brought in by design agency I-AM to collaborate on producing a virtual reality (VR) experience for their client KFC. This mind-blowing project envisions a ‘KFC of the future’ venue, free from the constraints of current technology, operational and physical limitations. 

I-AM had been commissioned by KFC’s Global design unit to imagine, design and CGI-model a fully developed design proposal for a KFC destination. A restaurant full of ideas that are too far ahead to actually ‘build’. Instead, it exists in a virtual space as a guiding light for ongoing progressive initiatives across global design, operations and service.

All this was brought to life as a showcase to the business internally and for key international franchisee partners through a fully immersive virtual reality experience, delivered via high-end VR headsets. Within the experience, users take a bird’s-eye view of the venue and choose which part to explore. They are taken on a journey through that area, narrated by an AI-style audio guide and enhanced with a heads-up display to call out key features and innovations. This virtual tour of an imagined reality provides an inspiring direction to keep KFC a step ahead of its ever-proliferating competitors.

Looking deeper, KFC of the Future explores the different facets of what KFC could offer future consumers, via four ‘layers’.

The ground level features an external ‘KFC Park’ integrating the ultimate future drive-thru with leisure zones including 11 herbs & spices gardens, a pop-up marketplace, EV charging & maintenance, kids playpark and even a drive-in 4D cinema. 

Stepping inside, the ‘KFC Instant’ take-out experience is to be found, surrounding an astonishing red atrium. This elevator & stairway invites future KFC fans up to the ultimate KFC dine-in experience, incorporating bars, music stages, portals connecting with other KFC venues around the world and exclusive, hyper-personalised VIP experiences.

The top layer boasts a stunning rooftop garden, dubbed the ‘11 Herbs & Spices Secret Recipe Garden’, complete with a drone pad for serving remote orders.  

The KFC team space on the mid-layer houses the ‘Smart Kitchen’, automating all the mundane aspects of hospitality while teams focus on quality and service; they have their own Clubhouse and external garden terrace for connect-time and recharge moments.

We strived to bring the VR environment to life and make it as immersive as possible. This meant taking flat images and overhauling them so that they appeared life-like and tangible to the user. Using stereoscopic imaging and animating the model, we added the depth and vibrancy that you’d find in a real restaurant. 

The objects and environment move with the user. The order screens are animated. Signage changes. Other customers are present, and realistic noises add to the final immersion. 

We also had to ensure that the objects were detailed enough so they didn’t break the illusion. This meant making significant changes to the base model, adding textures and finessing the visuals until they were perfect.

CIRCUS’s Creative Director Jay says: “Virtual technology has become a game-changer for restaurant chains, offering a visionary glimpse into the future and serving as an invaluable tool, particularly through the use of VR, to engage internal teams and stakeholders worldwide.”

Have you ever considered something similar for your own restaurant? We can highly recommend it. Contact us today to find out how we can help.