If there’s one of our five senses that’s continuously underutilized when getting people to open their wallets, it’s the sense of smell. Anyone who’s been lured into a Subway sandwich shop by that bread(ish) odor wafting in the air knows what I’m talking about.
So naturally, when the company behind a new Smart Cookie cookie-making robot reached out to tell me about their new machine and its deployment at Dipwich sandwich shop in Huntsville, Alabama, my first thought was how great it must smell.
The cookie scent wafting machine robot itself is pretty simple. First, a robotic arm puts a paper-plated par-baked cookie into an oven. Once the cookie is rethermalized to 350 degrees – which takes about two minutes – the robot puts toppings on top of the cookie and then places it in a small cubby for the customer to retrieve it. The robot has two ovens within the kiosk, and working at full-speed can pump out about 60 cookies per hour.
You can watch it in action via the company provided video below:
The customer orders their cookie through an app or an iPad touch screen as an order interface. They have a choice between drizzled chocolate or caramel, and on top of that, they can choose from six different dry toppings. The customer can also choose between three different types of cookies: chocolate royale, the sugar cookie and a lemon cooler. The total combinations of cookie, drizzle, and toppings are 160 variations.
Chicago-based RoboChef is led by Aravind Durai, a long-time robotics executive. Durai, who was founder of Home Delivery Service, a maker of robotic fulfillment solutions for food delivery, and also headed up the America’s group for Mitsubishi robotics, started RoboChef in early 2021.
The company also counts restaurant industry veteran Bill Post as one of its advisors. Post was the founder of Roti Mediterranean Grill and was the long-time COO of Levy Restaurants, a division of Compass. Through his current company, WJP Restaurant Group, Post owns the Dipwich Sandwiches location in Huntsville, where the Smart Cookie robot trial is taking place.
I sat down with Durai to ask a few questions about his company and its new food robot.
You got this robot out to market pretty quickly, which is pretty different from a lot of robot companies. Why and how’d you do it?
“There were two things we needed to be validated right away. One is whether a restaurant will be able to run a fully autonomous system with its own staff. Even if it’s like a small portion of what they are offering, it should not require highly trained roboticists and software engineers to run this machine. So that is fundamental to how to be able to democratize robotics and automation in the food-service arena.
The second thing is we wanted to get validation that consumers will be delighted by two things. One is the ability to personalize their food order. The second is whether the food can be autonomously made by a robot and served to customers in a completely contactless touchless manner. And we wanted to get validation of that right away. Is it possible for us to do that in a lab environment? So we said, ‘let’s just put it out there, make customers pay for it, and see what they say.’
So to answer your question as to the how, we have a team of highly motivated and seasoned engineers with deep expertise in robotics and software tech who can execute rapidly.”
Who manages the cookie robot once it’s in the store?
“We wanted to have an ambassador from the restaurant. But, unfortunately, it is very hard to find people in the foodservice industry and also the restaurant really could not spare anybody from their own staff. So we lowered the qualifications of somebody to be an ambassador. Pretty much the only qualification was that they should like cookies. And we found an amazing ambassador, and she pretty much got trained on it in a couple of hours.”
Do you monitor the robot remotely?
“We have continuous monitoring of every single thing that’s going on. It’s all recorded in our data center for us to be able to keep an eye on things. Our engineers basically can monitor and understand this is how many toppings and how many cookies are consumed at the end of the day. We know how long the customer was on the app. We believe that data itself is going to be so valuable not just to improve our machine, improve our robots, improve our process and whatnot, but also the operators. It is going to give them a deep insight into the behavior in a retail environment of their customers, but it’s also going to give them deep insights into their own operations as well.”
Tell me more about the company.
“We are fairly early stage. We have full-time engineers and technologists working on it, and a few people who are working with us part-time on developing the software and the app and things like that. But we early on recognized that we need to have a complementary skill set within our company with food service, restaurant, and retail industry expertise. So we brought on a few key people in the organization to help us out daily. One of them is a gentleman named Bill Post.”
Have you raised funding yet?
“No, we have not raised institutional funding yet. We plan to do that early next year sometime. But we are in the process of getting some attention of potential customers who want to work with us on doing some pilots.”
What’s the plan for your rollout over the next few years?
“We are hoping to be able to have some pilots I’m talking about with well known national brands. We hope to have some pilots underway early next year. And once that happens, we believe next, whatever the rate within these individual businesses will allow, that’s what we’re doing. In theory, we could be around 100 units with multiple partners in another two to two and a half years.”
If you are near Huntsville, Alabama, you can head on down to Dipwich and both smell and taste the cookies from the Smart Cookie robot through early January. If you do, take pictures and send them our way.
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