Whether you’re an American fan of British football, or a citizen of the British Commonwealth spending time in the States, the Premier League Summer Series might be just what the doctor ordered.
The first-ever Premier League Summer Series will see six football clubs face off in five US cities from July 22 to July 30. Even if you can’t watch the matches live and in person, you can find trophies thanks to an AR experience from ROSE.
“The Hunt Is On.” – Celebrating the Summer Series in AR
Over the years, digital experience company ROSE has worked with industry giants including Mastercard, KHAITE, Patrón, adidas, Bloomingdales, and others. A current partnership with the Premier League and UK strategic consultancy and creative studio Doppelgänger might be their biggest partnership yet – and there are no tickets required.
“Doppelgänger created the idea of an augmented reality-powered trophy hunt experience for fans and in looking for an expert partner in the space, enlisted ROSE to advise on how the experience could be executed and ultimately design and build the experience,” ROSE Associate Creative Director Nicole Riemer told ARPost.
According to Managing Director at Doppelgänger, Max Proctor, “AR and broader metaverse activations are helping the world’s biggest brands to build loyalty and engagement with their audiences by connecting with them in new and exciting ways.”
The Summer Series is a major sporting event and is bringing in even more people into the experience than into the stadiums. Organizers turned to ROSE and WebXR authoring and hosting company 8th Wall – a duo that has worked together on multiple large-scale applications.
“Having been a long-time partner with 8th Wall, we are always looking for new ways to use their technology and use cases that push the way augmented can be used as well as made more accessible for brands,” said Riemer. “In this case study we utilized a number of 8th Wall’s newer features including face segmentation and sky segmentation.”
Experiencing the Summer Series
There are different ways to interact with the activation depending on whether you’re in or around any of the cities. That’s right, you can still join in on the fun, even if you aren’t in any of the cities hosting the Summer Series.
The five cities hosting the Summer Series are:
Philadelphia, Pennsylvania,
Atlanta, Georgia,
Orlando, Florida,
Harrison, New Jersey, and
Landover, Maryland.
“Since the Summer Series is only in five cities, not every fan will have the opportunity to come to a game, but that doesn’t mean that they support their favorite teams any less,” said Riemer. “We created the at-home experience as a way for fans anywhere in the United States to show their support for their team and experience the Premier League trophy.”
Exploring Host Cities
If you’re in one or more of those cities between now and July 19, you can use the Premier League Trophy Hunt mobile AR experience to look for 20 augmented reality trophies (that’s one for each club in the Premier League). Naturally, you need to enter your location to hunt for the AR trophies.
For each trophy that fans find, they get one entry into sweepstakes for tickets to the games. Fans who find all of the trophies get one entry into another drawing for a signed Premier League jersey.
Supporting Teams From Home
If you’re a fan of the Premier League but won’t be in one of the host cities, you can still engage in the web experience, if differently. Fans anywhere can view the Premier League Trophy in augmented reality, use face filters, and post the results to social media.
Further, you don’t have to allow your location to use the experience from home. Just pick your favorite team – or join in as a “General Premier League Fan.” You can still have all of the fun of viewing and collecting all of the trophies.
There are also special entries that you can join in without finding hidden trophies in the host cities. Or, don’t join the entries and just have fun with the filters. The at-home experience is live until July 31.
Supporting Your Team With ROSE
The Premier League is coming stateside. That’s exciting whether it’s coming to a town near you or not.
“We are honored to have such a passionate Premier League fanbase in the USA, and are very excited to be giving them the chance to experience the Premier League Summer Series on home soil for the very first time,”said Alexandra Willis, Director of Digital Media and Audience Development at the Premier League.
Thanks to ROSE and their partners, fans anywhere can interact with their favorite football clubs in new and amusing ways.
Historically, Niantic has made much of its money through in-app purchases on its free-to-play games like Pokémon Go. However, recent announcements from the company suggest that it’s exploring new monetization strategies, including through web-based experiences powered by 8th Wall.
Niantic Pioneers AR Ads In-App
The Cannes Lions Festival recently took place in the South of France (and in Virbela, if you got a golden ticket from PwC). Niantic took the opportunity to announce a new ad format coming to its AR games.
“Rewarded AR ads is a revolutionary new ad product from Niantic, which uses the smartphone camera to immerse players within branded content in the real world around them,” said a release shared with ARPost.“Players engage with interactive experiences within these ad units while they move around in the real world to unlock rewards within the game.”
This might sound like it disrupts the game, or poses an undue bother to players. However, this might not be the case. If done thoughtfully, this ad format could be a way to introduce players to branded immersive content that they might be otherwise interested in anyway.
“Ad” might have a bad taste to it – like a commercial that interrupts the video you’re watching. But tastefully executed branded immersive experiences often feel less like ads and more like opportunities for consumers to participate in brands that they care about. Companies like Coca-Cola create branded immersive experiences that are actively sought after by fans.
“AR offers an exciting new way to engage people powered by fresh innovation in spatial computing,” Niantic VP of Sales and Global Operations, Erin Schaefer, said in the release. “Audiences can engage with Rewarded AR ads to have immersive and enjoyable brand experiences, discover new products, or engage with interactive features.”
What about immersion? AR is built on the user’s physical surroundings. Artistically done location-based advertising might play into the blending of real and imagined worlds, rather than interrupt it. So far, there have only been limited pilot programs so we have yet to see for ourselves.
Get Out Your Virtual Wallet
Tested ads in AR apps directed players towards a physical point-of-sale from within their game – and lured players with the promise of in-game rewards. But WebAR is where most branded immersive experiences currently take place and Niantic has a big stake in that world since purchasing 8th Wall last year.
In addition to being a larger established ad market, WebAR is less limited to actions and interactions within a given application. It’s easier to do things like conduct e-commerce through the web than through an app, and rewards for customers aren’t confined to a given application.
That’s increasingly true given the advent of Web3 – an era of the internet in which users access online experiences not through individual profiles and accounts, but through one “wallet” that maintains a digital identity across experiences. SmartMedia Technologies, a “Web3 engagement and loyalty platform,” announced such a wallet integrated into 8th Wall.
“By combining our expertise in Web3-enabled mobile wallets with Niantic’s AR technology, we aim to create innovative experiences that enhance user engagement and drive brand loyalty,” SmartMedia Technologies CEO, Tyler Moebius, said in a release shared with ARPost.
As with AR ads, branded experiences through WebAR linked with a user’s wallet have proved a promising proposition to users who might already seek out branded experiences. These experiences now have the potential to exist in other areas of the users’ online life.
“This opens up a new frontier of creativity for brands and the opportunity to redefine how they engage with their target audiences,” Niantic Director of Product Management, Tom Emrich, said in the release. “Our collaboration with SmartMedia Technologies adds a new dimension to WebAR experiences for brands by giving consumers ways to build and activate their digital collections.”
A World of Augmented Ads?
The film Ready Player One gave us an instant classic scene as executives try to decide exactly how much of a player’s field of view can safely be taken up by advertising. It doesn’t have to be that way, as AR ads can blend into the virtual world just as they so often blend into the physical world. Niantic isn’t a bad group to be leading the charge.
The second day of AWE is the day that the expo floor opens. That is always thrilling, and we’ll get there, but first – more keynotes and conversations.
AWE Day Two Keynotes
Day One kickstarted the keynotes, but AWE Day Two saw exciting presentations and announcements from Magic Leap and Niantic. Both affirmed a theme from the day before: meaningful XR is already here.
Magic Leap: Let’s Get to Work
“The vision of AR that some legacy tech companies are promising is still years out, is not years or months or days out,” Magic Leap CEO Peggy Johnson said in her keynote. “The small team at Magic Leap has made something that many larger companies are still struggling to achieve.”
Peggy Johnson
Johnson also continued another theme from AWE Day One: AI and XR aren’t in competition – they help each other. Inbar’s opening talk included a line that quickly became a motto for almost the whole event: “XR is the interface for AI.”
“I honestly believe AR systems are going to become the endpoints for a lot of AI,” said Johnson. “The ability to provide contract input and get contextual output will really be a game changer.”
Magic Leap’s big announcement wasn’t to do with AI, but it will still be thrilling to developers: an Unreal Engine plugin is coming in August.
“AR Everywhere” With Niantic
While enterprise companies and hardware manufacturers are still struggling with adoption to since degree, few companies have done as much for AR consumer adoption as Niantic.
Brian McClendon
In his AWE keynote, “Empowering AR Everywhere”, Niantic Senior Vice President of Engineering, Brian McClendon, laid out a number of major updates coming to the company – as well as coming to or through 8th Wall.
First, ARDK 3.0 will allow developers using Niantic tools to also use outside AR asset libraries. It will also enable a QR code-triggered “lobby system” for multi-user shared AR experiences. The updated ARDK will enter a beta phase later this month. A new maps SDK compatible with Unity is also coming to 8th Wall.
Further, 8th Wall’s “Metaversal Deployment” announced at AWE 2021 is now compatible with mixed reality via Quest 2, Quest Pro, “and probably all future MR headsets.”
Big Picture Panel Discussions
One of the things that really makes AWE special is its ability to bring together the industry’s big thinkers. A number of insightful panel discussions from Day Two explored some of the biggest topics in XR today.
XR’s Inflection Point
The panel discussion “How Immersive Storytelling Can Deepen Human Understanding of Critical Issues” brought together Unity CEO John Riccitiello, journalist Ashlan Cousteau, and TRIPP CEO and co-founder Nanea Reeves. The talk included further affirmations that, contrary to some media pieces, XR as an industry is thriving.
From left to right: John Riccitiello, Ashlan Cousteau, and Nanea Reeves
“I now cancel what I said seven years ago about this not being a good time to build a business in this space,” said Riccitiello. “We’re at a time right now where it makes a lot of sense to look forward with optimism around XR. … Companies are born around technology transitions.”
Reeves echoed the sentiment, but included some of the cautious caveats expressed by XR ethicist Kent Bye during a panel discussion yesterday.
“We’re at such an interesting point of technology and the evolution of it, especially with AI and XR,” said Reeves. “What’s the next level of storytelling and what should we be aware of as we bring AI into it?”
Building Open Standards for the Metaverse
The good news is that the metaverse isn’t dead. The bad news is that it arguably hasn’t been born yet either. One of the most important features of the metaverse is also one of its most elusive.
It was also the crux of a panel discussion bringing together XR Safety Initiative founder and CEO Kavya Pearlman, XRSI Advisor Elizabeth Rothman, and Khronos Group President Neil Trevett, moderated by Moor Insights and Strategy Senior Analyst Anshel Sag.
From left to right: Kavya Pearlman, Neil Trevett, Elizabeth Rothman, and Anshel Sag
“Whichever way you come to the metaverse, you need interoperability,” said Trevett. “It’s foundational.”
The panel also addresses the lasting and fleeting effects of the wave of attention that has seemingly passed over the metaverse.
“We go through these hype cycles and bubbles,” said Rothman. “There are always technological innovations that come out of them.”
The panel also addressed AI, an overarching theme of the conference. However, the panel brought up one concern with the technology that had not been addressed elsewhere.
“This convergence has a way more visceral impact on children’s brains even than social media,” said Pearlman.
So far, the “solution” to this problem has been for content publishers to age-restrict experiences. However, this approach has crucial shortcomings. First, most approaches to age restrictions aren’t foolproof. Second, when they are, this measure excludes young users rather than protecting them.
“We run the risk of regulating children right out of the metaverse,” said Rothman. “We need to strike a balance.”
Hitting the AWE Floor
I first started covering AWE during the pandemic when the entire conference was virtual. AWE is a lot more fun in-person but, practically speaking, the demos are the only component that can’t really happen remotely.
Meeting Wol
I actually met Wol in the Niantic Lounge before the very first session on Day One. While this is where arranging this content makes sense to me, Wol was possibly my first impression of AWE. And it was a good one. But wait, who’s Wol?
Niantic Lounge
Wol is a collaboration between 8th Wall, Liquid City, and InWorld AI. He’s an artificially intelligent character virtually embodied as an owl. His only job is to educate people about the Redwood Forest but he’s also passionate about mushrooms, fairies, and, well, you just have to meet him.
“Wol has a lot of personal knowledge about his own life, and he can talk to you about the forest through his own experience,” explained Liquid City Director Keiichi Matsuda. “Ultimately, Wol has a mind of its own and we can only provide parameters for it.”
I met Wol through the Quest Pro in passthrough AR via a portal that appeared in the room directly into the Redwoods – and, now that I think about it, this was the day before Niantic announced that 8th Wall supported Quest Pro MR. In any case, the whole experience was magical, and I can’t wait to get home and show it to the family.
Visiting Orlando via Santa Clara
Largely thanks to a group called the Orlando Economic Partnership, Orlando is quickly becoming a global epicenter of metaverse development. Just one of their many initiatives is an 800-square-mile virtual twin of the Orlando area. The digital twin has its own in-person viewing room in Orlando but it also exists in a more bite-size iteration that runs on a Quest 2.
“The idea was to showcase the entire region – all of its assets in terms of data points that we could present,” explained the OEP’s Director of Marketing and Communications Justin Braun. “It’s going to become a platform for the city to build on.”
I was able to see at AWE featured photorealistic 3D models of Orlando landmarks, complete with informational slides and quiz questions. The full version, which took 11 months, is a lot more fully featured. It just doesn’t fit in Braun’s backpack.
“At some point, this will be able to do things that are beneficial for the city and its utilities, like shower power outages,” said the OEP’s Chief Information Officer David Adelson. “It’s community-driven.”
Gathering Around the Campfire
I opened by saying that demos can’t be done remotely. I remotely demoed Campfire recently, but that was their desktop view. Campfire also offers tabletop and room-scale 3D interactions that require the company’s custom-made headset and markers. I got to try these solutions out hands-on when I reconnected with CEO and co-founder Jay Wright on the AWE floor.
Campfire at AWE USA 2023
“The perception system is designed to do one thing very well, and that’s to make multi-user AR as high-fidelity as desktop,” said Wright. And they’ve done it.
Models and mockups that I viewed in mixed reality using Campfire’s hardware were beautifully rendered. The internet connectivity at AWE is notoriously spotty and, while the controller disconnected a few times, the display never skipped a beat.
Wright demonstrated the visor that switches Campfire from MR to VR on a virtually reconstructed art museum that I could view from above in a “dollhouse mode” or travel through in a 1:1 model. In addition to showcasing more hardware and software ease-of-use, it might have been the most graphically impressive showcase I’ve seen from XR hardware ever.
The Lenovo VRX
With Lenovo ThinkReality’s new headset announced the day before AWE started, this might be the record for the shortest passage of time between a headset releasing and my putting it on – and it’s all thanks to ARPost’s longtime Lenovo contact Bill Adams.
“We think we have one of the best passthrough headsets and most comfortable headsets in the industry,” said Adams, who made a gentleman’s wager that I would (finally) be able to see my notes through the Lenovo VRX.
I couldn’t read my writing, but I could tell where the writing was on the page – which, honestly, is enough. Having tried the same experiment on the Quest Pro earlier that day, I can back up what Adams said about the headset’s passthrough quality.
As for comfort, ditto. The headset features a removable overhead strap, but it was so comfortable that I forgot that the strap was there anyway. Switching from VR to passthrough is a simple button press.
Catching Up With Snap
The average user can have a great AR experience with just a phone, and the average creator can make a really advanced experience without creating their own app, according to Snap Senior Product Communications Manager Cassie Bumgarner.
Snap at AWE 2023
“There’s a lot of chatter on the hardware front, but what we want to show is that there’s so much more left to unlock on the mobile front,” said Bumgarner.
A Snap Lense made with QReal uses AI to identify LEGO bricks in a tub. A quick scan, and the lens recommends small models that can be made with the available pieces. Bumgarner and I still get the fun of digging out the pieces and assembling them, and then the app creates a virtual LEGO set to match our creation – in this case, a bathtub to go with the duck we made.
Of course, Snap has hardware too. On display at AWE, the company showed off the virtual try-on mirrors debuted at the Snap Partner Summit that took place in April.
One More Day of AWE
Two days down and there’s still so much to look forward to from AWE. The expo floor is still open tomorrow. There are no more keynotes, but that just means that there’s more time for panel discussions and insightful conversations. And don’t think we forgot about the Auggies. While most of the Auggies were awarded last evening, there are still three to be awarded.
It’s already been a year since Niantic acquired 8th Wall. While acquisitions can be a scary thing in the tech world, both companies are growing and strengthening through their partnership.
Pillars of the Earth
Niantic and 8th Wall are both AR companies that might be bigger and more important than some realize. However, they both come at AR architecture and accessibility from different perspectives. Their coming together was a game changer that’s hard to understate.
Niantic Senior Director of AR Product Marketing, Caitlin Lacey, helps us understand what the companies are doing in their own products and projects as well as how they are helping each other grow and develop.
“I joined Niantic a year ago primarily to focus on Lightship, and one of the things that I was really excited about coming in was the acquisition,” said Lacey. “Having 8th Wall as part of the Niantic family has definitely made it better.”
Niantic
For some readers, Niantic is synonymous with Pokémon Go. If you Ctrl+K “Niantic”, Google Docs suggests the Pokémon Go website as a link option. Other readers will recognize this as a gross misrepresentation. Pokémon Go may have made Niantic a household name, but it only scratches the surface of what the historic and storied company actually does.
In addition to games (including the just released AR real-world pet game Peridot), Niantic has probably the largest and most detailed working virtual map of the world ever. A few years ago, that was a neat trick. As devices become more powerful and AR gains traction, it’s increasingly becoming something a lot more.
Niantic games gather data for this virtual map of the world, but they also have a dedicated platform called Lightship that developers use to fill in the empty spots, add detail, and create their own experiences. Whether you’re building or playing, you’re using an app.
8th Wall
Like its parent company, readers have probably seen the 8th Wall logo on an AR experience but might not realize the magnitude of the operation. Also like its parent company, users can experience 8th Wall both through experiences that they enjoy or through developer tools.
Over the years, 8th Wall has been building out their developer tools and experiences making them easier to use and accessible on more devices. The company has tools for augmenting the world around a user, as well as for augmenting users themselves through lenses and filters.
Apps have a certain gravity bringing obstacles and opportunities. People know how apps work and they know what to expect. Apps can run larger and more in-depth experiences, but they only do one thing at a time. These two necessary strengths are at odds when people expect an experience to do everything and do it well – an unrealistic expectation called “the metaverse.”
“It took a long time to train people how to use apps, but now they’re trained,” said Lacey. However, as she points out, “if you’re thinking about a future where all of these mobile technologies have AR capabilities”, opening and switching apps can become a hassle.
WebAR is getting better all the time, but it’s still limited in terms of the experiences it can run. Thinking about being out and about, this compounds as people are away from stable home networks and relying on burdened public networks or potentially spotty data coverage.
“There are still limitations to experience and file size that the web just can’t handle,” said Lacey. “As computing power continues to grow and get stronger, we’ll see better experiences across platforms.”
In the meantime, both companies are working on leveraging their strengths in app and webAR respectively trying to achieve the best of both worlds in both worlds.
“On the Lightship side, there was tons of tech that was very app-based … we took that and asked, ‘What do you want, and how do we bring it to the web?’” said Lacey. “And then, on the other side, bringing things from the web to Lightship.”
Updates and Releases From Niantic and 8th Wall
In the last few weeks, some exciting changes have come for developers using both developer platforms – including some of those updates that look a lot like a cross-pollination between the two platforms.
Sky and World Effects
First, Sky Effects and World Tracking came to 8th Wall. These are two separate developer tools that allow an AR experience to augment the sky itself, or to help AR elements realistically appear in the physical world. However, when used together, a single experience can bridge the earth and heavens in new and immersive ways.
“With sky and world effects, an object drops from the sky, recognizes the environment, and can interact with that environment,” said Lacey. “We’re seeing that happen across the board and there’s more coming.”
To celebrate the launch, 8th Wall held the “Sky Effects Challenge” which invited developers to use the new technology in interesting and inventive ways. Creators turned the sky into a canvas, mapped the planets, and more.
“We are consistently amazed by what our community builds,” said Lacey.
A Cross-Device Scanning Framework
A new Scanning Framework for Lightship AR Developer’s Kit 2.5 allows users to virtually reconstruct physical spaces and objects without LiDAR. LiDAR is one of two common methods for capturing spatial data on mobile devices, but it’s only available on higher-end iOS devices. Opening the Scanning Framework to other methods greatly increases accessibility.
“We’ve continually heard the feedback, and we’re listening,” said Lacey. “We really want to be a consistent partner to developers in the AR space. We do believe that AR can help make the world more interesting and fun.”
Two New Games
8th Wall doesn’t do so much in the games category – again, games still work better as full apps for now. However, a big theme in this article is that the line between the two companies can be a little foggy these days – at least in terms of user experience. These apps likely benefited from 8th Wall technology and 8th Wall will likely benefit from what the apps learn and earn for Niantic.
Early this year, Niantic launched NBA All World. The app includes basketball mechanics and an NBA partnership, and grows to incorporate elements that make it more than just a game.
“Our version of an NBA basketball game starts with exciting one-on-one gameplay and expands from there to include the major elements of basketball culture, including music, fashion, sneakers, and more, all of which are integrated into real-world locations,” Niantic founder and CEO John Hanke said in a blog post.
If that wasn’t enough, by the time you read this, Peridot will be live. The highly anticipated game encourages players to nurture an AI-powered virtual pet, including feeding it, petting it, and playing with it. Players can also use Niantic’s social platform Campfire to meet with other players and breed new and unique Peridots (or Dots).
I’m not a huge basketball fan and Pokémon is a chapter of my life that closed a long time ago, but I’ve had my Dot Erin for a few days now. Erin mainly hangs out by my desk eating sandwiches, but was pretty excited to see the spring flowers in my backyard the other day.
Much More to Come
Lacey advised that a lot more updates to Niantic and 8th Wall will continue to reinforce both platforms for the benefit of developers and end-users alike. There are also some interesting artistic activations coming in the next few weeks. And, of course, we’re excited about Peridot becoming publicly available. There’s definitely a lot more to come from this power pair.
While celebrating its 70th anniversary, Denny’s partnered with QReal to produce AR menus where food items seem to leap off its pages. You don’t need to install the restaurant chain’s app on your phone for the AR food menu to work. Just activate your phone’s camera and launch 8th Wall‘s web-based AR platform from your phone’s browser to watch the images come alive.
Denny’s AR Food Menu: What to Expect
With the new AR food menu, you’ll see flames surround the classic Moons Over My Hammy egg sandwich and hear the new Mac N’ Brisket Sizzlin’ Skillet sizzle as it emerges from a barbecue smoker. Also making an appearance is a 3D model of the original diner in 1953—then known as Danny’s Donuts—before becoming the beloved establishment it is today.
Denny’s AR food menu, only accessible when dining at physical outlets across America, is part of Denny’s “It’s Diner Time” brand platform. The campaign also involves the remodeling of its kitchens, the rollout of improved food offerings, and the unveiling of new staff uniforms.
AR Food Menu: Denny’s Latest Foray Into AR
When Denny’s shared its 2022 results in February, CEO Kelli Valade said that one of the company’s strategic priorities is “to lead with technology and innovation.” She also mentioned that “Denny’s is skewing towards younger generations with Millennials and Gen Z currently representing about 45% of our customer base.” So, augmented reality makes perfect sense.
However, this is not the first time the company has tapped into the world of AR. The last time it used this type of computer-generated content was in late 2016 when the diner chain launched its “Shrek the Halls” campaign for the Christmas and New Year holidays. Using the DreamWorks COLOR app, the restaurant’s customers saw characters from Shrek, The Penguins of Madagascar, Puss in Boots, and Turbo Fast arise from the kids’ menus as their phones scanned its pages.
QReal and the Appeal of the AR Food Menu
QReal (formerly Kabaq.io) specializes in creating lifelike, 3D, and AR content for e-commerce platforms and social media campaigns. It works for various industries, from real estate and automotive to fashion and beauty. However, its original passion was food, becoming the first company to make photorealistic AR models of cuisine in 2016 with its KabaQ AR Food Menu app.
“The traditional way people interact with menus is being transformed utilizing [AR and life-like 3D models], leading to an enhanced experience, strong branding, and potentially higher order throughput,” said Mike Cadoux, QReal’s General Manager.
Researchers from several universities who studied QReal’s AR food models attest that such presentations can improve “decision comfort” or “craveability,” spread positive feedback about products, and increase the desire for “higher-value” types of food. Because QReal’s app hardly uses post-production, its users can see their order in advance from different angles in the most realistic way possible.
How the AR Food Menu Will Transform the Restaurant Industry
If we are to believe Cadoux’s forecast, “high-fidelity digital cuisine” will only increase in demand due to its strong potential to boost branding and sales.
Businesses predict that AR food menus will enable customers to order more smartly because AR renders the item’s size and quantity more accurately. Another benefit of such transparency is lower food waste.
Moreover, establishments can use AR to promote new products and enhance engagement with prospects and loyal clientele through behind-the-scenes tours, which can include how they prepare and cook food.
