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5 European restaurants delivering an amazing customer experience

Posted by the Wi5 Team3rd December 2019Opinion

According to Wi5’s recent consumer research study, 49% of all UK adults believe “technology can improve the general dining experience”. With more and more customers looking for something unique to share with friends and family, new trends are emerging across the globe. Businesses are taking innovative approaches to customer service using technology, automation and personalisation to meet this growing demand.

Here’s a spotlight on a few European restaurants, several located in Wi5’s home base of London, that are putting a creative, tech-driven twist on customer service:



Pazzi – Montévrain



Pazzi, a digitalised fast food restaurant located in Montévrain, France has recently raised €10 million in funding to accelerate the development of the technology in their fully-automated pizzeria.

 “Pazzi’s mission is to put technology and robotics at the service of taste and healthier food.”  Philippe Goldman, CEO of PAZZI

After placing your order, let your chef for the evening, a robot arm, make proper Italian pizza like speedy Gonzales in just four and a half minutes. Pazzi’s robot has been programmed with recipes from Thierry Graffagnino, three times world pizza-making champion.



Inamo – London

If you’re looking for a high-tech restaurant recommendation in London, Inamo often tops the list with tantalising Pan-Asian and Japanese cuisine with a modern, tech led experience. They opened their doors in 2008, and the tech-driven concept has become a sensation for those visiting, or residing, in The Big Smoke. 

Interactive ‘on-table’ menus allow customers to order food and play games. Users can personalise their digital tablecloth: adding their kids’ favourite cartoon characters or sharing family photos with the entire group. Inamo’s newly designed games room is filled with guests’ favourite games projected on all of the walls. They won ‘Best Use of Technology’ for the new entertainment room at the 2019 Restaurant Marketer & Innovator Awards.



Sublimotion – Ibiza

Sublimotion opened in 2014 on the Spanish island of Ibiza. Michelin awarded chef Paco Roncero is at the reins and the 20-course tasting menu, paired with wine and champagne, is priced at around €1500 (£1300) per person.

Sublimotion is a tech-obsessed foodie’s dream, enhanced by virtual reality, dishes falling from the sky and unlimited entertainment. The restaurant offers a personalised customer experience for its guests, bringing them into an otherworldly VR setting. The technology provides an extraordinary evening, leaving guests with ‘mind-blowing’ memories. From cabaret dancers to feature wall projections, Sublimotion has got it all.



Alchemist – Copenhagen

Alchemist is situated in the former set-building workshop of the Royal Danish Theatre. Rasmus Munk, co-owner and head chef, is well known for creating things like realistic edible ashtrays and blood bags filled with cherry sauce.

The restaurant appeals to the emotions and senses of customers with its holistic approach to delivering dishes and drinks. Realistic displays are projected onto the planetarium-style ceiling of the restaurant creating a cinematic, subaqua or outdoor experience. These often include jellyfish surrounded by plastic, to raise awareness for ocean pollution, or the spectacular northern lights dancing in the night sky.

Some dishes are accompanied by small mp3 players, allowing the customer to experience all senses associated with a particular dish.


Food Ink. – London

Food Ink., the world’s first 3D printing pop-up restaurant, opened its doors for the first time in London in Summer 2016. 

The concept is evolutionary –  the food, utensils and furniture are all created using a 3D printer. It’s not just chefs that are involved, the Food Ink. team consists of artists, architects, engineers and scientists. Together, with futuristic technology in hand, they provide an ‘exquisite, interactive, edible experience’ that wows guests time and time again.

These restaurants are adding a modern twist to the ‘usual’ dining experience, differentiating themselves, using readily available technology. Keeping guests entertained and getting them talking, creates brand awareness. Today, technology is a huge part of the hospitality industry. Now more than ever, it is essential to ‘speak the language’ of this digital generation. 

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