Phygital HORECA Experience Design

A leading international coffee producer, together with Desall, invites you to research the most innovative phygital interaction models currently available on the market, including through direct fieldwork in HORECA venues. The objective is to identify experiences, services, and relationship models capable of connecting physical consumption moments with digital content and interactions, enhancing the customer journey, strengthening the relationship between brands and consumers, and generating tangible value for both users and businesses.

The activity includes field research and an analysis of international benchmarks in fast-growing segments, aimed at identifying effective and replicable models already implemented on the market. The research shall examine the entire customer journey, from entering the venue and discovering the offer to product selection, ordering, preparation, consumption, payment, loyalty, and post-visit engagement. Participants shall document the main physical and digital touchpoints, activation triggers, enabling technologies, and the ways in which these elements interact to create a coherent and continuous experience. Adequate photographic documentation of the venues and the different stages of the journey is also required.

Particular attention shall be paid to models that provide consumers with a clear and perceivable benefit, support product discovery and service personalisation, facilitate transparent data collection, and enable the development of direct and lasting relationships with the brand. The analysis should prioritise scalable and economically sustainable service and business models that can be adapted to different HORECA formats, international markets, and individual points of sale. Based on the evidence collected and the key insights identified, participants shall then define and present an original, feasible, and scalable phygital concept specifically developed for the coffee sector.