FOOD PULSE - THE APP THAT TURNS NOISE INTO KNOWLEDGE

TitleFOOD PULSE - THE APP THAT TURNS NOISE INTO KNOWLEDGE
BrandUNILEVER FOOD SOLUTIONS
Product / ServiceFOOD PULSE MOBILE APP
CategoryC01. Curation of Data
EntrantMRM//McCANN Singapore, SINGAPORE
Idea Creation MRM//McCANN Singapore, SINGAPORE
Production GOLDEN DYNAMIC ENTERPRISES Singapore, SINGAPORE

Credits

Name Company Position
Nicholas Handel MRM//McCANN Singapore Managing Director
Brendon Chase MRM//McCANN Singapore UX & Digital Strategy Director
Damian Cox MRM//McCANN Hong Kong Director of Data Services
Ta Kai Lim MRM//McCANN Singapore Sr Project Director
Christine Chew MRM//McCANN Singapore Senior Account Manager
Dante Abelarde MRM//McCANN Singapore Creative Director
Max Chen MRM//McCANN Singapore Sr Art Director
Nigel Heng MRM//McCANN Singapore Sr Art Director
Becher Ku MRM//McCANN Singapore Art Director
Zong Yan Sim MRM//McCANN Singapore Art Director
Charis Welikande MRM//McCANN Singapore Sr Copywriter
Fathrul Fazakir MRM//McCANN Singapore Regional Sr Account Director
Hannah Hookway MRM//McCANN Singapore UX Director
Judd Labarthe McCANN Worldgroup Singapore Regional Planning Director
Tian Seng Kear MRM//McCANN Singapore Project Manager
Alison Chin MRM//McCANN Singapore Content Strategist
Preet Kaur MRM//McCANN Singapore Copywriter
Patrick Elicano MRM//McCANN Singapore Designer + Animation
Jierick Ng MRM//McCANN Singapore Designer
Alicia Cheang MRM//McCANN Singapore Sr Account Executive

Describe the creative idea

We created a mobile app that would turn the noise of diner data into knowledge chefs and restaurant owners could easily understand and act on – Food Pulse, the smart restaurant advisor. Scanning the internet for publicly available data on everything diners are sharing about a restaurant, Food Pulse sorts through and analyses all the different data points and distils its finding for chefs to more easily track their restaurant’s reputation and quickly spot the issues that really matter. Food Pulse also provides the right solutions – tips and recommendations from UFS – to the specific issues spotted, positioning UFS as a solution provider and not just a product provider. By helping chefs understand the data about their restaurants better, UFS could also learn more about diner and restaurant needs to better engage these same chefs and restaurant owners.

Describe the execution

Turning diner review data into knowledge Available on for iOS and Android smartphone users in Singapore and Malaysia, the Food Pulse mobile app scans online and social media sources and APIs for publicly available data on everything diners are saying and sharing about a restaurant. More than just aggregating ratings, a combination of natural language processing, photo recognition, Artificial Intelligence and machine learning understands the myriad of ways diners can share an opinion on social media and review platforms and the different values of each. The app then analyses the millions of data points and consolidates these disparate data points to help chefs identify trending topics and issues more easily. Features and benefits: The Pulse Score – A single number on a 100-point scale combining all of their restaurant’s ratings, reviews, photos, comments and takes into account multiple factors including diner sentiments, number of reviews, and recency. Track Competitors – Allows chefs to track their Pulse Score against competitors and get notifications when the scores change. Learn what their diners like and dislike – Featuring keywords and phrases indicating trending topics ranked by popularity, chefs can view the sentiments behind each topic to learn if the majority of diners felt positive, neutral or negative. Data-driven recommendations to improve – Matched to the specific topics trending about their restaurant, context-relevant recommendations to improve the quality of dishes, menu, service and venue are offered, with a library of UFS content chefs can choose from. A weekly Pulse Report – A 1-minute roundup of all the latest happenings around their restaurant’s reputation including changes in their Pulse Score, competitors, what diners are saying, and the relevant tips. The report is also sent to chefs and owners via email, allowing them to more easily cascade this information to their staffs.

Links
Supporting Webpage