The Fifth Element – Sustainability

Hyper’s Integration of Ecological Thinking in developing its Stores

Every food chain in the world must meet several specific parameters in order to be successful and gain a large market share. A good example of winning parameters can be seen in the success formula implemented by Jeff Bezos, CEO of Amazon (Convenience, Price and Speed), similar to the world’s large fast food chains, which initiated it long before Amazon even existed.

Fast food chains have always focused on four of the most important components of the fast food experience, in order of importance: taste, ease of purchase, price, and speed. Technology in the fast food sector has, in recent years, been primarily concerned with improving the shopping experience and speed, which are the same components on which the McDonalds chain focused its attention beginning somewhere in the 1940s and on which it continues to focus to this very day.

But are these the only and most important factors that will shape product technology and the fast food experience over the next decade? We argue that a new element has been added to the equation – the fifth element: sustainability. The past several decades have witnessed a resurgence of ecological ideas and thinking which have given rise to applied ecology concerned with solving urgent environmental problems like resource depletion, for example. Humans are fully enmeshed in the forces and dynamics that influence life on the planet, yet we have only recently learned that many of our day to day activities are dooming the very things we want to protect. Part of this is the recognition that while we cannot manage whole ecosystems, we can manage ourselves and our activities– hence the importance of sustainability.

Along Hyper’s path of developing its product to meet the parameters that would ensure its success in the fast food sector, we recognized the opportunity to combine advanced technology with environmental protection and sustainability, an area close to the hearts of Hyper’s staff even before the project’s inception.  In fact, at every stage of the design and in almost every module, the team insisted on improving the product on all fronts, to address all the parameters, including the fifth important element. Throughout this process, as the team continued to push toward the highest standards, it also sought to address and apply means that would conserve energy, reduce material mass, utilize environmentally friendly materials and reduce waste although adding an ecological thinking component to an already complex and challenging endeavor was no easy task, we were quite pleasantly surprised with the result.

We now believe that the technological breakthrough coupled with ecological innovation along with the other parameters are the new winning formula.

How did we create the first autonomous store? What was our focus? It was clear from the get-go that it was technologically feasible to address most of the environmental issues, but the economic feasibility remained questionable. This is perhaps where the spark and the magic come in. We have been able to create and introduce groundbreaking technology that meets all the basic parameters in the fast food chain while simultaneously finding a way to address the create and maintain a high level of sustainability without abrogating economic feasibility.

The development process began with an in-depth study of international fast food chains. We learned how different chains pack their products as well as how customers prefer to receive their food. We found that these have not sufficiently adapted to modern consumer culture. That is why we developed delivery packaging that improves the user experience and is much more ecological. It is no longer enough to reach the customer on time with the product; the right packaging can make the dining experience much more convenient, not only in the physical aspect but also in the good sense of protecting the environment, at prices that do not hurt the economy.

We wanted to create change, bring in presentation proposal that would become the standard later on and change the way we pack and deliver.

Inexpensive smart electricity at a very low consumption volume. Economic savings as well as energy savings. There are no employees so there is no need to light and cool the entire store.

Accuracy in cutting and distribution of the food to the point of almost zero waste. This is surely the achievement of which we are most proud. This is how we carefully planned, at every stage of development, how to ensure greater precision in the preparation process, save resources and make sure that any food that Hyper uses is utilized with the greatest efficiency. Not only do we save on average over two and a half percent from the cost of sales for the fast food industry, which considerably raises the profit margins, but we also save the world thousands of tons of food that is otherwise thrown in the trash.

Through packaging, and streamlining the use of resources, we have been able to reduce the amount of waste; and whatever waste there is, is all organic.

Cleaning Hyper’s robotic store is much more efficient and water-efficient than cleaning a food chain branch. Moreover, the cleaning method used for cleaning the store is a significant breakthrough, using environmentally friendly cleaning materials that are completely ecological, free of toxins that pollute the soil and water unlike those used in food chains around the world.

We have been able to significantly reduce water consumption by precision in cooking and utilizing the cooking and steam liquids for the benefit of the dish itself.

The chains that will purchase stores from Hyper will be able to use the same qualities as a leading advertising message and thus make the end customer feel that he or she is purchasing at the right place.

Thorough research and creative development work have transformed Hyper from a company that builds autonomous fast food stores using robotics to a world leader in the field of ecology and sustainability, which in the near future will be a beacon for all food chains in the world wherever they are.

Hyper did not intend to be a pioneer in the field, and it’s worth noting that it did not truly understand how much the transition to robotics could contribute to a cleaner world. But we have learned and now we understand and believe that Hyper “is like a flower that disperses a good scent, not out of self-interest but simply because it is a flower”

We believe in a healthier future for the planet. Join us and we will strive to make it so.

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