Infinite Food
This page is intended to outline evidence of macro trends in industry aligning with Infinite Food's strategy.


July 2017

Proceedings of the National Academy of Sciences publishes a study, reported by the New York Times, concluding "working adults report greater happiness after spending money on a time-saving purchase than on a material purchase. This research reveals a previously unexamined route from wealth to well-being: spending money to buy free time. [...] Across several distinct samples, including adults from Canada, the United States, Denmark, The Netherlands, and a large sample of Dutch millionaires, buying time was linked to greater life satisfaction. These results held controlling for a wide range of demographics, as well as for the amount that respondents spent on groceries and material and experiential purchases each month. These results were not moderated by income, suggesting that people from various socioeconomic backgrounds benefit from making time-saving purchases. Furthermore, in a preregistered within-subjects experiment, making a time-saving purchase caused improvements in daily mood." This finding suggests that Infinite Food's convenient, automated, time-saving service is fundamentally well positioned to grow across a range of markets and socioeconomic demographics.

June 2017

HSBC releases a report on trust in technology following a study of 12,000 people in 11 countries, concluding "rapidly developing markets in the East far more experimental with innovation than in the leading mature economies of the West. China and India are the most open to new technologies. In China, 89% believe that advances in technology will make the world a better place. China's consumers are years ahead of their counterparts in many developed economies in terms of how they ship and pay for what they buy."

May 2017

Graph of the IKEA Effect (UXPlanet)
UXPlanet publishes an accessible consumer psychology report on The IKEA effect, which Infinite Food will leverage.

MIT's Tangible Media Group created a method of engineering flat pasta so that it shape-shifts to assume a conventional three dimensional form on exposure to water, increasing shipping and storage density of non-continuous form noodle-likes by up to 67%. The technology, once mature, has the potential to increase Infinite Food's maximum number of servings per restock, further reducing overheads.

April 2017

Graph of Shenzhen IP generation (The Economist)
Infinite Food relocates its operations to Shenzhen, as The Economist publishes an article revealing the city's rise to dominate global intellectual property generation.


Seaweed pastas and other new noodle-like products are rising in popularity across Europe. Infinite Food is extremely well positioned to capitalize on this emerging product category.

Startup Grind publishes a meditation on consumer behavior with new products and services: people don't want something truly new, they want the familiar done differently.

March 2017


In an analysis of robotics investment and outlook published by Dr. Travis Deyle (cofounder of Cobalt Robotics) in IEEE Spectrum, he concludes "There's a massive, untapped market for robots to be used in commercial spaces such as hotels, hospitals, offices, and retail stores."

Quick Service Restaurant Magazine published a feature on How Millennials' Love for Customization is Changing Quick Service. Bill Guilfoyle, associate professor of business management at The Culinary Institute of America in Hyde Park, New York, was quoted as stating "[Millenials] don't want the same old thing, but would rather do their own thing". Infinite Food's deep personalization allows customers to make their own custom orders, safe in the knowledge that they will be processed correctly every time.

February 2017

In 2016 Starbucks adopted mobile ordering, which is also Infinite Food's primary ordering system. Starbucks' adoption of the technique is now reported to be so successful that it is causing in store traffic jams.

Market research giant NPD Group published statements regarding the findings of research for its Consumer Reports on Eating Share Trends (CREST) reports, which offer insights on consumer purchases of commercially prepared meals and snacks in key markets globally: "People want freshly prepared items in the home without having to spend a great deal of time in the kitchen." Younger consumers eat fresh foods at rates higher than older adults did when they were the same age. "As these younger consumers age their demand for freshness in a hurry will only increase".

The president of food industry consultancy Mattson was quoted in a media report highlighting the benefits of bypassing conventional retail channels: "You can hit niche consumers so well with digital advertising, it may not make sense to go through a traditional retailer". "Once you put a product into a retail market, you lose control of it. Going direct to consumer ensures freshness". "It's about figuring out what consumers who buy direct want, and then creating a new offering to meet that demand". Infinite Food is based on precisely this non-traditional approach to retail.

January 2017

According to a new report by NPD Group, quick-service restaurants (QSR) will be the highest-growth sector of 2017 and recommended USPs are: targeting millennials and Gen Zs, allowing for customization, making outside dining worthwhile, embracing mobile ordering, partnering with third-party delivery services, and offering loyalty programs. These features are a virtual checklist of Infinite Food's launch-time strategy.

In mainland China, Infinite Food's initial market, many restaurants are closed for Chinese New Year as staff return home for a traditional holiday, generating a significant spike in frustrated demand for urban cuisine. This period, which repeats annually, aligns well with Infinite Food's emphasis on 24x7x365 availability.

December 2016

The Food Marketing Institute published The Power of Fresh Prepared/Deli 2016 which found five key areas for retailers in this segment: "driving image, reputation and trips"; "Tying into mega trends and touting health and wellness claims"; "Focus on convenience as the overarching advantage"; "Elevate the profile of the food itself: driving food theater, ambiance, customization, professional chefs and meal inspiration"; "Offer variety across all types of meal options, including number of options, cuisines and regular rotation of offerings". All of these recommendations match Infinite Food's strategy for providing a broad range of custom, personalized meals prepared from quality, fresh ingredients.

According to an article at Prepared Foods examining engineered nanomaterials, consumers "struggle to remember to take a dietary supplement and seek convenience" and "more consumers want to receive minerals from the foods they already purchase and eat rather than take mineral supplements". This finding aligns well with Infinite Food's strategy of providing wholesome, freshly prepared meals from fresh, locally sourced ingredients.

US mega-chain Whole Foods identified 'Rethinking Pasta' as a top product trend for 2017: Pasta today has less influence from Italy and more from popular plant-based and clean-eating movements. Alternative-grain noodles made from quinoa, lentils and chickpeas are becoming favorites, while grain-free options such as spiralized veggies and kelp noodles also are on the rise. Still, fresh-milled and seasonal pastas are experiencing their own rise in popularity, showing that pasta, overall, has something to offer everyone. Infinite Food's analytical decision to focus on noodles and noodle soups as its core launch cuisine category (details available in investment literature) precisely matches this trend.

November 2016


US consumer trend report identified freshness, sampling, local foods, specialty categories like gluten-free and ethnic, assistance with meal planning and diet key areas of consumer demand, with forward-looking retailers said to "emulate restaurant options in terms of freshness, quality, artisan-style and flavors". In addition, generational bias against processed foods was found to be steadily increasing. Finally, lighter colors signified cleaner labels and shorter ingredient lists to consumers. Infinite Food's fresh, personalized, international concept and brand identity aligns perfectly with these recommendations.

Another US report by the NPD Group highlighted online sales channels as critical for all categories of snack purchasing, including healthier/ready-to-eat subcategory, noting that higher income households were the dominant demographic. This aligns well with Infinite Food's strategy of addressing demand for zero-wait food in the mainland Chinese white collar demographic.

A range of articles such as The future of personalisation and customisation and How manufacturers are personalizing and customizing their products discuss how leading brands such as Cadbury, Coca Cola, Kellogg and Oreo are embracing personalization in their product marketing. Infinite Food's core offering will embrace deep personalization to a level unobtainable by legacy brands.


The scientific journal Nature published a study Food color is in the eye of the beholder: the role of human trichromatic vision in food evaluation exploring the significance of red tones in food branding and presentation.

October 2016

The leading international research journal Appetite published Modern foraging: Presence of food and energy density influence motivational processing of food advertisements, examining consumer food purchasing behavior, which found that "when healthy foods were more easily accessible, participants chose the healthier options available nearby instead of junk food". This aligns well with Infinite Food's convenience and availability USP, and its plans to establish service locations inside and around both commercial and residential real estate.


Make: magazine focuses on food hacking, demonstrating that the time is right for the commercialization of food technology innovation.

September 2016

IRI Worldwide's report The Omnichannel Journey: Translating Big Data into a Prescription for Growth concludes that food retailers must "adopt a customer management perspective will capture increased share of 360-degree spending and maximize customer lifetime value. Retailers must personalize the experience for each shopper across the entire path to purchase." — "know what key and target shoppers are looking for", "engage shoppers when, where and how it matters most to them", "deliver against needs and wants at the right time, through the right channel and at the right price". Infinite Food's mobile-focused strategy will enable unprecedented personalization of experience and industry-leading customer management. The report also concludes that "'I need it now' grocery trips comprise about two-thirds of shopping excursions and one-third of grocery expenditures." — further emphasizing the global urban shift toward ready-to-eat (RTE) and convenience/availability oriented retailing.

Special dietary needs push demand for free-from foods: "More than one-third (36%) of Nielsen's global survey population said they or someone in their household deals with a food allergy or intolerance. Undeclared food allergens are one of the major reasons for FDA's Reportable Food Registry (RFR) reports and recalls. These recalls comprised almost half of the RFR reports from Sept. 8, 2013 to Sept. 7, 2014, the registry's fifth year of existence.". "In North America, consumers tend to not consume foods that are high in fat, sugar and sodium. In the Asia-Pacific region, consumers are more concerned with eating a vegetarian diet." "Simple ingredients and minimal processing continue to be mainstays in today's consumer purchase decisions." Infinite Food's freshly prepared, customized recipe, whole ingredient strategy aligns well with these trends.

August 2016

94% of Americans admit to snacking at least once a day, and according to a new report from the US FDA (summary), half of US consumers' food budgets are spent on convenience, emphasizing the growth and profit potential of ready-to-eat food product retail.

Articles on whole chain traceability and foodborne illness investigation explore the power of proper record keeping to provide safety and loss reduction in food and beverage supply chains. Infinite Food will launch with unrivalled degree of supply chain traceability for all ingredients.

A national survey commissioned by Foster Farms identified "73% of consumers have changed their opinions about the food they feel good about eating. 81% of consumers care more about the quality of ingredients, 83% choose healthier recipes, 81% eat more fruits and vegetables, and 63% seek more meat and poultry raised without hormones and antibiotics". Consumers "want their meals to taste good, but they also want to use ingredients they feel good about. Their priorities are high quality ingredients and time." In addition, the survey made conclusions about millenial generation members: "50% seek inspiration for recipes from social media, compared to 34% of older generations", "41% share food they cook on social media at least a few times a week, compared to 24% of non-millennials", "61% rely on recipes, compared to 54% of non-millennials", "77% try new recipes at least once a month, compared to 65% of non-millennials". These generational trends are perceived to be international in nature and align well with Infinite Food's strategy.

Analysis of long term breakfast trends: "Portable foods like breakfast bars, breakfast sandwiches, supplements and energy bars became increasingly popular over the past decade. Less convenient but more traditional breakfast staples, such as eggs, bacon and sausage experienced slight to moderate usage declines."

July 2016

A report from Packaged Facts found that "Healthy snacks continued a steady sales growth pattern with a CAGR of 4.7% over the past five years, outpacing growth of the food and beverage industry as a whole".

A report from Datassential found that "foodservice is the top driver of profitability for convenience store operators. In fact, 77% of convenience stores claim that their foodservice offerings are 'very profitable.'" This evidence from existing operators strongly supports Infinite Food's availability and convenience strategy.

March 2016


Euromonitor International's report Top 10 Global Consumer Trends for 2016 identified a large number of trends, including four global consumer trends in food and beverage marketing: gender blurring, greener food, mental wellbeing and overconnected consumers. The 'greener food' trend specifically identified 'all natural', 'no or limited sugar', 'no or limited artificial ingredients', 'no or limited fat', 'no trans-fat/hydrogenated oils', 'non-GMO', 'reduced or low calorie', and 'no or limited salt' as top considerations. In addition, 'fast casual' dining outpaced both 'casual' and 'fast food' in growth. Infinite Food's offering of customized hot meals prepared rapidly and conveniently from fresh, quality ingredients is well placed to meet these global consumer expectations.
Ele.me Scandal Puts China’s Online Food Delivery Industry Under Scrutiny: Ele.me, the Shanghai-based online food delivery service backed by Alibaba, Tencent and JD.com, was singled out in CCTV's annual "3.15" investigative TV program on Tuesday for allowing unqualified workers to deliver potentially unsanitary food to its customers. "You think you ordered food as pretty as in the pictures, but they were in reality made in unlicensed and filthy shacks that will cause you to vomit," the program said. Infinite Food's automated prepration systems with real time sensors and automated sanitation can provide the modern standards of cleanliness the mainland Chinese market and its regulators seek.


December 2015

Nielsen reported that sales of "convenient breakfasts grew 40.5% year to date". "(2015) ushered in changing meal time occasions, welcomed on-the-go consumption and rolled out the red carpet for the all-day breakfast". "Health and wellness was top of mind for consumers." "2015 saw Americans spending more on eating out than on groceries." "New opportunities within the fresh prepared section, offering ready-to-eat or ready-to-heat offerings." "Deli prepared breakfast foods [grew] 15.7% [year on year]." These observations align well with Infinite Food's strategy.

The US Grocery Manufacturers Association SmartLabel initiative (subsequent discussion, subsequent consumer findings) aims to provide detailed food and beverage product information to consumers by the end of 2017. Infinite Food's mobile-first strategy will enable the provision of similar or greater levels of information to consumers without the requirement for them to first scan a QR code.

November 2015

According to E-commerce to be 'mission critical' for industry, overall food and beverage e-commerce sales in the US alone are expected to reach $12 billion by 2018.

October 2015

The vast majority of reported cases of norovirus — the leading cause of foodborne disease outbreaks and illnesses across the US — have been linked to infected food industry workers. It was reported that more than half of US workers in the food industry, from farming to processing and beyond, said they "always" or "frequently" go to work when they're sick. Another 38% admitted that they "sometimes" go to work sick. However, a survey from the Chicago Council on Global Affairs the same month concluded that "American consumers are most concerned about food safety, followed by affordability and nutritional value of the foods they buy". Infinite Food will vastly reduce food workers' proximity to food preparation, thus eliminating or greatly reducing opportunities for spreading foodborne illness.

September 2015

Chemicals in food bigger concern for consumers than foodborne illness. Infinite Food's strategy for just-in-time preparation of fresh meals from real ingredients is well aligned to address consumer concerns.

July 2015

In Australia, a new study of universities and hospitals reveals a public craving for healthy vending machines.