3D Food Printing in restaurants in Dubai
Topic: “3d printing in fine dining restaurants in Dubai”
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Word count: 3000
Grading Rubric
The grading rubrics for the group project are:
Overall soundness of the business case (structure:
Introduction/overview with scope & objectives/problem statement)
Research on product/service under study (recency of information and
depth)
Robustness & scalability of the IT/Digital system
Goodness of fit with core business objectives and values
Demonstration of financial viability
Demonstration of ‘innovation’ in process and/or application of
technology
Application of concepts/theories from other domains (e.g. Strategic
Management, OB)
Solution
Introduction
The introduction of 3D printing in the food is expected to revolutionize the food industry
in a unique and massive way since as it can be applied in different contexts producing quality
foods in the shortest time possible. 3D food printing entails a combination of ingredients of the
intended food and placing them in a 3D food printer and giving the printer a command to print
the required design (Huen, 2015). The paper will tend to give a detailed analysis and description
of certain research topics that are essential in comprehensive understanding of 3D food printing.
They include; comprehensive understanding of 3D food printers and the service they are
expected to provide, the strength and scalability of the information technology behind 3D food
printers, the goodness of fit of central business objectives and values, a clear demonstration of
the financial viability of 3D food printers and the services they are expected to offer, favorable
areas of application of the technology and business concepts and theories surrounding 3D food
printing in the food industry.
3D Food Printing
The 3 dimensional printing concept has been under development and implementation for
three decades, but recent developments of the concept in the food industry where researchers and
investors are seeing the developments as great opportunities to make a fortune. Most illustrations
of 3D food printing have been observed in the confectionery and pizza food sectors, but the
effectiveness of the concept has been discovered in other food lines, especially those revolving
around fine dining meals. Chef Mateo Blanch from La Boscana demonstrated how 3D food
printing can be used to prepare a 5-course meal. The meal comprised of a starter snack made of
caviar cookies with lemon and strawberries, which was accompanied by a hummus and a bowl of
3D FOOD PRINTING IN RESTAURANTS IN DUBAI 3
guacamole (Huen, 2015). The main course meals composed of a finite choice between a framed
octopus and a Caprese pasta accompanied with basilicum and pesto. The dessert comprised of
Carpaccio target which was made of a strawberry and jelly carpaccio and a dish printed the
word London using chocolate. Blanch who is a recognized Michelin fine dining chef asserts that
3D food printing has enabled him to have a high level of precision some that was impossible
without the institution of the technology (Huen, 2015). 3D food printing is a viable venture in
luxury dining since the combination of different ingredients has led to the development of
exceptional meals.
Some researchers have the notion that institution of 3D food printing is likely to destroy
the perception of fine dining. The notion has two phases which are applicable. Fine dining is
associated with high profile individuals in the society and constitute a small percentage of the
world’s population since a significant percent of the population in the world have no food thus
survive on regular subsistence. Access to 3D printed food is limited since only a small percent of
the world’s population are enjoying it as the foods are likely being associated with meals with
fancy elements rather than wholesome meals. The analysis in this instance proves that the
implementation of 3D food printing will not affect fine dining (Huen, 2015).
Some researchers on the other hand have denied the notion and proved that the 3D food
printing idea is a tool for democratization. They assert that people have contact with the world of
luxury dining since many ideas on luxury dining are available on food blogs, social media and
online recipes. Individuals can visit stores and buy cartridges of their favorite ingredients and
prepare the dishes based on the recipes from their favorite chefs. The recipes are usually in their
right ratios and approved by the professional implying that individuals will not have to spend a
3D FOOD PRINTING IN RESTAURANTS IN DUBAI 4
fortune to have access to 3D printed foods as they can prepare them so long as they have a 3D
printer (Huen, 2015).
With the democratization of 3d food printing, accessibility of good food and man made
connoisseur food is expected to increase, thus implying that fine dining will reduce significantly
since it is associated with a minority group in the society. However, the concept will still be
upheld in areas where it has been established. 3D food printing has been adopted in fine dining
thus it is not likely to be affected significantly by the democratization of the same concept. The
effect that is likely to be observed is the reduction in the popularity of fine dining since the
availability of 3D printed food products will increase (Huen, 2015).
The Strength and Scalability of the Information Technology behind 3D Food Printers
Advancement in technology has led to the development of 3D food printers that have the
capability to produce foods in different 3D forms. Manufacturers have ventured heavily to
develop 3D food printers to be used in the production of quality food which is available to
individuals from all walks of life. The development of different types of 3D food printers is to
satisfy the upcoming demand of 3D food printers since their adoption in restaurants in Dubai and
the rest of the world is expected to increase. Dubai is one of the best tourist destinations in the
world, thus implementation of the 3D food printing technology in the restaurants is expected to
provide a significant boost to the hotel business in the United Arab Emirates (Kira, 2015). There
are different types of printers that the hotels can purchase in an attempt to implement 3D food
printing, and some of them are briefly listed and explained as follows. Some of the 3D food
printers are still in their experimental stages in the 3DS Culinary Lab among other manufacturers
of 3D food printers.
3D FOOD PRINTING IN RESTAURANTS IN DUBAI 5
The 3D system Chefjet pro is one of the first professional 3D food printers. It is a large,
full color 3d food printer that gives chefs the opportunity to implement their extreme culinary
creativity by shaping flavored sugar, candy and frosting into extraordinary shapes and structures
that are edible. The Chefjet 3D printer has the ability to develop sculptural cake toppers to fragile
latticework and logo emblazoned sugar cubes implying that the 3D System Chefjet Pro food
printer will open lots of possibilities in the future. The 3D food printer is still under testing by
professionals at the 3DS Culinary lab and is expected to cost on the lower side $10,000 (Kira,
2015). XYZ Printinting is also producing 3D food printers to satisfy the vast food market in the
United Arab Emirates. So far, only XYZ Printing which is a Tawaina based company has the
ability to develop 3D food printers that are affordable and consumer friendly. It was made
evident when the company unleashed their upcoming FDM 3D food printer which will cost from
$500 to $4000 for the all in one pro.
The company has also been awarded a contract by Lenovo to set up their ShenQi 3D food
printer, thus the company has decided to be as efficient as it can in the development and
marketing of 3D food printers. The unique feature about 3D food printers from XYZPrinting was
their affordability implying that not only will all restaurants have the capability to purchase the
printers, but also individuals in Dubai bringing the concept of 3D food printing to the people as
close as possible. The Gumjet chewing gum 3D printer is another 3d food printer expected in the
market soon as it is in its testing stages. The printer has the capability of printing chewing gums
in different shapes, color and texture which can be felt by tasting (Kira, 2015). Adjustment of the
filament in the 3D will printer determines the hardness of the material to be printed using the 3D
printer.
3D FOOD PRINTING IN RESTAURANTS IN DUBAI 6
Another type of 3D food printer widely known in the market is the Foodini manufactured
by natural machines from Spain. The Foodini is known for its unique ability to print different
kinds of foods which are fresh and nutritious and usually come in form of savoury or sweet. The
foods prepared by the printers include pastas, pizzas, chicken nuggets among others. The striking
feature about Foodini is that it has empty capsules where users can enter fresh ingredients having
soft textures to enable them extrude efficiently. On command from the user, the printer prints
out the design layer by layer depending on the design selected by the user. The NuFood Robot 3d
printer has stood out among other 3D printers because of its unique ability to combine different
flavors and producing something elegant and new thus allowing the user to alter the color, taste,
texture, shape all intertwined to generate new tastes (Kira, 2015).
Core Business Objectives And Values
Successful implementation of 3D food printing in Dubai requires setting of clear goals
and values as they aid a business in ensuring that it runs smoothly and ensures significant
growth. Having clear objectives and values in a business ensures that the management develops a
comprehensive business plan as it will work towards the fulfillment of these objectives and
qualities. In return, the end product will be profound since every aspect in the objectives will
have been considered. The major business objectives in the restaurant industry include
profitability, productivity, employee retention, maintaining financing, growth marketing and
competitive analysis (Connor, 2010, P.84). The major aim of every business is to make profit in
the market and this can only be achieved if stakeholders focus on effective ways managing costs
in both production and operation while upholding the profit margin of the units sold.
Implementation of 3d food printing in the restaurants is expected to increase the sales in the
3D FOOD PRINTING IN RESTAURANTS IN DUBAI 7
industry since 3d printed foods are appealing to the customers, thus they are likely to pay a
favorable price for them leading to the increase in income in the restaurant.
A restaurant should ensure maximum productivity that is by ensuring that all the
necessary resources needed in the firm are made available. Most of the resources needed in a
restaurant can be adequate training of the employees, equipment maintenance and availability of
equipment. The 3d food printers should be made available to increase the productivity of the
chefs, thus improving the quality of service in the organization (Connor, 2010, P.84). The
appealing effect brought out by foods made from 3d food printers has a satisfactory effect on the
customers, thus ensuring customers are always happy should be one of the major objectives of
the restaurants. Employee retention is another objective that restaurants in Dubai should
consider, especially talented employees since losing them can be a major setback for the
organization.
Institution of 3d food printing technology motivates chefs as it increases their ability in
food production as it make it possible for them to produce foods that would have been
impossible to do by hand. Ensuring continued growth of the restaurant is another move that
stakeholders should consider and it is upheld by ensuring effective management of resources and
personnel. Introduction of 3d food printing in a restaurant plays a significant role in boosting the
growth of the organization. Capital is needed to ensure the growth of an organization, thus the
restaurant owner should ensure that the financing of the organization is readily available. It can
be demonstrated by purchasing 3d food printers and the equipment that accompanies it. The
restaurant owner in Dubai should have effective strategies to counter competition and
implementation of 3d food printing in the business can boost the organization competitive
advantage as it increases the quality of food and its nutritional content since recipes prepared by
3D FOOD PRINTING IN RESTAURANTS IN DUBAI 8
professional chefs ensure the food produced have the required nutritional content before they are
served to customers especially the foods served in fine dining (Connor, 2010, P.84).
The major core values required in the successive implementation of 3d food printing in a
restaurant are commitment, accountability, teamwork, integrity, diversity, empowerment, safety
and innovation. The restaurant owner should ensure that the values are upheld competently as in
most instances they ensure employee and customer satisfaction in all aspects. Having employees
who are committed to their work in a restaurant ensure efficient service delivery, thus improving
customer satisfaction. Accountable staff ensure efficient use of resources in the organization
while employees who work as a team increase the quality of service and innovation in the
organization as they utilize their knowledge to diversify the organization (Connor, 2010, P.84).
The business owner on the other hand should ensure that his or her employees are motivated and
it can be achieved by providing them with sufficient resources such as 3d food printers.
Demonstration of financial viability in restaurants
A serious investor should have the capability to demonstrate his or her financial viability
in the market. Restaurants have in the past been seen as risky business ventures since the
competition is high and the industry is very fluctuating. The profit margins are minimal thus
every revenue that come into the organization is of great importance. Financial planning is
crucial for the success of any business. However, the process is usually intimidating, time
consuming and the disappointing part of the pre-opening process in a business. To ensure long
term financial success, the entrepreneur should ensure certain key factors (Tassiopoulos, 2008,
P.12).
He or she should describe his or her business concept stating every aspect to be
considered in the business which include challenges and opportunities. He should incorporate the
3D FOOD PRINTING IN RESTAURANTS IN DUBAI 9
starting budget, which should not exclude contingency money for unexpected costs. He or she
should further create a sample menu and the expected revenue and cost projections of the
business. The entrepreneur ought be a smart purchaser and this is where the 3d food printing
concept comes in as he or she should ensure that she or he purchases quality equipment at the
best prices in the market to reduce on production costs and create a large profit margin
(Tassiopoulos, 2008, P.12). The management of the restaurant should embrace teamwork as
engaging other stakeholders in the decision making process can have profound benefits to the
business since an innovative idea might arise and be of great help to the business. Researchers
are working on efficient ways to uphold nutrition and sustainability in 3d food products as it has
been observed that mal-nourishment is one of the major challenges affecting senior citizens,
thus the main aim of 3d food printing is the produce foods that are edible by all individuals
despite their age.
This can be achieved by modification of foods that are difficult to consume, but nutritious
putting them into 3d food printers and the final product is usually soft and looks exactly like the
original form thus encourage the individuals to eat. 3d food printing has been utilized to produce
intricate designs that promote uniqueness. The aspect has been applied in weddings where 3d
food printers are used to make edible lace decorations to place on the cakes (Taylor, 2014). Fine
desserts like cookies and candies can be customized in unique designs that would have been
difficult to do with hands.
Application of the technology in the restaurants
Advancement in science and technology has revolutionized the food industry in a great
way through the introduction of equipment that have made introduction of new recipes which
were impossible to adopt by hands. One of the greatest inventions is the development of 3d food
3D FOOD PRINTING IN RESTAURANTS IN DUBAI 10
printers which have been observed to only necessitate a combination of nozzles, clean
ingredients and lasers (Galarza, 2016). The 3d food printing process entails slow deposition of
layers on each other until an object is complete. The current printers in the market have the
capability of printing chocolate, pizza and burgers. Some research organizations such as NASA
are planning to use 3d food printing to create food while on space for long periods. The move is
meant to promote nutritional stability among the individuals. So far, they have only managed to
produce a fully cooked pizza on space and a channeling more funds to help in the innovation.
Strategic Management and Organisational Behavior
Employees diverge in the way they behave in the workplace and as individuals in a social
setting and some factors contribute greatly to an employee behavior in an organization. They
include the company’s structure, policies and procedures and the effectiveness of the
management and the association between employees. The elements can either inspire employees
to be productive in their work environment or to promote detachment with the organization
which in turn leads to employee dissatisfaction (Griffin & Moorhead, 2014, p.5. Investors who
have utilized the 3d food printing technology in their restaurants should have a clear
understanding of how to maximize the output of their employees, thus ensuring that the
organization is productive and has a significant competitive advantage. Factors such as culture,
motivation, decision making and change management are affected by organizational behavior,
thus usually have either a positive or negative effect on the employees and other players in the
industry (Griffin & Moorhead, 2014, P.5).
Strategic management is key in restaurants, especially those in Dubai, where competition
is high and implementation of 3d food printing seems to be underway. Conducting a SWOT
analysis of your business aids an individual in understanding his or her business environment
3D FOOD PRINTING IN RESTAURANTS IN DUBAI 11
better thus knowing effective ways to minimize costs and upholding the strengths. In restaurants
the major strengths that are notable include serving tasty foods, offering quality services at the
table and ensuring that the décor available in the restaurant makes eating in your firm a
memorable experience for your customers (Hogan, 2007, P.245). The other strengths include the
pricing structure which ought to be set in such a way that it attracts customers and offering a
unique type of ethnic food not available in other restaurants. Weakness should be limited as
much as possible to promote a business’ competitive advantage thus give the entrepreneur clear
insights on the things he or she should improve on.
The weaknesses might include lack of adequate employee training, lack of constant
supplies which limits the availability of items on the menus and use of outdated methods for
record keeping, especially on issues involving stocks and orders. The opportunities that should
be utilized in a hotel setting include provision of a wide variety of foods and beverages, adopting
new trends, especially in eating healthy by introducing organic dishes and salads on the menu
(Hogan, 2007, P.245). Looking for innovative ways to generate traffic in the business during low
periods has presented itself as a major opportunity. The major threat in the hotel business is
competition, thus entrepreneurs should implement the differentiation strategy to ensure they are
unique from other players in the market as it gives them a better chance of thriving in the market.
Conclusion
Exploring the concept of 3d food printing gives an investor clear insights on the benefit
of the technology on restaurants, especially in fine dining as it tends to elevate the social class of
the individual making him or her feel important. On the other hand, advancement in technology
will make 3d food printers available to everybody in the future as their costs are expected to
decrease significantly. The financial overview of the restaurant business has impacted the
3D FOOD PRINTING IN RESTAURANTS IN DUBAI 12
investor with adequate knowledge he or she might need in the establishment of a restaurant
which is expected to last long in the competitive market. Laying down of definite objectives and
goals will ensure that the organization centers its focus towards the realization of the set goals.
The management of the restaurant should ensure that the organizational behavior has a positive
impact on all players including the consumer in the market. Analysis of the organization’s
strategic management is crucial in the effective running of a business.
3D FOOD PRINTING IN RESTAURANTS IN DUBAI 13
References
Connor, T. (2010). Strategic planning for distributors : execution isn't everything – it's the only
thing. Washington, D.C: NAW Institute for Distribution Excellence.
Galarza D. (2016). Fine Dining Embraces 3D Printing; Jessica Biel’s New kid friendly
Restaurant. Retrieved on March 11, 2015 from
http://www.eater.com/2016/3/3/11153510/fine-dining-3d-printing- jessica-biel-restaurant
Griffin, R. & Moorhead, G. (2014). Organizational behavior. Mason, Ohio Andover: South-
Western Cengage Learning distributor.
Hogan, C. (2007). Facilitating multicultural groups a practical guide. London Philadelphia:
Kogan Page.
Huen E, (2015) How 3D Printing could Blow up the luxury Dining model. Retrieved on March
11, 2016 from http://www.forbes.com/sites/eustaciahuen/2015/10/23/how-3d-printing-
could-blow-up-the-luxury-dining-model/#1cd684637b17
Kira, (2015). 3Ders Monday Warm-up the top 3D Food Printers that will feed the the Future.
Retrieved on march 11, 2016 from http://www.3ders.org/articles/20151102-3ders-
monday-warm-up-the-top-3d-food-printers-that-will-feed-the-future.html
Tassiopoulos, D. (2008). New tourism ventures : an entrepreneurial and managerial approach.
Cape Town, South Africa: Juta.
Taylor S. (2014). A Filament Fill As Fine Restaurant Explores the Aesthetic of 3D Printing.
Retrieved on march 11, 2014 from http://3dprintingindustry.com/2014/02/19/filament-
fill-fine-restaurant- explores-aesthetic-3d-printing/
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