Affordable cheesy Bulgogi beef, chicken satay rice, cauliflower butter curry—ensconced in affordable wraps for quick delivery to your office.

Indomie comfort food, Bulgogi beef and curry cauliflower wraps—these are some of the latest unique food choices that office workers in the central business district (CBD) of Singapore can enjoy henceforth with the launch of Wrap Bstrd, the first food and beverage brand and dark kitchen driven by AI and analytics.

How so? The concept development team had used analytics to determine that target customers like flavours from local comfort food such as hawker dishes, and that they care about health trends. Customers also prefer to consume their food in a convenient, fuss-free manner. Arising from these insights, Wrap Bstrd was born in the form of an exclusively delivery-only menu. Its selling point is reduced costs—thus providing good value and delicious food that is delivered quickly.

Philipp K. Helfried, Chief Investment Officer, Ebb & Flow Group, said: “Wrap Bstrd is the first brand to come out of our Dark Kitchen Lab. Consumer behavior and preferences are changing rapidly and this is the driving force behind our need to use technology and digital products in the F&B industry.”

“Wrap Bstrd is the first concept of its kind in Singapore to take deep insights and create a hyper-focused product that stands out from the rest, and the branding also reflects that. Our Dark Kitchen Lab is unique in that it consists of analysts, chefs, creatives and branding experts that look at data points and develop concepts, giving Ebb & Flow Group a unique position in the market.”

The AI part of the equation comes from SQREEM, a specialist in advanced behavioural data capabilities and pattern analysis. Said Ian Chapman-Banks, CEO of SQREEM Technologies: “We can extract anonymised behavioral footprints across 3 billion consumers globally and identify links and associations among vast, unstructured digital activities across any platform web, mobile, social, location, video, satellite, transaction, and audio in any format and in any language and determine macro behavioral normalcy versus micro behavioral abnormality. This enables us to create highly customised and on-demand concepts targeted at consumers who want them.”

Based on SQREEM’s evaluation of over 200,000 individual data points to map behavioral trends of distinct consumer groups in Singapore, the concept development team from Ebb & Flow Group’s Dark Kitchen Lab was able to analyse customer journeys, predict demand, and map behavioral intent to purchase.

Studying flavors, ingredients, consumer preferences and trends, they were able to pinpoint the meals that office workers in the CBD wanted. The creatives and branding experts from within Ebb & Flow Group’s Dark Kitchen Lab took care of creating both an exciting concept and recipes.