Pasadena’s Caliburger is First to Use Facial Recognition for Customer Ordering

Published : Thursday, December 21, 2017 | 6:10 AM

Pasadena's Caliburger is First to Use Facial Recognition for Customer Ordering

Caliburger, Cali Group’s restaurant operating division, has unveiled new AI (artificial intelligence)-enabled self-ordering kiosks at its Pasadena location where registered customers can merely stand in front the kiosk, and the restaurant’s NeoFace facial recognition software will identify them and pull up their order preferences.

If customers are pleased with this new ordering experience, Caliburger plans to roll out NeoFace to its global locations next year. Also in 2018, the same platform will allow customers to pay by using their faces.

NeoFace was developed in partnership with the NEC Corporation of America. Using the kiosks, customers can immediately activate their loyalty accounts without needing to swipe a card or type in identifying information. The loyalty account will show a customer’s favorite historical meal packages, and he could complete the ordering transaction in seconds.

“Face-based loyalty significantly reduces the friction associated with loyalty program registration and use; further, it enables a restaurant chain like CaliBurger to provide a customized, one-on-one interactive experience at the ordering kiosk,” John Miller, Chairman and CEO of Cali Group, said in a press release. “Our goal for 2018 is to replace credit card swipes with face-based payments. Facial recognition is part of our broader strategy to enable the restaurant and retail industries to provide the same kinds of benefits and conveniences in the built world that customers experience with retailers like Amazon in the digital world.”

In addition to using facial recognition software in its restaurants, Cali Group is also pioneering AI and robotics to automate kitchen equipment and monitor the dining area, social gaming for entertainment in the dining area, and infrastructure for autonomous vehicles to deliver fresh food.

“NEC’s face recognition software technology is considered among the world’s most accurate, making it an ideal tool for retailers seeking to provide the best possible customer service and convenience for their customers,” said Matt Worley, Vice President for Retail Solutions at NEC. “We are committed to helping Cali Group reinvent the customer experience in the best ways possible, and I encourage anyone attending NRF 2018 to come see a demonstration of the technology in action.”

Caliburger’s new facial recognition self-ordering kiosks will also be on display at NRF 2018, the National Retail Federation’s Retail’s Big Show in New York City on January 14 to 16, Cali Group said in an announcement.

To learn more about Caliburger and the Cali Group, visit

Pasadena’s Caliburger is located in Paseo Colorado at 245 E Green St.

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