IPC solves your daily “what to eat?” dilemma with it’s Mood Menu
The newly renovated IPC Shopping Centre has now revealed its latest mobile application solution to ease every shopper’s shopping experience and daily dilemmas.
IPC’s mobile app is the first of its kind in the world that is developed in collaboration with music streaming giant, Spotify.
With the help of Spotify’s rich user data, IPC Shopping Centre worked alongside world-renowned taste psychologist Professor Robin Dando of Cornell University to create ‘The Mood Menu’ – a food-and-mood matching tool based on a complex proprietary algorithm of human emotions and the effect on their sense of taste.
According to Professor Dando’s landmark 2015 study published in the scientific journal Appetite, human moods have the ability to inhibit or accentuate sweet, salty, bitter, sour, or umami (savoury) flavours.
“Our taste perception can be modulated by a variety of factors, and this includes our emotional response to pleasant or unpleasant real-life events,” said Dando.
“For instance, we were able to show that positive emotions go along with an enhancement of our sweet tooth, while negative emotions occur alongside heightened perception of sour tastes. This might be the reason why some of us go through emotional eating,” added Dando further.
“We saw this as an opportunity to solve every Malaysian’s favourite question—“What to eat?”. It is a common question we ask our friends, family, and colleagues almost every day,” said Andrew Yeoh, Head of Marketing – Shopping Centre, IKEA Southeast Asia
“A lot of science, data, and technology have been put behind this mobile application, and we are excited to be the first shopping centre in the world to collaborate with Spotify and Professor Dando to roll out this unique app for our shoppers. While the mobile application is tailored to match shoppers’ moods and help them discover IPC’s extensive range of dining choices, it also creates business opportunities for our tenants and empowers them with data to explore more exciting flavours and menu items,” added Andrew.
How the Mood Menu works is that it analyses users’ recent Spotify playback history to track their current mood. The users’ moods are then matched with suitable flavours offered by the diverse range of dining delights at IPC Shopping Centre, via the proprietary Mood Menu algorithm based on taste psychology insights from Professor Dando.
The mobile application is now available for download via Google Play Store and Apple App Store.