Ferrán, good morning and thanks for the time  dedicated to Tech Food Magazine
Where do you  that technology is having a bigger impact and where it is driving us? In the way we produce food or how we consume it...?
In the restaurant, booking systems have change game rules...
In communication, social media has make possible that small business may have "advertising", otherwise would be impossible.
Personally, now, I do not need to go to  a restaurant... Visiting a blog, and there are very good ones,
I can see what that restaurant is doing... 80% at least...
I can't go to every single restaurant in the world...
This is incredible!
Then the ebooks, or applications...
All these are incredible  things that you weren't able to do in the past
At home, online shopping is a revolution, isn' it?
TV Shows  via internet that people can decide when and what to see, in the future it is going to be amazing...
And technology within the restaurant?
At the moment, as far as I know... I do not see it... It is incredible... Don't you think?
In the kitchen, the latest disruptive technology in the latest 50 years has been the microwave.
What do you think it was?
After microwave?
Just the expresso coffee machine. It was inconceivable to make a expresso at home.
There's a lot of buzz about 3D printing...?
Yes, but we need to see how and what to use 3D printers for yet...
For example, we are working with Telefonica R&D in Big Data projects  to see how we manage all our data...
You have to consider that all this is very  young
The impact in tourism is really amazing...
What about trends enabled by digitalization like collaborative economy, solutions  to facilitate "home restaurants"?
Yes, that's fine...
Those are options that we did not have in the past...
What is important when we talk about restaurants is the debate about  role of prescriptor, the real expert...
Can we just trust opinions such as "I like this restaurant", or  you need the advice of an expert?
Very interesting...
Up to what point can a "non expert" can act as a critic...?
And I do not mean bloggers, most of them are very good...
I mean comments from regular consumers like "wonderful burger at..."
Should we say, "fantástic"  or  maybe just that you liked it, isn't it?
But it is true that nowadays, the experience, for some kind of people does not end in the food
it continues when they twitt about it or comment on their social networks.
And that's fine!
Food porn,  as some people  define it!
That's fine, as far as it is an option.
What about more futuristic approaches that try to address some food challenges, like alternative proteines?
That's a dream, but we have to leave it to the experts.
What would be amazing would be, first of all a pill that would cure  malnutrition...
Then, we will see how to make it  cooking and food...
But if with a pill we would be able to eliminate malnutrition tomorrow,  I will sing for it!
You have mentioned food e-commerce. But you are a fan client of traditional markets like "La Boquería"...
How do you see  that trend for the small business?
It is very useful for certain items like water, or olive oil. At the end what you buy is the brand.
For fresh groceries like fish, meat or vegetables,  you want to see it...
A good mix or balance is ok.
There are  days that you want a treat, a more pleasant experience by buying the fresh groceries...
Where do you see space for innovation?
There is a very important path in the area of guides for hotels or restaurants
like Trip Advisor that could be improved. I consider it useful, but there's nothing else.
Which aspects would you like to improve?
I think we need targets.
It is not the same  a guide to spend a weekend in London that a guide for  people who live in London.
For me, it is not useful to have thousand of things to do.
I would like advice about the latest... But, yeah, how do you do that?
Let's talk about food industry. You have collaborated with many brands in innovation projects...
Where do you think innovation comes from more effectively, from big firms or from small startups with fresh ideas?
Food industry is not easy...
It is not easy being innovator there.
It is very difficult because  we have many different  habits.
Usually it has been linked to preserving techniches.
What is said now that will revolutionary is preservation at low pressure
It 's kind of  magic...
I strongly believe that Artificial Inteligence  will have incredible impact.
Up to what point? We do not know...
Talking with IBM and Chef Watson Team, they stated, "we would love that Ferrán Adriá would cook with it".
What do you think about Cognitive Cooking and the use of big data for creativity?
We are working with Telefónica about it, but it is quite complex...
food pairing and that kind of applications, because it is subjective.
¿Who says that chocolate and caviar is a good pairing?
Combination of  products or flavors is subjective...
... the amount of salt in Japan or China is different,
and imagine in Europe...
Anyway, I am sure it will be useful for several things.
I think we are just getting started ... and we need to see what for.
We are collaborating with Telefónica R&D on how  Big Data can help on professional and home cooking.
