ABOUT

What’s better than a menu made just for you? At the UCLF Village in Munich, we hosted the Doritos Loaded AI Experience, a first-of-its-kind, vibe-powered ordering journey that reimagines how people choose what to eat. Built to clarify the brand’s bold meal platform and eliminate hesitation, it transformed uncertainty into playful self-expression. Our Experience Design team brought the daring Doritos ethos to life through glowing triangles, ramen-style reveal booths, and a secret AI-powered lab serving up personalized dishes.

This experience solved a challenge we were facing: many people weren’t sure what Doritos Loaded actually were or which dish to choose. Instead of explaining it with signage, we let them discover it. Built around the belief that food is self-expression, we developed a custom AI that translated guests’ “vibes” into personalized dish recommendations. By scaling expressive emojis up or down using tactile knobs, guests created a physical, playful input that turned ordering into a confident moment that felt authentically Doritos.

We designed the experience like a hidden speakeasy for flavor. Glowing red LED triangles pulled guests into a moody black-and-red environment where textured finishes and spot-gloss details caught the light and added depth. The AI station became a secret lab, grounding digital interaction in analog knobs that made personalization tactile and intuitive. Once guests locked in their vibe, they received a printed receipt revealing their booth number and a teaser about their personality. Inside ramen-style single-seater booths, garage-style windows lifted to theatrically present each customized Doritos Loaded dish, turning food delivery into a cinematic reveal.

Over the course of the event, the AI served up 120 dishes, with overwhelmingly positive reactions. What began as a product education challenge became a joyful, confidence-building experience that replaced hesitation with curiosity. People were able to choose what to eat by replacing uncertainty with a playful, personalized system. More importantly, guests explored menu options they might have otherwise overlooked. By merging technology, design, and flavor, we made Doritos Loaded personal, intuitive, and impossible to ignore.

With tactile interactions and tech-driven matchmaking, Doritos Loaded made every bite and fearless flavor discovery a bold reflection of you.