An establishment in La Malagueta decided to innovate when it came to attracting new customers with an advertising robot that wandered along the seafront, advertising mojitos, caipirinhas and espetos for four euros. Although the idea was striking and made heads turn among the local residents, the Malaga City Council has stopped the initiative. ‘Sardinator’ does not comply with municipal regulations and the Local Police have already reported the beach bar.
The beach bar play. The robot, named Sardinator, walked along the La Malagueta promenade inviting people around to follow its voice to the beach bar. It wasn’t a waiter robot of those that serve inside the premises, but an autonomous device designed to advertise in the middle of a public street. It advertised drinks and food as it moved, although according to MálagaHoyhis ability to avoid obstacles left a lot to be desired: “he avoids trash cans, but he is not so skilled with people”, even tripping over a pedestrian.
Why did the police intervene? Just like has shared The medium, Elisa Pérez de Siles, Councilor for Public Roads of the Malaga City Council, assured that this type of robots “are not authorizable” in the city. The use of the device on the promenade violates the municipal ordinance, which is why the Local Police were ordered to draw up a report and report the establishment. Although in other cities they are quite popular devices, in Malaga “there is an ordinance that must be complied with,” said the councilor.
The political reaction. The municipal group Con Málaga has also focused on the issue. Its councilor, Toni Morillas, submitted a letter to the mayor asking about the robot after receiving complaints from neighbors who observed the advertising device “with astonishment.” Morillas even described the situation as “Málaga, the lawless city” on his social networks, according to inform MálagaHoy, highlighting the concern over the lack of control over this type of initiatives on public roads.
The legal loophole of advertising robots. The case of Sardinator is something very specific and Spanish legislation does not yet specifically contemplate autonomous advertising robots on a public road. Municipal ordinances regulate outdoor advertising through urban planning licenses, but these regulations are designed for static elements such as fences, signs or posters. Many ordinances expressly prohibit the distribution or delivery of brochures and advertising on public roads, and even advertising in circulating or parked vehicles except for very specific exceptions.
The boom of robots in hospitality. Sardinator does not seem to have had the same luck as other robots that have had growing popularity, such as those who work inside serving at the tables. In Spain, waiter robots are being introduced mainly in fast food restaurants, chains and some fine dining restaurants. Cities such as Madrid, Barcelona, Valencia or Seville have already seen the introduction of these robots in several establishments.
The fundamental difference here is that these robots move in controlled private spaces, not on public roads, which avoids conflicts of this type. Without going any further, in Malaga, there are several establishments that have incorporated this type of robots, although never outside the premises, as is the case of Sardinator.
How they work. Waiter robots are designed to take orders from the kitchen to the customer’s table, following already marked routes and avoiding obstacles. The manufacturers are mostly of Chinese origin, including PUDU Robotics with its Bellabot and Kettybot models, Orion Star with Lucky, and Keenon, although there are also Spanish companies such as DAX Robotics with its Delibot and Slimbot model. The prices of waiter robots range between 6,000 and 15,000 euros, and they can support up to 60 kilos of load. They are equipped with LIDAR laser sensors and 3D cameras to move autonomously and safely.
Robots as an alternative to labor shortages. The labor shortage in the Spanish hospitality industry, which affects more than 60% of businessesaccording to the Bank of Spain, means that this type of device could end up being an effective alternative. This is not about replacing staff, but about easing the burden due to the difficulty in finding waiters and qualified staff, which is why many establishments are turning to service robots as support.
Although they are not yet a complete substitute for human interaction nor are they profitable for all establishments, these robots may end up representing a pragmatic response to a structural problem.
And now what. The La Malagueta beach bar will have to return to traditional advertising methods or look for alternatives that respect the regulations. Meanwhile, ‘Sardinator’ has stopped touring the promenade and his catchy “mojito, caipirinha, daikiri” promotion is no longer heard in the area. Let’s give a minute of silence for our friendly friend.
Cover image | Javier Albiñana
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