Old Wild West launches Italy’s first large-scale VR training for QSR with Immersiva

Milan, July 4, 2025 – Old Wild West, flagship brand of the Cigierre Group, has introduced Virtual Reality to transform onboarding and staff training across its restaurant network.

Developed in collaboration with IKON Digital Farm on the Immersiva platform, the project represents the first large-scale VR training initiative in Italy within the QSR and Casual Dining sector. The program currently involves more than 3,000 employees across 266 restaurants, delivered through a digital academy designed to ensure consistent standards while supporting professional growth across the organization.

A Scalable "Virtual Kitchen" powered by WebXR

At the core of the project is an interactive 3D environment that faithfully recreates both the kitchen and dining areas of an Old Wild West restaurant. Using Immersiva’s XR Studio, new hires can explore and interact with realistic digital replicas of operational spaces and equipment. This allows staff to learn brand guidelines, service workflows, and kitchen procedures in a safe virtual environment before entering the real one.

A key element of innovation lies in the use of WebXR technology, which makes the training accessible directly through a standard web browser. By removing the need for dedicated headsets or specialized hardware, Old Wild West has adopted a faster and more cost-efficient training model. This approach significantly reduces both operational costs and management complexity, making it ideal for a geographically distributed restaurant network.

Improving performance through innovation

By centralizing its training ecosystem on the Immersiva platform, Old Wild West is able to deliver a more efficient, scalable, and secure approach to workforce development:
 

• Faster onboarding: new hires become operational in less time.
• Consistent standards: the same quality and procedures across every restaurant.
• More effective learning: hands-on, practical training that improves focus and outcomes.
• Reduced risk: safety and procedures are learned through controlled simulations.
• Centralized governance: content updates and performance monitoring from a single platform.
• Lower costs: no dedicated hardware and reduced need for in-person training and travel.

As Cigierre and Old Wild West continue to explore new opportunities, Immersiva will remain alongside them, supporting innovation through solutions that are practical, effective, and sustainable over time.

About Immersiva

Immersiva is the world’s first Immersive Experience Platform, designed to manage digital experiences across online, onsite and XR touchpoints from a single environment. Learn more at immersiva.com

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