Designing a new vegetarian restaurant concept

Abstract

With the increasing evidence of the effects of our food choices on the planet it is obvious that we have to make changes in order to live sustainably. Our food production systems are responsible for 26% of the total human induced global greenhouse gas emissions, with the meat and dairy industry being responsible for over half of that. Our planet is in dire need for more sustainable food choices and cutting back on our meat consumption is a great start. However, it is proving to be a difficult transition for both the industry and its consumers.

The assignment for this project was to develop a new vegetarian restaurant concept for Cirfood, a catering company of Italian origins. This was done on the basis of one of their already existing restaurants which is located in the Faculty of Architecture at the University of Technology in Delft. The focus of this project lies on the design of a new customer journey and a new customer experience, with a customer centric approach, in order to better cater to the needs and desires of the restaurants customers.

During the research phase two key problems were found. The first finding was that generally people want to reduce their meat intake. However, they experience barriers towards achieving this. The most important barrier in this is the perceived lack of skills and knowledge on vegetarianism that are needed to make the switch towards a vegetarian diet. The second key problem had to do with the stance of the customers towards the current restaurant: it is one of apathy and indifference. Additionally, the main drivers for the interviewees to come to the restaurant were found to be ‘laziness’ and ‘convenience’. In short, the Ketelhuis customers don't see the added value of the restaurant.

The new restaurant concept aims to inspire its customers in order to change its apathetic attitude into one of enthusiasm. Furthermore, the new restaurant concept aims to engage its customers in order to equip them with the knowledge and skills that are needed to adopt a vegetarian diet. To achieve this the new restaurant has been built up of two sections: a ‘Grab & Go’ area for inspiration and a ‘Make & Enjoy’ area for engagement. The new concept took the form of several deliverables: a visual representation of the restaurant with design elements that inspire, engage and educate its customers and a customer journey map that explains the intended new customer journey and customer experience from the customers point of view.

This paper concludes with the following insights. With a global shift towards more plant based diets, the needs of Cirfood’s customers are changing. To accommodate for these changes Cirfood needs to create new value by taking on the vegetarian expert role, through which it can empower its customers. It needs to change its restaurants customer experience and customer journey. Not to one that is as smooth as possible, but to one that is challenging its customers to think critically about their food consumption.