Food and Beverage Experience Design Project

Have you had bad dining experiences at a popular tourist destination? Will you avoid touristy restaurants on your travels? This assessment is a 4000-word ‘pitch’ for the (re)design of a food and beverage experience for a selected touristy restaurant. You should position yourself as a Food and Beverage experience designer, and describe a comprehensive food and beverage experience in your design proposal.

You are required to use the design thinking to 1) tackle a specific problem in a touristy restaurant, 2) create ideas and solutions to address the problem, and 3) discuss the expected outcomes of your design for the restaurant. Please select a touristy restaurant that you can visit to collect the first-hand data for F&B experience evaluation and design.

To complete this design project, you need to develop a good understanding of the context of your selected restaurant, the cultural, social, historical and commercial background, and customers’ needs and expectations. You are required to identify the problem(s) related to the F&B experiences of your selected restaurant. Multiple methods can be used to collect data, including but not limited to online reviews, observations, and fieldwork (e.g., interviews).

To address the identified problem(s), you are required to design the F&B experiences with evidence-based justification. This design proposal should include an overview of your design, a clear link to literature, and the method of delivery. You are strongly encouraged to provide additional materials to support the design, including menus, product information sheets, pictures or graphs. It is also important to touch upon the practical dimensions of their product (food and/or beverage), venue (servicescape), menu design, pricing, and hygiene considerations if relevant.