Fast Food for Convenience Stores
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Table of Contents About Project Plan
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Research
15-26
Synthesis
27-34
Ideation
35-40
Development
41-47
Scenario
49-64
Notes
65-67
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Fast Food For Convenience Stores
About Us
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e ! Hi on
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Hi two !
Hi
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Fast Food For Convenience Stores
Hossein Hossein is from Tehran, Iran, with a bachelor’s degree from Swinburne University of Australia in Industrial Design. Hossein was member of the design team at Daetum Design, Kuala Lumpur, Malaysia. He is now pursuing his MA in Industrial Design at SCAD
Jerry Jerry is from China, he graduated with Industrial Design major from NCUT in China and has devoted to this field for 6 years. Jerry is passionate in Industrial Design that he is now pursuing his MFA in Industrial Design at SCAD
Peggy
Peggy is from Taoyuan, Taiwan. She graduated from Ohio State University with a bachelor’s degree in Industrial Design and a minor in Economy. She is now pursuing her MA in Design Management at SCAD
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Fast Food For Convenience Stores
Project Plan
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Introduction There are many kinds of food choices available to all the consumers
Moreover, you may find few people searching a convenience store for
in the city of Savannah. And, fast food is one of the popular foods
real foods. Convenience stores are more a places to grab drinks
people like to eat. For students who want to get fast foods, they usually
or quick foods such as hot dogs. And the third factor, students,
do not go to a convenience store. Instead, they like to have their fast
the consumer who has limited budget still like to get foods they like at
foods at McDonalds, Burger King, or KFC. In this project, we aim to
the same time.
find solutions for conveniences store to provide nutrient fast foods, healthy, and promoting a positive behavior for students to choose their foods wisely.
Based on preliminary insights, the fast food situation consists of areas: Quality, Health, Cost, and Accessibility. Each of these factors plays a different role in the consumer decision-making process.
We have three decisive factors that make the healthy fast food idea even more difficult to practice: Nutritious Fast food,
Students’ attitudes and behavior, and the Convenience Store environment. People have different perspective of eating healthy foods since everyone has a unique food preference. It is a challenge to satisfy all consumers’ expectation of fast healthy food and still maintain its quality. Giving freedom of choice to customers to select and make their own food has been practicing by franchises such as subway. However, what was missing is the lack of awareness about nutrition when customers selecting and combining different ingredients of their meal. Most of people do not have a good perception about the fast food industry product; they describe it as greasy, unhealthy and cheap.
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Fast Food For Convenience Stores
Quick Insights What really is a Fast Food? Where does the term “fast food� mean? By definition Fast food is
What is the definition of food Quality? Here is the part that the confusion about quality of food arises. What
the term given to food that can be prepared and served quickly.
is a quality food? What do people mean by a good or a bad food,
Typically the term refers to food sold in a restaurant or store with
and why? Do they choose one over the other because of price and
preheated or precooked ingredients; it is serves to the customer in a
quality? How much price plays a role in making a decision about
packaged form for take-out/take-away. But what is the main reason
food?
that people choose fast food over the other food providers? Reasons such as not having enough cooking skills, no time to cook or simply
Taste, health, freshness, and nutrition could be all part of the quality,
being lazy to prepare food at home and etc. might be few examples of
so how do people prioritize these factors when select a quality food?
why people choose to dine outside. But what is the reason that makes
Perhaps understanding the reason why people tag foods with
people to go for a fast food place rather than a restaurant that offers
different adjectives is a key element to understand what would be
better food?
appropriate to offer as a new type of delivery food that they can trust to eat. An in depth primary research about how do people make food
?
?
?
choices would be essential to the process to discover a new market opportunities for the convenience store.
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The Power of Choice We all make choices everyday in our live. Every single second we make a new choice and by making choices we define who we are and how we live. But how do we make a better choice? While having knowledge and experience about the subject are parts of a decision-
making process but the person’s desire is always a key factor. When
A
or
B
it comes to make choices about food, desire plays a major role or even, sometimes it is the only key factor consumers consider when getting foods they like. However, there are also other elements that people will considerate when purchasing food such as if they are on diet or a medication. For instance, people who are diagnosed with diabetics have to follow strict rules about their diet. Moreover, for consumer who does not have any health issue or concern about their diet, they also have a choice to choose their foods wisely.
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Fast Food For Convenience Stores
Food Awareness How many of us do really know scientific facts about things we eat? According to a research conducted by U.S. Department of Health and Human Services that asked for how many calories respondents should consume in a day to maintain their current weight, a nationally representative online survey of 1,024 people showed that 63% can’t accurately estimate the number, 25% won’t even venture a guess and only 12% can nail it. This evidence explicitly explains the fact that people are now aware
of what they everyday eat and this doesn’t have anything to do with the quality of the food or being served in a luxurious restaurant or a fast food vendor.
Team Thoughts: Some of the possible solutions for the problem of people’s awareness of food nutrition are: a simple system or service that educates people about healthy eating behaviors or to have some attracting elements in healthy foods to inviting people purchases it. So the challenge is to make a complicated data into a user-friendly data in an effective way for guide consumer prior to purchase a food or make a food decision.
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Project Scope
Opportunities
The focus of this study is to understand student’s perception of fast
It seems there are a lot of opportunities in the area of turning the
food and food quality in order to determine the needs and expectations
convenience store to an ultimate destination for students seeking
of the target consumers. We seek to explore new ways in promoting
fast food with good quality at a reasonable price. But the key lies in
wise food choices by creating an educative food-providing platform
changing their perspective about the convenience stores and
through the network of convenience stores.
fast food. Another opportunity, at a higher level, could be educating students about food and healthy eating.
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Fast Food For Convenience Stores
Data Analysis and Design Opportunities In this phase, all the data that were gathered in the research phase has to be analyzed. After the analyzing the data, we will be able to find the common issue that people usually have and to pick a stronger direction for the ideation phase. It is important to make this analysis as compelling as possible and not to miss out the important points of the study. Furthermore,
creating an opportunity map will guide the team through this process. Individual insights will be discussed in multiple sessions
Breif Final Thoughts There are three goals we would like to pursue in this project: 1.
To educate the knowledge of healthy food to the American family.
2.
Spreading the nutritional fast food among student group
3.
Promoting the food quality in convenience store to increase market opportunities.
Eventually, we expect our project can alter the American’s perception to fast food and components of diet.
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Fast Food For Convenience Stores
Research
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Methodology The process starts with data gathering in the form of primary research and secondary research:
Timeline Week 1-3 Understanding and analyzing the project, and making initial positioning of it. Finishing the secondary research. Targeting potential areas to do primary research for.
Week 4-5 Conducting primary research. Midterm Presenting the results of the research phase, Short movie.
Week 6-7 Analyzing data, Finding Design opportunities. Week 8 Creating opportunity map and initial ideations Week 9 design concepts, user journey map, Final Full length movie that featuring the process and the final concepts of our project. PowerPoint Presentations.
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Fast Food For Convenience Stores
Research Questions There are numerous dilemmas about the fast food culture and these questions, would help us to find out a way to improve the situation. I.
What are students’ expectations from a fast food?
II.
What do students prefer to eat after school or a during a school
In the area of consumer preference •
What do people want for on the food?
•
Determinate their preference of on-the-go food
break? Questions to be answered in order to understand the situation are : In the area of consumer anticipation •
What do students buy from convenience store?
•
How do students rate food?
•
What makes students go for a specific type or brand of fast
food? •
How much do people spend on fast food?
•
If you do buy fast food from convenience store, why do you
choose convenience store/fast food restaurant rather than fast food restaurant/convenience store? In the area of consumer perception: •
What do people think about the quality of fast food?
•
What do people like/dislike about fast food?
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Primary Research •
Ethnographic research: observations and interview with
students and food providers within the city o To have an empathic understanding of the culture of the consumers within the context of after school food o
To understand the process of decision making of the consumers
o
To gain a realistic picture of food nutrition constituent and
distribution information. •
Survey
o
To gain a quantitative perspective of consumer perception
about food choices, cost accessibility and health awareness.
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Fast Food For Convenience Stores
Observation
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Observation
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Fast Food For Convenience Stores
Observation
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Survey Result
Where do you usually purchase your food?
Franchise fast food (ex: Burger King, MacDonald’s, KFC, etc
Local fast food (ex: Zunzi’s, Back in the Day, etc
Convenience store
School Cafeteria
How would you describe fast food products?
I cook at home
Tasty
Convenient
Cheap
Healthy
Expensive
Unhealthy
There are more people buying fast food in convenience store than local fast
food place
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Fast Food For Convenience Stores
Survey Result
What do you buy from convenience store?
Snacks (ex: Cookies, Chips, etc)
Sweets (ex: Donut, etc)
Fast Foods (ex: Hot dog, Sandwich etc)
What determines the quality of food for you?
Beverages (ex: Beer, Coffee, Soft drinks, etc)
Tasty
Nutrition facts
Freshness
Organic ingredients
People do get fast food from convenience store!
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Survey Result
How do you describe your fast food habits?
If you dine outside, how much do you normally spend on a single meal? (Excluding Drinks and Tips)
I eat fast food most of the times
Less than $5
I occasionally eat fast food
$5-10
I rarely eat fast food
$15-20
I avoid eating fast food
More than $20
People usually spend $5-10 for each meal and there are high rate of student eating fast food weekly
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Fast Food For Convenience Stores
Secondary Research Protein: After water, protein is the most plentiful substance in our bodies. Almost 20% of our weight is protein in our bodies! Our muscles, hair, nails, skin, and eyes are mostly protein. Protein is important because it provides support for body cells, builds and repairs muscles and other body tissue, and is very important for growth. When enough fat and carbohydrates aren’t in the body, protein is often used by the body as energy. Foods high in protein are eggs, milk, soybeans, rice, meat, fish, potatoes, corn, and peanuts. Protein should make up about 15-20% of your daily calories.
Team Thoughts: To educate ourselves with foods nutrition information, we can understand what kind of foods will be healthy for students and how many suggested calories intake should consumer have daily. We will take all information as consideration while choosing our direction.
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X-Ray Technician Schools do a research of “The 100 Most Unhealthy Food in American Diet”.
Household Foods
Reason
Household Foods
Reason
Baked Beans
Campbell’s Condensed Soups
Chicken Pot Pie
Hot Dogs
Luncheon Meats
They are high in refined sugars and contribute to many health problems
High-sodium
1,020 calories and 64 grams of fat
Highly processed meat “byproducts”
Commercial cold cuts are highly processed and packed with unhealthy additives
Ramen Noodles
Saltines
White Bread
White Pasta
White Potatoes
It offers nothing in the way of nutrients and is loaded with sodium
Excessive carbohydrates and sodium
No nutrition
Too many carbohydrates and too many calories
They contain solanine, which can have a toxic effect on people and contribute to calcium depletion and arthritic pain.
There is a surprising result that common household foods have according to the data that was provided by the website. The reason that household foods are not healthy to people is because of its ingredients. Below are lists of the kind of household foods that are unhealthy. 26
Fast Food For Convenience Stores
Synthesis
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Fast Food For Convenience Stores
Affinity diagram My emotional side of decision making for buying foods
I like healthy, clean, colorful, fresh food
I can’t make sure about the food quality in c-store
I like to have more interaction when i buy food
I cook by myself. But it take time
My rational side of decision making for buying foods
I & my parents make decision about the food based on its brand
I pay average of $5-7 for a meal
I have a basic understanding of good food. But I can’t tell if it is good for me
Business model of finalcial allocation
What happen to the money i pay for food?
When i have car, I have more food options. Otherwise I walk to the nearest food place
I think most of C-store don’t have very friendly environment 29
Mapping/ Discovery
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Fast Food For Convenience Stores
Mapping/ Discovery
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The Wall
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Fast Food For Convenience Stores
reframe
It’s not about making fast food healthy. It’s about helping people to make healthy food choices
It’s not about healthy food. It’s about keeping people away from harmful food. It’s not about making healthy fast food, It’s about developing healthy fast food experience
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It is not......
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it is about.....
Fast Food For Convenience Stores
Ideation
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What if......
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what if if if.....
Fast Food For Convenience Stores
Individual initial Concepts
That’s make it under a brand! And different convenience store can have option which product they want to sell in their store.
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Individual initial Concepts
Let’s make the convenience store a more social place! Having seating area to allow customer buy and eat at store. To enhance customer’s trust on our product/brand, our information screen will show the process of our product from foods source (which are from local farmers!) to package and how we ship our product to different convenience stores.
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Fast Food For Convenience Stores
Individual initial Concepts
To create a new fast fresh/ healthy food experience by having a food slicing machine! People can slice tomatoes, and more! We also like to provide to go box to our customers.
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Concept refinement
Partner with local farmers to receive local food recipe and fresh vegetables/fruits from farmers. Distinguish different types of food in different color of boxes. The food will be packaged under one brand and ship to convenience store.
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To have a modular system so our product can fit in different size of convenience store. The interaction screen on the top will display information.
Fast Food For Convenience Stores
Development
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Information/interaction screen
Fee’s Local Food
Recipe
W Producer Bob’s farm
S Fresh vegetables and fruits
W
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E
Packaged in different colors according to the type of
Western style
E
Eastern style
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Weekly Special
Fast Food For Convenience Stores
W
S
W
E
S
E
A
S
B
Because there are different sizes of convenience store, products will be shipped to stores depends on what kind of product does the store needs.
C
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Mobil Apps
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Fast Food For Convenience Stores
The Slicer
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Functionalities
Information screen to have more interaction with customers Fresh vegetables will be putted into the container that is attached to the slicer Handle to pull and slice vetetables
Foldable table in the back
Storage bottom for foods, to go box and etc.
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Fast Food For Convenience Stores
Modular system Once the machine connect together, the interaction sceen system will be linked and become a large screen
Foods will be placed into the container
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Fast Food For Convenience Stores
Scenario
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know what you eat :)
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Fast Food For Convenience Stores
We believe in freedom of choice and transparency
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Fast Food For Convenience Stores
Our dearfood app can help you to search for the nearest convenience store that match your food preference of having Eastern, Western, or vegetarian food. You can also look at our suggestion menu!
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Fast Food For Convenience Stores
As you enter the store, your phone will push your preferences to the machine You can follow the suggestion if you want to But even if you don’t, the system will store your recipe
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Fee’s localfood food Fee Local
Recipe Recipe
W
S
A
A
W
Producer Producer
Bob’s farm Bob’s farm
Producer Producer
Fresh Freshvegetables Food and fruits
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E S
Package in different colors according to the type of food
W
E
S
E
S
B
C
B
C
Fast Food For Convenience Stores
With our interaction screen, we provide information of our food source, how it was made, packaged and shipped to the convenience store.
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Fast Food For Convenience Stores
Slice some fresh vegetables to your meal! ALl vegetables in dearFood are from the local market!
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Fast Food For Convenience Stores
Use the cup to measure the portion, remember each up is 100 calories The machine is recording your choices and their portions Make the payment, you can even use your phone to pay!
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After paying your foods, you can even seat down and enjoy it!
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Fast Food For Convenience Stores
dearFood cares about you!
With dearFood app, you can check the history of meals you had or get healthy diet recommendation based on your current healthy condition
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This is the power of
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Fast Food For Convenience Stores
SEDS 704 Fall 2011 Prof. Bob Fee
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Team Team Team! We are a team. We collaborated together and using our skills to deliver our final project: project plan, video, 3D model and a process book. Project Plan, Research, Synthesis, Ideation, Development, Scenario
Video : Adobe Premiere
3D model : Solidwork/ Keyshot
Process Book: Adobe Photoshop, Illustrator and In Design
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Fast Food For Convenience Stores
Thank you
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