Reducing Food Waste with a Sustainable Lunch Concept : A Service Design Project

Sammanfattning: Environmental problems such as pollution and overconsumption is something that is mentioned often in the news as this thesis is written. Food waste is a problem that causes valuable resources to be lost, as on average one third of all food globally is being wasted. The food chain is complicated, from the farm to the table, and innovations in all parts of the chain could help reduce the waste. We have aimed our scope to the end of the chain, when food is made at a restaurants to be served to customers. Figures say that about 23% of food in the restaurant business in Sweden is being wasted. To try to solve this problem, we have turned to service design and the methodologies presented there, to find a potential solution that could help reduce food waste. An extensive service design process was made with many interviews with restaurants to find where a solution could be made. The whole design process is presented in the report, and the final concept resolves around a sustainable lunch dish that can be made out of ingredients that would otherwise be thrown out. The dish would be sold at lunch restaurants for a reduced price since it is cheap to make, and would make more people act sustainable. A concept test was made to evaluate the the sustainable dish concept with the help from the public. The main question was: Is this concept something that could be adopted by people who buy lunch on a regular basis in Sweden? The concept test resulted in 165 respondents that were asked what they would choose to eat from a given menu. 32% chose the sustainable dish, and although biases were believed to have played a role in the decision, the concept was deemed successful. A website was then designed, aimed towards restaurants that wanted to adopt the concept and to get started in an easy way.