Office Catering Service (Eng. Translation)

Scandic - Lunchbox Lunch catering

Innovator: Alexander Yoo Date: 09-03-2020 Location: Skellefteå

Order Oskar's chicken Grilled chicken with jasmine rise, roasted brocoli & pesto sauce.

Free from milk protein Free from gluten Extra large portion + 15kr

Intro

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Buisiness oportunity

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Initiave

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Research

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Potential profits Constumer insight Industry insights Key scenarios Homemade luch box Concept

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Key scenarios

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Guests

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Employees

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Meny

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Standard

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Special

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Info and configurations Service station Designmanual Economi

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Psykology

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Guidlines

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Professional

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Instructive

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Scnadinavian

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Vicualisations

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Form language

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Pick-up

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Return station

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Bookning

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Starage Delivery chain Referens list

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”The industry enters a paradigm shift each decade, the start shot for a new race just went off, winner don’t stall at the finish line”

Intro Below is a list of Skellefteå municipality's largest limited liability company (in terms of turnover) 1 sorted by distance from workplace to Scandic Skellefteå: 2 1. Skellefteå Kraft (Ske. Kraft) - Avst. 270 m 2. Skelleftebostäder (Skebo) - Avst. 450 m 3. Ascom Network Testing (Ascom) - Avst. 950 m 4. Fastec Sverige Aktiebolag - Avst. 1.9 km 5. K.S. -Bolagets Fastighetsaktiebolag - Avst. 2.1 km 6. Outotec - Avst. 2.2 km 7. Alimak Hek - Avst. 3.6 km 8. Kuusakoski Sverige - Avst. 4 km 9. Skelleftebränslen - Avst. 4.7 km 10. Martinsons Såg - Avst. 9.7 km All the limited companies mentioned above are well-known restaurant guests at Scandic Skellefteå, especially when a Christmas table buffet is served in December. I add that this was Scandic Skellefteå's highest month during the calendar year 2019, but not the most profitable.

Business opportunity Only the three first-mentioned limited companies in the list you find at the top of this page (Ske. Kraft, Skebo and Ascom) are regular lunch guests at Scandic Skellefteå. This for an obvious reason; distance from their workplace to Scandic Skellefteå. A return trip from the three nearby companies takes between 4 - 24 minutes and the purchase of a takeaway lunch box from Scandic Skellefteå takes a maximum of five minutes. This means that up to 29 minutes of delays can forfeit the consumers free time. 3 Initiative During my employment at Scandic Skellefteå, I have studied a strong customer segment, as well as Scandic Skellefteå's operations to be able to develop a service that meets this business opportunity. My intention is to pilot this service in Skellefteå to be able to develop and package a product that Scandic Hotels Group can implement in all its restaurants. This document is a presentation of a design concept that describes this service. This design concept is based on knowledge gained from my study "Eating habits and activities in an urban environment".

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Research Profit Potential 1 The month of September at Scandic Skellefteå gave a good profit because many bar guests were served, which required fewer employees as this work involves fewer work steps.

Conference packages provide good profit as this work can be combined with other tasks, and it provides better conditions for the employees to recover and prepare. During weekdays at lunchtime between 12:00 - 14:00, the inner city is filled and emptied with restaurant guests.

Customer insight 5 Survey shows a trend to buy lunch from a restaurant mainly among high-income earners. A crucial aspect for regulars to return is walking distance from the workplace to the restaurant.

The survey shows that five minutes of delays can be crucial for the restaurant to go at least if one paying customer.

The analysis shows that performances of quality contribute to returning guests. The research indicates a collective decision to eat in the office due to. a shared interest in eating together, despite different eating habits. Divergence in the restaurant's turnover during lunchtime in December and January clarifies that customers' finances affect the restaurant's turnover.

A survey of Skellefteå's activity in the inner-city environment during lunchtime shows that consumers not only buy food during their lunch break, they also do simple chores. In the same study, a mild crime is witnessed that is committed to perform such a task, which shows stress caused by lack of time during this course of events.

Industry insight 6 The modern streamlining of kitchen and service changes our relationship with the restaurant industry. Today we are used to it being cheap and fast, with technology we have also started to get used to it being easily accessible and flexible. A report produced by the Nordic region's leading company for checkout systems in the hotel and restaurant industry states that healthy food is of interest and that consumers value sustainability and demand proof from them.

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Alexander Yoo, Matvanor och verksamhet i stadsmiljö, 2020, s. 13.

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Key scenarios Homemade lunch box This chapter visualizes a summary of the key elements that are part of the consumers' journey when they bring a homemade lunch box to their workplace. This summary includes consumers' emotional experiences of individual key scenarios, as well as a speculative estimate of time.

Shopping tour │ 1 - 2 h During free time, a large amount of food is procured as this is a means of saving on household expenses.

This activity requires energy and planning for those responsible for the household.

Preparations │ 30 - 60 min This activity is often performed on weekends because the household manager seldom has time during the weekdays. A large number of lunch boxes are prepared to avoid a whole week of cooking.

Searching │ 10 - 60 sec Lunch boxes are taken to the workplace where they are then stored in a common refrigerator. Different owners often have similar lunch boxes, which leads to confusion.

Heating │ 2 - 15 min The cooled lunch boxes are then heated in shared microwave ovens at lunchtime. Because employees eat at the same time, there are often queues for the microwave ovens.

Washing │ 1 - 10 min When the food has been consumed, lunch boxes and cutlery are cleaned in a dishwasher or by hand. In some cases, employees avoid being responsible for their own disk, which can lead to internal disputes.

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Concept Key scenarios Guests This chapter visualizes a summary of the key scenarios that are part of the consumers' journey when they use the Scandic - Lunchbox service. Below is this summary:

Bokning │ 10 - 60 sec The guest orders the desired lunch box for tomorrow via a mobile application. In this application, the guest can choose between different options and configure the dishes according to preferences.

Payment │ 2 - 10 sec When the guest has made their choice and configurations, the food is then paid for via the payment service Swish. This is a simple and popular service in Sweden with over five million users.

Pick-up │ 1 - 3 sec The next day, the food is delivered to the guest's workplace in a heating cabinet. To receive their lunch box, the guest first identifies himself with a bar code, which he has been assigned in his mobile.

Receipt │ 2 - 10 sec When the guest has identified himself, the heating cabinet registers which lunch box the guest is to receive. When the guest then opens the heating cabinet, the guest finds his lunch box in an illuminated compartment.

Return │ 10 - 60 sec When the guests have consumed their food, they return the lunch box, cutlery and napkins in a service station that is installed at the guest's workplace. The service station is maintained by Scandic.

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Employees This chapter visualizes a summary of the restaurant's work process. In this summary, keywords been linked to the chapter "Research" which the reader finds on page two. I emphasize that this is only a summary of the work performed by the restaurant's employees. Below is a visualization of the summary:

Planning

Preperations

Serving

Return

Maintinance

Meny

Oreders are gather between 14:00 the day before serverving. The chefs starts to plan the things that can be prepared and plan for the things that has to be cooked on serving day.

The chefs know how much and what to serve, which makes it possible to combine preparation of lunch boxes with food for table service. The next morning, the food is prepared, portioned and packed in lunch boxes.

Lunch boxes and envelopes are delivered to affiliated companies and arranged in service stations that are installed on site. The food is then served between 12:00 and 14:00 and guests are entertained by staff on site.

Guests return lunch boxes, envelopes and food waste to their service stations when they have finished their food.

The same employee who delivered lunch boxes and envelopes returns all goods to the restaurant. The employees who are on site then clean their service stations.

The work related to washing dishes, washing and recycling is combined with the restaurant's routines.

Food waste is weighed and logged to supplement the evaluation of the popularity of the dishes. Equipment is maintained by employees and tomorrow's preparations begin.

A mobile application is a tool that facilitates the exchange of information between restaurant and guest in a smooth way. This tool can convey the restaurant's information with text, graphics and image. These attributes are effective means of seducing consumers in their purchasing decision in an attractive way. When consumers order tomorrow's lunch box, they can also quickly with their mobile phone by using the payment service Swish.

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It is possible to log consumers' activity when they use an application. This information can then be used to analyse behavioural patterns and purchasing decisions. In today's digital society, this is an excellent tool for meeting consumer needs. For that reason, I have developed a framework with essential attributes that is presented in a mobile application.

In my opinion, the restaurant's lunch menu is the most essential in this context.

Default This chapter visualizes a summary of standardized options on the lunch menu, which is the application's first interaction with the user. By starting by giving a quick overview of the lunch menu, the user avoids having to read the entire lunch menu. This allows the user to make a quick purchasing decision. Below is a summary of exemplary dishes.

Alternative Meat - Wednsday

80kr

Meat, fish and vegitarian are served every weekday.

This is presented as the visualization on the left.

Chicken with pesto sauce, rise och broccoli.

Nudging Fish - Wednsday

80kr

Headlines are formulated as expressions to encourage the consumer to talk about their purchase like everyday things.

Salmon with avocado, rice and chickpeas.

Readability Readability Vegitarian Wednsday 80kr

Prices are rounded off and descriptions of dishes are shortened provideoff a and quickdescriptions overview. of dishes Prices are to rounded are shortened to provide a quick

Eggs with avaocado, rice and sprouts.

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Special This chapter visualizes a summary of special options on the lunch menu. In this summary, various dishes are exemplified to make it easier for the reader. By offering a cheap alternative, the restaurant can avoid missed purchases caused by consumers' private finances. The restaurant can also reduce food waste by serving leftover food from the house's dinners, conferences and events. This means that the cheap option may vary. Below is a summary of special options:

Budget Meal Budget - Wednsday 50kr

To avoid a missed purchase caused by the economy of the kosnument, a cheap alternative is

Pesto paste with parmesan and coctail tomatoes.

served.

Friday Dessert Dessert 1

35kr

Classic desserts often contain gluten or milk, and for this reason two options are served.

Chocolate pie with strawberries and raspberries.

Photography To seduce the consumer to purchase, desserts are photographed with a complimenting background.

Dessert 2

35kr

Gluten and dairy-free brownie with white chocolate.

UN food waste sustainability target, target 12.3.

By 2030, halve global food waste per person at the retail and consumer levels, and reduce food waste along the entire food chain, including post-harvest losses.

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Info and configuration The consumer's perception of digital food services is limited to previous experience. If we look at the market today, only fast food chains are actively developing digital food services. The risk is therefore high that digital food services evoke associations with fast food. Fast food is associated with with unhealthy and low quality food.

This chapter visualizes a summary of more information and configuration of dishes on the lunch menu. In this visualization, different dishes are exemplified. By letting the chef present each dish, the user gets a personal impression of the food's background and content. This gives an impression of quality, which is one is a means of differentiating in the market.

The chef's dish The chef presents each dish to give a personal and professional impression of the food's background.

Order Oskars chicken Grillad kyckling med jasmineris,

Allergier / kost No consumer shall be omitted and for this reason cost-free configurations are offered.

smörrostad broccoli & pestosås.

Free from milk protein

Free from gluten

Extra large portion 15 kr

Portionering The user is provided with the possibility to pay for an extra large portion if this is of interest.

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Servicestation In order for food and accessories such as a lunch box, steel cutlery and cotton napkins to be delivered, certain equipment and a dedicated place for delivery are needed. The best solution to facilitate this is to install a service station at the workplaces where the food is to be delivered, preferably in the dining room. This chapter presents a summary of the equipment that needs to be produced. This summary contains a design manual with criteria for the development work, as well as an image and text that describes various design attributes.

Economy To save on costs, equipment is designed according to products that are already available from outstanding players. In practice, this means that products from different actors are modified to achieve the desired result. In the category "professional kitchen equipment", there are major players who can offer equipment that is specifically developed to optimize sustainable and hygienic design attributes. In the category "home furnishings", there are major players who primarily prioritize aesthetics.

Equipment from players in the category "professional kitchen equipment" is usually made or clad in aluminum as this is a good choice of material from a hygienic perspective. This type of equipment is also designed to be functional, which often leads to the products being perceived as unpretentious. The problem with this is that Scandic's brand must not be perceived as unpretentious. It is therefore of great importance to counteract this effect.

Professional kitchen equipment From players in this category, it is possible to procure heating cabinets and refrigerators in different sizes. This equipment is specifically designed to be durable and hygienic.

Home furnishings From players in this category, it is possible to procure shelving systems in various designs. This equipment is specifically designed to be beautiful and easy to install.

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Psykologi

Broken widow theory This is a criminological theory that believes that visual signs of disorder create an environment that encourages others to disorder. Broken windows give the impression that the room is neglected, which shows signs of a lack of social norms of order, this in turn gives rise to further vandalism.

Milgram's obedience experiments These experiments were performed to illustrate people 's tendency to obey an authority. In the test, the subjects were instructed by an authoritarian profile to shock another person.

Despite the fact that the victim expressed pain, the subjects continued to raise the tension according to instructions.

The white tablecloth is a well-known attribute for fine dining and Michelin-class restaurants, like a well-kept room, the positive effect of white tablecloths is that guests enjoy themselves better.

To avoid spilling on the white tablecloth, good table condition is required and in order not to disturb the well-organized environment and atmosphere, people show good behavior. It is important to note from this text that the experience of class influences people's behavior, and that this can be achieved with something as simple as a white tablecloth.

White tablecloths The psychological effect of white tablecloths leads to good table condition and well-groomed behavior as this creates an environment that has an impact on people's mood.

An everyday metaphor that refers to Milgram's obedience experiment is expressed with the term "doctor's white coat". In this metaphor, it is believed that the white coat is a representative attribute of authority, which enhances a person's influence. In a context associated with restaurant operations, chefs can be seen as an authoritarian profile. Visual symbols associated with chefs can be attributes such as white kitchen clothes and aluminum-clad kitchens.

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Guidelines

Professional

Instructive

Scandinavian

Professional

An aluminum-clad kitchen evokes strong associations with professional kitchen equipment, which can have a psychological impact. In contrast to McDonald's colorful and playful expression, a professional kitchen is perceived as serious and orderly. This expression is of value as these associations can positively affect guests' behavior. In an environment that is perceived as professional, people show a more orderly and serious behavior, which is positive because the guests serve themselves.

Instructive In contrast to attributes associated with a professionalism, attributes designed to optimize instructions provide associations with fast food. Associations with fast food evoke memories of low competence and low commitment. Memories of low competence and low commitment in turn encourage a similar behavior, which is negative because the guests are to some extent responsible for themselves and the service station.

It is therefore important to inhibit attributes that are designed to optimize instructions. This is a balancing act that can be stabilized by carefully considering the choice of color, shape and material. In a work-related context, we also know that food consumption has connections with social activity and interaction, we can therefore assume that some help can be assisted by work colleagues when this service is introduced for new guests.

Scandinavian A Scandinavian interior is not only trendy and elegant, it also evokes associations with the home. A home is not cared for and maintained by anyone else, which results in responsible behavior and a comfortable environment. This is of value for guests to demonstrate responsible behavior when serving themselves.

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Form language

Form Squares and squares are recurring shaping elements that are recognizable among the various components. This gives the service station a balanced and uniform expression.

Aluminum This material plays on values associated with professionalism while connecting various components.

During care, a nurtured expression is enhanced.

Marble This is an expressive and timeless choice of material that is well known for being expensive. In this context, this material gives the service station an exclusive and elegant look.

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Pick-up

Identification The guest identifies himself by scanning a bar code that has been assigned to his telephone, or with an ID card if this is mandatory at this workplace.

Instructions When the guest has found the right compartment, the guest can take his lunch box with bare hands. As soon as the guest has taken his lunch box, the cassette pushes out a new lunch box in the same compartment

Receipt When the guest has found the right compartment, the guest can take his lunch box with bare hands. As soon as the guest has taken his lunch box , the cassette pushes out a new lunch box in the same compartment.

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Return station

Shape coding The inputs are sorted in turn and designed with different shapes so that it is easy to distinguish the different inputs visually. Further instructions are supplemented with signage.

Signage Each throw-in is signposted with text and illustrations that the employee exhibits during serving time. Before consumers have been trained, the employee helps to provide induction.

Stack In the final stage, guests stack a stack with scratched lunch boxes. Only the top lunch boxes are visible as the stack gradually sinks further down into the storage space.

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Booking

Quality assurance To ensure that consumers are well informed that the food must be pre-booked, a booking board is placed at each service station. Employee contributes to sales on site.

Force At present, all Swedish banks can provide their users with magnetic payment locations and support for mobile payments.

This will be standardized in the near future.

Tailor In large companies, salaried employees are provided with magnetic ID cards, which the consumer always wears. The consumer's digital profile can be linked to a payment service if the company allows it.

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Storiage

Utensils Utensils that are not brought to the restaurant are stored locked in a service cabinet. This includes the processor, scanner, signs, cleaning supplies and the folded pallet.

Return gods The goods Barrels and racks with food waste, cotton napkins, steel cutlery and lunch boxes are placed on a trolley which is then loaded and transported back to the restaurant

Transport Supervisor is responsible for loading and transporting returned goods from various service stations. For this to be possible, a light truck with a load fork is needed.

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Delivery chain

Starting point

A

Heating cabinet and envelope are prepared and loaded by supervisors (rank 2) in Scandic's restaurants.

Vehicles are maintained and parked in the hotel garage.

Transport Supervisors are responsible for transporting heating cabinets and envelopes to fixed workplaces with good anticipation of serving time.

Load stop

B

At each workplace, service personnel (rank 1) receive goods delivered by supervisors. Service staff is responsible for entertaining guests and the service station.

Turning point Supervisor parks vehicles at the final stop where this also entertains guests and the service station. Finally, return goods are collected by the supervisor.

C

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Referenslista Lina Andersson, ”Lista: De omsatte mest–har du koll på Skellefteås största företag?”, Norran: Affärsliv, 2016, https://www.norran.se/affarsliv/de-omsatte-mest-har-du-koll-på-skellefteasstörsta-företag/ [Hämtad 02-12-219].

GoogleMaps:Vägbeskrivning [Hämtad 2019-12-19].

Alexander Yoo, Matvanor och verksamhet i stadsmiljö, 2020.

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