The Dining Dilemma

Th e Dining Dilemma

Th e Gastro-future of th e Evening Meal in th e Family Home

GEORGINA KORRISON N0391454 FASH30001

01

02 03 04 05

8-15

16-23

Tackling the issue Method ology

In tro duc tion

Th e Meet Fast th e Forward Family Remote

XX vs XY

Th e Battle

24-29

30-35

36-49

1/ Covenience

The Native Teen

Drop your aprons

I ain’t got time for that...

ParentingSolo

A woman’s space

Homecooked vs Industryprepared Ping!

Going Global

Is variation key?

Let’s get social

06 07 08 09 10 Bums on Seats

Home Ana tomy

Conclu sion

Case studies

50-57

58-71

72-75

78-89

90-102

A youthful education, for better

A theatre of creation

The Helping Hand

Proposal

A youthful education, for worse Oi, parent’s can learn too!

Wh ere do we go from h ere?

The concept Make way for the kitchen supper

The Personal Touch

The game

The Informative

Long-term goals

What’s missing?

Testing the water

Open-up Death of the dining room

The finishing touch

Con ten ts

11

12

13

104-108

110-117

118-135

List of Illustr ations

List of Refere nces

Con ten ts.

Biblio graphy

14

Appen dices

See Separate Book

Fig 1. Cooking pot (no date) The LIttle French Bullblog

‘Something seems to be ever so slightly rotten in the state of the British kitchen just now. I sometimes feel that we have all but lost the grasp of how to cook nicely at all. We watch endless cookery programmes, but prefer, finally, to spend lots of money on supermarket readymeals while idly turning the pages of spotlessly clean cookery books until the microwave pings.’ (Hopkinson in Blythman, 2006: 4)

01

In troduction

The fight for families to create a home-cooked evening meal seems to be a struggle that is continually bubbling away in the hub of our homes. It is a strong belief of mine that there needs to be a focus in family unity created through home-prepared food. I believe it is fundamental in building a positive, healthy basis of future living for our forthcoming generations.

The privilege of parents teaching children how to cook is expiring, according to Patrick Butler, social policy editor, in a recent Guardian article (2013), ‘the proportion of home-made food eaten by children is decreasing, fuelling a further erosion in cookery skills’ and this is set to continue. Is this what we truly want for future generations? We do not often get time to consider the future, but ask yourself how many children can boil an egg? As someone who was taught from a young age how to cook using basic items, it’s a scary proposition for what the future of food will shortly entail.

This investigation seeks to uncover changes in the family evening meal by delving into the varying factors that influence it. How are the current changes in our lifestyle affecting the traditional family routine? People report feeling just as stressed about time as ever before. (Dunn and Norton, 2013) The fast forward button on our lifestyle remote is repeatedly jammed. Is it time to revaluate by taking time out of our hectic schedules to slow down and ‘taste’ our lives?

It could be argued that nobody has time to think about cooking anymore. At least, that is what they are unfortunately encouraged to believe.

Grab a knife and fork; your kitchen needs you!

Tackling th e issue With regards to addressing the decline in family cooking, it is integral to look at the evening meal more specifically, because this is recognised as the nucleus of family activity in the majority of homes today. Bell and Valentine comment on this idea in their ‘Consuming Geographies’ book: the meal is ‘not only the identity of the ‘family’ and ‘the home’ but also gender roles, identities and power relations between different members of the household’ (Bell and Valentine, 1997: 64) - enforcing its all-round importance.

It’s the time when families should come together and discuss any problems or concerns (Respondent 48, Survey, 2013), but are we seeing this “tradition” veering away to the suburbs of home life?

How would we begin to define the family nowadays? When addressing the consumer in this report, it is important to realise that there are a number of social, cultural and economical affecters that differ in hierarchy from family to family. Taking this into account, it’s important to primarily focus on a broad consumer base, and then funnel down to identify the most predominant “tribes”.

Gender in the household is, and continues to be, a taboo subject.

Traditional roles, of the man “bringing home the bacon” for his dedicated wife to prepare is a cheap joke, that should have perished long ago.

You could argue that there are more male professional chefs than women in the gastronomic world today - Jamie, Gordon, Heston…

It’s not hard to start a list. So why do people still think that women wear the apron?

The pressure is rising. ‘As more women with children are entering the paid labour force in the last few decades, the pressure of the unequal burden of feeding has increased’. (Guptill, Copelton and Lucal, 2013: 33) As a result of this, the changing state of gender in the home will be a subsequent area to explore.

Location is another predominant factor that has a major influence upon the family meal. Are we witnessing the “death of the dining room”?

The practice of eating and communicating together around a table is diminishing, with ‘1-in-10 adults never eating a meal with their children’. (Paton, 2012) Additionally, how this will alter the recipe for a home-prepared, successful meal needs to be addressed.

Surprisingly, household layout unconsciously affects the way in which families interact. Who would have thought that the physical wall could mentally disrupt the family connection? How much influence does the hybrid of kitchen and living areas have upon our interaction levels and can it be as literal as an open plan space, translating into an “open�, communicating family?

Although, the decline in home-cooking is a vast issue that encompasses a variety of countries, the investigation will specifically cater to the Great British consumer. By highlighting the current issues within the families dining experience through my research, I hope to define, reinvent and sculpture the current connotations associated with the evening meal to create an opportunity through a strategic outcome. This report will blend together the influential ingredients; lifestyle change, gender roles and home dynamics, to revitalise the evening meal, and address its prominence within the family.

Methodology The changes of the evening meal in family homes will be investigated using a range of primary and secondary research, including a variety of interviews, academic reports and journals for example. The research will aim to look exploring at the various aims mentioned previously above. (see Appendix 4 for full methodology)

02

Th e Fast Forward Remote

‘Many British people are now convinced that they don’t have the time or energy to cook. It is now widely seen in Britain as an optional activity.’

(Blythman, 2006: 69)

When are we going to finally slam the lifestyle remote down on the kitchen table?

It’s not a simple question, and consequently, it does not have a simple answer.

Our lifestyle today seems to be so undefinable; it is diverse and complex and, as a consequence, ‘industrialisation, urbanisation, increased leisure time, and among other factors are causing families to spend less time together’ (De Backer, 2013). How can we learn to accept that there is a simmering rise in lifestyle commitments and latch onto these and improve family dining?

There is no denying the fast-paced lifestyle that today’s society has adopted affects people’s lives in a number of different ways. The primary focus here is: what are the impacts on their dining habits, in particular the evening meal.

LI

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YL

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Fig 2. The Lifestyle Remote (2014) own infographic

1

1

c o n veni en c e

Convenience is the key donominator.

People strive for quick and easy access to everything in their modern, technological lives and children appear to be the most affected. Children, today, are part of the digital generation, they grow up surrounded by technology. Last Christmas it was estimated that parents were going to splash out £3 billion on tech gadgets (Curtis, 2013) and it has been stated that ‘25% of children use the internet by the age of 3’. (Lepi, 2013) This early involvement in immediate, fast technology will see children demanding a 3D, Sky+ and Apple compatible remote control for the rest of their lives.

Their expectations have been heightened to such an extent that they will never be fully satisfied.

However, it’s important to understand that there are positive results arising from children’s increased connectivity. It has been recognised that they are using mobile devices as a means for ‘communicating, learning and playing games’. (Zollinger-Read, 2013) Arising from this, we expect to see active encouragement on education in the classroom as well as an extracurricular activity at home. But, consequently there is a crying issue of whether this rising technological exposure will result in lazy, less active children.

(Zollinger-Read, 2013)

The UK education system will be in constant battle, fighting for their attention. The introduction of cooking in schools has been a major topic of debate. Only recently this year, the Duchess of Cornwall commented on the situation and said, ‘children must be taught to grow and cook food, despite competition from iPods and YouTube for their interest’ (Furness, 2013). It should be an integral part of their education; a life skill.

Cookery lessons were made compulsory in British secondary schools in 2008, but only targets children aged between 11-14 years old.

If children are learning how to tap into their iPad at the age of 3 (see Figure 3 for reference), then surely we can expect them to start learning how to cook at the age of 3? Does the answer lie in combining their technological lifestyle with cooking?

Fig 3. UK mobile phone ownership by age in 2012 (2013) by Halfpasttwelve

In addition, parents are experiencing increased working hours as the recession takes hold and financial pressures emerge. (De Backer, 2013) As a result, the human rhythm has changed; there is a refusal to communicate (Wild and Leimgruber, 2006) between family members.

This is noticeably evident in family homes where ‘many people are in the anarchic rhythm of “staggered eating”, where everyone in a household eats different food at different times’ (Blythman, 2006: 95). This could be for reasons such as mentioned previously or due to families ‘carefully coordinating their evening meal around TV schedules’ (Bell and Valentine, 1997: 82). Could the main culprit be the rise in technology?

The line between home and work is increasingly becoming blurred and people are struggling to switch off their human remotes.

Consequently, it’s not hard to see that the organisation of family meals has become a daunting task (De Backer, 2013) and this where the factor of convenience comes into play again. Cooking is no longer an important part of family’s lives and instead is slotted into the daily routine. As a result of this lifestyle, ‘take away food is symptomatic’ (Wild and Leimgruber, 2006: 4), as is eating junk food and skipping meals - ‘are strategies used by families who are experiencing high demands and limits from their job’ (De Backer, 2013).

I ain't got time for that. . .

In some ways, it is perceived that ‘not having the time to cook has become a sign of status’ (Blythman, 2006: 78) and ‘you risk being seen as less of an achiever’ (Blythman, 2006: 78) financially. We are looking for the next, quick and convenient alternatives. Stylus recently reported well-known companies trying to do jobs faster, for example Amazon Fresh, which is launching a same-day grocery delivery in Seattle, USA. (Warwicker, 2013) In response, a search for ‘escapism is driving families to eat out relatively frequently’ (Mintel, 2012), because they see it as a chance to get out of the house and socialise. It could be seen as an answer to their refusal and inability to cook for the family. But, it’s believe that this we’re not driving away from the problem of cooking healthy food together as a family. The “treat” must be at home, where families can start to economise in the current recession and receive the social benefits from home-prepared food.

By concluding that technology and convenience are the main drivers of our lifestyle today, these are ideas to take forward when thinking about a strategy. In a Radio 4 programme (2013) ,Michael Pollan (2013) argues that we should spend more time in our kitchens cooking - there’s no excuse. ‘We need to adjust the balance between consumption and production in our lives and do a little more production’. (Pollan, 2013) By gaining extra insight into our family lifestyles, perhaps the strategy can ‘benefit…targeting consumers based on their lifestyles and attitudes’ (Mintel, 2012) to achieve the most successful and accurate response. We cannot assume that all families are leading the same lives.

Fig 4. Treat is at home (2014) own infographic

‘Post-modern families are increasingly complex and diverse, with the consequence that even if they would like to, it is becoming less easy for household members to coordinate their schedules so they can sit down and eat together.’ (Bell and Valentine, 1997: 78)

03

Meet th e Family

The family today is…

Ever-changing. There is no simple definition for “the family” in our multifaceted world. Focusing on the consumer is too broad; two prominent “tribes” have emerged into the daylight and will be the main focus for this investigation.

Th e Nati ve Teen The first “tribe” within family are the “Native Teens”, who would much rather stay penned within their secure boundaries than reach out exploring independent territories. The family home is humming with activity as the parents and young adults come to and fro from their daily activities. There is never a dull moment; arguments followed by laughter, nagging followed by humour.

According to National Statistics, ‘the number of men aged between 20 and 34 years old living with their parents has increased by 14.3% between 1997 and 2011’ (Key Note, 2012), while ‘the number of women living with their parents rose by 28.7% over the same period’ (Key Note, 2012). This trend is most likely due to the increasing economic pressures, especially since the rise in university fees in the UK between 2012 and 2013, with ‘6 in 10 universities charging the maximum amount of £9,000 per academic year in 2013’. (Paton, 2013) It can be assumed that more teenagers are seeking permanent employment as an alternative to higher education, thus are becoming more reliant on their parents for longer.

In the dinner diary conducted (see Appendix 9), 3 out of the 11 families interviewed had children aged between 18-26 years old living at home and in employment. “The Humber Family” - participants in my dinner diary (Humber, 2013), are a reputable example of a modern day “Native Teen” family where the young adults are still living at home. The two parents are in part-time employment along with their three children aged between 19 and 26 years old. Two of the young adults didn’t opt to apply to university and the other graduated this year and is currently unemployed.

It is strikingly apparent, through their dinner diary that this family structure can have a significant effect on cooking. Firstly, the family were only all present once for the evening meal during the week.

Late shifts at work were the primary reason for this (see Appendix 9), and resulted in these members eating fast food as an alternative, which cannot be beneficial for their health or social skills. For the people that were present, the food was home-cooked and they ate in an open-plan kitchen diner and had the chance to converse with each other.

Paren ting-Solo The second “tribe” of family that is emerging are the “ParentingSolo” household. Frequently they have been married in the past and have children, but they are now living on their own, divorced or separated, whilst supporting their children and maintaining a fulltime job.

The number of these households is increasing with the proportion in the UK rising from 18% in 1971 to 29% in 2011 (Key Note, 2012).

Furthermore, the rate of divorce and separation has continued to rise as well, contributing to this trend. (Key Note, 2012) One family in my dinner diary was “The Lovegrove Family” (Lovegrove, 2013), who consisted of a 53 year old receptionist and her 19 year old daughter who works in Waitrose.

Their eating patterns are positively affected by their full-time work commitments, because their schedules are conveniently mutual, so they can eat and cook dinner together. However, due to the fact that there are only two people in their household, if one member decides to go out in the evening then there is only one left in the house. This resulted in one member eating alone, often in front of the TV as stated in the dinner diary (see Appendix 9).

Going Global It is also imperative to look at these two “tribes” from a global perspective. ‘Marriage rates are not only declining in the UK, but in South and North America too, resulting in these countries having the highest non-marital childbearing rates.’ (Child Trends, 2013) Therefore, single-parent households are prominent in these continents as well. Families in Africa, Asia and the Middle East are quite the opposite. ‘Adults are most likely to be married and have extended families’ (Child Trends, 2013), thus allowing the children to have strong relationships with their elders particularly at meal times when conversation is encouraged.

Children in the UK aren’t exposed to older family members as much, which can affect their upbringing and also their behaviour towards adults at the dinner table. In an interview with Wendy Sweetser (2013), a food writer, comments on the historical changes of where our families used to live, which in turn affects dining rituals. ‘Our families are so spread out nowadays so it is hard to meet up as family anymore. In the past, your grandparents and cousins would be down the road from you so you could meet up often for family meals.’

(Sweetser, 2013)

04

XX vs XY

‘People are now stepping outside of their gender roles and just being human, gender no longer defines who we are and what we like.’ (LS:N Global, 2013)

Historically, during the late 1960s, with the emergence of the Women’s Liberation Movement, a battle between the sexes started to emerge and created cracks in the workplace and at home. As Blythman describes; ‘the images of a contented house came under attack’ (Blythman, 2006: 71). ‘The days of wifely servitude were done’ (Blaxter and Paterson, 1983: 100) and the focus has shifted towards both genders sharing the housework and other duties. This chapter will prove whether there is a change on the horizon?

Drop your Aprons Women, drop your aprons and step aside. The men are in town.

Females are starting to “bring home the bacon” with 4 in 10 UK households now consisting of mothers as the primary breadwinners.

(LS:N Global, 2013) This can only be due to the rising fact that more than 67% of 16-64 year old women are in work compared to the proportion of men declining from 92% to 76%. (Stewart, 2013) What are the reasons for this feminine revolution in the workplace and how will this transcend down into the family routine?

In the UK, women are deciding to optimise their career pathways by having fewer children or delaying pregnancy’ (LS:N Global, 2013) it seems. The gender boundary between their careers and duties in their surroundings is consequently blurring as more women are doing “manly jobs”, such as working in the armed forces. There was a recent Guardian article (2013) titled ‘Meet the women doing ‘men’s work’’ that went into detail about several women and their working day.

Ranging from a mechanic, butcher and truck driver; it is certainly becoming more common for our eyes to observe.

The alteration in careers and home duties is mutual for men too. Many are moving back into the home agreeing that ‘being a father is just as important as being the breadwinner.’ (LS:N Global, 2013) Introducing the “stay at home” dad…

Today, it has been forecasted that ‘men are doing a large proportion of the total housework’ (Guptill, Copelton and Lucal, 2013: 33) and this is set to carry on and develop. Men are now juggling a myriad of new tasks and are situated in the position that women were in the 1980’s (LS:N Global, 2013). ‘The new father believes being a “stay at home” dad is everything and being with his children is more important than working.’ (LS:N Global, 2013) Will the house husband take over the cooking duties too?

Fig 5. Working woman (2013) by Matthew Billington

A woman's space Men may well be present in the homes more than ever before, but with regards to the evening meal and cooking, it still remains that ‘mothers are the first and most important source’ (De Backer, 2013) when it comes to ‘their role in passing on knowledge and skills related to food’ to their children. (De Backer, 2013) Rosie Prince, author of the book titled ‘Kitchenella’ (2010) argued in Radio 4’s ‘Why Cooking Matter’s’ food programme (2013) that the mother is, and will always be, the living tutor in the home.

This female dominance in the kitchen is also evident in the dinner diary (see Appendix 9). Figure 6 shows an infographic which demonstrates how many more women cooked during the working week in comparison to the men and also whether the duty was shared too. It’s interesting to see how the 3 families that shared the cooking throughout the week came under one of my family tribes identified in the sub-chapter above, “The Native Teens”. They perhaps felt it was necessary for all to contribute to the family tasks.

3 shared

2 men

6 women Fig 6. How many women and men cooked during the dinner diary week (2014) own infographic

Fig 7. More men at home cooking (2014) own infographic

Ultimately, this is creating an increased pressure for women to perform their roles in the workplace and at home successfully.

However as we look towards the future, attitudes presented by both mothers and fathers is changing, and this will in turn alter the way families cook and dine together.

The fathers are beginning to be classed as “stay at home� dads.

Further emphasis on the man should be considered as they start to dominate the home; Jamie Oliver is an excellent example of a male role model – he plays the role of a chef and father. Perhaps the focus needs to be on the father as they infiltrate through into the kitchen space?

Men; put your green-striped apron on, and be proud of it!

‘Food itself is considered less ‘significant’ and carries less symbolic weight than in the past. It doesn’t signify the season, or time or day, or the day of the week in quite the way it did, nor does it mark out the roles and relations between adults and children within formal meals.’

(Gofton, 1990: 92)

05

Th e Battle

‘What we eat has no doubt changed and developed’ (Wild and Leimgruber, 2006: 5) and so beginning to talk about the evening meal in its physical and social sense can be somewhat challenging. It is so diverse and multifaceted with factors, such as cuisine, culture and technology to consider. The focus of this chapter will therefore be on the evening meal specific to Great Britain.

Home-cooked vs Industry-prepared Let the battle commence.

Supermarkets, food marketeers, scientists...they are all joining the fight in providing families with, what they believe to be, good, wholesome food. The families don’t know which way to turn. The gastronomic battlefield is laden with too many choices.

However, there is one word that consumers will go that extra mile for: convenience. Who is winning the fight at the moment? Who can deliver convenience to the upmost degree and hold the trophy?

Fig 8. The convenience trophy (2014) own infographic

Michael Pollan believes he knows the answer. He thinks ‘a hallmark of the Western diet is food that is fast, cheap, and easy’ (Pollan, 2008: 145), thus offering convenience too. So, what might this food entail?

Jamie Oliver headlined a TED talk (2010) and spoke about the way food has changed: ‘30 years ago our food was largely local and largely fresh, but now it’s largely processed’. Therefore, combining these elements together could suggest we are opting to buy ‘industryprepared’ food; ready meals, takeaways and fast food.

The rising and changing technologies in industry have influenced these changes in food production and our evening meal. Processed food is immensely popular. Michael Pollan contends in his book that ‘most of what we’re consuming today is no longer, strictly speaking, food at all’ (Pollan, 2008: 7) and this is partly due its production. If we learn to take control of the meal and cook ourselves, then we know what is in it; how many pinches of salt for example. An ingredient used too liberally, with worrying consequences.

Ping!

It’s one thing being able to buy convenient food, but then when we take ready meals back home, we need to prepare it before eating.

This is where the microwave comes into play.

Preparation is an essential part of the cooking process that has changed throughout history. Michael Pollan reiterates this in his book. ‘For most people for most of history, gathering and preparing food has been an occupation at the very heart of daily life’. (Pollan, 2008:145) With the rise in convenience foods and microwave meals, this tradition is being lost.

Technology in kitchens has played a huge part in the rise of microwaveable foods and ready meals. According to the Microwave Technologies Association (MTA), which represents many of the larger manufacturers, about ‘95% of British homes have at least one microwave.’ (Andrews, 2013)

The ready meal is hugely dominant in the food business, with the industry now worth £2.6 billion in the UK alone. (Winterman, 2013) and ‘is forecast to grow by 20.2% between 2013 and 2017’. (Key Note, 2013a) Its versatility is what keeps the industry going, introducing new products in response to trends. Supermarkets are “sexing up” their ready meal ranges, promising a fine dining experience, a British pastime which has come back to life again. ‘The economic crisis means that consumers increasingly cannot afford to dine out and are buying quality restaurant ready meals instead, which are deemed to be of good value’. (Key Note, 2013a) The growth is being driven by a demand for more global flavours and three-Michelin starred chef, Heston Blumenthal, has responded to this. Blumenthal offers an exclusive ready meal range in Waitrose. (see Figure 9) Quality recipes, with minimal effort at extremely affordable prices: nobody can resist.

‘We’ve come to believe religiously in convenience food without thinking too much about where it comes from because we trust suppliers and retailers’ (Rose Prince in Winterman, 2013)

Fig 9. Heston Blumentha’s ready meal collection (no date) by Unknown

Is variation key?

To understand whether families are being sucked into this convenience staple, the dinner diary asked 11 families to note what they cooked or bought for each evening meal. The results could not have been more different. (see Appendix 9) The first infographic (see Figure 10) shows the location of what was cooked or bought; whether it was eaten in a restaurant, cooked at home or a takeaway. It’s interesting to see that most of the families had a break from cooking at least once a week. This may seem surprising in the current economic downturn, so it’s easier to believe that ‘48% of families usually get drawn to a restaurant if it’s been recommended by friends or family to ensure a good, worthwhile experience.’ (Mintel, 2012) Pubs and restaurants are offering deals and vouchers to encourage customers into their establishment as well. According to Mintel (2013c), ‘4 in 10 pizza and pasta restaurant and takeaway users state that money-off vouchers encourage them to use venues more often.’

So, it if is not ready meals that are swaying families to put their chopping boards away, then it is the restaurants as well. Consumers want value for money in addition to convenience.

Fig 10. Location of what was cooked or bought during the dinner diary week (2014) own infographic

The second infographic (see Figure 11) demonstrates the variety of food and cuisines that were eaten, either at home or in a restaurant; ranging from Spanish paella to Italian pizza. People of today are increasingly demanding change and accessibility when it comes to the food they are eating with ‘special occasion foods turning into everyday foods’. (Pollan, RSA talk, 2013)

Fig 11. Variety of food eaten during the dinner diary week (2014) own infographic

In terms of accessibility, being able to eat what we want, when we want, has become so much part of our lives that consumer’s don’t understand seasons anymore. Supermarkets make traditionally, seasonal food available 365 days of the year, thus ‘de-seasonalising our eating habits’ (Grimsey, 2014). Historically, during the 1960s and 70s, supermarkets were thriving on the British high street with vans constantly delivering fresh food., but now we rely on outsourcing for our food. (Grimsey, 2014) The globalisation of food production has meant that growing food abroad is a lot cheaper and the climate is more suitable than in the UK. (see Appendix 8)

It’s hard to imagine a time when we couldn’t buy raspberries in January or Brussels sprouts in July. This is not natural; for the environment, for our health or our pockets.

Research by PGI Welsh Lamb reveals that 54% of people in the UK don’t realise that eating seasonal produce is cheaper. (Weston, 2013) It can benefit struggling families in the current economic climate as well as the local economy, but they have become blinded by these financial advantages.

It’s an education for society as well, with research suggesting that 13% of people in the UK don’t know the correct seasons for fruit, vegetables and meat. (Weston, 2013) This lack of knowledge will be transferred down to our children, who won’t know when it’s best to eat a succulent strawberry or ripe beetroot. Seasonal food is healthier when picked fresh, all of the nutrients are still in the food, so people should make it a priority to educate themselves about fresh ingredients. The benefits will be felt in our pockets, health and in the environment in no time. A win win for all.

L et's get social It’s time for home-cooked food to start winning the fight.

According to Guptil, Copelton and Lucal in the ‘Food and Society: Principles and Paradoxes’ book (2013: 18), ‘food functions as a status symbol, shaping both how we see ourselves and how others view us’, therefore it’s not just about the physical qualities of the food but also what it socially represents. ‘The meal stands as a very powerful metaphor for ‘the family’’ (Caplan, 1997:6) and this is important to acknowledge as the wider, social benefits are discussed.

If the meal were home-cooked, then it allows parents to teach their children ‘how to prepare and cooks foods and to understand what is appropriate to eat at particular times’ (Bell and Valentine, 1997: 64).

This is all crucial knowledge that they will be able to expand on and pass on themselves as ‘children mainly learn to cook by observing their (grand) parents, which happens on both a conscious and subconscious level’ (De Backer, 2013).

The Transaction Analysis Model founded by Eric Berne (circa 1950) demonstrates the importance of talking to a child in the right tone of voice and authority, which is relevant for when parent’s want to teach their children to cook. If a child wants to be grown up, like an adult, then they won’t listen if we talk to them like a parent. On the other hand, if a child is playing, essentially acting their age, and we talk to them like an adult, they won’t react either. A balance is needed; otherwise the language of teaching our children to cook will be rejected. Figure 12 shows that when the lines don’t cross, then the balance is correct and the interaction between parent and child is faultless.

Children can, in turn, strengthen their linguistic skills, making them more articulate and personable (Blythman, 2006) with other children and their parents. Communication is paramount on all levels.

Fig 12. The Transaction Analysis Model (circa 1950) by Eric Berne

To conclude the battle, the statistic found in ‘Bad Food Britain’ states that ‘89% of parents agree with the statement that ‘families are missing out by not eating together’ (Blythman, 2006: 87) and in a personal survey, 95% agreed with this statement (See Appendix 7).

Therefore, maybe there needs to be greater focus on the end result of home-cooking, which involves family and social interaction rather than the physical food itself?

Fig 13. The battle scoreboard (2014) own infographic

06

Bums on seats

‘I think in general both in volume housebuilding and in one-off designs, domestic layouts are reflecting the greater variety of ways in which people like to eat. Given the ability I think most householders now would want to have both a dining table and a breakfast bar / kitchen table as well as the ability to eat in their living room in front of the telly.’ (Savory, 2013) (see Appendix 6 for full interview)

Where are families parking their seats?

This question seems to have a plethora of answers that are determined by several factors.

Some of these factors have been introduced in previous chapters; the “on-the-go” lifestyle (chapter 1) and the type of food the evening meal consists of (chapter 5). These all effect the location of the evening meal. However, this chapter looks at the social benefits and drawbacks that arise from the varying location of the evening meal.

Michael Pollan (2008) argues in his book that what we’re consuming today is not really food at all. Whether we eat in front of the TV, in the car, or alone; civilisation is misunderstanding where to eat. (Pollan, 2008: 7) Surely, these diverse locations can’t be socially advantageous in comparison to the traditional way of eating at a dining table?

It’s important to understand the truth. We need to determine whether the old tradition needs to be salvaged or let go.

In the dinner diary (see Appendix 9), various families were asked to state where each evening meal was eaten, and some, provided photographs of their favoured dining areas too (see Appendix 10).

Figure 14 positively shows the amount of times the families ate at a table compared to on the sofa in front of the TV. It’s evident that some families still prefer to eat at the table, but to capture a more well-rounded response; 62 people were asked in a survey (see Appendix 7) whether they own a kitchen/dining table and what they predominantly use it for. Again, the response was the same, with 93% respondents owning a table and 92% using it for eating and secondly for doing work.

Bums on table seats seems to be common practice in family households today. We could ask, so what? Is this advantageous for the evening meal?

Fig 14. Where families ate their dinner (2014) own infographic

How to use a knife and fork, talking with adults and learning and developing good manners; these are all simple, everyday acts, which can be learnt at the dinner table. Every night.

In relation to children and adolescents specifically, there has been a lot of scientific research to suggest the benefits of eating their evening meal together as a family is immensely positive. In a personal interview with Jayne Fulkerson (2013), professor and director of the Centre for Child and Family Health Promotion Research at University of Minnesota, said that ‘shared family meals are positively correlated with children’s dietary intake and other psychosocial health indicators, such as less substance abuse’. Fulkerson additionally comments that ‘the psychologist in me thinks that regardless of what is served at meals, getting the family around the table (or where ever they meet) is good for communication, getting to know each other, and conveying a sense of belongingness to children.’ This highlights that it may not necessarily be the type of food that is consumed, homecooked or not, that is the key answer to the family cooking issue. The main objective could be in enabling the family to sit down together and socialise to ensure that these social benefits are achieved.

A youthful education, for better.

It’s not always fun and games...

Children learning to respect their elders is an extremely important element of family life that is gradually thinning in today’s society.

(Respondent 45, Survey, 2013). Cracks can begin to open in the walls between parents and children during meal time, and the survey (see Appendix 7) provided true insight into this. Social drawbacks, such as ‘arguments as to who does what in the way of preparing and clearing away the meal’ (Respondent 52, Survey, 2013) can cause the cracks to widen, as well as ‘different members demanding different meals.’

(Respondent 52, Survey, 2013) Additionally, technology is fuelling the fire in our homes, as a result of our changing lifestyles mentioned in chapter 1. Respondent 54 in the survey (2013) (see Appendix 7) said: ‘there is always a source of resentment if eating coincides with missing a favourite TV programme.’ The thought of abandoning your mobile phone or Facebook friends is also a recognisable notion to endure.

A youthful education, for worse.

Oi, paren ts can learn too!

It’s not just the younger generation that can benefit from table learning.

Adults are continually striving to keep up-do-date with the latest youthful gadgets, which is noticeable in the survey (see Appendix 7).

They don’t want to be the embarrassing parent at the school gate who doesn’t know what Instagram is. Respondent 12 mentioned in the survey (2013) (see Appendix 7) that they learn about iPad apps from their children whilst at the table. This encourages children to feel useful and the family hierarchy is changed as they teach new ideas to their parents.

It’s conclusive that the old tradition of families parking on seats around a table is still occurring. Special attention needs to be taken to ensure that our bums are sat on chairs not sofas in order for the family to benefit.

‘The open plan kitchen / diner started to become a feature as much as 15 years ago or more. The addition of the breakfast bar has been more recent and I am afraid the arrival of the flat screen TV has also impacted the amount of time spent eating in the kitchen (so they still don’t need to talk to each other!)’ (White, 2013)

07

Home-Anatomy

Kitchens are ‘the heart of the home’. (White, 2013) They generate a warming pulse in an effort to keep the family and the cooking alive.

As family dining habits change, is the structure of our homes changing, and thus the kitchen too? Will it be described as something completely different in 10 years’ time?

In a recent Guardian article (Butler, 2013), Kantar Worldpanel revealed that the ‘average time taken to prepare the main family meal has reduced from 60 minutes 2 decades ago to around 32 minutes’, therefore will the kitchen be a demanding space anymore?

This chapter will look into how the identity and role of the kitchen and dining table has changed. Additionally, the open-plan living trend will also be discussed as a prominent feature in family homes today.

A th eatre of creation Firstly, it is important to identify how the kitchen is defined at present.

Globally, ‘all kitchens over the world are widely different in location and appearance, but all of them form the centre of a home’. (D’Aluisio, 2005: 28) In a Future Laboratory report (2010), they recognised the kitchen to be ‘a space for cooking and eating, and, increasingly for multi-functional living: entertaining, working and relaxing’. Cooking in the kitchen is starting to become ‘a form of performance art which guests are invited to witness’ (Craig, 2013), defined by Future Laboratory as ‘“gastrotainment” – where gastronomy, the art or science of good eating, becomes the entertainment’.

Top restaurants are latching on to this pantomime mimic. The Kitchen Table (see Figure 15) in London was successfully reviewed in the Telegraph (2013) where you are invited to sit on a square, stainlesssteel horseshoe table that is situated around the heart of the kitchen.

(Williams, 2013)

Fig 15. The Kitchen Table (2013) by Mark Whitfield

Fig 16. Shabu Shabu (2013) by Unknown

Alongside from restaurants providing the entertainment, there are specific types of cuisine that offer “gastrotainment� by themselves too. Shabu Shabu is a Japanese dish (see Figure 15) featuring thinly sliced beef boiled in water. It is often cooked in the style of a Mongolian hotpot where customers are encouraged to cook the beef themselves at the table.

This is about creating an extension to the kitchen; cooking is being seen in a new and different light.

Make way for th e ki tch en supper This kitchen is served with a “dual purpose description”. Enjoy.

Essentially, we are starting to see the kitchen as just another tool in our toolbox. Using it as a tool to show-off creations and skills, as we become a nation of “kitchen-supper hosts”. According to Lisa Hollands, an estate agent at E A Shaw in London, people like to boast to their friends and family because kitchens are becoming more stunning (Lonsdale, 2008) than ever before. People are prepared to spend a higher proportion of their income on it. A report commissioned by Lloyds Bank Home Insurance illustrated this: ‘the kitchen is now the most valuable room in the house packed with the most expensive kitchen gadgets.’ (Bingham, 2013)

Fig 17. Dualit Toasters (no date) by Unknown

According to research from Just Eat, ‘around 87% of the UK population have bought kitchen gadgets in the past, with figures compiled by the Huffington Post suggesting that UK consumers spend around £2.08 billion on such items every year’ (Key Note, 2012). Kitchen gadgets are status symbols. According to a recent customer survey by Curry’s & PC World, instead of hiding all our newly purchased kitchen kit away in a cupboard, we’re increasingly making space on our work surfaces to show our appliances off. (Derry, 2014) Why not?

Kitchen gadgets are becoming more stylish and colourful - a chameleon in the kitchen jungle. Dualit, have collaborated with luxury paint and wallpaper company Little Greene, to create six specialedition Heritage toasters. (see Figure 17) ‘The products look great, so people want them out. They’re like pieces of art on their kitchen counter’. (Derry, 2014) A concern is, however, that people aren’t using them functionally to aid in the cooking department and instead, just using them as showpieces. A recent Daily Mail article (Brown, 2013) revealed that two out of three households own appliances that have only been used an average of six times. The reality that ‘every toastie and coffee we make costs us £10.68 is no exaggeration.’ (Brown, 2013) This is not benefical for our pockets.

Another underlying reason for this rise in kitchen suppers and design is the informality that families want to bring to home life. (Craig, 2013) They want to it to be a ‘relaxed, informal and shared space’ according to Vanessa, vice-chairman of the British Interior Design Association, who feels ‘the way we design homes has been totally revolutionised in the past few years due to a variety of reasons, such as escaping workinduced stress.’ (Lonsdale, 2008) This links with chapter 1, suggesting the craving that we have for escapism in our busy, connected lives.

shared + informal + relaxed = ki tch en suppers

Open-up The amalgamation of family cooking and home living has resulted in the emergence of “home-cinemadining” areas. (Lonsdale, 2008) Openplan living isn’t a new revelation however, but its characteristics and influences on family dining is changing. From an architect’s perspective, Matthew Savory, an architect, talks about the history of open-plan living in our interview (2013) (see Appendix 6 for full interview):

‘Historically open plan houses have mainly been the preserve of more wealthy people because they could afford to buy or commission architect designed houses which since the 1920s / 30s have more often than not been open plan. However the emergence of the studio flat or apartment in the 1960’s has made this more popular although it is generally used mainly by singles or couples rather than families.’ (Savory,2013)

We could disagree with the last statement, and suggest that more family homes are opting for the open-plan vibe. In the dinner diary, families provided photographs (see Appendix 10) of the room that they ate their evening meal in. Almost all 11 families ate in an openplan kitchen, which proves its increasing existence. Jill White, a kitchen designer, explains succinctly the changing characteristics of the openplan diner in our interview (2013) (see quote on p.60) (see Appendix 6 for full interview) Fig 18. Open plan kitchen (2012) by Unkown

The informality in “kitchen-counter eating” with the addition of the TV has led us to all be ‘part of this sloppy society we’re living in at the moment’ (Lonsdale, 2008). It is intrinsically linked with the food that is consumed too. The convenience of finger food makes it easier for family members to eat informally in front of the TV for example.

Witold Rybczynski, Professor of Urbanism at University of Pennsylvania believes that we should not be romanticising the past of old-fashioned dining. Both women and men work pretty much full time now (linking with chapter 1) and “kitchen-counter eating” fits in well with modern life. ‘Who wants a formal meal after a 12-hour day?’ (Lonsdale, 2008) This relates back to convenience that people are seeking. The evening meal will have to take on a new format to fit in with this informal way of living.

Death of th e dining room As we increasingly adopt informal “home-cinemadining” living, are we starting to witness the endangered dining room become extinct?

Halifax Home Insurance concluded in a recent Telegraph article (2008) that ‘the quest for open-plan living has led to the disappearance of nearly 3 million dining rooms from British homes in the past five years’.

(Lonsdale, 2008) This is more common in cities where space is tight, and people would rather increase the size of a bedroom or main living area. (Lonsdale, 2008) There is little demand for it anymore.

It’s becoming commonplace for house builders and architects not to include a dining room in their plans. Robin Rixon, a sales and marketing director of Berkley Homes, said that there is not a dining room in sight in the Gunwharf Quays development (see Figure 19), and new family homes are similar. ‘To date not one of the 15 purchasers for their GreatWest Gate development have opted for the separate dining room’. (Lonsdale, 2008)

As we mourn the dining room, will we mourn the social benefits and communications that are created as well as we sit ourselves on seats around a table?

It seems conclusive that ‘the dining room, already under threat, is predicted by some to be extinct by 2020’. (Lonsdale, 2008) The kitchen will continue to be the hub of home cooking and family life.

There are a number of predictions for our kitchens; will they become; ‘a smart, self-sustaining and emotionally intelligent epicentre of the home’ (The Future Laboratory, 2010) perhaps? For better or worse, these will be discussed in greater detail in the introduction to the strategic outcome, as looking at the future structure of our homes is paramount to the family evening meal.

Fig 19. Gunwharf Quays penthouse floor plan (2014) by Fine and Country

08

Conclusion

It is easy to verify that the concluding points from each chapter all coincide with each other; an endless cycle. There are a lot of factors that affect the evening meal in family homes, some positive and some negative, and these can be taken forward and created into opportunities.

The main points to take-away and consider for the strategic outcome are: - The key family lifestyle drivers are technology and convenience.

As people seek instantaneity in their ever-changing lives, they are demanding everything quick and fast. Convenience drives technology.

Technology drives convenience. This is needs to be recognised as an important element in today’s culture.

- Stay-at-home fathers are expected to be present in the home more than ever before, and nobody seems to be noticing this; a huge potential consumer gap in the market?

- As the extinction of the dining room sets sail, there needs to be less focus on eating formally around a table. We are seeing the emergence of eating informally in an open-plan living style.

- Social interaction and its benefits should be prominent areas to improve and concentrate on with regards to dining as a family and in particular children, which the report suggests.

- Understanding the tribes of consumer that are most affected by the struggles of achieving a home-prepared meal is important. In my report, there are two specific tribes that need to be focused on: “Parenting-Solo” households and families with “Native Teens” present.

We need to learn how to be in the kitchen and not fight it. Families are relying on technology and convenience foods as an excuse; we need to vote with our knives and forks for what is best for our children and the next generations. We need to take control of the evening meal ourselves and “gen-educate” our children, trying to remember that as Pollan wisely states in his book, ‘don’t eat anything your great grand-mother wouldn’t recognise as food’! (Pollan, 2008: 148)

‘Such an acceptance is a necessary preliminary to identifying creative solutions that might enable us to appreciate the pleasure we derive from food’ (Blythman, 2006: xiii)

09

Case Studies

It’s important to first consider brands that are already capitalising on the decline in home-cooked evening meals in family homes across the globe. By identifying current dinner-solving initiatives in the form of case studies; their successful and unsuccessful points can then be assessed and taken forward and used in the application of a strategic outcome.

Th e Helping Hand : Casserole Club Who ?

Casserole Club is a volunteering project ‘that encourages people to cook and share an extra portion of food with an older person living locally to them who could really benefit from a delicious, free home cooked meal.’ (Information Report, 2013) In an interview (2013) (see Appendix 6 for full interview) with Jon Foster, Customer Service and Matchmaking Lead at the Casserole Club, he talks about what the Casserole Club aims to achieve: it ‘looks to tackle two big problems - social isolation and malnutrition/food poverty among older people’. Casserole Club came from the combination of two ideas - one to create some kind of 'community kitchens' and one to shake up the traditional meals on wheels service provided by local councils.

Fig 20. How Cassrole Club works (2013) by Casserole Club

Successful ?

By looking at Figure 21, it is evident that they have successfully encouraged over 3,000 cooks to sign up over a 2-year period.

However, they are only live in three areas: Tower Hamlet, Reigate, Banstead, and Barnet, is a positive aspect of the project so far. The fact that they have enrolled so many cooks in only three areas is remarkable and they don’t seem to be rushing their expansion too quickly. As stated on their website: ‘We’ve learnt that to rollout the Casserole Club in a new area we need to work closely with local organisations like councils, housing associations and charities to sign-up Diners and Cooks. It’s also really important that we provide excellent customer service to our Cooks and Diners, and so we need access to funding to grow in new areas.’ (Casserole Club ‘FAQ’, 2013)

Fig 22. Customer feedback (2013) by Casserole Club Fig 21. Casserole Club achievements (2013) by Casserole Club

Application They understand their specific consumer (over 70 years old) and identify their needs as well. Jon mentions in our interview (2013): ‘The people we really want to become Diners though are those who really have very limited social interaction or support network around them. These are the people who we feel would really benefit from meeting a friendly neighbour through Casserole Club.’ For the strategic outcome, it will be important to understand the different tribes of families that are most threatened by the decline in homecooked evening meals and concentrate on allowing the outcome to be widely available.

They are also looking towards the future and expansion of the project.

In 5 year’s time, Jon states that they would like to operate across most of the UK, as they are currently only in London. They are also ‘working with some local councils in Australia at the moment, so would hope to have much more of a presence over there in five years too.’ (Foster, 2013) The model for the strategic outcome has to endeavour to be easy to mould if a global presence were achievable in the future.

Th e Personal Touch : Hello Fresh Who ?

Hello Fresh is a food delivery company with a twist. Chef Patrick Drake, the co-founder of the company, creates tantalising recipes for their customers to choose from online via their website. Once your meals are chosen, they pack your box, whether it’s for 3 or 5 people or 3 or 5 days, and it gets delivered to your door for free.

Essentially, Hello Fresh ‘take care of your meal planning and even do the shopping for you’ (Hello Fresh ‘About us’, online). The ingredients are delivered to customers in portions, so food waste is kept to a minimum and there is even the opportunity to swap a meal, if one of the options isn’t suitable. It’s fresh, convenient and different.

Successful ?

Their branding is highly personal, in such ways that ‘customers know the Hello Fresh team by their first names’ (Patrick Drake, 2013) and this is evident on their social platforms and in other communicating strategies with the consumer. I decided to order a box for myself (see Appendix 11 for more details) and, soon after, I received a handwritten Christmas card from them, inviting me to the Hello Fresh community. It was memorable and personable that I decided to share my experience on Instagram (see Figure 23), thus further spreading the word for Hello Fresh. When the box was delivered, the team’s first names were written in a colloquial font on the outside of the box; welcoming and enticing you to open inside (see Appendix 11 for photo).

Fig 23. Hello Fresh postcard (2013) own photograph

Fig 24. Millie Mackintosh dinner (2013) by Millie Mackintosh

Below Patrick comments on the relationship that they strive to maintain with their customers in our interview (2013) (see Appendix 6 for full interview):

‘We always keep our customers in the loop on what is going on, not just from a product perspective, but even in our day to day lives. A Facebook post about our social media girl failing her driving test for the 4th time was one of our most popular ever!’ (Patrick Drake, 2013) One disadvantage noticed when I ordered my box was that there was no obvious filtering system. Having realised that families are so multifaceted and one of the main reasons for conflict is family members not agreeing with what is being cooked (see Chapter 4); can’t Hello Fresh allow the user to order different meals for everybody? What if one member is gluten-intolerant?

Hello Fresh has successfully delivered over 3 million meals since it started in 2012 and they remain popular. Their presence on online is huge: with over 81,000 likes on Facebook and over 3,600 followers on Twitter. They operate on Instagram and have also used famous TV personalities to attract new customers, such as Mille Mackintosh, a reality television star from Made in Chelsea, who flaunted her Hello Fresh creations via Twitter and Instagram with enormous response. (see figure 24) Patrick Drake uses the term ‘Brand Halo’ to describe this strategy, whereby you associate yourself with successful people or companies that will in turn benefit your venture. (Drake, 2013)

Application Collaboration is key. Hello Fresh continues to collaborate with wellknown figures in the gastronomy industry to raise their ever-growing profile. The quote below demonstrates how successful it can be when you choose to work with rising stars in the industry:

‘A few weeks ago I was in my kitchen with Thomasina Miers the winner of Masterchef and owner of highly successful restaurant chain Wahaca. We cooked one of her recipes on camera then sent out the recipe to our customers with a link to the video. It was one of our most popular recipes ever.’ (Patrick Drake, 2013)

Understanding the consumer and their needs is vital for a business, such as Hello Fresh. Patrick Drake has recognised that there are many types of Hello Fresh consumer, and therefore has instead decided to segment them in terms of their lifestyles they lead. A parallel to those consumers identified in chapter 1. In the quote below, Patrick comments on the different types of consumers that buy into Hello Fresh:

‘Whether it be the busy professional couple who what to eat well after a long day, the mother who wants to add some new, simple dishes to her repertoire for the family or older people who have the time on their hands to learn new dishes from the comfort of their own kitchen. We’ve found over the last 2 years that people from all walks and stages of life like to cook our recipes.’ (Patrick Drake, 2013) They are not afraid to use the latest, upcoming technology to raise their profile either. They have in the past run live Google Hangouts for customers to cook-along with Patrick Drake and chat with others customers.

Th e Informati ve : Th e Family Dinner Project Who ?

The Family Dinner Project was founded by Shelly London, a retired professional in Corporate Marketing and Communications. Shelly noticed the benefits that the family dinner has on the ethical development of children whilst attending a program at Harvard University. She gathered a stream of professionals including chefs and family therapists to start a project that followed 14 families in the Boston area of the United States. The grassroots movement has grown and now operates online with a family and community blog, dinner games and conversation starters as well as “on the ground” community dinners and parent workshops.

Successful ?

According to Grace Taylor (2013) (see Appendix 6 for full interview), the Project Organiser, she believes that ‘we stand out compared to other initiatives because we are guided by a principle we call ‘the abundant community’’. By noticing that they need to target the parents, the innovators in their homes, it allows The Family Dinner Project to reconnect them to each other successfully.

Again, similar to Hello Fresh, they don’t target a specific family consumer type. This can make it hard for them to direct their information and advice towards a particular mind set. ‘Families of all shapes and sizes come to us for help. The benefits of family dinner transcend socioeconomic, race, ethnic, and family structure.’ (Grace Taylor, 2013) However, they are noticing the impact of lifestyle changes. In this case, it’s either not having the time in their day to cook or being able to stretch their food budget for longer. ‘Across the board, families are experiencing similar struggles--they're busy, they're not sure what to cook, they're not sure how to get the most out of a dollar at the grocery store.’ (Grace Taylor, 2013)

Application Having a personal relationship with the consumer is vital, and The Family Dinner Project is executing this successfully through their informative website, which offers deliverables such as ‘conversation of the week’ and ‘table topics’. Keeping the tone of voice colloquial and aiming it at the innovators in the home will encourage positive change for the family at dinner time. They have a family, community and chef blog, which broadens the target audience and enables a larger amount of people to access the type of information that they require.

What's missing?

Based on the case studies and perceptual map (see Appendix 5), further gaps have been identified that need to be filled and focused on before a series of recommendations are developed. What has been learnt?

- Personalisation and customisation. It’s everywhere in society: fashion, music, food etc. However, the way it’s used to interact with consumers is vital. Hello Fresh, in the case study above, have cracked providing their consumers with a personal tone of voice. Their relationship is casual yet still professional and this balance is missing from many brands and products (see perceptual map in Appendix 5).

Customisation is limited, however, and this needs to be addressed in the strategic outcome.; allowing consumers to pick and choose.

- Collaboration. This is hugely popular in fashion where they collaborate with lifestyle sectors. Take Marc Jacobs and Coca Cola for example, when they created limited edition bottles to celebrate Diet Coke’s 30th Anniversary in 2013, it was memorable and striking.

The food industry has many big names that they can use to enthuse families to start cooking again. Hello Fresh, again, talk about working with Thomasina Miers, the winner of Masterchef, and it proved to be successful. We need to latch onto these gastronomic successes, viewing them as role models to work with and improve the evening meal in family homes.

10

Wh ere do we go from h ere?

‘The kitchen of the future will be your interactive friend, helping you cook, shop and eat with optimum hygiene and efficiency’. (Wall, 2013)

The introduction of new technologies and personal relationships between consumer and kitchen products will feed a dramatic change for cooking in the family home. A freedom for creativity and experimentation.

Soon, you will be able to operate your kitchen gadgets from your iPhone in bed – smart fridges, ovens, coffee makers – you name it.

Corning Incorporated, world leaders in speciality glass and ceramics, released a video titled ‘A day Made of Glass’ (2011) showing the future possibility of intergrating glass into your everyday life: on a kitchen tabletop (see Figure 25), in your car and on the front of your fridge etc. This shows that developments are occuring and our growing addiction to information and communication will result in a demand for technology to fully take-over and fully empower our lives. It will happen.

Smart fridges featuring Wi-Fi enabled tablet-style screens and barcode scanning technology can keep tabs on the foods they contain, including their use-by dates. (Wall, 2013)

Gaming will soon be integrated into cooking. Intel Labs’ tabletop system uses object recognition to project displays onto surfaces. The user can place ingredients on the table top and it will source a recipe (see Figure 27) or create a shopping list for you (see Figure 26), based on either one or a collection of ingredients . It’s a great, convenient way of eating up left-overs from the fridge, cutting down on food waste. Intel have even thought about the finishing touches. Beverly Harrison, Research Scientist at Intel Labs Seattle describes in a video (no date): ‘when you’re done with objects, you can sweep them off the front of the counter like crumbs’.

‘82% of students play games outside lessons at least once a fortnight’ (Future Lab, 2006), so why can’t “gamification” be used to fuse together technology and cooking, benefitting the way children and parents interact with each other in the kitchen?

Fig 25. A day made of glass screen grab (2011) by Corning Incorporated

Fig 26. Shopping List (no date) by Intel Labs

Fig 27. Sourcing a recipe (no date) by Intel Labs

Proposal As the networked digital kitchen comes closer, many of us are still waiting for the perfect gadget: my proposal is a gaming device that enables all members of the household to reminisce, capture the essence of family life and learn to cook chef-inspired recipes.

Together.

Th e concept Embodying technology and convenience combined with personalisation – the gaming device is designed to change and improve family’s behaviour in the kitchen, with cooking and preparing tasks set for all age and gender groups.

sharing

technology

family

food

We are reiterating the fact that they should not be intimidated by the kitchen space, and instead, feel at ease in the environment and regain a sense of enjoyment from cooking in the kitchen with the family again.

The gaming device will exist as a physical product, similar to a touch screen tablet enabling the user to fully engage and connect. As the kitchen evolves into a space where ‘adaptability and ergonomic are synonymous’ (The Future Laboratory, 2010), it will transform into an integrated gadget that flips down from a cupboard or is projected onto table tops, similar to the Intel Labs’ table top mentioned previously.

‘Kitchens are not just about functional bits of kit, but about people coming together’ (David Kohn, Future Laboratory, 2010:8) Fig 28. Future Kitchen (2010) by Future Laboratory

Th e Game To begin with, the family will create an account, which entitles them to input each family member; their age and gender, as well as any intolerances and favourite flavours and ingredients. This was a disadvantage brought to light in my Hello Fresh case study; they had no filtering system on their website. Through the input of data, a family profile will be created so a family tribe can be identified, such as the “Native Teen” category identified in my research project. The tasks can therefore, be catered more specifically to their needs. This will bring a social aspect and a sense of competition to the gaming device as the device will enable families to view and compare how other families have done.

Each recipe will be graded, depending on how difficult it is to prepare and cook, as well as how many members are required to help. There will be the opportunity to earn points, depending on the grade and whether each member participated. Their family points will be available for all other families to preview and a “Family of the Week” title awarded to the most successful family that week - an incentive to do well.

The recipe itself will have easy, step-by-step tasks, which when completed; the individual member has to tick. This enables the device to track the steps completed. An example of age and gender orientated steps could include; an 8 year old weighing the flour and stirring ingredients or for the father, hammering a steak to ensure tenderness and grilling it. This way, all of the family feel included and useful in the task; a sense of satisfaction that they are eating food that the whole family has cooked together.

Once the meal is cooked, the family are encouraged to take a picture, using the embedded camera, and share it on the device for other families to see, thus creating a more meaningful family profile. They also have the opportunity to share their creations via Wi-Fi on their Instagram, Twitter etc.

Fig 29. Moodboard (2014)

Moodboard

visualising the different looks the gaming device aims to achieve, such as showing how the user would create their own family profile, what a widget would look like on a tablet or phone and the social interaction that would happen between parents and children when they use the device.

Long term Goals Competitions could be set by the device, such as a “Recipe of the Week” to try and win prizes, which in turn could also earn you extra bonus points. Social media sites can interact with the device with “Twitter Cookoffs”, inspired by brand Capsicana who decided to host a monthly cook off called #CapsicanaCookOff. Ben Jackson, the owner of the chilli brand, talks about the strategy in a Guardian article ‘How to start a market food business’ (2013): ‘I decided to host a monthly Twitter cook off called #CapsicanaCookOff where my followers and I get together and cook to a specified theme and the best picture wins.’ It’s simple yet affective.

Collaborations with food brands such as Capsicana, whereby the recipes require their chilli as an ingredient, helps to promote both the device and brand. Active encouragement with the device through the use of chef role models to inspire new recipes could work too. Soon, ‘celebrity chefs will be hologrammed into the kitchen to inspire recipes’ (The Future Laboratory, 2010: 21) so why not grasp this concept and use it to encourage family’s to cook and use the device?

Eat the seasons and flavours. What’s good to eat this week?

There could be weekly suggestions of what fresh food is available – “Seasonal Food of the Week”, which would act as an educational tool for the users who don’t understand about seasonal food and its health benefits.

The food could be then coordinated with other flavours that go well together and gain inspiration from ‘The Flavour Thesaurus’ (2010); matching different flavours together based on flavour filters input by the different family members at the beginning.

Testing th e water

To see if The Game would be a worthwhile device to launch, I asked people for their thoughts and opinions.

1. Teresa Humber – mother of a “Native Teen” family (see Appendix 12 for full interview) ‘Will they really want to reminisce and will they have time to make 'a game' about eating/mealtimes?’

‘This concept could only be affordable to the 'well off'' initially. All these 'remote control' ideas and inventions will be unaffordable to the general public.’

‘I am someone who insists that there are no mobiles, tablets, androids or any other kind of electronic device at the dining table - so would definitely not be keen on 'playing games' to create a family meal!!’

Th e finishing touch Taking the comments on board, a few finishing touches could be made to the Strategic Outcome: 1. It should be something that stands out - moulds into a kitchen appliance that people want to show off to their friends and family.

2. Allowing the game to be accessible on iPhone and tablet initially, so it is accessible to everybody.

3. Let families download it as ‘free trial’, so they can see if they enjoy using it first.

Finally...

According to IKEA (2010) - ‘over half of us (57%) think that technology will boost our kitchen experience’ and by the year 2040, our kitchen will become ALVE. It makes logical sense to bring technology into the heart of our kitchens in the hope that it will bring families together and encourage them to cook at home.

Your kitchen needs you!

8397 words

11

List of Illustrations.

Fig. 1, no date. The Cooking Pot [digital image]. The Little French Bullblog. Available at: http://thelittlefrenchbullblog.tumblr.com/post/22765220913 [Accessed 18/1/14].

Fig. 2, 2014. The Lifestyle Remote. [own infographic].

Fig. 3, Halfpasttwelve., 2013. UK mobile phone ownership by age in 2012 [digital image].

Wired. Available at: http://www.wired.co.uk/magazine/archive/2013/12/features/ hyperstimulation [Accessed 16/1/14].

Fig. 4, 2014. Treat is at home. [own infographic].

Fig. 5, Billington, M., 2013. Working Woman [digital image]. Wired. Available at: http://www.wired.co.uk/magazine/archive/2013/08/ideas-bank/choose-tech-thatchanges-time-not-saves-it/viewgallery/306388 [Accessed 16/1/14].

Fig. 6, 2014. How many women and men cooked during the dinner diary week. [own infographic].

Fig. 7, 2014. More men at home cooking. [own infographic].

Fig. 8, 2014. The convenience trophy. [own infographic].

Fig. 9, no date. Heston Blumenthal’s ready meals [digital image]. Waitrose. Available at: https://www.waitrose.com/content/waitrose/en/home/groceries/Heston_from_ Waitrose.htm.html [accessed 14/1/14].

Fig. 10, 2014. Location of what was cooked or bought during the dinner diary week. [own infographic].

Fig. 11, 2014. Variety of food eaten during the dinner diary week. [own infographic].

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Fig. 14, 2014. Where families ate their dinner. [own infographic].

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Fig. 29, 2014. Moodboard [digital image].

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13

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