良食Project Proposal

Project Proposal Presentation

Suen Hei Lam 2C2

Selected Graduation Project Topic:

Raising eating out people s healthy diet awareness

Introduction

As Hong Kong people are living in a high pressure urban city, undoubtedly, we have no choice but forced to become eating out people. We rush into the train on every morning, and we have got only limited time for lunch. Luckily, Hong Kong is a place where east meets west, We have plenty of fast food choices for our short time lunch. After finishing the heavy workload, we still have luxury cuisine for business, Social, dating etc. Meanwhile, food review website are popular, KOLs and food bloggers recommend novel, tasty food for the public, more and more HongKongers visits the restaurants and try the food recommended by KOLs and food bloggers.

Since Eating out is unhealthy at all, such as Tea restaurants, which are commonly found in Hong Kong, offer dishes mostly, which are heavy taste with oily sauces and only provide a small portion of vegetable. Their drinks often contain too much sugar, HongKongers eat these everyday. The purpose of this project is to healthy diet awareness of people who often eat out through projects research. The purpose of this project is to healthy diet awareness of people who often eat out through projects research.

SECT Factors

Social

1) 2) 3) 4)

5) 6)

Healthy diet habit not to be popularized nowadays in Hong Kong People don't pay attention on their everyday nutrition intake Eating out has became one of main social activities KOL (Key Opinion Leader) and food blogger s recommendation on social community, to raise people s interest for trying new restaurant or cuisine Some people think restaurant s cuisines are more delicious than home-cooked meal Rush on working/ studying, people got no time to cook meals and thinks Eating out is convenient

Economic 1)

Hong Kong s business environment has improved, frequency of eating out is raising.

2)

A part of money spent for eating out people s business, Social, dating etc. They supposed to eat luxury cuisine, e.g. buffets or dinner parties.

3)

Eating out fits the Economic benefits ( Time > cost ): Some meal (fast food etc.) only pay a cheap price and wait in a short time > Can enjoy the rich meal

4)

increase life efficiency

Technology Culture 1)

2)

3)

Hong Kong is a east meets west food heaven, which gathered kinds of restaurant > people have lots of choice for dining Fast food culture developed in HK rapidly > fast food restaurants everywhere Traditional festival s ritual simplified: Eating out to replace celebrating traditional festival (做節)

1) Restaurant guide and review website & social community are popular, increased people s desire for trying new restaurants or cuisines 2) Augmented Reality has well-developing, frequency of eating out is raising 3) Novel food delivery app released (e.g. Ubereats, Deliveroo) 4) E-payment is well-developed > convenient for people to order meal online > Eating restaurant s cuisine at home frequently

Product Opportunity Gaps

1. Create a healthy snack brand for balancing Eating out people fiber intake.

2. A infographic book about discovering how unhealthy about the restaurant's food and its ingredients.

Packaging Design

3. A guidebook for finding the most nutritious meals in Hong Kong when target audience are eating out.

Service

4. A posters series of healthy eating restaurants for introducing eating out drawbacks and guide the audience choosing healthy cuisine in outdoor, promote healthy eating lifestyle and related campaigns.

Educational

5. A exhibition for target audience to deeply realise that their bad eating habits to the ways that promoting them maintain a healthy eating habits.

Publication

Campaign

Weighted Matrix

(1 to 3)

Packaging Design

Service

Educational Event

Publication

Passion

2

1

2

3

3

Time and resources

1

3

1

1

3

Potential for creativity

3

1

1

3

1

Social impact

3

1

3

3

2

Technical skills

3

2

2

3

1

Change Behaviour

3

1

3

3

2

Educational

3

1

2

3

3

Playful

2

1

1

2

1

Happiness

1

3

1

3

1

28

41

59

29

WEIGHTS CRITERIA

ATTRIBUTES

Client Studies

Background The CFS was created in 2006 under the Food and Environmental Hygiene Department of the Food and Health Bureau, it is the food safety authority of the Hong Kong government.

Mission To ensure that food sold in Hong Kong is safe and fit for consumption through tripartite collaboration among the Government, food trade and consumers, dedicated to enhance food safety through the cooperation and promote healthy, safe eating habits to the general public.

Core Value Integrity, fairness, effectiveness, professionalism, responsiveness and transparency.

Marketing Research

Hong Kong s Action on Salt and Sugar Reduction

-

A social campaign by Centre for Food Safety.

-

Mainly post some unhealthy nutrition facts about the food which the public usually eats via social medias.

-

Organise cooking competitions, changing competitors behaviour on cooking, e.g. add a few flavouring for flavour dishes.

-

Hold talks, sharing the professor experience on having healthy eating habits, motivate general public focus on their oil and salt intake while having a meal.

Marketing Research

Farmer s Fridge

-

A vending machine sells fresh salads and fruits, instead of Chicago Garvey Food Court stood plenty of typical fast food restaurants.

-

The products aimed nutritional balance, its ingredients provides rich of protein.

-

The selling mode is a key to make city people easier and more convenient to eat healthy.

EatSmart Restaurant App

-

Marketing Research

Encompasses the information of EatSmart Restaurant throughout the territory, including addresses, telephone numbers and cuisine types.

-

Searching the nearby ESR via GPS navigation function.

-

Objective: Let the city people maintain healthy dining lifestyle, choosing healthy meals rapidly when dining out.

Marketing Mix: 4Ps and 4Cs

Customer Product

Tertiary students & White-collar workers

Educational event

Cost Price

Get interested to join due to the low price or free

Low

Convenience Place

Join the event in nearby company/school

Commercial area

Communication Promotion

-

Realise behind safety and health facts about the food s when dine out.

-

Promote healthy eating habits/methods.

Exhibition, Poster, Social media

SWOT Analysis Strength

Innovative High Interactivity Convey the key message and leave a deep impression easily

Opportunities

New healthy eating trends are popular in general public The public starting to focus food safety when eating out

Weakness

Range of Promoting target audience is not wide Require lots of time and afford for education

Threats

General public is lack of food education People not carry out recommended healthy eating habits/method because of no time

Positioning Map

Enjoyment

Educational event

Interaction

Positioning Map

Feasible

Educational event

Lifestyle

Value Opportunity Analysis

( Low

High )

Emotion

Adventure Sensuality Confidence

Aesthetics

Visual Tactile

Identity

Point in time Sense of place Personality

Impact

Social Environment

Quality

Durability

Farmer s Fridge

Educational Event

Project Goal Setting

Educational Event

Emotion

Adventure

Playful experience, let audience leaves a memorable impression.

Aesthetics

Visual

Presentable & good graphic style.

Identity

Personality

Unique image for attracting people carry out our recommended healthy eating lifestyle.

Project Statement and Project Objectives

Project Statement To hold a dining out food additives themed educational event at commercial area that enhance Tertiary students and White-collar workers understanding of health potential risks, and motivate them to carry out healthy eating lifestyle.

Project Objectives

-

Deeply learning food education though the event, realising what the existing meals actually included and the facts about food safety.

-

Educate visitors a concept that Choosing cuisine not only consider taste and cost, nutrition intakes and ingredients sources are also important.

-

Popularise healthy diet habits or methods.

Urban Remedy Print Ad

Case Studies

As an organic food company, a series of poster mainly delivery refuse junk food message, those used a connection between blood vessels and junk food as visually expression.

Through the concept conveying, audiences can realise that when you ate junk food, the junk will become a part of your body.

In my event, that provides posters/social media for promotion, its design concept can focus on telling people the seriousness of dining out and how its health potential risks are close to your life, reminds people pay attention on considering meals.

Expo Milano 2015 - Future Food District

Case Studies

The interactive screens detected what food are consumers taking, it will show the general information and provide 5 infographics to tell consumer behind story of the food, including: nutrition intakes, calories, provider and origin etc.

Extend the sustainability of the education is better to promote a eating habit as a trend.

In my project, there should be open and transparent to tell the food origin and production process, educating general public to realise the truth of food before eating, avoiding eat untrustworthy food, let this habit extends to the next generation.

Jim Wong - Voice of Good Morning

Case Studies

A infographic book about Good Design s designer Jim Wong, how he delimits the definition of Morning , the booklet presented in a fun and bold way, through interpreting information about trivial things on morning.

About my storytelling strategy, its information contents should be intimate to target audiences lives. For the results, it can raise people s infectious enthusiasm and arouse their curiosity, get to know about the knowledge in a memorable way.

Conclusion

There is opportunity to hold a educational event for Tertiary students and White-collar workers, to deeply learning food education and popularise healthy diet habits to raise their diet awareness. The design can provide a fun and interactive social event to the client.

Event Social media promotion Workshop Publication(booklet, poster) Exhibition

The design direction is through holding the event to educate the target audience to know the truth of the food and behind health potential risks. Its expectation is let eating out people pay attention on diet awareness after deeply know about the food education, popularising carry out people s own healthy lifestyle as a trend.

Thank you.