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Task Description:
This assignment requires you to evaluate one selected Food and Beverage (F&B) provider, and create ideas and solutions to address the problem(s) to improve its consumer-product relationship. The F&B provider can range from a restaurant, a café or bar, or executive lounge that offers F&B services.
Final deliverable: You are required to write an Evaluation and Design Report (3500-word including references) to identify the problem(s) of the selected F&B provider and provide relevent recommendations. You should position yourself as a service experience designer, and recommend an updated F&B experience in your design proposal.
Steps:
1. Select one F&B provider (this is not limited to the Great Brisbane region). Maybe consider one provider that you can physically visit (but not compulsory).
2. Collect both the first-hand and second-hand data to comprehensively evaluate the F&B experiences. First-hand data can include pictures you take during a visit to your selected F&B provider, interviews with its customers, owner and/or employees, or your on-site observational notes while eating and drinking in this place. Second-hand data can include industry reports, blogs, online reviews, video documentaries, media coverage, and other social media posts and comments. (Examples are discussed in class).
3. Analyse the context of the selected F&B provider (i.e., its cultural, social, historical and commercial background), customers’ socio-psychological needs and expectations, and evaluate the F&B expereices. You are expected to analyse the first- and seond-hand data (e.g., customers’ online review of your selected F&B provider, interviews or a short survey). Your evaluation should apply the Five Aspects Meal Model (FAMM), socio-cultural and psychological theories as well as design thinking that we discuss in this course to help frame and guide the analysis.
3. Identify and discuss the problem(s) related to F&B experiences. You are required to critically evaluate its consumer-product relationship, and discuss both the positive and negative aspects of the F&B experiences.
4. (Re)design the F&B experience with justification. This design part should include an overview of your design, a clear link to literature, and the method of delivery. You are strongly encouraged to provide additional materials to support the design (such as menus, product information sheets, pictures or graphs). It is also important to touch upon the practical dimensions of their F&B product, venue (servicescape), menu design, pricing, and hygiene considerations if relevant.
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