Design Thinking for a Restaurant - Essay Example

? DESIGN THINKING FOR A RESTAURANT here] of [Due paper What is Design Thinking? Before going into to discussthe strategic importance and benefits of design thinking for a small hospitality company, let us get a better understanding of what design thinking and innovation actually is. Design thinking is basically a process of modifying the business processes in such a way that they create new opportunities which a company can use to improve business productivity and profitability. Design thinking closely related to the concept of innovation which means coming up with new ideas that can be used to improve business productivity and efficiency. In case of manufacturing or production, design thinking is a process of generating new ideas regarding a product or a service and then taking required steps for the implementation of those ideas in the product development process. Design thinking relates to the concept of innovation in that both of them are aimed towards putting some new ideas into practice which can improve the business of the company. If, in a market, a product is introduced which was not available before in the market, that product is considered an innovative product with innovative design and functionality that never existed before. Some of the main features of design thinking in organizations include modification of business processes to make them adaptable to the changed business environment, use of latest technology to create new products, and modernization of ideas In this paper, we will discuss the impact of design thinking on the strategic performance of company. The paper will include information on the benefits of design thinking for companies, as well as the way design thinking and innovation can be used by a hospitality company to achieve competitive advantage in market. 2. How Competitive Advantage can be achieved through Design Thinking? Design thinking helps companies achieve competitive advantage in market. In today’s world of intense competition, only those companies achieve their goals which base their business strategies on innovation and design thinking. “Innovation is the lifeblood of any organization” (Reavis 2009). This statement shows that without creative thinking, an organization cannot meet its objectives particularly in highly competitive business markets. McCallum (2010) states “creativity is important, particularly in business to remain competitive, to provide opportunities for staff and to create a fulfilling environment which has no constraints on free thinking”. To achieve competitive advantage, innovation and design thinking are not only required in the product manufacturing processes but also in processes and organizational culture. Stressing on the need for innovation and design thinking, Hunt (2007) states “a company cannot exist and develop without innovation technologies in the modern competitive world”. Observation and logical thinking is the central point for design thinking. Design thinking also improves decision making and problem solving skills, as well as integrates the use of Blue Ocean strategy which is considered necessary for bringing improvement in the business performance and achieving competitive advantage. Design thinkers create and consider a wide range of options to come up with some particular decision regarding process change. They basically work to add some unique and inspiring features to products so that they become attractive for customers. It is a fact that customers drive the company towards competitive advantage. The more the customers of a company will have, more will be the chance for the company to achieve competitive edge in the market. Talking about the role of design thinking and innovation in achieving the goals of competitive advantage for companies, Berkun (2007, p.140) states “the innovation earns you money, is enjoyable to work on, or solves the problem that interests you”. According to Chesbrough (2003), no organization can achieve market domination without bringing in new and advanced technologies that can speed up the business processes, as well as increase the demand of products in market. In the same context, Dodgson (2000) found that the use of design thinking in the development of products and services is one of the main essentials of success for innovative organizations. Innovation or design thinking is necessary in not only business activities but also in management styles of any organization (Hipple 2005). 3. Chosen Organization The name of the company chosen for discussion of design thinking and innovation is Greenwood Cuisine located in Bradford. The restaurant specializes in making delicious pastas, such as, Fettuccine Carbonara, Melrose pesto, Cheese Ravioli, and Rigatoni Special. I have chosen this company because it is new in the hospitality industry and needs some guidance in design thinking concept to grow and expand its business. Greenwood Cuisine is a small restaurant which started its business ten months ago and is still in the process of business development. Currently, the restaurant is working on the development of a fully functional and informative website which can work as a promotional tool for the restaurant. The structural design of the restaurant is based on the concept of innovation. Some design thinking has already been used in the decoration and structuring of the restaurant. There are two big halls for dining purposes. The halls are beautifully decorated using big wallpapers and artworks. Moreover, the ambiance and overall service of the restaurant is remarkable which definitely will play a considerable role in the forecasted success of the restaurant. Let us now discuss some of the main benefits that design thinking can provide to the restaurant. 4. Expected Benefits of Design Thinking for the Restaurant Innovation in all aspects of the business operations of Greenwood Cuisine would enable the restaurant to develop a name in the hospitality industry. It is due to the design thinking approach of the management and all employees of the restaurant that it has already started to gain attention of a large number of customers from Bradford and nearby areas. The goal of achieving success in hospitality industry can only be achieved through exploring and using creative and innovative ideas regarding business processes, which include everything ranging from service to food and beverages. Design thinking would help the company increase its market share and achieve competitive advantage in the food industry of Bradford and nearby cities. Some other benefits that design thinking would help the restaurant achieve include innovation in business processes, improved problem solving skills, improved brand image, increased efficiency of business processes, improved customer reach, and holistic thinking. 5. Some Design Thinking Ideas for the Restaurant Let us now discuss some of the main design thinking ideas that can increase the business of Greenwood Cuisine. First, the restaurant should make sure the provision of a wide range of food choices to customers such as a variety of appetizers, salads, and pastas.  The food and beverages department is doing well in this regard. Some of the main appetizers being offered on daily menu to the customers include Calamari Fritti,Gamberoni Fritti, Mozzarella Sticks, Italian Wings, and Bruschetta al Pomodoro. However, a negative aspect here is that sometimes a shortage of meal during peak times. The managers need to take possible measures to make every appetizer available to the customers during peak hours. Another negative aspect of the restaurant is that of its less parking space. Customers usually do not get an appropriate parking space during peak hours due to which many customers go to other restaurants which offer them spacious parking space. Design thinkers need to work on this issue in order to stop the shift of valuable customers to other restaurants. Moreover, the restaurant should also hire chefs who should be able to prepare dishes according to the demands of people living in the area. The reason is that Bradford is a city where people from almost all cultural backgrounds live. Therefore, providing them with food which they like to eat will be an effective design thinking approach by the restaurant to attract more customers. 6. How Design Thinking can be used for Growth/Expansion/Promotion? Design thinking can be used a key tool by the restaurant to increase its business and become a famous hospitality company in a short span of time. Design thinking plays a valuable role in business expansion and growth. It also serves as a promotional tool for companies. For Greenwood Cuisine, structural innovation can be a key factor in increasing its business. The restaurant should come up with an innovative business approach to get a unique space in the hospitality industry. For example, being a Bradford-based company which is a multicultural city, preparation of culture-specific foods can really help the restaurant in attracting more customers and eventually increasing its customer base which is the key towards quick business growth. Design thinking adds to the value of a company which can be used as a supporting element in the expansion of business. Using the concept of design thinking, the management of the restaurant can also build innovation capabilities which are required for a company to grow their businesses in today’s world of competition. Innovation is required in every aspect of a business. The restaurant can use innovation in structural design, website design, marketing and advertising, food and beverages preparation, and in the customer service department to grow its business and expand it to other cities of the United Kingdom. References Berkun, S 2007, The Myths of Innovation, O’Rielly Media, Sebastopol. Cherbourg, H 2003, Open Innovation: The New Imperative for Creating and Profiting from Technology, Harvard Business Press, Massachusetts. Dodgson, M 2000, The Management of Technological Innovation: An International and Strategic Approach, Oxford University press, New York. Hippel, E 2005, Democrizing Innovation, The MIT Press, London. Hunt, O 2007, Innovation and Porter’s Five Forces Theory, viewed 05 December 2013, McCallum, L 2010, Innovation - 6 Steps to Innovation and Creativity, viewed 05 December 2013, Reavis, D 2009, Innovation Definition - The Four Requirements For Innovation, viewed 05 December 2013, Read More