This study has two major purposes: (1) to investigate and demonstrate the application of service design process and methodology in a project with a culinary entrepreneur, and (2) to design (synthesize) a concept based on the culinary entrepreneur’s request and process’ investigation and analysis.

The problem statement for this study is formulated as, “How might Service System Design shape a food experience that expresses culinary entrepreneur’s values?”

The empirical part of this study is conducted in the period between February 2015 to May 2015. Data for this study were obtained in Geneva, Switzerland, by the help of local participants, and the contributors from Aalborg University (AAU).

The thesis is divided in two sections: (1) a product report which presents a hypothesis which answers to the problem statement, (2) a process report which argues and supports the hypothesis in the product report by demonstrating a set of methods which spans from qualitative research to service prototyping.