Food Delivery Services

ISBN 1861 94 10 72 2004 Cranfield University Food Delivery Solutions First edition: March 2004

Cranfield University Cranfield Bedfordshire MK43 0AL UK

Edited by: F. Jégou, P. Joore

Editorial coordination: Andrew Burns

Graphic design: François Jégou Giovanni Scarzella Giuditta Gentile

Printing: Oscar Press, Milton Keynes, UK Special thanks to Graham Jones

The named authors of each chapter in this book retain the copyright for their work. No part of this publication may be reproduced, stored in a retrieval system or transmitted in any form or by any means, electronic, mechanical, photocopying, recording or otherwise, without prior permission of the named copyright holder. Food Delivery Solutions Cases of solution oriented partnership Edited by: F. Jégou, P. Joore

Authors : Ezio Manzini François Jégou Peter Joore Helma Luiten Lucia Rampino Pia Valota Simona Rocchi Christina Lindsay Erik Indekeu Anna Meroni Gabriele Cervetta Alessio Marchesi Menno Marien Laura Vidal Joanna Lambert Tom van der Horst

European Commision “GROWTH Programme” Research Project HiCS, Higly Customerised Solutions (HiCS) Solution-oriented design, production and delivery systems, N° GRD1-2000-25516 PART ONE_INTRODUCTION

Solution Oriented Partnership: introduction Ezio Manzini

“Food Delivery Solutions” is the second of a of products and services, delivered in a highly series of two books both issued from the HiCS effective way by a network of local and global European research project. HiCS standing for partners and able to address specifically each “Highly Customerised Solutions” involving given user in its given context. A complete a network of sixteen universities, research toolbox and a network of Solutions Centres centres and companies from seven European acting as facilitators for companies willing to countries, all active during three years of an develop industrial sustainable solutions are action-research process. presented. The aim of this process was to develop, and experiment with, an original methodology “Food Delivery Solutions”, the second of the that facilitates a network of partners to two books, shows the three Partners Based conceive and develop industrialised, sustainable Solutions projects developed in Spain, Italy solutions. and Belgium/The Netherlands. They express “Solution Oriented Partnership”, the the results obtained by the implementation first of the two books, presents the overall line of the research in continuous dialogue methodology to develop sustainable systems with the developing methodology.

4/5 PART ONE_INTRODUCTION

tno cranfield university philips duni design dalt

politecnico di milano biologica

ineti cdn acu

I.1 Initial consortium partners PA RT O N E _ I N T RO D U C T I O N

The focus her e is on the food sector and particularly on contexts-of-use wher e people demonstrate v arious difficulties in ha ving daily access to appr opriate meals. Ther efor e r eaders will find in this book, pr ojects of food deli v ery and original w a ys to organise an ar chitectur e of partners ab le to pr o vide flexib les ans w ers to the mark et. But it sho ws also in backgr ound the methodolo gy and tools applied b y the ne wly gr o wn Solution Centr es a v ailab le to catalyse sustainab le and efficient partnerships in an y other need ar ea.

Both books could be r ead separately, b ut it is better to r ead them in parallel, jumping back and forth fr om the methodolo gy and tools to the r esulting pr ojects, picturing (and mirr oring) in a w a y the all action-r ese ar ch pr ocess follo w ed b y the authors.

6/7 PART ONE_INTRODUCTION Table of content

Introduction pag 4 Solution Oriented Partner ship: introduction/Ezio Manzini - © Politecnico di Milano pag 8 Introduction/François Jégou, Peter Joore - © Politecnico di Milano

Backg round pag 12 Food deliver y ser vices/Helma Luiten, Peter Joore, Lucia Rampino - © TNO pag 20 Social innovation and reduced access to food/ Pia Valota - © Pia Valota pag 28 Context-of-use/Chr istina Lindsay & Simona Rocchi - © Koninklijke Philips Electronics N.V.

Solutions pag 36 DUNIchef/Er ik Indekeu - © Er ik Indekeu pag 60 La Fiambrera/Joanna Lamber t, Laura Vidal and Menno Mar ien - © CDN International pag 84 Punto X/Anna Meroni, with Gabr iele Cer vetta and Alessio Marc hesi - © Politecnico di Milano

Transver sal analysis pag 108 User issues/François Jégou - © Politecnico di Milano pag 114 Industrial Issues/Peter Joore - © TNO

Conclusions pag 120 Solution Oriented Partner ships and Solution Centres/Tom van der Horst - © TNO PART ONE_INTRODUCTION Generale Introduction François Jégou, Peter Joore

Food Delivery Solutions, focuses on the needs - contextualised solutions that are focused of people with reduced access to food and on a specific user in a specific context, and presents three original industrial solutions to can be adapted to fit other related contexts face them. The Solution Oriented Partnership of use. approach used to develop it focuses on four - sustainable solutions that are both key-objectives that this approach aims at profitable for companies and beneficial achieving: for society. - solution oriented partnerships, combining The book contains three main parts. The stakeholders that would normally not ‘backgrounds’ section gives an overview of work together like profit and non-profit the current situation of reduced access to organisations, multinationals and SME’s, food: What is the state-of-the-art in terms global and local players. of food delivery services currently available - industrialised solutions based on a on the market? What could be learned global platform of products, services and from remarkable cases of spontaneous social knowledge combined with specific local innovation and mutual help around food solution elements. access? How can an approach that thinks in

8/9 PART ONE_INTRODUCTION terms of contexts-of-use overcome classical The concluding chapter, Solution Oriented marketing segmentation when focusing on Partnership and Solution Centres draws people with reduced mobility and physical the lessons learned during three years of handicaps? dialogue between scientific research and the The core ‘solution’ section shows the implementation of the industrial projects in experience of three Solution Oriented the food sector. This chapter also shows the Partnerships developed during an action- perspective of Solution Centres developing research process. Punto X in Italy focuses on new Partner Based Solutions in other areas, the availability of organic food in contexts applying the experience and know-how where it was not available before. La Fiambrera acquired during the Solution Oriented in Spain proposes original synergies between Partnership project. social assistance and business area’s. DuniChef in Belgium and the Netherlands shows a service able to offer personalization of meals served in large institutions. The final ‘transversal analysis’ section compares the three parallel experiences. User issues takes a look at the resulting solutions and the benefits in terms of flexibility to different contexts-of-use, quality of food provided and social sustainability. Industrial issues focuses on the organisation of the solutions and the benefits companies and institutional partners can gain from these new solution architectures. PART TWO_BACKGROUND

Background e na bl ing

Sh o p pi n g Non typical d el ivery initiatives B ofrost services… O din bag AlAlbertb er t HomeHom e Delivery S tasserano nesco

V olendo ed

is al

or tr

Zeit S prung k Ro o m S ervice Delive ries

Milan o Ristoraz ione cen Milan oa tavola T afelje-dek-je Meals-on - Fast -fo o d and w heels restaur an t d el ivery… services… P ronto p izza

r el ie ving

II.1 Food delivery services PART TWO_BACKGROUND

Restricted entry Food delivery services requirements Helma Luiten, Peter Joore, Lucia Rampino Since a regular home- delivery of ready-to-eat meals is an expensive service, meals-on-wheels are often subsidised by a social institution. The result is that, in order to access the service, there is the Introduction to perform a certain function better, or with need for well defined Among existing food delivery services, many less effort. In the food-delivery field, this is entry requirements. For example, the service are already beneficial in reaching people with translated in the home-delivery of ingredients Tafeltje-dek-je is not reduced access to food. Before proposing for meal preparation. available for everybody new ones, it is important to briefly analyse Relieving services deliver solutions to the who wants a (hot) meal served at home. In a selection of services that are already on individuals with the least user effort, taking general you have to be the market, in order to learn from them, so the work out of the users hands. In the food an elderly person and gaining useful indications for developing new delivery fields, this means that the meal is you have to be in need for this service. In only solutions. prepared and cooked elsewhere and when it is a few cases exceptions The analysed food delivery cases exemplify delivered it is ready to be consumed. are made, but everyone who wants to subscribe two different types of service and two different In addition to the two different models of is screened first. This has models for offering a service. offering a service, a distinction can be made in to do with the subsidies Regarding the service type, a distinction can be the set up of the organisation that delivers the and volunteers that are involved. The result made in services that enable or relieve people. service, which can either have a centralised or is a stigmatising image: Enabling services permit individuals to use at a network structure. In a network organisation, elderly see it as the last solution before entering best their personal resources, giving them tools a group of players is connected to deliver a an elderly care institute.

12/13 “ I ’ m not able to cook anymore… ”

II.2 Food delivery services PART TWO_BACKGROUND certain service, while staying independent and and big distribution chains. For instance in the equal in relationship. In a centralised structure Netherlands, the Albert service offers home one main player manages most of the elements delivery from four different shops: Albert Heijn No acquaintance with this service system of a service, often delivering its own products (a supermarket), Etos (a drug-store), Gall&Gall The constraints for and centralising almost everything under its (a liquor store) and Deli XL (for lunches and reaching a really broad own management, creating more hierarchical economy-sized packs). The user pays the same audience for several food-delivery service s is relationships. prices as in the stores, adding seven Euro for the lack A graph has been used to place all the the delivery. It is classified as centralised because of acquaintance with the the shops involved all belong to Ahold, the service. A good example is analysed examples of existing food-delivery the Odin service, which services, according to their service type multinational mother organisation. Another is distributed by health (enabling-relieving) and organisational model example of an enabling and centralised service and reform shops. The se shops are still mainly (centralised-networked). Below, the essence is the frozen food home delivery service from visited by a select g roup of the examples is described. The examples Bofrost. Both frozen ingredients and frozen of people. And these shops are grouped according to the quadrant of meals can be ordered. It is present in twelve are not to be found in every city and village. the graph to which they belong: enabling- European countries. Ordering can both be Although this kind of centralised services, relieving–centralised done by internet and telephone. service makes organic food more easily available services, relieving-networked services and Key problems of a service that offers the and more attractive enabling-networked services. home-delivery of food shopping is that the to a broader target user still has to prepare their own meal. g roup, a vast majority Examples of food-delivery services of the people have still Furthermore, on-line ordering can be a never heard of it. Could Enabling-centralised services technical barrier, especially for elderly users. this service also be offered by well-known These kinds of services, that offer the home- supermarkets and would delivery of food shopping goods, exist in many Relieving-centralised services this enlarge the number of subscriber s? forms. They are usually offered from medium In this area we find all the services of regular

14/15 “Which vegetables are we Going to eat this wee k?”

II.3 Food delivery services PART TWO_BACKGROUND home delivery of ready to eat meals handled Furthermore, these services are on an average Constraints of cur rent Food locally by food companies and/or social quite expensive, so that they are affordable for delivery ser vices: The examples shown services: the so called meals-on-wheels market. the majority of the users only when subsidised in this chapter have In almost all European countries a meals-on- by a social institution. both strong and weak points. Some wheels service is available, usually delivering important constraints hot meals to elderly people. Generally, behind Relieving-networked services for their availability and application to a the system there is one organisation per city In this area are included all the chain delivery really broad audience with one kitchen that prepares meals and initiatives and gastronomic catering (from are, among other s: organises the total service. Often volunteers pizza-delivery to high-standard catering). In technolog ical barrier s, restricted e ntry are involved to deliver the meals to the people. many major European cities, on-line services requirements and lack of In most cases meals are offered hot, so the time have recently become available that offer acquaintance with the specific service. of eating depends on the time it is delivered. courses delivered at home using a network Tec hnological constraints: of local existing restaurants. In addition All on-line service s (like Roomservice.co.uk, Examples are Tafeltje-dek-je in the to this, these on-line services offer other Milanoatavola.it, Netherlands and MilanoRistorazione in Italy. facilities, such as lunches delivered at offices, Volendo.com and the Recently, cool-fresh meals, that can be stored rental of a chef who prepares meals at the Albe rt service) are in principle available for in the refrigerator, or frozen meals, that have client’s house, catering services, wines and a large audience, via to be heated in the microwave, are delivered CD shopping, laundry services and so on. the internet. But the internet and handling a (for the latter, the German Zeitsprung service Examples are Roomservice.co.uk in London computer is, at the same is an example). These services make it easier and Milanoatavola.it in Milan. Since these time, a constraint in for elderly people to continue living alone. services are designed for occasional use, they really addressing all the people that may want to However, often the food is not considered are expensive if used on a long-term basis. make use of meal service s very tasty, the user lacks real choice and meals Furthermore they are considered rather at home. This technology is still a barrier for a must be ordered a long time in advance. negatively in terms of sustainability. lot of elderly.

16/17 “Which restaurant do we invite round tonight?”

II.4 Food delivery services PART TWO_BACKGROUND

Enabling-networked this classification has to be handled with care. This kind of services deliver s meals’ ingredients Some relieving services are in certain cases the using a local network of supplier s. In this area best solution, such as those for elderly people there are no big cluster s of existing solutions that cannot cook or patients in a hospital. but, by essence, single atypical initiatives. An But in general, Partner Based Solutions aim example is the Dutch service Odin, which at enabling people and at solutions that are offer s a weekly package of organic vegetables offered by partner s in a network, so offering and fruits together with recipes, by subscription. great potential. Odin made cultivation agreements with 60 organic grower s, by which these grower s are assured of sales. Another example is the Italian home delivery service ‘Volendo.com’, which offer s on-line shopping from a broad variety of shops. A key problem related to these type of services is the possibility to replicate them on a large scale.

Analysis of the existing solutions The food-delivery services analysed shows that networked-based organisations tend to be more flexible and adaptable to different contexts than centralised ones and that enabling solutions are more promising in terms of social and environmental sustainability. Of cour se

18/19 eat in = d eli v ery

I I . 5 Social innov ation and r educed access to food PART TWO_BACKGROUND

Art Factory (previous page) Social innovation and reduced access to food In a home delivery by Art Pia Valota Factory nice pottery dishes containing the meals and steel cutlery are supplied wrapped in paper napkins; small individual portions of salt, pepper, olive oil and any other appropriate seasoning are provided. Existing solutions for people with reduced sustainable and effective - though economic The restaurant will access to food have been explored by the - solutions were reached by integrating private not only bring the tray to the client’s home, HiCS project. Many of them, such as the so- and social goals. As for numberless similar cases, but eventually return called meals-on-wheels or elderly being helped their reason for success is in considering the and take back the dirty by neighbours, are very similar and widespread opportunities for overall economies: which dishes. No additional costs across Europe as a way to let people stay at may only be done by a strict relation to one’s are set on a meal home home, avoiding admission to institutions as own context. delivery in comparison far as possible. In such cases, the cost of the with what clients pay for the same meal when delivery service is not stated or externalised, In the restaurant sector, family logic is often consumed in the Art since it is provided for on a voluntary basis. the reason for a business to be successful and Factory restaurant. Comunità Alloggio PAT: In normal business, on the contrary, such costs to persist in a given place; this is especially Shopping is a competent need to be taken into consideration and they true in Italy, where family links often support activity where a person’s are important: often being up to three times economics - as different as the adopted self-esteem may be improved upon, in spite of as much as the food cost itself, even in some strategies may be. their important physical institutional solutions. Art Factory shows the case where three handicap. A feeling of normality A few cases are briefy illustrated here, where brothers from Sardinia came to Milano, is reached in the

20/21 ins titu tio n = ho me

I I . 6 Social innov ation and r educed access to food PART TWO_BACKGROUND separately got experience in the restaurant in time to survive in a changing commercial d ep en d en ts c o mm u nity, b y discussin g an d d ecidin g sector, then gathered together to start up a environment: they became a gastronomy shop, o n fo o d issu es a s usua lly common enterprise. Kinship is used to improve then a snack bar in the Eighties, and at present happ ens in a family. Each member c o n tr ib u t es stability and to minimize transaction costs, so the very food production place for a catering to pr epar in g mea ls in t he lar ge , luxu r io us kit chen helping the business to quickly expand: the service that would serve bars and offices, t hat is b ackin g t heir initial bar was enlarged to a restaurant, and or provide even 1.600 meals for an event. acti vity : t he kit chen wa s es p ecia lly eq uipp ed , soon after a second bar was opened in another Flexibility and physical nearness to the clients takin g car e t hat man y differ en t han dicaps part of town. Visibility and being trendy are lower the delivery service to little more than n eed ed to be me t, b y their main assets, at the same time an unusual the normal cost of meals, so making their offer d o natio ns fr o m a n u mber o f c o mpanies t he manager care for their clients, who are offered luxurious economically competitive. c o n tact ed . home delivery without increase in price. In Il Labor atorio: Han dicap will n o r ma lly proportion to their whole business turn-over Not only a family, but a group in a community affect jus t a part o f o n e’s abilities: to ta lly that service is minor, so that its additional costs having a strong common commitment may s egr egatin g a p erso n may in fact be shared among all clients. build up a persistent business, that would becaus e o f t heir illn ess may wo rs en t heir Salomé, contrarily, illustrates a local family’s expand in capacity to meet local needs and c o n ditio n an d d epr i v e t he c o mm u nity o f conscious will to keep in place, united from desires. so me us efu l help. A generation to generation. That goal is attained Such is the case of the Cooperativa Famiglie su c cess fu l t herap eu tica l pr o gramme fo cus ed o n by involving all members in the business activity Lavoratori: thirty years ago, a small group of fo o d pr eparatio n b y men ta l patien ts wa s as well as in reciprocal care roles. Though from socially–oriented friends set up a purchase o r ganis ed , b o t h fo r t he the outside their shop may be mistaken for a group, and by now they rule a large selling in t er na l day-hos pita l pu r pos e an d a s a way to small food shop in decay, their choice only point. Originnally, a garage was their low er t he di vid e wit h appears to be economically unrewarding. In warehouse and delivery was made through t he ex t er na l wo rld: patien ts at wo rk in t he reality, those same rooms where salami and one’s own car. Even though at present they are cat er in g c o o p erati v e ar e in dis tin guis hab l e fr o m cheese were sold in the Twenties, were adapted being asked (from outside the cooperative) to o t her wo rk ers .

22/23 disab l ed = n o t disab l ed

I I .7 Social innov ation and r educed access to food PART TWO_BACKGROUND further expand and rule other shops, they want health unit whose mission is to take daytime Cooper ativa F amiglie Lav or atori: to cling to their original scope: continually care of mentally severely disordered patients. In a c o o p erati v e , members improve products’ quality (for instance, a large The structure’s therapeutic philosophy is that ar e b o t h “clien ts” an d range of ethnic and organic food is available) no difference should be set, between “normal” “s har eho ld ers”, b u t a ll wo u ld-be pr ofits and provide to the cooperative’s members people and the patients, with regards to any m us t be plo ughed b ack an evolving set of collateral services. Store function both of them are able to carry on fo r so cia l pu r pos es . CFL members lik e to loyalty overcame even a nearby hard discount’s alike. Making people re-gain dignity and discuss n e w initiati v es competition: a real success, in a non-affluent autonomy, as far as possible, is the neuro- t he y may impl emen t wit h su ch m o n e y, an d situation. psychiatrist’s commitment. Therefore, both d ecid e o n t he b a sis the volunteers and some of the unit’s guests b o t h o f members’ an d t he lar ger c o mm u nity’s Where an institutional framework is participate in a food delivery service for mental sugges tio ns an d n eeds . unavoidable, excellence of the service – from disordered people at home: the mental health The c o o p erati v e s to r e ha s d edicat ed s paces fo r the users’ point of view - seems to be in of the giver and the receiver is improved by so cia l acti vities: proportion with the efforts managers to the equal, respectful relationship and adequate - in t he s ho p its elf, a c o r n er is pr ovid ed wit h de-istitutionalize it, at least in the clients’ nutrition is assured to people that otherwise ar m-chairs an d a tab l e , perception. would have often exchanged restaurant tickets so t hat p eo pl e may s tay Besides bureaucracy, a weak point of (formerly provided to them by the public chattin g to ge t her. - s eparat ely fr o m t he institutional solutions are the asymmetrical assistance) for cigarettes. Moreover, the meal s ho p, a lar ge mee tin g relations between inside-outside and itself, as all meals that may be eaten in the “Il r o o m is availab l e fo r so cia l acti vity, an d t hr ee operators-patients, possibly inherited from a Laboratorio” community, is jointly prepared by s ma ll r o o ms ar e us ed a s charities’ long-lasting tradition. A remarkable the patients and the unit’s professionals. Over cla ss r o o ms fo r t eachin g: differ en t lan guage case, where asymmetry was successfully a 30 years period the cooking activity, that c o u rs es ar e o ffer ed , overcome, is to be found among the many initially was only internal and mostly meant fo r ins tan ce , mat chin g members’ capabilities an d initiatives of Il Laboratorio, a small public for therapeutic support became mixed up with d esir es .

24/25 s ho ppin g = bein g part o f t he c o mm u nity

I I .8 Social innov ation and r educed access to food PART TWO_BACKGROUND

“the exterior”, as public cooking courses were order to match the meals that are desired with hosted inside that structure, with some of the dietetic requirements; some of the residents go patients getting a diploma, and an independent shopping, accompanied: one will specialize in co-operative for catering was created. Now, a vegetables, the other one in frozen food, etc.; number of events and marriages address the all of them help with the meal preparation, cooperative’s services: on purpose, and not following their capacity. Birthdays are especially because of low costs. celebrated, so increasing personal knowledge and links among them. An astonishingly Comunità Alloggio is a small unit within an “normal” atmosphere is the result, that was important historical charity. Ten people having reached at costs that are equivalent to usual very important physical handicaps may be hospitalization of this kind of people. hosted in it, and all sorts of medical care and assistance are provided. What is really special, though, is the way it is ruled by its manager – who happens to be a psychologist with a family tradition in volunteer services. He soon undertook to improve the assisted people’s moral attitude, that was - quite understandably - highly depressed. In this case also, encouragement towards non-medical activities and especially entrusting the disabled group with full responsibility for food was a key for success. The residents therefore set in turn their weekly menu, that is long discussed in

26 /27 context-of-use

II.9 Context-of-use PART TWO_BACKGROUND

Context-of-use Christina Lindsay, Simona Rocchi The image shows a possible way of representing the links between a particular context-of-use and its potential solutions, illustrating issues, actors and activities. This section provides an overview of an temporary, conditions but also more generally investigation carried out on people’s needs to limitations due to specific context conditions This example is from the Italian SOP. and problems in relation to ‘access’ to food, that reduce some expected performance. The The urban area is in order to gain real-life-information to be analysis focused on an understanding of specific the Bovisa, in Milan used as valuable input for the creation of new contexts-of-use: local socio-cultural and (Italy), characterised or better solutions than the current ones. The physical environments in which users interact by the presence of a very heterogeneous theory of this investigation has been addressed with products and services related to food. population (university in book one ‘Solution-oriented partnerships’, How we investigated the context-of-use students, elderly, especially in the chapters ‘Users in Contexts- The research partners adopted a repeatable craftsmen and workers). of-use’ and ‘Contexts-of-use Co-research and flexible approach able to combine the This is due to recent deep social and productive methodology’. benefits of short-term traditional consumer transformations, and The context-of-use research techniques with new medium/ by the consequent The fieldwork targeted ‘people in contexts of long-term investigation methods. The study inadequateness of everyday life reduced access to food’ in phases of shopping/ was conducted by a multidisciplinary team infrastructures. delivery, preparation and consumption. The composed of consumer researchers and Therefore Bovisa can be meaning of reduced access not only refers designers, and often including the users. assumed to be an area to people’s physical or mental, permanent or with a particular social relevance.

28/29 II.10 Context-of-use PART TWO_BACKGROUND

Selection of the Contexts-of-use in two ways: using the ‘food cycle’ elements Initial hypotheses of contexts-of-use were of shopping/delivery, preparation and selected on the basis of the following consumption; and using the socio-cultural, orientation criteria: geographical restrictions physical and psychological components (physical access to food for users); social of the context-of-use. This enabled us to relevance (under-served societal groups); identify six critical, often overlapping, issues The image is a collage of market opportunities (unsatisfied, hidden, that appeared, in various forms and at various photos from many of the emerging needs); and food quality limitations times, in different contexts-of-use. Knowledge contexts-of-use, taken by the researchers, the (limited access to fresh and healthy food). includes not knowing where to buy food designers and the users Some examples locally, how to prepare healthy food, how to themselves. The investigations, spread all around Europe budget for food etc. Experience deals with (Italy, Spain, U.K. and the Netherlands) covered both the negative and positive experiences of The collage illustrates many aspects of people’s contexts-of-use which included elderly, disabled interactions with food, such as the experiences everyday life in relation and blind people at home and in community/ of eating alone or in a group, or having to eat to access to food. health-care centres, students at home and at set times. Timing is often related to a lack of Sometimes, similar situations and issues in student-houses, immigrants at home and control over choosing when to eat or shop. It arose in different ways in commercial spaces, people in hotels, etc.. can also refer to planning and budgeting needs. in different contexts- In total, at this initial stage of the fieldwork, Variety and choice can refer to both a lack of of-use. 42 pilot cases were addressed. Expanding on choice or of too much choice, leading to an For example, lack of these case studies, further contexts-of-use were overload of information. Shopping/delivery knowledge on where to explored in the implementation phase: relates primarily to physical access, perhaps in buy food was a problem · people in the urban area of Bovisa in Milan; reaching the shops or carrying the groceries for immigrants at home, · users of the Rubí Social Services in Barcelona; home, but also to appliances to cook the food and lack of knowledge on how to prepare food · people in hospitals in Belgium and The or to chosen dining places. Quality refers to the created difficulties for Netherlands. quality of the food and includes such elements both the elderly and Analysis We analysed the research findings as taste, freshness and appropriateness (diet or students.

30/31 II.11 Context-of-use PART TWO_BACKGROUND cultural), as well as invoking a trust such as that documenting users’ interactions with local The image shows one way of presenting the found in certified organic foods. products and services helped us in figuring out findings of the contexts- Translation in the Solution Oriented the players involved in the current available of-use investigation. For each individual Partnership methodology answers, but also those less visible, or even person, the card The outcomes of this study have provided missed, players that can assume an important introduces an overview informative and inspirational inputs for role in the promotion of new solutions.); of his or her life in relation to food, and several creative workshops for concepts · the creation of a consensus on the highlights the most generation and scenarios building. Designers, strategic direction to be undertaken and important problems or the most significant together with the business, used the findings the role and the responsibilities to be issues encountered. to outline the characteristics of potential assumed by the global and local partners The research findings were also presented in solutions identified to answer particular issues: (e.g. the use of story-boards to visualize issues various different ways. issues that often have been recognized across and problems emerging in a specific context- For example, in the first Belgium-Dutch creative different contexts-of-use, allowing for the of-use helped us in the clarification of the workshop, researchers extension of the potential solutions from one possible realistic and precise activities that role-played stories from the lives of some context to another, therefore solving multiple can be carried out by the different partners users while showing problems. The outcomes have also been to fulfil, at best, the expected performance.). pictures of the problems identified. In the next used for envisioning design scenarios able to Either during the creative process or later workshop, detailed communicate how the potential solutions can in the phase of business evaluation of the information was shared through narratives, resolve people’s current problems, how they concepts, new potential contexts-of-use supported by the cards can be used and which actors are necessary for were recognised for further exploration, and and videos of real-life situations. their implementation. In this perspective, this therefore for the ideation of new concepts Several other approaches information has contributed to: to be considered for the final development of were used in other concept generation · the identification of those local partners sustainable and contextualised solutions. (See sessions and added value necessary for the implementation and part 3, ‘solutions’, for the details concerning by providing real-life the success of specific new global-local each Solution Oriented Partnership). information and problems (see section three business propositions (e.g. maps and videos ‘solutions’).

32/33 II.12 Context-of-use PART THREE_SOLUTIONS

Duni Duni is a Swedish multinational owned by EQT, a private equity g roup. Duni is world market leader in several area’s offering concepts, service s and products with high customer value that e nhance any eating or drinking occasion, whether at home, in a restaurant or while travelling. Worldwide the g roup provides work to 3,6 0 0 people, has net sales of 6 87 million euro (20 02) and has own operations in 30 countries. Duni is perceived as a DuniChef trendsetter willing to spearhead development of new high quality materials, ideas, concepts and creative marketing. Re shaping existing products and concepts does not create more market share. Duni wants to explore new markets by means of concept development in cooperation with strateg ic partner s. Shared vision in combination with partner specific expertise will lead to innovative solutions for existing and new markets, and to Duni becoming a real solution provider. duni: “from packaging producer to meal solution provider”

III.1 DuniChef PART THREE_SOLUTIONS DuniChef Er ik Indekeu Tr ittico Trittico is a young rapidly g rowing Dutch organisation with a strong entrepreneurial culture, still in its pionee ring phase. Main activities are interim- One of the main elements of the Solution specific social or physical limitations (e.g. manageme nt for catering in the care sector, Oriented Partner ship approach is to create elderly) you might find solutions that also catering organisation a network of par tner s, in parallel to the improve the quality of life of people that for projects and events development of the Partner Based Solution. To do not have these limitations (e.g. double- and implementing assembly cooking with know what par tner s are needed to form the incomer s). This is the design-for-all principle. their Log iFoodConcept. solution, one of the fir st steps in the solution The second principle focuses on the Trittico provides work development process is to develop a platform achievement of the highest possible deg ree of to 30 people and has an annual turnover vision, based on in-depth context-of-use per sonalisation with the meal ser vice solution, of 5,5 million Euro research. The goal to develop meal ser vices for the ‘Freedom Of Choice’ vision. (20 02). Trittico shared their knowledge for people with reduced access to food was fur ther This is not only impor tant for the end-user but the co-development focussed by Duni, being the initial par tner and also for the organisation that will implement of a complete meal promoter of the solution. This has resulted in the ser vice. service solution (from portion production two main design concepts: The design-for-all In the DuniChef solution, this vision is realised to table service) going principle and the goal to create freedom of by splitting meals into basic components that further than the choice. can be assembled according the wishes of the Log iFoodConcept and creating more market When looking for solutions for people with end-user s and the system-user s. share in the Benelux.

36/37 trittico: “how to move from hospital catering to restaurant service?”

III.2 DuniChef PART THREE_SOLUTIONS

Creating the initial partnership Narrowing down the context-of-use DuniChef in the hospital As the next step in the Solution Oriented The choice of the new partner further focussed By using the DuniChef solution, health care Partnership approach, several challenging the selection of the specific context-of-use organisations are able contexts-of-use were selected and several more upon which the DuniChef solution is targeted, to offer a meal service where the patient can elaborated solution developed. To illustrate being people in a hospital situation. Hospitals choose their meals one the strength of Duni’s vision, designers made are already a key market for Trittico, and the day in advance. This is an improvement for those sketches of first ideas to show to potential Solution Oriented Partnership approach offers patients that stay in a partners. Trittico a way to further improve their offering. care institute for a short period (less than a week). Using the solution scan tool, explained in the For Duni, this context offers a challenging Another achievement of book ‘Solution Oriented Partnerships’, the new market potential that fits very well into the DuniChef solution partners were screened on their compatibility the selected context of ‘people with reduced is that meals can be served at the time that towards Duni and the match with regards to access to food’. The choice for this specific the patient wants it. the vision developed. context-of-use of people in hospitals is seen as Patients coming from the operation room or a first step in reaching other related contexts patients on a special diet Out of this process, the Dutch firm Trittico like people in elderly homes, and people living may require a different schedule of meal came out as the most suitable partner for the at home but not being able to cook anymore. consumption. All other DuniChef solution, being compatible with users can also benefit Duni’s capabilities, and sharing the ‘Freedom The DuniChef Solution from this possibility. The patient is now able Of Choice’ vision. Based on the initial Freedom Of Choice to choose what he wants The partnership with Trittico again opened vision, combined with the selected context- at the time he wants without creating stress new doors to other partners that could play a of-use focussing on people in hospitals, the for the hospital staff. role in the specific solutions being developed. two partners. Duni and Trittico, have further The hospital can spend more time and money on These companies and their activity will be developed the DuniChef concept into a full its core activities , caring mentioned later. service catering solution. DuniChef presents and curing.

38/39 “only vegetables and two desserts please!”

III.3 DuniChef PART THREE_SOLUTIONS consumer s in health care a wide assor tment of the advantages for the health organisation cool, fresh, ready to heat and ready to eat meal are ver y appealing. All preparation effor ts are components, that can be selected in a highly placed outside of the hospital and taken care flexible manner, and which is offered to the of by the DuniChef organisation. Only the user in an attractive way. Exactly when the heating is done inside the care organisation, so customer wants, the meal can be regenerated a spacious central kitchen with immense staff , and ser ved individually, all within half an hour equipment and f acilities is no longer needed. after ordering the meal. Basically, the consumer A care organisation only needs a cold storage is offered a g reat variety of meal components area with on-line menu ordering and order out of which he or she can make a preferred processing and an organised pantr y per ward combination for each meal, creating a meal equipped with refrigerator and heating system ser vice that you might expect in a restaurant. for the meal components. Using DuniChef , care organisations can Organisational issues offer a meal ser vice in a ver y efficient and DuniChef at home Although the DuniChef DuniChef is a modular concept that fits with flexible way while cutting costs and budgets, solution is designed to current catering methods like intramural achieved reducing floor space, energy, staff , the nee ds of hospitals (in hospital), transmural (independent living ser vices, f acilities and waste management. At and patie nts, the concept is a potential solution within institutes) and extramural (at home) the same time these organisations can meet for other contexts of health care. The concept offer s health care the rapidly chang ing demands and needs of use; such as care and commercial sector, organisations a new variable and flexible meal consumer s who want a g reater variety of e lderly homes, schools catering solution, in which the focus is shifted choice and demand more freedom regarding and self-service cantee ns. away from the production side towards the user the place and moment of consumption, as well Elderly living at home can now live longer side, with a strong focus on the presentation as an improved ser vice level. All together the independently and often of the meal to the user s. At the same time, DuniChef solution enables more attention and require less assistance.

40/41 “next time i should also invite my son!”

III.4 DuniChef PART THREE_SOLUTIONS ser vice for the consumer, without increasing l a ck of ava il a bility of s e rvice s a nd f a c ilit ie s . DuniChef pac kaging A cardboard cassette budget. T he y d e m a nd b e t t e r s e rvice s a nd f a c ilit ie s , i f at the back of the tray p o s s i ble p e r s on ali s e d . W it h r e g a r d s t o foo d is filled with most of the meal portions Changing food services in health care c a t e ri n g t he c u s t omer w a nt s q u ality foo d of and is labe lled with To under stand the advantages of the DuniChef h i s choice, s e rved pr ope r l y a nd w a rm a t t he the patie nt’s per sonal data. The additional concept, specific information about the t i me of h i s choice a t t he pl a ce of h i s choice. components consist of a organisation of food catering in the health B e s id e s t h a t t he t i me b e twee n or d e ri n g tray, main plate, cutlery and printable tray liner. care sector has to be under stood. In general a nd s e rvi n g s hou ld b e a s s hort a s p o s s i ble In the pantries of the health care organisations have a policy to a nd no mor e t h a n 2 4 hou r s . I n g e ner al t he ho spital, the cassette and additional components return to their core business, taking care of d e m a nd for foo d c a t e ri n g i s b y ch a n gi n g a nd are assembled prior to patients. This is encouraged by government foo d - c a t e ri n g d e p a rt ment s i n he alt h c a r e serving. Meal components that have to be heated and insurance companies, who are responsible or g a n i s a t ion s a r e ch alle n g e d t o kee p up wit h in the oven are taken for providing working budgets. Budgets are t he ch a n g e s , or m ay e ven s e e m t o i gnor e out from the cassette be fore serving. If a soup cut and cost control has become a necessity. t he m . or starter (salad) is part Non-profit organisations are more and more of the meal, it comes separately and is put forced to think and act like entrepreneurs. The next to the main plate. patient becomes a customer. Therefore more B a rrie r s for c h a n g e Me diterranean eating culture requires separate attention, services and facilities are wanted. F or ch a n gi n g t he foo d - c a t e ri n g or g a n i s a t ion space for starter s and a lot of t h i n g s a r e nee d e d i ncludi n g kit chen main courses. The user place s the several i nve s t ment , r e newed k nowle d g e, s kill s a nd Patients becoming costumers ing redie nts or the e ven e nt r e pr e neu ri al cou r a g e. T he s e a r e complete container on On the other hand the patients of health the main plate. The tray of t e n not ava il a ble or i n a d e q u a t e wit h i n liner can be printed in a care organisations are generally not satisfied t he c are organisations themselves. Besides way that it is customize d wit h t he q u ality of foo d s e rvice a nd t he for kids, tee nage r s, that, any change may be perceived as a threat adults or elderly.

42/43 DuniChef:Dunichef: freedom freedom of of choise choice

III.5 DuniChef PART THREE_SOLUTIONS to in-house employment and expertise. In course meal out of a wide selection of meal other words, the majority of food catering components, just a short time before eating departments need to change but are afraid to it. The assortment consists of a selection of do so, keeping everything as it is. But things individual cool, fresh, meal components. The are changing. Facilities management is getting preservation of these components makes it more professional, facing the problems in possible to use them for fourteen days after Different contexts-of-use food catering and not being afraid to look for delivery. The portion sizes are based on the DuniChef is developed innovative solutions. All means are permitted, standards used in health care, which means to offer a solution for different contexts as long as the new situation meets the daily consumption of a healthy amount of use. It is usable for customers demand for high quality food and of various foods of good quality and with home delivery (elderly, service. Although changes in the food chain sufficient nutritious values. The assortment singles, etc.) without the tray being used. The are not easy, the rising cost of meal services consists of starters, main course components box can change in shape for short stays in hospital, for elderly people like meat and fish with or without sauce, according to its content at home, for day-care centres, for independent vegetables, potatoes, rice, pasta, combined or use. Whe n used in ho spitals groups in mental health care and for situations courses and dishes, desserts and possible extras. the service components with very flexible demand for food, are all The assortment will be adjusted several times a will be delivered separately from the food eager to try suitable solutions within budget. year and also covers the demand for diet food ing redie nts. The ho spital The DuniChef solution can play an important (e.g. low on salt) or ground food. Breakfast, can offer a per sonalize d role in realising the change. lunch and in between service are not included service by putting a tray liner with a proper in the above-mentioned options, but are easy print (birthday, puzzle, to realise using the DuniChef solution. Christmas) on the tray. What does DuniChef offer? Institutions This also makes the Home Hospitals The basis of the DuniChef solution is the solution suitable for Selecting a meal possibility to choose a complete three use in institutions like The consumer is supposed to make a restricted schools.

44/45 Institutions Home Hospitals

III.6 DuniChef PART THREE_SOLUTIONS choice out of the assortment. For those who The output given to the organisation gives Flexible implementation The level of flexibility cannot make a choice, were too late or not information about the consumer, the order that the DuniChef solution offer s to the able to, a changing daily menu suggestion date, the location, the address of the consumer e nd-user goes also for the implementation is offered. During public holidays special and the route, and these can be printed on a of the system for the organisation. The more suggestions can be offered as well as a totally label. components that are different assortment. Experience helps to integ rated into the catering process the predict what 70% of the consumers choose Adaptability to the organisation highe r the beneficial impact. The organisation for the menu suggestion (based on a limited The DuniChef process is adaptable to many can choose from all possible options choice of two or three possibilities). Through catering situations in health care. According to (betwee n filling the packag ing components measurement during the planned pilot test, the level of change an organisation is willing in the existing central kitchen to implementing we will learn if the percentage is similar when to make in staff and infrastructure, it is able to the full DuniChef solution and clo sing more alternatives are offered to choose from choose a process flow that fits its requirements. the central kitchen). and, if so, stock can be reduced. This increases Organisations that are able to change their The organisation can either manage the full the turnover and decreases the loss of product catering completely can gain the highest DuniChef solution in- house or outsource by expiration. benefits, placing most of the catering activities it completely to a third party that will outside of the institute. The resources that are manage the system (service provider s). The ordering system set free can then be used for the core activities The examples on the facing page show that The system of ordering from a menu is modular of the organisation. All attention can be given DuniChef components can be delivered as and can be adapted to the wishes and demands to caring and curing instead of feeding and empty container s, filled of the organisation, the infrastructure and the cleaning, transferring personnel from kitchen individual portions or as complete ready- current facilities and services. The consumer’s to patient. Next to this the expensive area to-use service. The catering activities that choice can be input manually, or via a hand- of the central kitchen can be used for other the organisation has to perform in relation held device, on-line data input by an operator facilities and the management now has a tool to how DuniChef is delivered are listed in or on-line data input by internet or intranet. for transparent food order management and the illustrations.

46/47 Full Packaging Filled DUNIchef only portions service

- cooking - distribution - ordering - filling - choosing - ordering - distribution - distribution

III.7 DuniChef PART THREE_SOLUTIONS efficient cost control. Care organisations that The Solution Elements of DuniChef Solution design Although the packag ing f all under this specification are the ones that The DuniChef process flow is explained below, is the most visible part of are under constr uction or those that have fully as well as the specific project par tner s that are the DuniChef solution, ts is only a small part of written down the central kitchen appliances responsible for this activity. Duni and Trittico the total system. The cardboard cassette for depreciation. have developed the DuniChef solution in offer s a place to labe l close co-operation, Duni being the producer all relevant information on content, patie nt Partial implementation of DuniChef of the DuniChef meal ser vice components data, ho spital address and nutritional facts. On the other hand, specific components of and Trittico having the contacts with the Heating and assembly the platform can be fitted into the existing care sector and able to deliver staff to guide is easy and done in the pantry with normal catering system of a care organisation. For the organisation through the implementation microwave or hot air ovens. Trays are set in example, all metal cutleries can be replaced by phase. Next to these two core par tner s, other advance, meaning that plastic cutler y (for safety reasons in psychiatric par tner s are needed to offer the solution. tray liner ; main plate and cutlery pack are centres) or the special DuniChef Cpet These par tner s can vary depending on the assembled and can be stacked onto each other. container s are used to create individual meal local situation. The food cassettes do por tions in advance in the central hospital not have to be stored in space consuming kitchen and stored in a refrigerator or freezer. Pac kaging insulation material. The special design of The packag ing of the DuniChef is one of the the DuniChef packag ing This type of catering process is the traditional eye-catching elements of the solution. The reduces the amount of space necessary for linked cooking process and is the most frequent modular system allows flexibility in por tion transport. The paper tray liner creates the process applied in the Benelux. Of cour se, the size and type of meals, while at the same time po ssibility to offer extra benefits to the organisation are not of the same creating an attractive way of offering the food to information to the user s about the food or the level as full implementation of the DuniChef the customer. One of the technical challenges ho spital. It can also be solution, but it shows the modular nature of of the packag ing relates to the sealing the of used to offer news or a puzzle or game to the the proposed DuniChef solution. Cpet casseroles with easy-to-peal-off foil in patie nt.

48/49 Space o pt i m i s at ion use of smal l onsit e kit chen f or t r anspor t at ion i nstead of expensive of f s i te cent r al kit chen

Label w i t h pat ient Combi ned w i t h t ray t o name and meal compl et e t he meal i nf or mati on f or ser vi ce dis t r ibut ion

III.8 DuniChef PART THREE_SOLUTIONS combination with the pasteurisation process. (DeliXL) takes care of the distribution of the The packaging can be customised to specific DuniChef components. Cool, fresh product is user groups by changing the paper tray liner. delivered on demand six days a week. The stock This can also be used to give daily hospital is refilled on a daily basis and this creates the information, or present interesting background possibility of having many different kinds of information such as a puzzle or game. food available, offering a wide variety of choice to the customers. The components are received Food processing and checked for order contents, temperature A production site in a central area of the and expiry date. Cool fresh products are stored country (realised by Trittico and the Dutch in a refrigerated room. All other products are SME Bonfait that specialises in producing cool stored in a small dry storage area. fresh products and meal components) produces an assortment of meal components out of basic Menu ordering ingredients. These flavoured components are The patient can make a choice out of a large System Map packed per portion in sealed Cpet containers. assortment. They will be guided by an on-line The DuniChef system The preservation by pasteurisation makes the ordering system (e.g. touch screen, internet, organisation map shows components usable for at least fourteen days intranet, and other network systems) powered all catering activities occuring outside of the before expiry. After preserving the products are by the special menu ordering software of hospital. The organised cooled and stored cool ready for transport and Dinner Profit. They can also ask for assistance interaction between food provider, packaging ready to use when heated. from the hospital staff or food assistant. When provider and distributor, the patient is on a diet the system will only in combination with present menus that have passed the diet filter. order processing, provide Distribution an adequate solution to This is possible as the system is accessed A total supplier of foodservice products achieve these benefits for through a personal code. On-line ordering the hospital.

50/51 ��

��

III.9 DuniChef PART THREE_SOLUTIONS makes process planning simple. Staff , cost it can also be done in a dishwasher installed Order ing system An important feature calculations and stock can be controlled and an in each pantr y. All DuniChef items except the within the DuniChef order advice will be made automatically, using tray are disposable. The tray can be used for at solution is the ordering system provided by one the XL Food software. least fifty cycles. Disposables and food leftover s of the specific partner s are collected, transpor ted and processed by involved (Dinner Profit). The me nu choice is Meal stor ing and preparation professional waste management. The plastic accessible by means of a touch scree n, on The ordered items are stored cool at each used in the tray and main plate is suitable which the patie nt see s pantr y per ward, together with the tray for recycling. Waste management companies the food as he or she will get it. The system components and condiments. Drinks are like Van Ganzewinkel are showing interest in makes it po ssible to delivered, received and stored here until use. recycling the tray and elliptical main plate. order half and double portions. The refore the On the patients request the hot items of the amount of food is better order are heated in an oven (Cpet container s Social benefits adjusted to what the patie nt wants to eat and are suitable for use in hot air and microwave The DuniChef solution has been evaluated much less food waste is ovens). Meanwhile the tray is assembled, and by TNO on potential customer benefits using ge nerated compared to the traditional catering the cassette is filled with the selected food the multi-layer method developed by Philips. processes. The system is accessed by a per sonal components and put on the tray. When ser ved One strong point of the DuniChef is that code and shows only the patient will be asked what drink he or she the solution can easily be dedicated to a large those me nus that pass the diet filter if applicable. wants to accompany the meal. variety of different contexts-of-use, because of Any patie nt therefore the flexibility in storing and regenerating that has free dom of choice at all times. The order s Waste management comes with the specific packag ing of the food are translated into After consumption all equipment and food components and the variety that is possible. instructions for the staff that has to prepare waste is collected and transpor ted to a cleaning This makes the DuniChef solution broadly and the meals. Whe n booster ovens are integ rated f acility. Since the amount of items that have to easily accessible to people with reduced access the ordering system is be washed is small (only tray, cups and glasses), to food. DuniChef is also cheaper compared complete.

52/53 III.10 DuniChef PART THREE_SOLUTIONS to most current meal ser vice solutions for biodeg radable material, they can be disposed DuniChef business DuniChef has become one social ser vices. DuniChef can be customised together with the food leftover. of the cross-divisional g rowth projects within to specific user demands by offering a variety The reusable tray has to be separated from the Duni Group. A new business unit has bee n in taste and quantity of food, the possibility of other disposables and inspected before reuse e stablished around the DuniChef solution. The integ rating food needs that come with cer tain approval. When approved, the tray is washed project has also bee n cultures and offering flexibility in the timing of and brought into the process again. The other handed over to the commercial departme nt. meals. The replaceable tray liner can be printed products are not suitable for reuse and will be All European sales directors have bee n to present extra information or enter tainment offered to professional waste processors. At the instructed to find partner s within their to specific user g roups. Next to this, it is easy moment there is research for the possibility of reg ion before bring ing the solution to the to extend the solution with extra ser vices like recycling of inser ts, seals, plates and cutler y. market. This is the same method as the Solution local newspapers. Oriented Partner ship The DuniChef concept is based on easy to approach; building a network of partner s Environmental aspects perform assembly tasks. Both in the assembly prior to implementing the DuniChef solution. The DuniChef solution forms a closed process catering company and in the hospital, semi- Production molds are ready or under flow managed by professionals, enabling tight and unskilled workers can easily execute all construction of all DuniChef items. The control of the waste flow. Except for the tray, assembly activities, creating job oppor tunities picture on the facing page is a test mold for all components are disposable. Therefore less to a g roup of workers that is burdened under a the Cpet container s. harmful detergents and energy have to be used high deg ree of unemployment. It produces several diffe rent product items in industrial dishwashers. The disposables of The DuniChef solution is based on in one mold. 20 0,0 0 0 sets have bee n produced for the DuniChef are either made of plastic or a decentralised assembly kitchens. These kitchens fir st tests in Sweden and the pilot test to biodeg radable material. In the fir st situation, are local SME’s that prepare the tray and food be carried out in the Netherlands. Meanwhile the high energetic value of the material is components for deliver y to the hospitals. This other contexts of use involvement of local SME’s is an aim of the (e lderly homes) are par tly regained when burned in a controlled targeted for future installation. If the disposables are made of a Solution Oriented Partner ship approach. development.

54/55 Pilot test: “1500 meals per day for 12 months, 200.000 sets already produce d”

III.11 DuniChef PART THREE_SOLUTIONS

Economic benefits used, top management is supporting the project. Life Cycle Costing The LCC study carried A first scan of the hospital market shows that At the moment of writing, the DuniChef out by TNO shows that in Western Europe alone one billion meals per project is in a finalisation phase. A pilot case in the DuniChef solution is better than the year are served. This market which has emerged a Dutch hospital has been prepared in which traditional in-house cooking process on costs from the Solution Oriented Partnership 500 meals per day will be offered during 12 related to time, waste, approach is one of the strategic growth months. All items of the DuniChef solution infrastructure (70% space reduction) and energy area’s for the Duni Group. The company has are available. Production moulds are made or used per meal. The labour established a new business unit of four people under construction. DuniChef will soon be cost is reduced through an automated process and working on the DuniChef solution. When the ready to offer a new level of food service for a smaller cleaning phase by using disposables (tray DuniChef solution was presented to Duni’s people with reduced access to food, thanks to excluded). The use of European sales directors, it was made clear that the Solution Oriented Partnership approach! more auxiliary materials like the disposables are DuniChef is not suitable to be sold to possible needed to give these cost customers by Duni alone. As the experience advantages (e.g. reduction of time). Higher with the Solution Oriented Partnership transport cost is mainly due to the decentralised approach has proved to be successful, sales distribution centre, but people first have to find strategic partners when significant volume of products items are in within their region to be able to sell a solution use, DeliXL (distributor) and not a collection of product items. These stated that they could distribute the DuniChef partners can be companies like Trittico, or total items along with other deliveries at a lower health service providers like ISS Medical, or cost. At that moment catering companies and other food processors. it is worthwhile for a company like Van The DuniChef project has been a new Ganzewinkel (waste experience for Duni. Seeing the potential of management) to pay for trays and main plates for the solution as well as the innovation approach recycling.

56/57 Life cycle costing / DuniChef

Internal Dunichef costs Baseline Euro 5.00

Euro 4.00

Euro 3.00

Euro 2.00

Euro 1.00

Euro 0.00

Time Was te Mat e r ia l Space E ne rgy T r a nspor t (hospital in m2)

III.12 DuniChef PA RT T H R E E _ S O L U T I O N S

eu r es t, an in t er natio na l cat er in g c o mpan y, cu r r en tly pr ovid es 6,000 mea ls p er day so l ely fr o m t he lo ca l cen tra l kit chen, w hich is a fe w kilo me tr es o u tsid e ru bí.

cu r r en tly m os t cat er in g s ervices ar e ‘war m fo o d chains’ w hich means fo o d is pr epar ed an d k ept war m La Fiambrera w hil e it is trans po rt ed to cus to mer ins titu tio ns .

o n e o f t he m os t significan t t echn o lo gica l an d in fra s tru ctu ra l chan ges is to o ffer c o ld fo o d s ervices , w hich can be heat ed o n d eman d .

t he fu ll po t en tia l o f t his sy s t em is exploit ed t hr o ugh la fiambr era, cha ll en gin g t he cr itica l facto rs o f time an d ec o n o mies o f sca l e . e urest : “ we serve 6000 m eal s a day ”

I I I . 1 3 L a F i a m b re r a PART THREE_SOLUTIONS

La Fiambrera Joanna Lambert, Laura Vidal and Menno Marien

rubí social services is responsible for the “La Fiambrera” (which in English means pilot test location; welfare of town citizens, “Lunch Box”) is a food service developed using · Rubí Municipal Market provided fresh carrying out activities such as home help, the Solution Oriented Partnership approach food and a central collection point; mobility services, social to serve two distinct groups of people with · Whirlpool, an international white goods activities and catering for those who have food needs in the municipality of Rubí, near manufacturer, provided specially adapted difficulties. Barcelona in Spain. The partners were: coolboxes for food storage; · Eurest, an international catering company, · and an internet programming and web with the aging population, strategies part of Compass Group; developer. for answering the · Rubí Town Council Social Services This Solution Oriented Partnership needs of the elderly department, who identified customers to successfully ran a one month pilot test of their in a sustainable way are continuously being be enrolled in the food service and the solution and is preparing for an expanded explored. local contacts needed, and also paid for the launch in the near future. one of the aims of the meals of Social Service customers; social services is to · CDN International, a product and service Context-of-use enable elderly citizens to strategy consultancy who initiated and The book “Solution Oriented Partnerships” stay living independently in their homes for as coordinated the solution and acted as a introduces context–of-use research tools that long as possible.

60 /61 rub i s oc i al serv i c e : “ we t ry,as muc h as p os s i ble, to keep th e el der ly l iv i ng i n th e i r ow n h om e ”

I I I . 1 4 L a F i a m b re r a PART THREE_SOLUTIONS were used in Rubí to explore two g roups of increasingly difficult in the future. people identified as having reduced access to the municipal market food. The second g roup is employees of small in rubí offer s fresh companies (SMEs) based in isolated industrial vegetables, fruit, meat, fish and other produce. One g roup was elderly people living estates which have no provision for food. markets are present independently at home. A large number of Employees of these companies often have in most spanish towns and are highly valued this g roup do have a cer tain level of mobility, difficulty accessing food because of their for their good quality but some have trouble ‘accessing’ food because geog raphical distance from appropriate produce. they also act of problems with preparing it, finances, food lunchtime food venues, the poor local as social centres for the local community knowledge, weight-carr ying ability, ag ility or provision of healthy food, and time and and are important for sight problems. The result is that many either distance constraints that limit their ability to the local economy. The eat poorly, or rely on home-help such as f amily, go food shopping. The result is that people customer reach of these municipal markets is friends or social workers. either have to eat unhealthy snacks from petrol being slowly threatened stations or vending machines, spend time in the by supermarkets, so they nee d to explore and At the same time informal suppor t networks morning preparing their own lunchbox, or eat develop new ways to find of neighbour s and f amily help are quickly in expensive and time consuming restaurants. and kee p new customer s disinteg rating as society becomes increasingly Some do not eat at lunchtime at all! Another within the local area. industrialised. One current answer is the town current solution is to rely on a f amily member, the shopping service Day Centre where Social Ser vice customer s usually a woman, to organise a lunchbox. component of la can have a warm meal at lunch time. This This solution is now in decline as women’s fiambrera offer s the market stallholder s relies on the resources and funding of the priorities are changing and younger people are a new way to serve Local Council and, with the g rowing elderly star ting to live more independently. customer s that would otherwise be outside population, relying on this type of ser vice the market’s traditional to meet all needs within a town will be Even though both g roups are ver y different scope.

62/63 “ i f you want f resh f ood you have to com e to th e mar ket ”

I I I . 1 5 L a F i a m b re r a PART THREE_SOLUTIONS in nature, they share food provision needs. the Social Services customers creates a market La Fiambrera as a solution is set up in such a large enough to serve economically. way that it can answer these common needs and still retain the flexibility needed to adapt Offering to the groups’ differences. The study of the La Fiambrera focuses on aggregating demand two groups suggested that they both need a and optimising logistics so that it can reach regular food service, providing a balanced diet, these more isolated or alienated groups of that is flexible in terms of the time of eating, people. easy and convenient to access and reasonably priced. The Social Services group also need a The solution reaches both groups by using a solution that allows people to continue living cold chain for the physical logistics (food is independently and in a dignified way for as cooked, then chilled quickly and maintained long as possible without having to rely on help at refrigerator temperature) and the internet from others. (a smart ordering system) to manage the information. Neither group currently receives sufficient the context-of-use catering services because, when considered as A ‘menu’ is delivered each day for both groups. research in rubì social services found that not separate groups, there are too few customers to In Spain a ‘menu’ is a typical lunchtime meal only are people limited make it economical to serve them. For SMEs which includes three courses; the first being economically in their to receive a warm food service the investment a light vegetable, salad or pasta based dish, the access to good food, but people also have problems in equipment means that a minimum of 50 second being a meat or fish based dish, and the carrying, lifting, opening customers are required to make it viable. third being a yoghurt, fruit or light pudding. and preparing food. all Individual SMEs rarely have this many these factors limit the types of food that people employees but combining several SMEs and For the SME group, fresh food shopping from can purchase and eat.

64/65 “if i wan t to li v e o n my own, i hav e to be ab l e to pr epar e my own mea ls”

I I I . 1 6 L a F i a m b re r a PA RT T H R E E _ S O L U T I O N S the local Municipal Mark et is also deli ver ed. volunteer collect the fr esh food fr om the other W ithout ha ving to visit the mark et itself stalls and place each person’s or der into a bag employees can b uy fr esh vegetab les, meats, [5]. cheeses, fish and other delicacies at a good price . Then a v an fr om Eur est’s central kitchen carrying pr epar ed meals for both the Social How does “La Fiambr era” work? (see Services and SME customers, goes to the SolutionMap page 71) Eur est enters the weeks’ Municipal Mark et. Her e meals for people men u into the smart or dering system on the in the Social Services scheme ar e left in a internet. [0]. SME employees or der and pa y for secur e coolbox [6], and food shopping for their Eur est lunch and fr esh food shopping in SME employees, pr epar ed b y the stallholder, adv ance thr ough the smart or dering system [1]. is collected [7] The same v an then tra vels to Meanwhile , the Social Services place an or der the SME [9] wher e the pr epar ed Eur est meals thr ough this Smart System for a n umber of set and food shopping ar e deli ver ed to a coolbox. meals for those enr olled in their scheme [2]. [8]. The Social Service customers w alk to fo r s me cus to mers la fiambr era o ffers a the Municipal Mark et to pick up their meals flexib l e sy s t em t hat This is done b y a social work er to r educe the fr om the secur e coolbox [9]. The food can be a llow s p eo pl e to eat w hen t he y wan t. it complications of pr oviding the elderly with stor ed for two or thr ee da ys in these fridges ensu r es a m o r e b a lan ced computer equipment and skills. The Social and can be heated in domestic micr ow a ves or die t an d o ffers time Services place or ders accor ding to the medical ovens whene ver the customer w ants to eat. savin gs an d go o d q ua lity fo o d t hr o ugh a simpl e needs of each customer enr olled. Meal or ders The customisation of the service for users is o r d er in g sy s t em. it a lso go thr ough to the Eur est Central Kitchen [3] achie ved via: pr ovid es a fo o d s ho ppin g and shopping or ders go to a stallholder in the · the smart or dering system which cr eates s ervice fo r t hos e w ho hav e difficu lty fin din g Municipal Mark et [4]. This stallholder and a a user pr ofile of food pr efer ences and/or time to b uy fr es h go o ds .

66 /67 “n o fo o d facilities n ear t he c o mpan y w her e i wo rk”

I I I . 1 7 L a F i a m b re r a PART THREE_SOLUTIONS

dietary requirements competencies. For example, the Municipal · the logistics which provide flexibility in Market provides Eurest with a pick-up point access and eating times that removes the need for door-to-door · the menu choices – with three options for delivery, the most expensive part of their each course per day current meals-on-wheels service. In return the · the choice of food portions - users can opt Municipal Market has the opportunity to use for a full menu of three dishes, or a half Eurest’s logistics to reach customers in isolated menu of one or two industrial estates that otherwise would not visit · the shopping - users can specify products the market. and the quantities they want of each · SME employees also have the option of The continued involvement of Rubí Town donating 50 cents per meal to help feed Council is one of the essential parts of “La people in need of food in the local town. Fiambrera”. Above all, their political results are la fiambrera is a service measured in terms of the social benefits they that provides good quality prepared meals System provide to the town’s citizens. The Council’s and a flexible collection The system creatively combines economic considerable local connections helped to system by way of a cold business interests and the achievement of social facilitate a solution that promotes the interests food chain. benefits. The commercial approach needed by of these citizens. But the solution also creates the solution is adaptable the private companies and the enabelling local economic benefits for the private business to cater for many community connections have been combined partners involved, including local enterprises different people’s needs in small collectives that in one mutually supporting solution. The that also benefit Rubí as a town. are currently unserved, Solution Oriented Partnership co-designed (good food to the few’), through one system “La Fiambrera” to be mutually beneficial and Solution elements providing ‘good food to allow partners to complement each other’s Elements such as the food production system, for all’

68 /69 la Fiambrera:good food for all

I I I . 1 8 L a F i a m b re r a PART THREE_SOLUTIONS the cold chain, coolboxes, and the smart ordering system are always present no matter Smart ordering system which group of people receive the service. The face of “La Fiambrera” was an internet These are the core elements of the solution; website with a public area open to anybody, a private area for registered users and a back- Coolbox office for the administrators. The primary In the pilot test of the solution there were objective of the website was to facilitate two separate coolboxes; one in the Municipal order processing, which is one of the most Market with a secure compartment for each complicated processes in a regular catering user, the other in the SME simply with open service. In practice, it had double side la fiambrera combines shelves due to the reduced need for security. benefits: food solutions for two Social Service users received a key to their · For SME customers it added visual interest groups of people in one service; preparing, individual coolbox compartment and could and convenience, but also stimulated cooling and transporting not access other users’ food. interaction amongst users in the form of the food together, but sharing and co-operation when ordering. delivering it to different locations along one Packaging · For Eurest, it greatly simplified the route. The pilot test used existing Eurest packaging management of orders because the database information (menu designs. This provided a base from which to generated a spreadsheet that could be read posting, ordering and test the functionality, sizes, and other usability by the kitchen’s software. paying) is handled factors, and to suggest improvements needed SME users could also order through a feature through an internet smart system. for future packaging designs. Meals were called “La Fiambrera de Mamá” or “Mum’s packaged in individual plastic trays, with a Lunchbox”, which brought a surprise choice the logistics are combined to reduce waterproof transparent seal, that can be put everyday. Some users preferred this option costs, making the service directly into a microwave. because it was easy and they did not have economically viable.

70/71 1. employees choose menus and order shopping

2. social services indicate meal numbers and specific menu needs of elderly users start Social Services SME's

8. food shop-ping for SME employees, 4. local market enters prepared by the 0. catering provider enters stallholder, is menus into smart system product list and receives food shopping orders collected 10. elderly users takes from SME’s their meals home Smart System Smart System 5. local market Local market prepares shopping packs 7. meals for people in the Social 6. Catering provider delivers Services scheme Catering provider meals for elderly users to coolbox are left in a secure and picks up shopping for SME’s coolbox

3. catering prepares menus Elderly's homes for SME’s and elderly

Material flow

Information flow III.19 La Fiambrera PART THREE_SOLUTIONS to worry about making particular choices. having to eat from the plastic packaging. the warm food chain Above all, they simply liked to be surprised! used in most existing catering solutions means The Smart System also provided a way to Thermal bags that 30-40% of their customise the solution for each user because Each of the Social Services customers was cost is due to transport. profiles could be set up which then offered given a thermal insulation bag so that the food more journeys are needed to make sure that the daily choices according to dietary needs. The packs could be kept cold on the journey home quality of the hot food Smart System represents a fast, efficient way to from the marketplace. is retained. some systems also mean every customer approach advanced industrialisation with the has to be visited in their local delivery of the solution. The numbers User benefits own home. deliveries of hot food also have to be of users can increase without increasing the Although the initial context-of-use research made within a critical administrative workload. All the partners was focused on elderly people using a Social time during the day, just before lunch-hour. can also be linked automatically without the Services scheme in Rubí, it is not just elderly in the cold food chain reliance on manually sending orders, payments people that could benefit from the service. costs are reduced by putting all the food in and menu details. The solution is also suitable for people with one truck in one journey. In addition to the core elements, certain parts mild physical or psychological disabilities chilled food can also of the solution differed depending on which and people with temporary illnesses who are be delivered two or three times a week and group of users was being served; not able to work. The fact that the Fiambrera stored in a coolbox. solution could be used for such a wide variety these factors combine to significantly reduce Welcome pack of users was further confirmation that striving the number of journeys At the start of the pilot test, each user in the to design contextualised solutions has the needed to deliver the same number of meals. SME received a ‘welcome pack’ containing a potential to include users that would normally deliveries can also be plate, bowl and cutlery. This offered customers not be reached. made throughout the day because the cold the choice of eating their meals using these food chain is less time ceramic plates and metal cutlery, instead of For users of the Rubí Social Services scheme critical.

72/73 ��

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III.20 La Fiambrera PART THREE_SOLUTIONS the benefits of the solution are that it facilitates collect their food means that they get out of their independence, it gives them the flexibility the house for a little exercise and they go to to eat when and where they like, and it a place where they can meet friends, socialise, provides a healthy diet which was previously stop for a coffee, or purchase some other difficult to achieve. supplies.

Increased opportunity for privacy is also The coolbox in the Municipal Market became a benefit of this service for Social Service an important indicator of the well-being of the The economic comparison customers, who can now eat at home with customers. Social Services could be notified of the La Fiambrera cold food chain with the family or friends. This is particularly important by the Eurest delivery person if there were existing warm food chain for elderly couples who are accustomed to meals remaining in the coolbox from previous shows that breakeven is sharing meals just between themselves, rather deliveries. This creates an important benefit easier to achieve with the La Fiambrera system. than in a Day Centre where there are many giving elderly users peace of mind that if other people. It may also be desirable for some something happens to them people will come La Fiambrera solution users to receive their meals away from the Day to assist. reduces the transport costs, therefore making it Centre eating hall because of their unsociable possible to reach groups behaviour. This may improve the experience For the SME employees the benefits include of people who are under the normal breakeven of those still using the Day Centre catering an improvement in their diet, time savings number of 50 people in service. for food preparation and the flexibility to eat each service. when and where they want. For example these By aggregating the Another benefit of La Fiambrera is that whilst customers can save meals for later in the day group numbers together it allows people to stay living at home, it does if they have to work late, or even take them and delivering it all on one circuit, the not confine them there. The mere fact that home. breakeven can be reached they need to walk to the Municipal Market to The overriding benefit is that they now in a shorter timespan.

74/75 Breakeven of Old system Breakeven of New system

Elderly home Elderly home Elderly home

Elderly home Elderly home Elderly home Elderly home Elderly home Elderly home Elderly home Elderly home Elderly home

Elderly home Elderly home

Homes of the elderly > 50 Homes of the elderly >15

Eurest central Eurest central kitchen kitchen

CoCompmpanany y woworkrkerers >s >50 50 Company CoCompmpanany y workers > 15 Company woworkrkerers s> >50 50 workers > 15

Company Company workers > 50 workers > 15

III.21 La Fiambrera PART THREE_SOLUTIONS have access to a good quality food service, La Fiambrera empowers local people by where previously one did not exist at all. providing tools for independence. It also creates local community connections and Sustainability assessment helps small local businesses retain revenues in In catering services one of the most significant the local area. However, at the same time the environmental impacts comes from the solution provides the resource to duplicate the transportation of the food throughout the service with an international company as a key lifecycle. Transport is key because food is partner. In this way the service works towards perishable and therefore must be delivered sustainability by improving the local economy, on time. Another key impact is the amount environment and society. of food wastage because warm food cannot be preserved for long without loss of quality. Business plan In La Fiambrera, the Solution Oriented In La Fiambrera the cold food is delivered Partnership approach has helped the partners and the shopping collected in one journey. involved to reach new markets which Deliveries can also be made two or three times previously were individually unviable and a week rather than everyday. In these ways unprofitable using existing services. The the logistics can be optimised reducing both concept of not only targeting more users with economic and environmental impacts. the same service (economies of scale) but of

adapting the service to suit different kinds of The solution storyboard Food wastage is also reduced because the users can be seen as creating an economy of describes the different chilled food can be preserved in the coolbox scope. actors along the service chain together with the or fridge until it is needed. The meals are only actions and specifications heated as and when required. In traditional warm food catering services at each point.

76/77 L a Fiambr er a SERVIC E SETTING SERVIC E PERF OR MANCE

SHOPPING ORDER COLLATING OF ELDERLY OFFICE WORKER PLATFORM LONG TERM PREPARATION OF MEAL DELIVERY IN DAILY ORDERING RECEIVED AT THE SHOPPING & MEAL COLLECTING MEALS COLLECTING MEALS FRANCHISING SUBSCRIPTIONS ORDERED MEALS SME'S MARKET DELIVERY IN MARKET IN MARKET AT WORK PLACE

ELDERLY USER

specifications Ability to set dietary Easy open profile compartments Identify key assistants Assistance available Spare keys

OFFICE WORKER

specifications choice among daily meal Access to building with Easy to find meals offers small van option to order fresh Access to coolbox in Labelling ingredients from market office

LOCAL GOVERNMENT ADMINISTRATION (RUBI)

teaching session for Identification of people Access to internet at specifications marketstall; briefing and suitable for the service regular intervals or training of social workers continously

LunchBox service rules; Space and resources to collect shopping packs

LunchBox contract;

PLATFORM

qualification procedures promotion of service Systems and Access to marketplace specifications within local SME's organisation by van. Access to coolbox from parking place franchising contract; Thermal containers installation of the coolbox

I I I . 2 2 L a F i a m b re r a PA RT T H R E E _ S O L U T I O N S transport accounts for 30%-40% of the in the pilot test, user acceptance is very good, total costs. Existing food or dering pr ocesses and with further detailing, de velopment and using fax or phone also r equir e substantial contin uous impr ovement, the mark et potential administration. By sharing transport and is massi ve . spr eading deli veries over the da y, the cost of transport in the “La Fiambr era” solution is It is also clear that the solution pr ovides r educed. This r eduction in overheads has made social benefits to the final users as well as to la fiambr era o ffers br eak e ven easier to r each. other stak eholders within the partnership. It cus to mers an d t he wid er is possib le that learning fr om this Solution c o mm u nity s e v era l so cia l ben efits , particu larly The pilot test, with 10 Social Services users Oriented P artnership can be spr ead to cr eate t he so cia l s ervice us ers . and 18 SME employees r ecei ving meals over ne w innov ati ve sustainab le solutions in other t he wa lk to t he mark e t a period of 1 month, has alr eady shown sectors. pr ovid es a r ea so n to ge t o u t o f t he ho us e an d encouraging economic r esults. It has been visit t he town cen tr e . identified that the deli very of non-food items t he c o o lb ox bec o mes a such as r eading material, or pharmaceuticals ‘c o mm u nicatio n to o l’ could also be beneficial for users. This cr eates fo r p eo pl e w ho hav e n o t opportunities for futur e iterations of the been to c o ll ect t heir fo o d . t he so cia l s ervices partnership to include doctors and pharmacies, can be n o tified an d can as well as health insurance companies. in v es tigat e to s ee if t her e is a pr o b l em.

The b usiness plan includes expansion within la fiambr era a lso Rubí in the short term, to Bar celona and enab l es p eo pl e to li v e in d ep en d en tly fo r the Catalun y a ar ea in the mid term, and the lo n ger , main tainin g t heir whole of Spain in the long term. As identified dignity.

78/79 “r o d r igu ez is ab l e to li v e o n his own wit h go o d fo o d su ppo rt”

“j os ep h is ge ttin g o u t to t he mark e t e v eryday to pick-u p his mea l...” “Mar ia did n o t pick-u p her mea l to day, maybe s he is ill ”?

I I I . 2 3 L a F i a m b re r a PART THREE_SOLUTIONS

The La Fiambrera partnership developed, detailed and tested the La Fiambrera concept in a 5 week pilot test .

The partnership is planning to relaunch the service so that citizens and employees in Rubí can benefit from a good quality flexible food service.

80 /81 mark e ts ta ll so lu tio n c o o r dinato r s mart sy s t em o p erato r

ru bi so cia l s ervices eu r es t manager la fiambr era c o o lb ox

I I I . 2 4 L a F i a m b re r a PART THREE_SOLUTIONS

BioLogica is a start-up firm, created in January 2001, and controlled by one of the major dairy product producers and distributors in Italy (Centrale del Latte di Brescia). Its project is born around the concept of organic food, specifically with the mission of developing a neighbourhood shops Punto X network, based in Italy, specialized in organic fresh food, and branded “Natura Ride”. BioLogica’s business aims to identify and address the recently growing consumer demand of sustainable (food) consumption; through this research project the company wanted to better understand the features and market potentials of the organic food business, to orient its activity. biologica: “How can we move organic food into the limelight?”

III.25 Punto X PA RT T H R E E _ S O L U T I O N S Punto X Anna Meroni, with Gabriele Cerv etta and Alessio Marchesi1 Whirlpool Corporation is the world’s leading manufacturer and marketer of major home appliances, with annual sales of over $11 billion, 68,000 Punto X is the name of a system of pr oducts, possibility or ability to organise an appr opriate employees, and nearly and satisfactory diet is limited b y both 50 manufacturing and services and expertise , ab le to offer food technology research solutions that ar e personalised to meet the ph ysiolo gical and/or lo gistic and cultural centres around the needs of specific contexts-of-use . Solutions conditions. globe. Through continuous ar e based on traditional local, fr esh organic and efforts in bold dietetic (meaning specially designed ar ound Contexts-of-use innovation and design, dietary advice) meals, either “r eady to eat” To understand context-of-use in detail Whirlpool aims to enhance trust and cold, or “r eady to heat”, whose r equir ements w e m ust specify the characteristics of the satisfaction in consumers. for personalisation arise fr om the differ ent local context w e ar e r eferring to and the needs Services are the latest which arise fr om it. To gether these form challenge: with several conditions and personal situation of the user . smart cooking systems The y ar e intended for use in contexts wher e the demand r efer ence frame w ork, or meta- they are working on, access to food is r educed, i.e . wher e the context-of-use , for the system. This is the indicating this direction. This research project sum of the characteristics of specific contexts 1 This pr oject is the r esult of team w ork, her e r eported was an opportunity b y the authors: within the frame w ork of text b y Anna seen thr ough tw o filters: one r elating to the to gain experience Mer oni, Gabriele Cerv etta has written concerning possibility of outlining common food pr ofiles and knowledge about “Brand Identity” and Alessio Mar chesi concerning more service oriented “Becoming a Solution Oriented P artnership” (meal typolo gies suitab le for specific users) and offerings.

84/85 whirlpool: “is there a future for us in services?”

III.26 Punto X PA RT T H R E E _ S O L U T I O N S the other relating to the service requirements Solutions offered by Punto X responds to these DS Medica deals of different local contexts. These characteristics demands through an intrinsically sustainab le with the designing, together enab le us to pinpoint needs to be met (because entirely organic) agro-industrial food manufacturing, when planning Punto X, a solution system that chain, associated with personalised consumer distribution and marketing of software seeks to respond efficiently to prob lems which dietary planning. This has the dual advantage and hardware of medical up to now have been answered by a complex of reacting to precise demands for individual technologies for diagnostic and treatment set of heterogeneous services and varying health and of increasing knowledge, and purposes in the following attitudes. consequently the ability to choose, through an branches of medicine: These prob lems, and therefore the benefits to indirect form of education. clinical nutrition, gastroenterology, be offered to users, are linked to demands for: The solutions also set out to meet these dermatology, oncology, - knowledge about healthy eating habits demands specifically, on an advanced industrial angiology and rheumatology. The - suitab le foods for specific pathologies (e.g. scale, limiting economic and environmental company runs several diabetes, hypertension) costs. It does this through the introduction important networks for - suitab le food for special physiological states of personalisation criteria that are based on family doctors , dieticians and gynaecologists , by (e.g. the elderly, expectant mothers, children, more generalisab le and extendib le principles computerizing their sportsmen) (the concept of context-of-use) than the office management - food for particular dietary choices (such as more traditional one-to-one, and by making activities. Through this research vegetarians, macrobiotics, people on a diet) use of a modular system architecture of the project the company - fresh, traditional food components. wanted to understand how such professional These requirements are in turn associated with knowledge could be situations of: The strate gy of contextualisation made better availab le to - reduced choice, The personalisation of solutions offered the final user in terms of empowering food - reduced autonomy, and is achieved thanks to flexibility in meal competences in daily - reduced physical mobility composition, the organisation of distrib ution food management.

86/87 ds medica: “can we prescribe a tasty diet?”

III.27 Punto X PART THREE_SOLUTIONS and delivery systems, and through service/ shops, stations and transit points. The context-of-use analysis on people consumer interfaces. These formats allow for a scale of restricted to their homes with problems By varying the configuration of these factors, personalisation ranging from the more carefully of reduced mobility different service formats can be outlined for prepared home meals, which come close to the (like elderly) has shown the problem of getting the implementation of Punto X. These are traditional one-to-one approach where careful assorted and tasty meals, different organisational patterns that the system attention is paid to specific context capability partially prepared or ready to eat. Often it may address for a user in each given situation (e.g. the presence of a family member or carer was requested to have dietary meals available (localised contexts). able to back up the service), to “standardised” that were tailored for In all, there are four such formats: personalisation based on specific context special pathologies or physiologies, and to have - Your all inclusive meal service: A home typologies (such as the nutritional requirements the possibility of choice. “Your all inclusive delivery service for personalised daily meals, of a sport environment). meal service” interacts mainly for users at home; with the user through a reliable person (a - Your personal meal box: A periodic delivery Some choice simplifiers also pre-arrange relative, a volunteer or a service for personalised meals to a community conditions for personalised meals: suitable personal assistant) who is in charge of delivering situation where an area is availably equipped recipes for different contexts are pre- meals while doing other daily duties for him/her. for consumption. A service geared mainly for selected, and a facilitated IT interface, or an Thanks to this scope offices and day-care centres. intermediary, guides the user’s choice. economy the meal can arrive at the user at a - Your dining corner: An automatic vending Described below in greater detail are two competitive cost. Meals, completely organic, facility for personalised meals in a community solutions offered by Punto X. At a product can be chosen among a context where an area is available and equipped level the common solutions denominator is variety of alternatives, pre-selected according for consumption. A service developed mainly in having all dishes organic, fresh, packed in a to dietary needs, and can be heated easily by for offices, universities and places of transit. protected atmosphere and ready to be heated the user themselves, - Your take away meal: A point-of-sale service in their packaging in a microwave oven. This via traditional home appliances or a dedicated for personalised take-away meals, mainly for means that by a food enhancement strategy microwave oven.

88/89 “your all inclusive meal service”

III.28 Punto X PART THREE_SOLUTIONS similar to that for convenience-foods, a niche meal packaging. A barcode label on the dish, product like organic food is proposed in corresponding to the programming knob on totally new contexts-of-use, adding to its own the oven, enables inexpert users to heat the intrinsic qualities that of being an advanced food properly. service. Each user is supplied with a personal The context-of-use membership card containing special dietary analysis on people eating Your all-inclusive meal service information and requirements, previously everyday in offices, has revealed an increasing This envisages the home delivery of highly discussed with family members and the family request for healthy and personalised meals that meet the nutritional doctor, which makes personalisation of meals fresh food at lunch time, as an alternative to requirements of subscribers with problems of possible. Every week the client, assisted by eating sandwiches. physical mobility: it is based on the possibility of personnel, draws up their own menu by Moreover in addition to managing orders and deliveries locally by using choosing from an assortment of pre-selected an increasing demand for healthy food and low a grocery shop or small warehouse, linked to a dishes according to their dietary requirements: calorie diets, but also service centre, as a meal collection and sorting they can opt for single dishes according food suitable for special place. By co-ordinating operations with public to individual taste, or pre-sorted weekly intolerances. “Your personal meal box” or private services, expert personnel are then combinations. provides personalised able to deliver this meal service to users in the Together with the meal, they receive a organic meals on a daily basis for people who course of their day-to-day duties. magazine of their choice and throwaway want to control their Meals consist of a traditional regional main tableware to simplify daily table management: diet. This service can be dish, vegetables and seasonal fruit. Clients can Meals are delivered once a week from the available in community situations, where a be supplied with a special microwave oven distribution hub nearest home. personal refrigerated box for the duration of their subscription to the This solution integrates the added values of a can be filled everyday with a meal requested service: the advantage of this situation is a personalised diet and delivery by trustworthy by the user, who has simplified planning system, co-ordinated with personnel with the intrinsic quality of the subscribed the service.

90/91 “your personal meal box”

III.29 Punto X PART THREE_SOLUTIONS meal. In many cases such personnel will already packaging: a device automatically reads the be familiar to the client in their role of psycho- barcode on the packaging label and translates physical support in everyday activities. it into a cooking programme. This solution also enables an independent, high quality Your dining corner refreshment area to be set up in contexts that This envisages the existence of comfortable areas,for various reasons lack such arrangements: The context-of-use analysis on people equipped for meal service and consumption, for example reduced space locations such as eating in community in the workplace or in community contexts. It SMEs, or small offices, where a traditional situations such as small requires the presence of vending machines for canteen would not be cost effective; or where offices, universities, gyms and hotel without a fresh food, that are either ready to serve or heat, the irregularity of consumption, which makes restaurant, has shown and the provision of special heating appliances. both user times and numbers impossible to the wish for a fast, but The food dispenser is filled with a variety of predict; or where the distant location makes healthy and tasty, food available on request all assorted dishes to meet the tastes of different it impossible to supply ready meals. It also day long. users. These are chosen to satisfy the dietary enables users to find solutions suitable to “Your dining corner” is a self service food facility, requirements and food styles of the context. varying dietary requirements. based on a vending The menu is organised according to set dietary machine, conceived to profiles. By interacting directly, or using a card System architecture be located in places without food amenities containing information about preferences and Punto X is the result of collaboration between and without the dietary requirements, users examine the dishes various actors sharing a common vision. continual presence of service personnel. People available by means of a touch screen, and receiveBioLogica, a company that manages a chain can get healthy, organic personalised suggestions about what to eat. A of organic food shops under the brand name meals and perfectly heat microwave oven is also available in the specially of Nature Ride and the partner promoting them autonomously, at any time. equipped corner. Again, it is programmed with the Solution Oriented Partnership, has been This service is especially a simplified system coordinated with the meal joined by Whirlpool (the world leading convenient for SMEs.

92/93 “your dining corner”

III.30 Punto X PART THREE_SOLUTIONS

manufacturer of major home appliances) Platform Providers, who together produce an and DS Medica (a company designing, offer that can be described as a packet of B2B manufacturing and marketing medical services directed towards other players. These technology software and hardware), together in turn are required to integrate them with they bring to the system production know- specific expertise and local actions. They are how for electrical appliances, expertise in food not generic clients, but partners in shaping and in IT elaboration of dietary solutions. the solution itself and an integral part of the These companies are the Platform Providers system. Their relationship with this system is a Eating on the move is for the system. In other words, they develop result of strategic agreements. Therefore Punto one of the major trends of contemporary food the basic elements for Punto X solutions. They X can in all senses be defined as a Partner- in cities. Also the desire combine with a network of general suppliers Based Solution: a solution system that would to buy food along the and with players at local level who bring the not be possible without strategic convergence street on the journey to the office/school is a expertise necessary for solutions to be set up by several players on a single vision. This request emerged from the in specific contexts. In the case of the Your process has been backed by the Politecnico context-of-use analysis of people having lunch all-inclusive meal service format they work di Milano, with Industrial Design expertise out of home. with PrivatAssistenza, a national network of (Dipartimento INDACO) and Management “Your take away meal” is operating points that supply various individual Engineering expertise (Dipartimento DIG). Its a solution that proposes organic ready to eat food and family services. For Your dining corner main role has been to facilitate the generation through points-of-sale and Your personal meal-box formats, they of common ideas and encourage convergence located in city transit collaborate with a series of small businesses by harmonising and pondering the various points. Small, local food shops aiming to running food vending machines. Finally, for visions and interests. become neighbourhood Your take-away meal they join forces with the food service centres are, for instance, perfect Nature Ride organic food shops. BioLogica Becoming a Solution Oriented Partnership windows to offer this plays the role of System Organiser among the Being part of a Partner-Based Solution, aside kind of service.

94/95 “your take away meal”

III.31 Punto X PART THREE_SOLUTIONS from having tangible benefits and revenues oriented products and to reach completely from the developed solutions themselves, also new contexts of use. Before entering into a means that each partner involved can benefit collaboration with the Politecnico di Milano In “Your dining corner” from activities that lie outside the scope of the and the other stakeholders, BioLogica’s core the user interaction with the vending system is easy solution oriented partnership and their related business lay completely within the traditional and thought to provide partner-based solution business plans. In retail industry where they specialized in a positive experience of choosing and eating. particular, each solution oriented partner can delivering organic food to their customer base. The choice is guided by benefit from what are called project spillovers, With the development of the system Punto X, the information on the in which the mere act of collaborating with BioLogica has generated the setting for the touch screen according with the diet profile of other companies creates the conditions for development of a service portfolio that could the user. each to take advantage of the collaboration transform its existing product portfolio into After withdrawing the to generate knowledge that would not have a product-service portfolio able to generate food, it is heated in the microwave oven (without existed if the partnership did not exist in value through the knowledge and competence worrying about setting the first place. Within this Solution Oriented spillovers, in terms of food preparation and the cooking programme because of the bar code Partnership, the Partner-Based Solutions nutritional wellbeing that was obtained from in the packaging that generate the conditions for technological, the other partners. can be read by the competence-based and knowledge-based The same is true for DS Medica, which brings machine). Nevertheless, the user preserves the spillovers in which each partner is able to to the system tried and tested competencies positive experience of create synergies amongst themselves to expand and experience in the nutrition and wellbeing taking care of their own food preparation. The their existing business horizons in terms industry through health and nutrition layout and the image of potential business opportunities. From management software that was sold primarily of the corner, has been BioLogica’s perspective, the Partner-Based through the specific niche market of the developed with the aim of offering a comfortable Solutions generates the condition to enhance medical community. Through the Partner- atmosphere, in order to their business model to include more service Based Solutions, DS Medica is able to expand its create a quiet island.

96/97 Punto X: get fed with wellness

III.32 Punto X PART THREE_SOLUTIONS customer base within the medical community generation of future partner-based solutions With Punto X, four context-specific while generating more brand recognition to that lie inside and outside the current realm solutions are delivered through different service its product offering within different channels. of the Punto X solution offering. Through the formats organising Moreover, the company is able to test and gain Punto X project, Whirlpool is able to explore through a flexible, modular, system of experience through a direct channel with end- new ways to extend its existing business model products and services. A platform of partners, users (something that they were unable to do by adding a service oriented dimension to delivering a set of within their niche market since they were B2B their current product lineup. common elements (products and services), software providers, so the only feedback they is integrated on a local basis by specific elements obtained from their real end-users was filtered Solution architecture provided by specific through their users’ family doctors etc). Even Punto X is the fruit of innovations in the form partners. In doing this, a single Whirlpool, a multinational manufacturer with of the system combined with innovations in its system, solving a variety of problems, a traditional product oriented business model, constituent products and services. It has grown opens potentially new can find positive externalities through the out of the systemisation of already partially and wider market opportunities for the development of the Punto X solutions. existing parts, reorganised in new combinations solution providers. Food Producers: Aside from the potential benefits of expanding and endowed with new meaning in the light of BioLogica and others Organic Food Manager: its global reach through the development of particular possible contexts of use. BioLogica innovative solutions, Whirlpool is able to take The original value of the system lies in the System Organiser: BioLogica advantage of the competence and knowledge possibility of combining the same competences Appliance Producer: Whirlpool spillovers inherent in the collaboration with and functions (or platform of products, services Dietary management entities that lie outside its traditional value and instruments) in different ways, integrating software provider: DS Medica chain. In particular, the exposure to the them with local elements, so as to offer Local Food Shop: Natura Ride solution oriented partnership approach, its personalised solutions for different users. Assistance Provider: methods and specific context development Punto X pivots on five crucial subsystems, or PrivatAssistenza Service Manager: vending have illuminated potential ground for the functional groups, of products and services that machines managers

98/99 Platform Providers Integration Intermediate Final Users Providers Users

1 Food Packaging Public producers providers Admin.

Local food shop Your take away meal

Organic-food manager

Home Your all inclusive System meal service organiser

Assistance Appliance provider University/Gym producer Your dining corner

Your personal Service Dietary management manager Office meal box software provider

Furniture Dietary advisor provider Family doctor

Material flow

Information flow

III.33 Punto X PART THREE_SOLUTIONS determine its qualifying performance: or automatic dispenser s fitted with intelligent The Punto X solutions 1 – an organic food network, r un through a food heating systems, puts meals on the table performances are por tfolio of selected supplier s, a specialised and manages waste. the result of several platform, targeted log istics (already set up activities carried out at diffe rent levels of the to supply the chain of BioLog ica shops) and Brand identity system: in the solution specialised points of sale; The system innovation advanced by the four “Your dining corner”, 2 – a vast assor tment of ready to eat or heat, solutions in Punto X requires a coherent for instance, to allow a user to choose, heat, fresh and seasonal organic and biodynamic image. In their DNA is the co-planning and enjoy a meal, an dishes; of three companies with different market interconnected chain of service actions must take 3 – an easy access professional IT food advice orientations and missions, so it is impossible place be fore, during and system, making it possible to r un per sonalised to think of a rehash of company labels, useless after the core service diets for user s with special needs (according to think in terms of restyling. It is impor tant performance. The nee d to replicate, to a set selection of patholog ies, physiolog ies to have a clear and unequivocal trademark with the same quality and food cultures) and helping user s choose to indicate an apparently complex system, standards, such kinds of suitable dishes from a wide range; which user s must perceive as safe and easily interactions requires the design and formalisation 4 – foolproof final preparation by means of identifiable. of every step, defining packag ing able to “dialogue” with specially Punto X indicates a physical setting, clearly appropriate protocols of execution and rules for provided microwave ovens, customised recognizable in the choice of furnishing and the actors involved. refrigerated container s and automatic food g raphics, whose name is associated with a new Within this framework, dispenser s; way of consuming meals. It is a metaphorical it has to be noted that betwee n the Platform 5 – a local deliver y system and meal assistance place bound to the quest for physical well- and the Service Manage r, integ rated with primar y and secondar y being. Here the user is able to take care of the interaction is very near to the B2B log istics. This reaches right into the specific himself by eating well-balanced, organic food. franchise-franchisee context of use, where specialised operator s The theme of well-being arising from the service s.

100/101

III.34 Punto X PART THREE_SOLUTIONS modern idea of caring for oneself through - caring for the socially underprivileged, or Parallel to the solution Punto X, a Solution daily habits, is here realised through a system people with practical difficulties as far as food Oriented Partnership that offers new eating scenarios. is concerned, by facilitating access to a suitable has been developed, to provide healthy, The brand and its colours are reproduced in diet and relative amenities; convenient meals in every accessory, creating a brand identity that -increasing the differentiation capacity of firms different contexts of reduced access to food. leaves little space for inaccurate interpretation. by offering solutions of high added value for The matrix explains Punto X appears as a system, coherent in the end-user, and expanding in each others each partners motives in offering a solution, image but differing in solution, able to meet markets or in totally new markets. being a result-oriented the new requirements of those who decide to - activating/regenerating local operations by system, instead of a set of products or single feed on wellness. necessarily involving local players in setting services. up services close to the user and, in so doing, This means that food is designed for specific Impact on context: benefits and shaping new global-local relationships; needs and easy accessible opportunities - mass-producing products and services to also in challenging contexts. Punto X offers the possibility of achieving maximise productivity and economy of results, rather than purchasing products. Its scale and scope, made possible by integrating Organic food manager: BioLogica solutions are able to direct behaviour towards functions. This leads to lower raw material System organiser: potentially more sustainable, satisfactory and energy consumption than individual user BioLogica Appliance producer: product-service systems. solutions, at both production and consumption Whirlpool It aims to maximise the positive elements of stage. Overall, Punto X can be presented as an Dietary management software provider: DS its impact on context - socially, financially example of a product-system able to activate Medica and environmentally – by various actions that win-win relations between different kinds of Assistance provider: PrivatAssistenza make up a general strategy: players on the market. These do not exclude Service manager: vending machines managers - enhancing the value of organic food chains leadership and enterprise roles for local players, Solution centre: in both production and consumption; fruitful co-operations between profit and non- Politecnico of Milano

102/103 Organic-food gives Dietary mgmt Solution manager & Appliance Assistance Service Solution to… software Oriented System producer provider manager Centre organiser provider Partnership

. to find new . organic food . organic food . high quality food . new high quality . knowledge and . organic brand business perspectives market expertise to market expertise to products to be convenience meals expertise from the identity in the organic food test the validity of improve the offered to customers for vending organic food sector . expertise in industry the software performance of the machines organic supply Organic-food appliances management manager & . a new service System concept organiser . a way to enhance . to enter in non-- . new criteria and . a way to better . adds value to the . expertise in the . advice and dietary the real value of the medical markets dietary tools for the satisfy customer service portfolio dietary industry management organic food . to open and development of needs through offering finalise research in appliances for special . potential professional Dietary mgmt new areas food needs networking with software software food specialists provider . competences in . competences in . to find applications . a dedicated . a smart vending . expertise and . smart appliances food processing food processing for advanced food appliance for machine system products in the for food processing . hardware appliances customers white good . brand identity Appliance appliances to be . to enter in the appliances sector producer integrated with service dimension software

. specific knowledge . specific knowledge . cognitive and . to complete the . expertise in . social dimension of a very sensitive of a very sensitive physiological present service assisting people in a . access to a specific sector sector feedback to better offering specific context context Assistance . inputs and . a new area of design the interfaces . to better satisfy provider feedback from the business of new appliances customer needs reduced access to food context . expertise of a . feedback from the . feedback from final . to expand the . expertise and . service specific market final users users service portfolio entrepreneurship in management in Service the vending specific contexts manager . expertise in service . statistical . inputs to integrate . to extend the management databases service and appliance offering to new machine industry design contexts

. catalyst in the . to facilitate entry . to facilitate entry . to facilitate entry . to facilitate entry . to develop . tools and expertise Solution design and into new businesses into new businesses into new businesses into new businesses expertise in to facilitate and Centre development of . support in the . support in the . support in testing solution design manage the ideas design and design and of the solution idea . to obtain visibility partner--based . manage partner development of development of ideas with their customers as solutions experts solutions development ideas . expand business . visibility and . new sales channels . a new idea of . a new service to be . opportunity to test . to provide Solution and new market recognition to the . service expertise service to be used to used to contact new a methodological healthy, convenient Oriented opportunities end--user reach new customers possible context of toolbox meals in different Partnership . to become a food . feedback from new business . expertise in the contexts of reduced solution provider clients food sector access to food

III.35 Punto X PART THREE_SOLUTIONS profit organisations, symbiosis between multi- This chart provides the nationals and SMEs, or specific market sharing, general framework of the full set of solutions in a mainly bottom-up innovation logic that elements (products, brings new skills, activities and services into services, competences) constituting the Punto play on a local basis. X system. They are put in relation to the main Solution Providers in order to define their tasks in designing, building and delivering each of these components. One of the main challenges in designing an industrialised solution is to take into account, from the beginning, the issue of co-ordination and interfacing of its elements. To do this, the partners have fixed, for each component, some fundamental constraints due to their re qu i re m ent s / capab i l i t i es, to be considered for the successive activities of product/service development, carried out independently by each partner.

104/105 Stakeholders Tasks for the Stakeholders: DESIGN BUILD/DELIVER DESIGN & BUILD/DELIVER

Context Access Ordering Consuming Financing of Use Functions Waste Logistic Advice Interface manag. Data

Solutions Elements

Organic-food manager & System organiser

Dietary manag. software provider

Appliance producer

Assistance provider

Service manager

Others

III.36 Punto X PA RT T H R E E _ S O L U T I O N S

cu r r en tly m os t cat er in g s ervices ar e ‘war m fo o d chains’ w hich means fo o d is pr epar ed an d k ept war m La Fiambrera w hil e it is trans po rt ed to cus to mer ins titu tio ns .

o n e o f t he m os t significan t t echn o lo gica l an d in fra s tru ctu ra l chan ges is to o ffer c o ld fo o d s ervices , w hich can be heat ed o n d eman d .

I I I . 1 3 L a F i a m b re r a PART THREE_SOLUTIONS

La Fiambrera Joanna Lambert, Laura Vidal and Menno Marien

60 /61 rub i s oc i al serv i c e : “ we t ry,as muc h as p os s i ble, to keep th e el der ly l iv i ng i n th e i r ow n h om e ”

62/63 “ i f you want f resh f ood you have to com e to th e mar ket ”

64/65 “if i wan t to li v e o n my own, i hav e to be ab l e to pr epar e my own mea ls”

66 /67 “n o fo o d facilities n ear t he c o mpan y w her e i wo rk”

I I I . 1 7 L a F i a m b re r a PART THREE_SOLUTIONS

68 /69 la Fiambrera:good food for all

70/71 1. employees choose menus and order shopping

2. social services indicate meal numbers and specific menu needs of elderly users start Social Services SME's

3. catering prepares menus Elderly's homes for SME’s and elderly

Material flow

72/73 ��

��

74/75 Breakeven of Old system Breakeven of New system

Elderly home Elderly home Elderly home

Elderly home Elderly home Elderly home Elderly home Elderly home Elderly home Elderly home Elderly home Elderly home

Elderly home Elderly home

Homes of the elderly > 50 Homes of the elderly >15

Eurest central Eurest central kitchen kitchen

CoCompmpanany y woworkrkerers >s >50 50 Company CoCompmpanany y workers > 15 Company woworkrkerers s> >50 50 workers > 15

Company Company workers > 50 workers > 15

76/77 L a Fiambr er a SERVIC E SETTING SERVIC E PERF OR MANCE

ELDERLY USER

specifications Ability to set dietary Easy open profile compartments Identify key assistants Assistance available Spare keys

OFFICE WORKER

specifications choice among daily meal Access to building with Easy to find meals offers small van option to order fresh Access to coolbox in Labelling ingredients from market office

LOCAL GOVERNMENT ADMINISTRATION (RUBI)

teaching session for Identification of people Access to internet at specifications marketstall; briefing and suitable for the service regular intervals or training of social workers continously

LunchBox service rules; Space and resources to collect shopping packs

LunchBox contract;

PLATFORM

78/79 “r o d r igu ez is ab l e to li v e o n his own wit h go o d fo o d su ppo rt”

“j os ep h is ge ttin g o u t to t he mark e t e v eryday to pick-u p his mea l...” “Mar ia did n o t pick-u p her mea l to day, maybe s he is ill ”?

I I I . 2 3 L a F i a m b re r a PART THREE_SOLUTIONS

The La Fiambrera partnership developed, detailed and tested the La Fiambrera concept in a 5 week pilot test .

The partnership is planning to relaunch the service so that citizens and employees in Rubí can benefit from a good quality flexible food service.

80 /81 mark e ts ta ll so lu tio n c o o r dinato r s mart sy s t em o p erato r

ru bi so cia l s ervices eu r es t manager la fiambr era c o o lb ox

I I I . 2 4 L a F i a m b re r a PART THREE_SOLUTIONS

84/85 whirlpool: “is there a future for us in services?”

86/87 ds medica: “can we prescribe a tasty diet?”

88/89 “your all inclusive meal service”

90/91 “your personal meal box”

92/93 “your dining corner”

III.30 Punto X PART THREE_SOLUTIONS

94/95 “your take away meal”

96/97 Punto X: get fed with wellness

98/99 Platform Providers Integration Intermediate Final Users Providers Users

1 Food Packaging Public producers providers Admin.

Local food shop Your take away meal

Organic-food manager

Home Your all inclusive System meal service organiser

Assistance Appliance provider University/Gym producer Your dining corner

Your personal Service Dietary management manager Office meal box software provider

Furniture Dietary advisor provider Family doctor

Material flow

Information flow

100/101

102/103 Organic-food gives Dietary mgmt Solution manager & Appliance Assistance Service Solution to… software Oriented System producer provider manager Centre organiser provider Partnership

104/105 Stakeholders Tasks for the Stakeholders: DESIGN BUILD/DELIVER DESIGN & BUILD/DELIVER

Context Access Ordering Consuming Financing of Use Functions Waste Logistic Advice Interface manag. Data

Solutions Elements

Organic-food manager & System organiser

Dietary manag. software provider

Appliance producer

Assistance provider

Service manager

Others

III.36 Punto X PART FOUR_TRANSVERSAL ANALYSIS

Transversal analysis PART FOUR_TRANSVERSAL ANALYSIS

IV. 1 User issues PART FOUR_TRANSVERSAL ANALYSIS

Allowing elderly User issues people to live as long as François Jégou possible, independently and in their own home, is a key challenge for the balance of public social assistance. The question of autonomy in meal preparation is particularly critical: on one hand it is one of the first reasons why elderly How can the three food delivery solutions the user point of view, what strikes at first sight have to leave their home for institutions. On the be compared? What are the similarities and is the similarity of the end results. The product other hand, current meal the differences? This chapter is the first of the part of the product-service system – what I delivery services are very expensive and need to third part of the book intending to propose get in front of me, between fork and knife be subsidised by social a transversal analysis of the three Solutions – although emerging from parallel projects in services to be available to those with medium to Oriented Partnerships developed during the different countries look alike: pre-packed food low incomes. research project. It will particularly concentrate in individual portions, ready to eat or to be All three solutions on the nature of the different solutions warmed through a microwave system…The faced this critical issue. The adaptability of the proposed: how do they answer to the various choice of this kind of solution is due to the Partner Based Solutions contexts of reduced access to food? How are necessity of delivering fresh food protected by allows the servicing of many different contexts they flexible and able to adapt to the different a packaging to ensure preservation. with combinations of contexts? What are the consumer benefits at Looking more closely to the product, an the same elements giving access to a wider market the level of the individual as well as at the level important difference has to be underlined share and lowering the of the community? in the quality of the food. Punto X meals costs of single delivery to elderly people (and are exclusively based on ingredients coming physically handicapped What do you get? from organic production ensuring both health people) in their homes Looking at the three different proposals form benefits for the user and reduction of the and providing a better quality service.

108 /109 IV. 2 User issues PART FOUR_TRANSVERSAL ANALYSIS environmental impact along the production with training and appropriate food. The chart oppo site propo ses a comparison process. In addition, Punto X proposes a series of the three solutions of traditional recipes promoting original plates Str uctural flexibility… using such user-oriented criteria as a consumer from Italian regional cooking in comparison Whereas marketing of most consumer goods association magazine may to most classical catering services, which are only promotes small variations in products, propo se to its readers. The three solutions based on main stream cooking. the 3 solutions offer here a real flexibility: in appear to be very clo se to each other, serving terms of availability of different dishes but many different contexts- How do you get it? also according to context-of-use. Different of-use, offering choice between dishes and Zooming out from the product on my plate Punto X settings are proposed in traditional diet support. The main to the service that delivers it, the originality shops, in vending machines and in collective differences appear in the general profile of of the 3 solutions emerges strongly. The first or individual delivery. Each time the solution the solution. DuniChef characteristic to be stressed is the choice that is includes all the infrastructure and equipment propo ses a strong centralised organisation offered in delivery. Users of the three solutions in order to choose, heat and consume the that can serve larger are able to choose between a variety of dishes meal according to what is available from scale institutions like ho spitals and offering a by ordering them a few days in advance. The the context. For the users of Punto X, this very high level of pre- determined flexibility ordering delay of the DuniChef solution is flexibility of the solution means access to such as time to deliver one day, offering to hospital patients a reaction organic food and traditional regional cooking after ordering. Punto X and La time similar to classical household shopping in places where currently only street food Fiambrera are management. Connected to these possibilities is available. For hospital patients served by more network-like organisations adapted of choice, all three solutions offer diet DuniChef, flexibility turns meals into an to smaller scale targets management personalised to each customer element of choice and expectation where food with a more diversified flexibility enabling each but also adapted to the context: The DuniChef is normally "imposed". This ability to adapt level of global and local ordering system is able to integrate the patients the same solution to new contexts is a strong providers, as well as users, to customise the medical diet and offer them a choice of meal added value from the business point of view solutions in terms of delivery, kitchen support within it; a Punto X installed at a gym may also. It may increase market share even facing and variety of contexts- allow organisations to offer a sports package a segmented demand. Paradoxically, this strong of-use served.

110/111 IV. 3 User issues PART FOUR_TRANSVERSAL ANALYSIS str uctural flexibility in terms of food choice milk and bread, a newspaper… increasing and context extendibility does not show in not only the individual benefits but also the the design of the products and presentation potential environmental sustainability by of the ser vice. Similar packag ing and unified allowing synerg ies in deliver y. In addition, such image for all different situations: for old singles flexible solutions are open to the development and young spor tsmen; for social ser vices and of additional benefits. In La Fiambrera for business market; for hospital and at home…On example, the f act that an elderly user did not one hand, this choice may be challeng ing pick-up their meal is the sign that they may be in terms of marketing but it points to ill, and the social ser vices can be informed. The recognition of the brand and it is an interesting Social Ser vices may then develop a low cost, characteristic in line with all best practices non-intr usive assistance for the subscriber s. of non discrimination in "intergenerational Another example, again in La Fiambrera, is design" and "design for all". the par ticipative dimension of elderly people picking-up their meal instead of waiting for Enabling dimensions of the solutions… it at home. The solution is customised for the Another interesting dimension of the segment of people who are able to walk but not flexibility offered by the 3 solutions is a able to cook and can't afford or manage ready- stronger par ticipation at local and individual to-eat pre-packed food sold in supermarkets. levels. The product-service system is not The added benefits represent the enabling completely defined by the core provider but dimensions of the solutions which allow each a cer tain level of "improvisation" is left for contributor to the solutions (provider as well as the local provider and/or the user. It is clearly user) to improve it according to their par ticular illustrated in La Fiambrera and the Punto X capabilities and interests. capabilities to integ rate into the deliver y of the meal other products: fresh fr uits and vegetables from the market, small daily shopping like

112/113 1

IV.4 Industr ial issues PART FOUR_TRANSVERSAL ANALYSIS

From ‘Platform Vision’ to Industrial issues ‘Partner Based Solution’ The platform vision Peter Joore of Biologica, ‘Get fed with wellness’ was elaborated into the ‘Punto X’ solution. The original vision, of feeding yourself with wellness and health, is thus translated into a solution that enables the provision of In this chapter an analysis is made of the has been created to deliver the envisioned organic food in places where it was originally three cases, viewed from an industrial and solution. The core partnership consists of not available. Duni’s an organisational perspective. How did the maximum three partners in each case, the platform vision ‘Freedom of choice’, which was companies cope with creating the new platform providers. The initial partners formulated in the first phase of the Solution Partner Based Solutions, and how usefull Biologica, Duni and CDN, being the platform Oriented Partnership was the application of the SolutionOriented promoters, have become part of the solution process, was elaborated into the ‘DuniChef’ Partnership approach? A closer look is taken oriented partnership in each case. However, solution. In this solution, the freedom of choice at the solutions that have been created, and the they did not always have the leading position with regards to portion way that they have been developed. Looking at in it. While CDN was the platform promoter size, the kind of food, the price and the dietary the lessons that can be learned from the three for the Fiambrera case, Eurest clearly has a core needs lies at the basis of the solution. CDN’s cases, it is concluded that they all show very role in the solution. Also in the DuniChef case, ‘Good food for all’ encouraging results regarding the original goals the new partner Trittico playes a core role in vision evolved into ‘La Fiambrera’ solution. This of the Solution Oriented Partnership approach. the solution delivered. It is clear that these new solution encompasses partnerships are much further developed than the original goal of providing healthy food Solution Oriented Partnerships regular buyer-supplier relationships. Although for all people, including those with physical or In each of the three cases, a new partnership the relationships between the various partners social limitations.

114/115 Good food for all: la Fiambrera

Free dom of choice: Dunichef

Get fed with wellness: Punto x

IV.5 Industr ial issues PART FOUR_TRANSVERSAL ANALISYS are less fixed than originally anticipated, the solution on a larger global scale, while locally Platforms cases show that the concept of a network of adding specific solution elements. While in the In each of the three cases an organisational and partners together providing a partner based Netherlands co-operating with Trittico, Duni is technological platform solution can indeed function successfully. already working with other European hospitals has been developed, with several related specific to realise new DuniChef implementations, solutions based on it, Involvement of non-profit partners using the same solution layout and the same each especially suited for a specific context-of-use. Non-profit partners play a crucial role in the packaging elements. In the La Fiambrera case, In the Punto X case, solutions. This is most clear in the Fiambrera Eurest is taking steps to implement similar four specific solutions are based on the same case, where the local government Rubi has solutions in other European countries. It platform focussing on the responsibility to provide food for the can be seen that the local adaptability of organic food. In the needy. They play an active role in enabling the partner based solutions are enabling the La Fiambrera case, the provision of prepared the solution as they organise the location of implementation of these solutions on a larger food for social services the coolbox on the market, where the food European scale. is combined with a shopping service for and shopping goods for the SME employees SME employees, both are picked up. They also had a strong input in Reaching new markets solutions based on a platform with a strong the design phase, for instance stressing that the For all companies involved, the Solution logistics basis. Although peculiar habits of the users definitely needed Oriented Partnership approach has resulted the development of a coolbox with separate compartments that in entry to new markets that otherwise would the platforms has been a less rigid process could be locked individually. have been hard to reach. The background of than anticipated at the Biologica, mainly selling raw vegetables, placed beginning of the project, the concept of creating Global – local elements them far away from the actual end users. technological and One of the ideas behind the Solution Through the new focus on providing total food organisational platforms has been an important Oriented Partnership approach is the concept solutions, the Solution Oriented Partnership tool in creating viable of producing important elements of the approach has created a new distribution Partner Based Solutions.

116/117 IV. 6 Industrial issues PART FOUR_TRANSVERSAL ANALISYS channel for their biolog ical (organic) food. Sustainability For Eurest, being a large caterer, small SME’s In parallel with social and economic benefits, and individual households were a market that one aim of creating Partner Based Solutions was too dispersed to economically ser ve. is to improve the environmental impact of The La Fiambrera solution has created a way to the solutions. The Punto X solution, selling connect several customer s that were too small organic food, can be considered as ‘inherently on their own, creating a whole new market sustainable’: The more organic food that is sold, the that could formerly not be reached. better it is for the environment. In the La Fiambrera solution, the main For Duni, the Solution Oriented Partner ship environmental gain is achieved by combining approach has opened the door to the care the transpor t of prepared food and shopping market. Although the care market was appealing goods. The introduction of one pick-up point to them, Duni had a hard time entering this for the prepared meals on the market, instead market on their own as the way of working of delivering from door to door, fur ther was rather different than they were used to. In reduces the amount of transpor t needed. In the process of creating the new Partner Based the DuniChef solution, the por tioning of the Solution, they joined forces with Trittico, a food enables the customer to order exactly company that already had strong ties in the the amount of food needed, thus reducing the care market, thus opening door s for Duni that amount of food that is not eaten and is then normally would stay closed. The fact that Duni thrown away. has now star ted a new business unit around the DuniChef solution is clearly showing the success of the Solution Oriented Partner ship approach.

118/119 V.1 Conclusions PART FIVE_CONCLUSIONS

Solution Oriented Partner ships and Solution Centres Tom van der Horst

Solution Oriented Partner ships: the What can be concluded from the cases? ambition An impor tant result for the par ticipants of the The image shows examples This book is the result of the European research project was the co-operation of organisations of the application of the Solution Oriented project called HiCs. Within this project a new in solution or iented par tnerships , which would Partner ship approach in innovation approach, the Solution Or iented normally not work together. This has resulted other domains. Par tnership approach has been developed based in new solutions for companies to enlarge their Several new initiatives on experiences in real life cases. business and new solutions for government or have already be e n started government related organiszations to improve in diffe rent contexts. Examples include The ambition has been to f acilitate companies their social ser vices. mobility, health and and government with an approach to conceive The solutions that have been developed are care, living and office and develop industrialiszed, systems of prepared to be multiplied. Solutions developed solutions. products and ser vices called solutions. Solutions, for one specific context-of-use can be adapted The books on the which are specifically related to a g iven user in to fit other related contexts-of-use at the image are virtual at this moment. You are a g iven context, that are sustainable, and that same time. And they are based on an industr ial e ncourage d to he lp are delivered in a highly effective way by a structure with global and local elements. writing them in the near network of local and global par tner s. The solutions that have been developed future!

1 20/1 21 V.2 Conclusions PART FIVE_CONCLUSIONS are sustainable in three ways: profitable for Moreover the Solution Oriented Partner ship companies, beneficial for society (offering approach has developed and tested a way of a social added value creating local jobs and innovating that has potential for domains other enabling individuals in new local processes) than food, and should be transferred to these and ecolog ically improved compared with domains also. existing solutions. In this sense the solutions The Solution Centre network haves appeared to fulfil the needs from Conditions The Solution Centres government also in reaching a combination of The cases have learned taught us about the network aims to to societal aims. conditions that contribute to failure or success. assist companie s, NGOs and government to Based on the above conclusions it can be Companies can learn and benefit from working developing sustainable stated that the multiplication of the solutions with the Solution Oriented Partner ship solutions based on the within next future is a shared interest for approach as long as they are open to new Solution Oriented Partner ship approach. companies and government. visions from unexpected player s and have Se rvice s that can be The f act that there has been this unique the willingness and power to translate these delivered by the Solution Ce ntres includea.o.:: possibility to build up experience with this visions into working practise. All organisations - vision and solution approach in real life projects was impor tant for involved in the HiCs project were in that development the competence development of all par tner s position. - partner ship building, both local and involved. The development from shared The cases illustrate that it is impor tant to international visions to solutions in concrete practical position the innovation projects at a strateg ic - guidance with the situations tied together the par tner s, pushed level in the organisation because of the major Solution Oriented Partner ship in practise. the new solutions forward and created a strong impact they can have. Solution Centres learning experience. Fur ther development and It has appeared that the contribution currently exist in: Italy, Spain, Portugal, the application of the approach in real life projects of government is impor tant to improve United Kingdom and the should be continued in the future. conditions for the innovation of sustainable Netherlands.

1 22/1 23 tno cranfi eld university philips duni design Solution Centres dalt trittico Research Partners

whirlpool politecnico Contacts: di milano Politecnico di Milano, biologica Italy: www.dis.polimi.it; ds medica www.dig.polimi.it rubi CDN, Spain: ineti cdn acu privatassistenza www.cdn-international.com eurest INETI, Portugal: www.ineti.pt Cranfi eld University, UK: www.technology.org.uk Philips Design, The Netherlands: www.design.philips.com TNO, The Netherlands: www.tno.nl

V.3 Conclusions PART FIVE_CONCLUSIONS solutions. Government can assist in many the development of real life projects with new different roles, i.e.: in setting priorities on consortia and with clear learning aims should specific sustainability issues for specific areas, as have the highest priority. a client for the new solutions, as a sponsor of development, and as partner in local initiatives, For those who want to know more about the and as a facilitator of the multiplication of background of the projects, Further on it is successful sustainable solutions, for instance by recommended to also read the book: Solution creating incentives for them in the market. Oriented Partnerships. How to design industrialiszed, sustainable solutions? The Solution scan, Solution Oriented Partnerships in explainedmentioned in this book, can be used Europe: next steps to get a first impression of the opportunities The success of the cases in this book gives and new perspectives and point of views ofthat confidence that the Solution Oriented the Solution Oriented Partnership approach Partnership approach enables innovations that can create. To assist companies and government can fulfil the interests of companies, NGOs with further implementation of the approach a and government in the Europe of tomorrow. network of Solution Centres has been will be For companies the approach is an opportunity established. Partners of the HiCs project have to build up experience with and create new formed this network in at least five countries: sustainable business as a result. It has appeared Italy, Spain, Portugal, the United Kingdom and that there are many different and good ways to the Netherlands. References are given in the start up projects. An important opportunity for captions of this page. government is through further dissemination So let’s start solutioning Europe for the 21th of the Solution Oriented Partnership approach, century! including domains other than food. To do so,

124/125 Authors biography Ezio Manzini, Politecnico di Milano Lucia Rampino, Milan Polytechnic University Ezio is Professor of Industrial Design at Politecnico di Milano, Architect and industrial designer, she works within the Research is Director of the Research Unit Design and Innovation for Unit Progetto Prodotto of the INDACO Department of Politecnico Sustainability and coordinates the Masters in Strategic Design and of Milano. PhD student in Industrial Design, she will present her Doctorate in Industrial Design programmes. He works on strategic final dissertation. whose focus is on the leading role of industrial design and design for sustainability, with a focus on scenario building design within products development processes aimed at product and solution development. He has written several books including innovation. In the last two years she has been the coordinator of Product-service Systems and Sustainability. Opportunities for Sustainable the Master in design for the household appliances at the Politecnico Solutions, with C. Vezzoli and Sustainable Everyday with F. Jegou. di Milano. Francois Jegou, DALT\solutioning-design.net Pia Valota, ACU François Jégou is a Strategic Design Consultant with a degree in Pia Valota is an architect specialising in housing and standardization industrial design and teaches as visiting professor at the Politecnico issues. In the 1980s she came into contact with the European in Milan and La Cambre School in Brussels. He runs the consumer movement, becoming the Italian representative for ANEC- consultancy DALT, specialising in co-designing scenarios and new the EU organization for consumer participation in standardization. product-service system definition, sustainable design, interaction She co-operates with ACU Associazione Consumatori Utenti onlus, design, cognitive ergonomics, senior friendly design and a not-for-profit consumer Italian NGO. She was named ACU innovation in food products. DALT is active in the Solutioning- Lombardy regional president in 2001. She is Secretary General of design.net network and several EU research projects. AEC “Association of European Consumers”. Peter Joore, TNO Simona Rocchi, Philips Design Peter Joore works at the Dutch research institute TNO, Simona is senior research consultant within the Strategic Design coordinating multidisciplinary innovation projects in the field department of Philips Design, where she deals with sustainability- of sustainable product and system innovation. He is currently related corporate projects and design research activities. She chairs working in the areas of short distance mobility and sustainable the sustainability Creative Solutions Platform and is responsible food solutions. In the SusProNet thematic network, Peter is for the global sustainability research program. She is author of responsible for the need area ‘Food’. One day a week he works several publications on sustainability and brand/innovation design at the Mobility Unit of the faculty of Industrial Design at the processes and lectures in European design and business schools and Technical University Eindhoven. is Visiting Professor at Externado University, Bogota. Helma Luiten, M.Sc. Christina Lindsay, Philips Design Helma Luiten joins TNO Strategy, Technology and Policy. At Christina works as a senior research consultant within the the department of Sustainable Innovation she has developed, Strategic Design department, where her focus is People Research. among other things, scenarios for Households in 2020 and their She chairs the global People and Trends Knowledge Platform and waste generation, a foresight study on new technologies, and the People Research group. Christina is author of publications co-developed new sustainable services for an energy company concerning the relationships between people and technology, and in Holland. She works on social sustainability assessment and on on user involvement. She has taught at universities in Canada and the concept of Inherently Sustainable Business Models where she the USA and has presented at conferences in the fields of history, focuses on customer needs and attractive value propositions. sociology and anthropology. Erik Indekeu, DUNI Menno Marien, CDN Erik Indekeu, born May 18th in Bree, Belgium. He studied Latin- Menno studied business science at Rotterdam and is fascinated by Mathematics at the Salvatorcollege, Hamont-Achel, Belgium. innovation, creativity and its management. After working in a Dutch After his secondary education he graduated in 1990 at the High consultancy, he moved to Barcelona leading European research Institute for Integ ral Product Development, Antwerp. He worked for and innovation projects for various companies. Then joined CDN, the Design Department of Tupperware Europe in Aalst (Belgium) a product design consultancy as Innovation Manager and has from 1991 till 1995. Since the end of 1995 he is working as Senior led new services and methods for product innovation strategies Product Designer at the Design Department of Duni Travel (formerly and their application. Menno is Innovation Manager at CDN, De Ster). Duni Travel develops and manufactures mainly meal has a passion for the saxophone and for his 3 year old daughter. service solutions for the airline in-flight catering. Anna Meroni, Politecnico di Milano Laura Vidal, CDN Anna Meroni is a research consultant and visiting Professor in Laura works as a project manager in Applied Innovation at CDN, product-service-systems for the Industrial Design department at designing new business scenarios and co-designing products and Politecnico di Milano. She is an architect and designer, has a PhD in services. She delivers projects focusing on extreme users, especially Industrial Design and collaborates with universities, research centres the elderly and children, and carries out user-centred brand and companies on design research and strategic innovation projects. and product repositioning. She is a member of the EC project She publishes and lectures widely on design and system innovation “Disrupt it”, where she assists companies in recognising disruptive and has been consultant and project manager for design exhibitions. innovation opportunities. She collaborates with the Strategic Design Department of Esade Business School in Barcelona. Cervetta, Milan Polytechnic University Joanna Lambert, CDN Gabriele Cervetta works as junior researcher at the Politecnico di Joanna is Sustainability Project Manager at CDN International, Milano. He is working for national an international research about Barcelona where she is responsible for Sustainability and its the local development for a sustainable approach for tourism. He application into products. She has designed eco furniture and is beginning the PhD in industrial design at the Politecnico di interiors and using biodegradable materials. She has a Masters in Milano. Sustainability and Design from Cranfield University and a BA in EcoDesign from Goldsmiths College London. At CDN, Joanna has created sustainability improvements through product strategies and sustainable business models. Alessio Marchesi, Politecnico di Milano Tom Van Der Horst, M.Sc. Alessio graduated in Industrial Engineering at the University of Tom studied Industrial Design at Delft University of Technology Toronto and has a Master in Strategic Design from Politecnico then joined TNO Industrial Technology as head of the product di Milano where he pursues a PhD in innovation and design development department and a founder of the Kathalys centre for management. He researches into the effects of product longevity sustainable product innovation. He has experience in a range of and design-driven innovation principles on innovation practical research and innovation projects in co-operation with management strategies, co-manages the Masters in Strategic multinationals and SME’s. Tom joined STB in 2001 as a senior Design, and teaches innovation management and industrial researcher and is head of the Sustainable Innovation team. He is marketing. He is project manager of the EC project EvaN. co-manager of the TNO Sustainable System Innovation initiative. A three years project (1.4.2001-31.3.2004)

European Commission “GROWTH Programme”, Research Project HiCS, Valentina Auricchio, Cristina Barbosa, José Barranco, Enric Bascompte, Higly Customerised Solutions (HiCS) Solution-oriented design, Christiaan van den Berg, Boelo, José Luís Bogas, Casper Boks, Ronald production and delivery systems, N° GRD1-2000-25516 Boot, Ursula, Borroni, Han Brezet, Jan Buijs, Marco Caffagni, Elena Casartelli, Jordi Casas, John Cass, Manuela Cianella, Claudio Civanelli, Consortium partners: Susanna Civetta, Dario Cologna, John Delphine, Emma Dewberry, Politecnico di Milano, Cranfield University, TNO, INETI, CDN, Philips Anton Dijk, Mili Docampo Rama, Raoul Dumoulin, Huub Ehlhart, Design, DUNI, BioLlogica, ACU, DALT Laura Erma, Marco Frangipane, Filip Fransen, Andreas Fruchtl, Riccardo Gatti, Patrik Geens, Anne van der Graaf, Harm, Peter Heisen, Ruud van Contributors to the implementation phase: Heur, Luc van den Heuvel, Ilse van den Hurk, Óscar Ibáñez, Jan Jackobs, DS Medica, Eurest, PrivatAssistenza, Rubi, Trittico, Whirlpool Johan, Sarah Jukes, Slava Kozlov, Lia Krucken Pereira, Josep Llovera, Peter Lloyd, Remco van der Lugt, Boris Lutman, Michela Marini, Anna Project Officer: Roberta Salonna Ma Martínez, Karin Meinders, Monique, Pietro Morini, Francalma Nieddu, Florencia Pascual, Maddalena Pigozzi, Lucile Rameckers, Philip Project Coordination: Luisa Collina Ramondt, Rene, Fiona Rees, Han Remmerswaal, Harrie Rikkink, Carlos Sacramento, Albert Salazar, Sara Sancito, Daniela Selloni, Sacha Silvester, Scientific responsible for the research: Ezio Manzini Leonor Sota, Paul Thursfield, Luca Valer, An Vanderauwera, Remco van der Velden, Philip Vergragt, Rafael Vicente, Frank van der Zwan. Responsible for the implementation activity: Tom van der Horst Thanks must also go to: Roberto Broggi, BSH Spain, Gianni Cavinato, Steering Committee: Steve Evans, Peter Joore, Roberto Verganti, Enterprise, Eramus University Rotterdam, Eurest Colectividades Spain, Alberto Villa, Etjen Vanderheyden, Geke Deetman, Menno Marien, Paulo Antonietta Forcella, Frigicoll, Roberta Garbagnati, Paul Gardien, Josephine Partidario Green, Nico Heukels, Jan Jaap Bouma, Anja Janssen, Lia Krucken Pereira, In addition to the authors the following people were key members Steven Kyffin, Alfredo Morini, Sodexho Nederland, New Solutions of the project team: Gabriele Cervetta, Geke Deetman, Goldes Enrique, Development – Design Research Program of Philips Design, Joan Potts, Annamaria Formentini, Marianne Guldbrandsen, Tziranda Hernández, Ajuntament de Rubí, Associazione SENECA Milano, users from Rubí Erik Indekeu, Matteo Kalchschmidt, Marjolijn Knot, Simona Maschi, Social Services scheme, users from CDN, Whirlpool Italia. Lelio Mondella, Lucia Rampino, Michel van Schie, Paul Souren, Etjen Vanderheyden, Alberto Villa.

The project team would like to thank the following people for their contributions to the research: Laura Acciarri, José Luís Ariño,