1. Summary the Project Melinda Novianna
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Dining Experiences in Participative Society
Reshaping Future of Singaradja Restaurant
Singaradja is a small family business in the city of Breda, The Netherlands, serving
homemade cuisines using the owner’s grandmother’s original recipe. The challenges
for the restaurant have emerged since customers, nowadays, are becoming more
active and participative in today’s society, for instance by giving (valuable) feedback
either direct or indirect to the company (Kotler et al. 2010). Customers’ perspectives
are essential input in the restaurant for reshaping its elements in the future.
Customers have connected to what happening in the society, thus, it helps company
to generate co-creation value in the company and customers will be as co-creators in
the company. Furthermore, customers are the ‘unique individuals’ for seeking more
than products and services itself. Instead, they are seeking for relationship and
support from the company (Zuboff. 2005). Therefore, this research aims to gain
insights from customers of Singaradja restaurant in order to explore the possibilities
to innovate and to create (valuable) dining experiences. This research obtained
many insights throughout desk research, participation observation, field research
(i.e. card method), semi-structured interview; appreciative interview, collective
creativity with three distinct types of customers (i.e. Singaradja customers, (potential)
customers, and Indonesia citizens). Throughout these methods, the research
obtained perspectives about how Singaradja restaurant can face current challenges
and how the ethnic restaurant should adapt in the host country. The restaurant
needs to ignite the sense of curiosity of the society instead of waiting for the miracle
in its business since there are so many opportunities spreading among the society
like a ‘hidden gem’. A concept is presented as a final outcome for developing dining
experiences in the restaurant and for giving an inspiration to the restaurateur.
“Share.Explore.Experience.Delight” is a narrative that could give inspiration to the
restaurant for looking the challenges in different angles and for igniting co-creation
with the customers. Spoon, Fork and Plate as a concept found through the obtained
findings, shown in Figure 1. A Spoon representing a magnifying glass is for exploring
the country and the culture, for the customers, and exploring customer’s needs, for
the restaurant. A fork representing the pushpins is for preserving the shared
moments and the proudness. A plate representing the melting pot between two

2. Summary the Project Melinda Novianna
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countries, The Netherlands and Indonesia, is a place for innovating and transforming
in order to enhance customer’s experience and the customers could feel delighted,
as a final result. Lastly, several recommendations are being offered using the
obtained insights and perspectives from the customers.
Figure 1 The Inspiration for Singaradja Restaurant