FOOD&FRIENDSHIPS

1
Food &
Friendships A Future Insight Scan & Opportunity Mapping
Created by IdeaCouture + Cathrine Frederiksen

“ Idea Couture is a
Strategic Innovation
Company that specializes
in Multidiciplinary
Research and Design ”
+
“ The Kaospilots is a Creative
Business Design School that
incubates talent and ideas
that are good for the world ”
About
In September 2010, Matthew Lincez, Co-Head
of Design Research and Resident Futurist at
IdeaCouture visited The Kaospilots in Aarhus,
Denmark for a lecture on Future Insight Mapping.
The lecture piqued the interests of both Idea
Couture and The Kaospilots and how the two could
work together. The first step in their collaboration
was taken by inviting two Kaospilots to intern in
the Toronto Department.
The “Food & Friendships” project described in this
mini book was created by Cathrine Frederiksen,
with support, knowledge and tools from
IdeaCouture during her internship in November/
December 2010.
2 3

Cathrine Frederiksen
My aspiration for the future is to create movement
and innovation. In the future I would like to see
more responsible, integrated, interactive, brave,
honest and colorful businesses, projects and
events and thereby world.
I believe that in order to innovate and move
individuals, people and organisations need
momentum. Humans and businesses are afraid
of taking the first step and risk failure. I think
that businesses need something similar to what
the fashion industry has with Haute Couture,
something to look up to and get inspired by.
Shows, exhibtions, ideas, prototypes and visions
that dare to take risks and fail, but also that
innovate and move. I call it the art of business.
And I want to be a business artist.
By working with Idea Couture, I was able to
experience how they conduct creative processes
and work with Ideas. That knowledge, combined
with my Kaospilot Education, my previous
experience and my ambitions, I will use to
leverage my aspirations for the future. I believe
that best things come from passionate people.
So when I was choosing a topic for this project,
I chose to combine 3 things that I am passionate
about: Food, Friendships and Businesses. On the
following pages I will present the final outcome
and the research behind it.
I hope you will enjoy the reading
All the best
Cathrine
4 5

Index
p 2-3 About
p 4-5 Cathrine Frederiksen
p 8-25 Presenting Food & Friendships
p 26-27 Behind the Scenes
p 28- 29 Idea
p 30- 63 Insights: Food
p 66- 81 Insights: Friendships
p 82- 105 Insights: Creative Users + Organizations
p 106- 172 Weak Signal Scan
p 173 Thank you
Published 2010 December by IdeaCouture and Cathrine Frederiksen
6 7

Presenting Food & Friendships
Food & Friendships is a fast food concept that
serves as a prototype for a new organizational
model.
The model shows how leaders, investors, users,
costumers, francise owners, suppliers and more
can benefit from each other’s strengths by
interacting and working together in real time to
strenghten the business. And even shifting roles
and blending from time to time.
Existing organizational models need to
be redefined to allow both consumers and
the businesses to interact and heighten the
relationship. Currently, we can see that consumers
are very willing to participate in the decision-making
process of their favourite companies.
They are showing their enthusiasm via online
communities. Sadly, many companies are simply
following these online opinions and conversations
with the intent to control rather than engage.
Control or one-way-communication paths are
tools of the past and there is a need for a new
way to collaborate, listen to each other, enter into
dialogues and be honest with one other.
We have created a system for how a more
collaborative and inclusive service business could
be run and this is what will be presented to on
the following pages.
Hopefully this model wil be tested in the
future and we can gain more insights
into the benefits and weaknesses so
organizations can evolve, move and
grow to the better.
A NEW
ORGANIZATIONAL
MODEL
8 9

Food & Friendships: A Fastfood Concept
As a service and restaurant concept, Food and
Friendships strives to connect friends in their
everyday life and serve healthy, inexpensive
meals to keep them coming back.
Growing friendships is a vision that is incorporated
into every aspect of the business, from the
organization model to the eating experience.
Food & Friendships aims to start up multiple
restaurants and have branches owned by many
different owners, but organized and supported by
the Food & Friendships community.
Food & Friendships has some rules and standards
that the franchisee and the community need
to follow, but they differ greatly from other well-known
franchise businesses.
Some of the rules and standards you as a
franchisee and the Food & Friendships community
need to follow are:
The organization model, collaboration with the
community, the values, the transparency, the
honesty and parts of the visual identity
Some of the rules that can freely be customized
and designed by the franchisee and the Food
& Friendship community are: The menu,
customization of the visual
identity, strategy, vision/
needs, suppliers,
advertisement. ONE BRAND,
CUSTOMIZED
BUSINESSES
10 11

Food & Friendships: The Organization
In the organization of Food & Friendships, all
roles of a typical company have been stirred
up and within the system they can re-organize
themselves as they choose. Everyone have typical
titles, such as “Store Manager” or “Customer”, but
all can participate on all levels and be active on
the topics in the community.
Everyone in the organisation, which also includes
users and costumers, have a personal profile,
where you can follow their ratings, contributions
and statistics. In order to secure quality, people
with most credibility, either gained by title or
recommendation through the community, will
have most power when decisions need to be
taken.
Based on the different community-members
statistics and ratings, they are showed in a realtime
organisation diagram on Food & Friendships
website. If you are a very active costumer you
can have just as much to say in decision-making
processes as the store-manager or an investor.
Whenever people contribute or participate in
something that strenghtens Food & Friendships
they earn points. Points can either be redeemed
within the store or the points can be translated to
money.
FLUID
ORGANIZATION
CHART
& PERSONAL
PROFILES
Food & Friendships
Name
Status
Latest News
Your Qualities
Your Statistics
12 13

Food & Friendships: The Organization Food & Friendships
There are many different ways and levels on
which you can engage with, contribute to and
participate in the Food & Friendships concept.
Whichever part of running a business you are
interested in, whether it is coming up with ideas
for improvement or making plans, there is a way
to engage in the Food & Friendships system. The
users freely decide on which level they want to
participate. You can climb up the hiearchy by
being active and produce quality and you can just
be a member and a customer if you prefer.
The illustration shows some of the ways people
can participate.
Your
Foodclub
Your
Local
Branch
of
Food & Friendships
The Latest News
Feedback Idea Spotting Suppliers Strategy Plans Finances
Advertising Compost Packaging Garden Cook Menu
INTERACT
ON MANY
LEVELS
14 15

Food & Friendships: The Start-up Process
One of the ways members can participate, is to
start a Food & Friendships branch. The illustration
below shows how the process of starting up is
conducted.
1: START UP
A BUSINESS
WITH YOUR
FRIENDS
STEP 1: Choose a group of people,
preferably your friends, to help you
design a Food & Friendships branch.
3: SUBMIT
STEP 3: Once the Food & Friendship branch
design is complete, the group can decide submit their result to the Food & Friendships
forum, where their branch can be voted commented on and supported financially through donations of materials.
2: PLAY WITH IT
STEP 2: Design your suggestion for a Food
& Friendships branch with your friends. The
platform is set up to be similar to a game, so
that you test your branch while building it. The
group will have to manage tasks and overcome
obstacles together while making decisions
such as location selection, creating an overall
vision, making a strategy, designing the menu,
identifying a local need to fullfill, make a financial
plan and choosing suppliers.
16 17

5: COME
TOGETHER
STEP 5: Once a project has been chosen,
the whole community comes together
and makes the start-up phase happens.
Everyone in the community can participate
and work together on strenghtening the
branch even more. The arrow illustrates the
phases of the start up and what needs to
be done before starting up. By clicking on
every phase in the arrow you are able to see
who has contributed or who will participate
in planned events.
4: CHOOSE
STEP 4: If the branch proves to be
sustainable and viable, the Food &
Friendships community selects it to
be tested in real life by supporting it
finacially, with votes and by donating
material or labour.
7: LAUNCH
STEP 7: The new Food & Friendships
branch officially joins the community
and start running as other Food &
Friendships branches - with essentilal
support from the community and
integration of users.
Congratulations,
You are now a part of
Food & Friendships
6: LAUNCH
STEP 6: Everyone who participated
are invited to a launch-party and the
offficial start-up of the branch.
18 19

Food & Friendships: Foodclub
Another way to participate is by starting up your
own Foodclub with friends. The application allows
you to choose friends, plan your Foodclub year
and even wish for which food you would like
by submitting it to the local Food & Friendships
branch.
The day before a Foodclub day you are all
reminded electronically. You can order from home
if you would just like to get your meal served when
you arrive. The system remembers your previous
orders, so it is easy to order the same over again.
The system is either run over facebook or other
social media platform, so you can always see who
is participating, hasn’t replied yet or who can’t
come.
MEET UP
MORE
OFTEN
Welcome to your
Foodclub page
See who will
join tonight:
Dec
Dec
20 21

Food & Friendships: Packaging Processes
In the Food & Friendships store, you can pay
with alternative means. By donating used paper,
organic kitchen trash, used jars or eaten, cleaned
and frozen frut shells you can receive points to
redeem in a Food & Friendship branch or receive
money for your points. The paper gets recycled
into Food & Friendships packaging, the kitchen
scraps are turned into soil and used to grow
vegetables and herbs for the stores, the jars as
well as the frozen fruit shells are used to serve
meals.
All the food is served in trays with holes or slots,
where all the different meals fit. When you arrive
with a group of friends, you get it all served
together. Every meal has its own packaging that
you can eat from, so additional packaging is not
required.
The food can also be served in a edible packaging.
Preferably the edible packaging will be designed,
so that you have to break it apart before eating
it. Like that, you are able to experience the same
sense of connectivity and the vision of creating
closer friendships. The illustration shows a crusty
bread dough baked over 4 bowls, so that when
it is done, the crusty bread becomes the bowl
itself.They can be broken
apart and used to
serve soup or
anything
requiring
a bowl.
FROM
TRASH TO
PACKAGING
22 23

Food & Friendships: In the Store LOCATION
Inside the store there is context specific content
hidden, so that you, with your smartphone, can
upload what you have been eating and thereby
adding to your diet history.
You could also get points that are hidden in the
store or pay with your smartphone. Another
feature could be that there was some features on
the Food & Friendships community that you could
only enter if you were in the store.
When you arrive to a store and log in, you are
recognized by the system and the people, who are
also present, will notice your presense. This could
be highlighted by funny costums fx. everybody
saing hi at the same time.
SPECIFIC
CONTENT
AND LOG-IN
Menu
1
2
3
Welcome!
24 25

Behind the Scenes - The Creative Process
In order to understand how Food & Friendships
has been created and developed, you need a
peek behind the scenes. In the following chapters
we have gathered the research and the insights
we have gotten from the research, so you can see
the departures from which Food & Friendships
have grown out of.
A quick walkthrough of how the project’s process
have been;
It all started with a rapid prototyping by Cathrine
done in Århus during the negotiation of the
internship projects. Scott, Idris and Mat gave
feedback and from there the first assigment
description and project plan was created.
Upon the arrival in Toronto, the project really
started to take form and more prototypes were
created as well as a problem statement was
articulated. After that, the idea was refined and
we started our research which consisted of minor
ethnographic research as well as a signals scan.
From the scan several insights could be spotted
and brought to life. From the insights we
brainstormed and mapped the opportunities for
the project and created ideas for solutions.
All the previous work was brought to life in the last
phase where we went through 3 iteration cycles.
The first we choose 3 focus areas for the project
and made a draft. The 2nd cycle improved the
first and the 3rd made the project presentable.
Above is descriped a very linear process and it is
important to mention that ideas have been created
in all phases and in most unlikely situations. As
always.
Rapid Prototyping
Sense Making
Problem- and Need Statement
Re-defining the Idea
Etnographic Research
Signals Scan
Gathering Insights
Opportunity Mapping
3 Design Iteration Cycles
The Creative Process
26 27

The Idea
“Food & Friendships” aim was to explore how a
fast food concept and a new way of organizing can
help already existing friendships to grow deeper.
By researching on the following 3 lenses, that
idea and problemstatement has been explored.
With the rise of social media and online life, we can
seen that the definition of friendships is changing.
We have more and more people in our lives that
we are briefly in contact with more often. However
there is a decrease in the number of sincere and
honest friendships, that in the end is what create
value in a human life. Although social media is an
integral part of present-day friendships, it is the
physical and tangible meetings of friends face-to-face
which solidifies relationships. Is there a need
or opportunity for a platform to encourage face-to-face
time between friends?
“Food & Friendships” aspires to grow friendships.
Eating a meal together has always has been
a time where families and friends meet up and
take each other in, as well of the food. We see
numerous examples of the nutritious quality of the
food decreasing with an increase in the search
for easy-and-quick solutions to satisfy our needs.
“Food & Friendships” aspires to design nutritous
food that serves our needs for easy-and-quick
solutions.
The rise of new ways of communicating and
expressing oneself has lead to a big change in
how organizations and businesses communicate
and interact with their users. The fact is that if
companies are willing to let go of control, listen
and take in all the gifts that creative users give,
the company will serve their costumers better,
learn and understand more and therefore earn
more profit. “Food & Friendships” aspires to bring
creative users and companies closer together.
28 29

Introduction to Insights + Signals Scan
The insights we have spotted all have an offset
in the scan or other part of the research that has
been conducted. They are all statements based
on intuition and a sense of what will happen in the
future in regards to the themes we are exploring.
Some of the insights have served as inspiration
for the “Food & Friendships” concept you have
just been introduced to. Others will serve as
inspiration for coming projects or ideas.
First we will take you through the insights,
presented in the three catagories.
- Fastfood
- Friendships
- Creative users vs. Businesses
30 31

Insights - Fastfood
Billions of Billions of people eat fast food everyday.
The phenonomen is spreading and growing bigger
and more common every second. This could be
taken as evidence that the fast food business
is doing something right. Actually a lot of things
right. Our approach to the research on fastfood
has therefore been to look at what is working in
order to incorporate that into the design of Food
& Friendships.
We eat what we like - we like fast food.
In order to make sure that we create something
more valuable, better and different from already
existing fast food chains, we have also looked at
the less good things about fast food that we want
this concept to improve.
Fast Forbidden Easy Quick
Fatty Salty Easy Fast Available
Food Dining Semihomecooked
Fast Almostcooked Easy Salty
Freezerfood Delicious Quick
No Hassle Easy Fast Available
Casual Dining Almostcooked
Delicious Forbidden Easy Food
32 33

-
+ Fat
Cheap
Predictable
Fast
Characteristic
Clean
Service
Convenient
Good characteristics of fastfood
Smelly
Addictive
Noisy
Flat
Impersonal
Guilt
Bad characteristics of fastfood
34 35

Right Now:
Healthy vs. Unhealthy
Potential:
Break the categories > ? <
36 37

Easy to make
Recognizable
Iconic
Obvious ingredients
Cheap to produce
Fast & simple to eat
Interface-design of succesful fastfood
38 39

Fastfood as self-actualization
Fastfood has become part of popular culture,
especially in europe. If you eat fast food you are
considered to be more fun, outgoing and careless
and you get points on the crazyness acount in
life. Fastfood and icons linking to fastfood has
become part of popular culture.
40 41

make
eat
Shorter Preperationtime
Consumers want more of the good and less of
the hassle. The products do however need to
be authentic, qualitative and recognizable in the
cooking process. This is an insight we get from
several sources. Examples in the Future Insights
Scan is the Organic Batter Blaster from the scan,
but also the rise of freezer food, almost cooked
food and the big increase in sales in the fast food
industry worldwide
42 43

Past Times Novelty
We want our food to have the quality and
authenticy of past times and be as “old school”
as our grandma. We associate old school with
romantic and are looking for slow cooking
methods and other artifacts that reminds us of
past times. Preserving food is a growing trends
and vintage has been popular for a long time.
In the future insight scan we see signals of this
in both the Mug Switch project by the islandic
ceramic artist Christin Johansen and the “Tree
Ring A Bottle” project.
44 45

Process Tracking + Innovation Curiousity
Consumers want transparency and honesty. As
food is becoming more and more processed and
scientists aren’t far from creating artificially grown
food, the reaction and the mindset of the future
users are what will determine the development
and use of the products.
As the process and ingredients are transparent
and trustworthy, the food can be as high tech
and fancy as it likes. Then there is no reason to
discourage progress nor to stand in the way of
innovation. We want to feel more connected to
the food we are eating, but we also understand
the benefits of technology.
The MRI STEAK An artificially grown piece of meat in the structure of a real piece of meat.
46 47

Food To Remember
Taste is an essential part of memory, as well as
smells, physical pain, colors, voices and more.
When we taste something we have tasted before
in another time or place, we are able to recall
and make associations with that time or place.
Certain tastes reminds us of certain incidents
or memories. How can we use this knowledge
to connect people and make friendships? Las
Once, a daily celebration and calm-time in Chile
is a good example of how food can bring people
together over distance by eating and drinking the
same at a certain time.
48 49

Much More Than Food
Because we as consumers have so many
choices, products are not just products and food
is not just food. Food is the medium of art, design,
culture, interventions, branding of popular culture
and used to create balance or give messages.
Food is much more than just food. Food is the
experiences of eating the food and how we feel
afterwards. Consider what you want your food to
say and how food can amplify the concept.
50 51

Obey / Break The Rules
In times of self-customization, individualism and
D.I.Y, we want rules to play around with and to
break. Many fast food concepts have clear rule
sets for the way their menus are put together. An
interesting one, is the Bento Box from Japan, that
has a rule set that is easy to customize, but has
to be fullfilled in order for the meal to be a true
Bento Box.
52 53

Food & Fans
Every community has their celebrities, food is no
exception. As never before we track and seek
celebrity- behaviours of chefs and happily stand
in line to get into a high-ranking restaurent. One of
the best examples are the Korean BBQ Truck that
is driving around and tweeting its location. Every
time it stops hundreds of fans have gathered and
want to buy. The fans are not only buying, but
also arranging pre- and after parties as well as
designing merchandise and advertising for the
truck online. Merchandise from some food places
have even been turned into collectors items.
54 55

Food For Kids Vs. Real food
Families crave a design for restaurant spaces
and food that is for kids as well as grown ups.
Kids need to eat real food and to get used to
real tastes, so they will keep up the habits
when they are older. We get what we expect
from our kids. Many families have expressed
a need for a restaurant that is not only for kids
or grown ups, but respects and has space for
both to have a good time.
56 57

Natural Packaging
Due to the need for creating a more
sustainable and environmentally caring
system, people are getting very creative. If
a new way of packaging and the production
for packaging could be better, the problems
would decrease. One of the ways of re-thinking
packaging is to make it 100 %
natural. Out of fruitshells, fish-skin or even
leaves. Coconot Ice
Coconot Shell
58 59

Shelf Life For Products
Increased awareness of the use of packaging
and how much material goes to waste, leads
us to wanting to have a bigger insight in to
the processes and travels our products have
been through. The same goes for packaging.
A weak signal is the mapping of a products
shelf life. Where has it been? How was it
made? Who made it? Where will it go after
me?
Another interesting aspect to this is the
increase of stories told through products and
packaging. Who gave this to who? And why?
What was their relationship?
60 61

Relationship Packaging
Examples of ways companies and products
keep relating and interacting with the
consumer even after the intented use, is a
new way of looking at packaging. Beard Papa
used creampuff boxes as loyalty cards in
order to make people come back (and reuse
their packaging) + people have a piece of
the company at home. Some packaging can
be planted, so the flowers can be enjoyed
by the consumer and the relationship to the
company keep growing. Another thing we see
under this insight is the increase of branded
merchandise that people actually buy from
their favorite companies. This also tells us
that people are taking companies in and to
a bigger degree interact with the companies,
even on very pesonal touch points.
Take me
with you
62 63

Insights - Friendships
The insights in this chapter reveal patterns of how
we want to manage and have friendships in the
future.
Friendships and relationships are perhaps the
most valuable thing a person can have in life
and what causes happiness. In this chapter we
present how friendships can benefit from new
technologies and ways of being connected.
64 65

Self-disclosure
Loyalty / Commitment
Sociability
Solidarity
Trust
Assistance
Compatibility
Shared values
Top 8 definitions of friendships
Shared activities
Frequent contact
Reciprocity
Trust & feedback
Support in transitions
Space for growth
Respect & love
Positive Impact
How friendships grow
66 67

Friends as Taskforce
Studies have shown that groups of friends are
better at solving complex tasks together than a
group of non related people.
68 69

Women share emotional experiences
Men share activities
70 71

Friendship Glue
Research on friendships show that every
friendship group has drivers that make sure
that people meet up, take initiative and connect
people. Without the glue, the groups would not
be established, but instead pairs of friends rather
than larger groups would exist.
100 %
Friendship
Glue
72 73

Quality over Quantity
With the rise of the social media and globalization,
we have begun to post to our friends instead
of communicating. Your friends can choose to
react with “like” or just simply a short message
or smiley faces. And by that we are socially
satisfied. At least on a short term basis. But we
need deeper conversations and understanding in
order to truly feel the value and appreciation in
our friendships. It is time that we fullfill our needs
both off and online and begin truly communicating
and listening instead of posting. One of the
signals showing this is the newest social network
in the club: Path. Path only allows you to have up
to 50 friends, so the quality of the relationships
are measured.
74 75

Global Playground
With Internet and the rise of social media,
distances have become smaller and friendships
are often scattered due to the lack of physical
time together. On the other hand, many new
friendships are grown. Thinking in terms of
the larger scale, you can transfer that to global
friendships. Now there is a bigger possiblity for
you to meet people exactly like you. Or with the
specific characteristics that you value.
How can distances be reduced by food, traditions,
ceromonies, tecnology ?
How can friendships always be visible and
present? Even despite of distance? How can you
grow deeper relationships over distance?
76 77

Offline / Online + Easier & Integrated
Services that documents and visualizes how we
love our lives has begun to pop up. We now have
a program where we can document how many
fruits and vegetables we have to eat, which to
do’s to take care of at what time and services that
reminds us that we need to change our tires etc.
The missing link is the smooth and easy integration
of offline and online. We want blogs that update
themselves, infographics that fill themselves out
and calendars that writes themselves. /
78 79

Friendship Clouding + Location Specific Data
Clouding, which means uploading files to the
Internet instead of keeping them in your own
harddrive, is growing. Dropbox now offers us the
possibility of clouding with our friends by sharing
a shared folder. Another interesting reaction to the
availability of everything on the Internet is context
specific content. We want to feel special and feel
that the world is full of things to explore and that
we can be in the small club that can find it.
Will real-life context specific services begin to
include, upload and gather stories of interactions,
transactions, conversations etc? And how will that
be integrated offline vs. online?
How can services make us feel connected through
shared online and offline clouding?
80 81

Insights - Creative Users Vs. Businesses
The Research is conducted with the belief that the
relationship between customers and business/
creative users and organizations can be improved
in many aspects.
With the rapid speed of conversations happening
on the Internet and lots of users with the power
of a fresh perspective and thereby the potential
for leading markets. The only way a company can
keep track of these conversations is to engage in
it and be humble towards it.
Creative users are modern types of consumers
that want to take on a bigger role in the
companies and brands that he or she is a part of
by identification and voting for by placing money
in. The users are partly being let in now, (ex: the
method of crowdsourcing) but this method is
controlled and managed by the company as well
as curated and censored.
Creative users are expressing themselves online
now, more than ever before due to ever emerging
platforms and tools. The web is an enormous
source of inspiration and ideas only waiting to
be harvested = huge opportunity for innovation.
= Opportunity for more profit, movement and
innovation.
The following insights are thoughts and ideas
on how these relationships might change in the
future.
$
$
$
$
$
82 83

Monologues
Crowdsourcing
Competitions
Agencies mediating
Bloggers and tweeters
Focusgroups
How is user-business relationships
managened now?
Degrading recognition and reward
of the creative users
Intimacy and trust between the
company and the creative user
Creative users workers working
side by side and not together
Lack of transparency
What are the problems that need to be fixed?
84 85

Role Reversal + Sellsumers
How can businesses provide platforms for users
to create and manage their own value, experience
and relationship with the brand and the business?
If businesses empower users to be the host of
their own experiences with the brand, the users
are responsible and will feel a stronger connection
to the brand or business.
In the signals scan, examples were found in J-day
and SuperMarmite, where the business provide
a platform that users are responsible for filling
quality in.
A double spin on this is that businesses can
empower its users to empower others and
therefore give them the feeling of giving (and
receiving) themselves, and therefore want to pay
back. As seen in the Waitrose example in the
scan.
86 87

User Democracy
Allow customers and users of services, products,
platforms and other business-proposals to have
more say in the business development and
decision-making in order to create a stronger
relationship and ownership users and businesses
in between.
Crowdsourcing will move into a phase where it
is not nessesarily creative work on the line, but
also hardcore financial decisions and everyday
management decisions that will be layed out to
the users.
88 89

Personal Touch Points
We are getting more and more comfortable with
brands and companies being a part of our daily life
and that “you are what you eat and what you buy”.
Some companies play on this in their marketing
and advertising and builds close relationships
with their costumers that way. When you have
had your wedding at McDonalds, you can never
unfriend them.
New touch points are due to that starting to
arise. Looking at wedding pictures, using your
merchandise toothbrush, giving your friend your
give-to-a-friend extra product.
With this, also the occurance of pre-payment is
starting up, letting services become a natural
part of your life, ather than a consumer-related
experience.
90 91

Effort Loyalty
When people are responsible for something and
their meaning/work/ideas are truly appreciated,
they deliver with gratefulness and feel familiar and
as a part of a whole. When you only ask for little or
even nothing, people will not feel appreciated and
loose connection to the brand. People want to feel
that they matter and that they are wanted.
“the problem is not
that we ask too much
of people, the problem
is that we ask too little
Peter Macloud, CEO of MASS LBP, 2010”
92 93

Costumers as suppliers
Examples from the scan point towards a signal
that customers will have a bigger role in the supply
chain of businesses in the future. By making the
customers part of the supply chain, they feel a
stronger connection to the business, and the
business is their pride, as well as their work and
their favorite business.
Consumers want to take part in many parts of the
process - growing, making, packaging, selling,
advertising. If they are rewarded with points, true
appreciation, a sense of belonging or money.
In the example with a flower company using
peoples land to grow flowers on (and they get
some + discount in the shop) there is also a win-win
mentality integrated.
94 95

Community Build
Examples from the scan showed how more
underground initiatives, such as the Petrol
Cinema have started to bring in materials, as well
as people, from the local community in order to
build or create something. Using peoples personal
stuff or materials found in the environment/space
establishes a familiar, authentic personality in the
space and brings forward a sense of ownership in
the community.
96 97

Playfull start-ups + Online Co-Up Management
Peer-owned business startups could benefit from
bringing in gaming aspects. Many friends are
playing games online and accomplishing tasks
together through them, but consider if that was
implemented in real life.
Science point towards the idea that groups of
friends perform better in tests at solving tasks as
groupsof friends and even as groups of people
who are not friends. Consider how this knowlegde
can be brought into a potential structure of the
organization where friends start up businesses
based on shared interests, gaming, playfulness
and fun.
98 99

Part time entreprenuring
As a sense of novelty is inserted into being an
entrepreneur, make change in society and
contribute or create your own succes, sparked
by media attention and star/idol-status of
entrepreneurs that made it, the rise of people that
dream of being entrepreneurs, but do not want to
risk too much, is increasing.
Part-time entrepreneuring where people are
connected to a business and a part of it, but
where they do not have to invest all their money
and time, could fill this need.
100 101

Future Venues + No Venue
The food, art and culture movements have begun
exploring alternative venues for hosting their
exhibitions, shows and business manouvres.
Examples of this are Pop-Up-Stores, Hosting
at Home, Flashmobs and Renting polyvalent
venues. Also some businesses are performing
without a physical space, using eg. the Hub. They
believe that organizations are made up of humans
- everything else can be taken away. When you
take away the fysical structure, what is left?
102 103

? Asking Differently
Do not give the customers what they want, but
what they need. Ask in a different way to get be
able to find peoples needs. ? vs.
104 105

Signals Scan
01 Fastfood (traditional, emerging/new)
02 Food Design (emerging/ new - friendship
theme)
03 Eating Rituals (emerging, new, cultural
exhange)
04 Fastfood Futures (tecnology, packaging &
dinner-artifacts),
Processes (seating formations, serving, sharing),
venues)
05 Friendships (social, geo-local, costums and
rituals, meaning and value, past & present,
cultural exhange, social media)
06 Emerging new social/co-creative business
models
07 Fastfood branding, communication and
advertisement
08 Brands making friends (costumer/consumer
to business relationship, business to community,
participatory brand development)
106 107

Thank you’s
Kaospilots, especially:
Nicky Grunfeld
Simon Kavanaugh
Idea Couture, especially:
Matthew Lincez
Scott Friedman
Richard Thomas
Sady Ducros
Sherry Radburn Ong
Jessica Tien
Jackie Sidell
John Pelo
Riwa Harfoush
Beloved ones, especially:
Ole Stobbe Nielsen
Anne Bjerre
108 109

Traditional Overview
Departures
Fastfood
3 most traditional ex-amples
of traditional
Interface design
fastfood. The burger, the
hotdog and the pizza
What they all have in
common is the simple,
almost iconic, inter-face
design making the
food easy to recognize,
cheap to produce, fast to
make and simple to eat.
Relevance
The tradional fastfoods
are a succes because
of something. Be sure to
have this included in the
design of a new fastfood
venture.
Potential
Consider how the food
design of food & friend-ships
can be equally
strong in simple in-terface,
iconic status,
easy recognition, cheap
production and simple to
eat-ness.

Forbidden Fatty Salty Easy to Eat Fast to
make Always available Casual Dining Semi-homecooked
Almostcooked Freezerfood
Delicious Quick No Hazzle Forbidden Fatty
Salty Easy to Eat Fast to make Always avail-able
Casual Dining Almostcooked Delicious
Perceptions of Departures
fast food
What does fast food mean?
Overview
The word “fast food”
mean different things to
different people. It can
mean: Forbidden food
with too much fat and
salt, food that is easy
to eat, food that is fast
to make, food that is
always available, cas-ual
dining, semi-home-cooked,
almostcooked
etc.
Relevance
Fast food is many dif-ferent
things seen from
many different perspec-tives.
Sometimes it is
important to look deeper
into a term, a concept
or a word in order to re-think
or re-design it.
Potential
Is their a need for a
new sort of fastfood?
Maybe food that is quick
to make, but takes long
time to eat? Maybe food
that is easy to make, but
is best when it is shared
with friends? Maybe a
cook-process that can
only be followed if you
are many? Or a fastfood
place that only serves
groups?

Bento Boxing Departures
The art of making a lunch box
Overview
Bento Boxing is the art
of making a delicious
lunch box and is a sport
when it comes to utili-ties,
accessories, looks,
diets and the phycology
of eating. The sport is
practiced by japanese
moms trying to get
their kids to enjoy and
crave the healthy food.
Many bento boxes have
themes, such as scenes
from cartoons or animals
Relevance
Bento-boxing is the art
of making a meal well-balanced,
beautiful to
look at, interesting to
eat - basically the art of
making the perfect meal.
Potential
Study the basic prin-ciples
of bento-boxing
for the design of meals.
Consider concepting the
art of making the meal
and presenting it in a
certain way and how
that can help you ex-pand
into new fields of
business such as sales
of utencels, packaging,
how-to-do shows and
cookbooks.

4 FOOD Departures
Fast food restaurent using web-applications
to run their operations
Overview
4 FOOD sthrive to make
fast food more healthy,
but the most interesting
about them is that every-one
can parcipate in the
burger-design real time
on the big screens that
functions as menues in
the store. The more your
burger gets choosen,
the more points you
earn and you could end
up eating for free and
win fame.
Relevance
4FOOD have an inter-esting
take on costumer
involvement and crowd-sourcing,
which they do
live and is incoporated
into their business more
obviously than other
practicing the same.
Costumers vote by
ordering and if they want
something different they
can upload their recipe
to the menu.
Potential
Consider how user-involvement
and crowd-sourcing
can be an
integrated part of the
business. Also consider
how web-applications
can serve your business
as a tool for connect-ing
with costumers and
creative users.
Costumers getting
rewards for advertsing -
and they want to.
Gaming aspect build in.

Super Marmite Overview
Departures
A platform that connects homecooks with
A platform that connects
hungry people
people. The homecook-ers
and sellers can
upload the menu they
are planinng on cooking,
applying a max number
of guests or take-out
offerings and put it on-line.
The hungry people
that doesn’t have time
to cook or likes other
peoples cooking more
look at the offerings and
choose from that.
Relevance
The project is not only
giving a new meaning to
fastfood, homecooked,
but also bringing people
from the same commu-nity
together. Also Su-perMarmite
appeals to
sellsumers who likes the
feeling of having a food-place
and be entrepre-neurs,
but do not want to
go all in and invest a lot
in the project.
Potential
Create a easy-to-start-up
francise that allows
people to be an entre-preneurs
part-time. They
could simply be sent a
kit - maybe with packag-ing,
ingredients, recipes
and marketing material -
and then start their own
francise, selling food
right out of their own
kitchen.
Bring people in the com-munity
together.

Wafu Overview
Departures
No food waste
The chef Yukako Ichi-kawa
uses a simple
method to eliminate food
waste. The diners who
don’t finish all their food
are not welcomed back.
She even offered a 30
percent discount to
patrons who ate all the
food they had ordered.
Relevance
Create more responsi-bility
towards outside
home-foodwaste.
The impact can be re-ally
big if everything is
added up.
It also can be viewed as
a consciousness raising
tool around food waste
and larger socio-eco-nomics
around global
and local food produc-tion.
Potential
In an era of more is bet-ter,
Imagine something
like just-in-time delivery
but for food consump-tion,
instead of just-in-time,
its that’s-just-fine
food portion. You pay
by portion. so my plate
of food and your plate
of food is priced differ-ently
= Health and waste
benefits.

Chinese Five Departures
Elements Theory
Balance food
Overview
There are 5 elements
in Chinese cooking:
total, Fire, Earth, Metal,
Water and Wood. Each
element have an inter-relationship
that must be
kept in balance with the
body’s element when
consumed. As the body
will show symptoms of
when it is imbalanced it
is up to the food you eat
to keep it balanced.
Relevance
What we put into our
body needs to be a
constant balance. They
believe that if you keep
the right balance your
body will remain healthy
and sick free.
Potential
Having element compli-mentary
food that helps
your body with what it
needs, restores to bal-ance.
Or, depending on
your syptoms, ordering
‘heating’ or ‘cooling’ de-pending
on one’s needs.

Food With Friends Departures
Enhancing the concept with the food design
Overview
Match up vegetables
that enhances each oth-er’s
strenghts (1+1=3)
in their dishes. Pairs
such as: kidney beans
& green pepper, Gua-camole
& salsa, Brocoli
& tomatoes gives you
more vitamins together
as they do separately.
Relevance
The food design could
reflect the vision and
concept of the food &
friendships fastfood
Potential
Fascinate people with
friendship matches of
food. Flavor friendships
match, vitamin-matches,
digest-more-than-you-
eat negative veg-etables,
unlikely food-matches
- French Fries
& Icecream, Almonds
and Licorice. This could
also be a advertising
campaign or a part of
the menu as a concept-enhancer.
+ =

Food Faces Departures
Treathing food as art
Overview
Various artists, such
as cookieboy and Olle
Hemmenforf who cre-ated
the Air Max 90
burger, is using food to
illustrate or sculpture
certain images, people,
animals or situations.
Relevance
Threating food as art
opens up for similar
interpretations than the
taste and food itself.
When food is threated
as art, the message
becomes important.
Potential
Consider which shapes,
forms, decorations and
characters the food
served should have.
Could the food reflect
the theme in this way?
Consider how the food
plays into the architec-ture
of the table decora-tion.
Also how the pack-aging
may contribute to
the artwork.

Connection Overview
Departures
Dinner
Marije Vogelsang, in-ventor
of eating design
Designing the eating experience
created The Connection
Dinner. A tabel covered
in dough and baked over
a night with angle poise
lamps. Under the dough,
bowls where placed for
each person and on top
of the dough soup and
stew was served. Every-one
was eating from the
same table-cloth made
of dough.
Relevance
Marije Vogelsang uses
food and eating as a
method of enhancing
other emotions, feelings
and memories.
Sharing of food. Food
designed for sharing.
Potential
Consider how the eating
experience could en-hance
the concept food
& friendships. Could the
experience enhance the
theme? How could study
on friendships be made
into a eating concept?
What if your meal rep-resented
how you view
your friend? Or the meal
was a statusupdate on
your friends life?

Hacking Overview
Departures
Fast Food
The fashion and food-blogger
Luxiare is on
Creative users
her blog “Killer Clothes
and Fine Cusine” de-scribing
and visualizing
how she improves and
adds to simple fastfood
menu items, such as
french fries. She serves
an up-scale version of
Mc.Donalds’ french fries
by adding truffles.
Relevance
Creative users have
always existed and
will keep on the hack-ing
and improvement
of the everyday items
they consume and use.
It is interesting to look
at how you could bring
their engagement into
a fastfood concept and
even make them a
part of the business or
closely related.
Potential
Connecting to the
people that will come
up with new ways of
serving the food, telling
stories about you, adver-tise,
etc? Consider mak-ing
the creative users
a essential part of the
business structure, ex.
by online platforms or
innovation/play/hacking
workshops with different
topics. Give them shares
in the company.

The Resignation Departures
Cake
Food with intention
Overview
In september a stort
went around in various
newspapers that a guy
called Neil Berreth had
turned his recognition
letter into a cake and
given it to his boss.
Relevance
Cake and sweets are
often given as a sign of
appreciation or thank
you. Food and sharing
food can have many
meanings.
Potential
Give messages
through food. Cre-ate
food with inbuld
meaasages. Buy a
“I want to tell you
something”-menu to
set the stage for an in-timate
conversation or
a “I have got a secret”
for sparkling curiousity
fx.

Twitter Cookies Departures
Tecnology and food
Overview
Neven Morgen designed
fortune cookies with
famous tweets from fa-mous
people. Reminds
of the Swedish post
office who just posted
a commercial for christ-mas
cards for friends
made up of friendpages
from facebook.
Relevance
Technology and food.
Social media and food.
Translating media into
real life.
Potential
Many people commu-nicates
more with their
online that in real life.
Consider how online
life, social media and
techonolgy and be
translated into real life.

Popcicle for 2 Potential Departures
Food designed for sharing
Overview
The old-school popsicle
for sharing has the fea-ture
that you will most
likely buy it and split it -
share it.
Relevance
Sharing food. Designing
food ment to be sharing.

Around the world Overview
Departures
in 80 diets
What I Eat: Around the
world in 80 Diets - a
Cultural eating
fascinating project tell-ing
the global story of
our relationship to food
through portraits of 80
people from 30 countries
and the food they eat in
one day.
Relevance
Together with Menzel’s
photographs, the text
by D’Alusio outlines the
specifics of diets around
the world and the differ-ences
in what we need
to consume in compari-son
to our lifestyle.
Ultimately, the project
aims to illuminate the re-lationship
between food
and where we are, in life
and in the world.
Potential
Create cross-borders
friendships through food.
Diet-dating - find food
friends through their
diets.

Organic Batter Overview
Departures
Blaster
Putting pancake batter
into a pressurized can-ister,
Making homecooking processes shorter
allowing the user
to quickly, easily make
pancake without any
preparation. It makes up
for it’s lack of prepara-tion
with the inclusion
of organic ingredients,
such as organic wheat
flower, cane sugar,
eggs, and soybean
powder.
Relevance
For some, pancakes
resembles relationship
development and inti-macy.
By deleting the
barriers of preparation
and clean-up, the core
benefits of the ritual
is left: the enjoyable,
quality-time of cooking
and sharing. There is an
appeal to newer gen-eration
since a level of
novelty is being infused
into a classic tradition.
Potential
By reducing food rituals
to the enjoyable parts
(ie: minimal cooking
followed by eating) fast
food already embodies
this. What brings the
potential of this product
to the next level is how it
also refreshes an estab-lished
tradition with a
mildly interesting tech-nology.

Las Once Departures
Tea Time in Chile
Overview
Around 6.30 - 7 every
day Chileans will stop
up, wherever they are,
and have a piece of food
and something to drink.
And they will know that
everyone around them
are doing the same.
Relevance
When everyone is doing
something at the same
time, it connects people
even though they are
not fysically together.
Connectedness through
food. And connected-ness
through traditions.
Potential
Creating new habits/
costums, Connection-dinners
with your
oversea friends, Relat-ing
food with different
times of the day or
holiday. Design food
that wil trick memory
and remind you of
close friendships/rela-tionships.

BikeLog Potential Departures
Potlucking across America
Overview
Two guys, and , are
riding their bikes all the
way through america
and potlucking on their
way in order to map out
the cultural differences
in what people eat.
Relevance
Mapping and connecting
cultural eating differ-ences.
Potlucking as a
tool for bringing people
together. Sharing as a
way of building relation-ships.

Real Food for Departures
Healthy Kids
Serious Food
Overview
Real Food for healthy
Kids written by ----
is a guide for parents
on how they can com-mit
to giving their kids a
healthy relationship with
food from an early age.
Relevance
Families have many
different strategies for
teaching their kids to eat
well and behave well,
whatever that means in
different contexts.
One of the challenges
consist of the menu
served when families
go out and the way the
restaurent is designed.
Either for grown-ups or
for kids.
Potential
Parents have friends
as well. And kids have
friends. How could
you design a restau-ret/
fastfood place for
both to be enchanted
and have focus.

Chinese Round Potential Departures
Table
Food sharing
Overview
In Chinese restaurants
and even homes they
very often have a round
table, which a round
rotating glass plate in
the middle that can be
spinned so that every-one
can reach what is
on it.
Relevance
Interior design and how
that can potentially
enhance the concept.
Sharing the meal.

Beyond Departures
Biogradable urn with flower seeds
Overview
Pia Galschiøt, a danish
designer, created a urn
that is biogradable and
contains flower seeds,
so that flower will grow
where you plant it.
Relevance
Continues user relation-ship,
Plantable packag-ing,
second uses for
packaging
Potential
Consider plantable fast-food
packaging, condi-dering
how the relation-ship
with the costumers
can be sustained and
nurtured continuesly,
second uses for packag-ing.

Tree Ring A Bottle Departures
Tracking an items life story
Overview
Recycled bottles will
get a tree ring like laser
etching on the bottle for
each time it is re-used.
This visually provides an
‘age’ for the product.
Relevance
Visual storytelling on
the bottle works both
as a naturally evolv-ing
aesthetic as well as
visual representation of
the history of use for the
product. The bottle de-velops
meaning, a life of
its own and is promoted
from simple castaway
object to valuable relic.
Potential
Creating and personi-fying
an object, from
birth through its lifetime
up until its death. This
forms a relationship be-tween
the user and the
object (or food)

IHO Departures
Street Food Packaging
Overview
IHO is a concept project
which looks to at the
amount of garbage is
produced from street
food packaging. IHO
has three products:
hand-sown dried fish
skin wrappers for french
fries, hollowed oranges
from juice bars to serve
as snack food contain-ers
and a plate made
from potato starch and
eggshells.
Relevance
the use of organic food-stuff
for the packaging
elevates the food experi-ence
to a place that nei-ther
printed wrappers or
sterile plates could ever
develop. Food appears
much more welcoming
and real.
Potential
An opportunity to push
boundaries of science to
enhance both the culi-nary
experience as well
as impact the environ-ment
through reuse of
waste materials.

Mug Switch Potential Departures
Swopping personal cups
Overview
The islandic ceramic art-ist
Christin Johansen did
a exhibtion this spring
called “mug switch”.
She collected all sorts
of cups with a story and
wrote small notes with
the story that she con-nected
to the cup. At
the exhibiton you could
bring a cup of yours
with a special story and
switch with someone
elses cup.
Relevance
Connected through ob-jects.
The story of stuff.
Adding meaning to a
physical object.

GreenBox Potential Departures
Swiss Army Knife of Pizza Boxes
Overview
Greenbox a re-designed
pizzabox that can - after
use - be transformed
into 4 plates and a box
for saving the leftovers
Relevance
Low-waste packaging.
All-is-useable-packag-ing.
Element of shar-ing
in the packaging.

Wanderfly Relevance Potential Departures
Asking different questions
Overview
Wanderfly.com is a
selfproclaimed online
experince design tool
and holiday planner that
aks you into your prefer-ences
rather than asking
you where you want to
go.

Poopin’ Cookin’ Overview
Departures
Playfood real cooking
Popin’ Cookin’ is japa-nese
edible mini-cooking
kits that allows you to
cook miniature versions
of real meals only using
the materials in the kit
and nothing more. The
sport is documented in
various you-tube short
movies, where the
professionality of the
cook is measured by the
smoothness and looks
of the process.
Relevance
The packaging of the
Popin Cookin meals
are done to perfection.
Every little piece of the
kit is relevant to some
part of the process or
exhibition.
Potential
Consider how the pro-cess
of making the food
or the process of eating
the food can be nicely
tied together, so that
every little thing makes
meaning and smoothens
the process. Also con-sider
how you can make
the preparing of the food
be exiting and interest-ing
to the costumer.

Bringing home is Overview
Departures
the new going out
Many artists in Denmark
have begun to invite
people to their homes in-stead
Home is the new venue
of finding venues
to perform in.
Relevance
Venue, Intimacy, clubs
Potential
Home could be consid-ered
as a venue for a
food-concept as well. In-timate
and local. Maybe
people could start up
their mini-food places at
their homes

Speed Show Potential Departures
Alternative venue
Overview
Dutch Art and Graphic
design students have
begun to host exhib-tions
at local internet
cafés. They simply rent
all the computers, puts
on the show and invite
people. The happenings
are always lasting for
a short time and is not
publiced before close
to the opening of the
exhibitions.
Relevance
Pop-up venues, Flash
mob venues, surprise
element of the venue,
different “cultural” yet
connected context.

Hjerterum Relevance Potential Departures
Where there is a will, there is a way
Overview
In Denmark there is a
world called “hjerterum”.
Directly translated that
means room in the
heart. If you can find
“room in your heart” then
you can also find room
to fit another person at
the dining table.
This restaurant furniture
has the feature that it
can be smaller or bigger
depending on how many
needs to be sitting there.

The Story of Stone Overview
Departures
Soup
The Story of Stone Soup
is an old one: a beg-gar
Bring your own ? Restaurant
comes to town and
tricks the villagers into
providing him with a
delicious meal by each
donating one item to his
stone soup. In the end,
the skeptical villagers
develop concern and
anticipation for what has
become a scrumptious
soup thanks to every-one’s
participation.
Relevance
Examples: BringY-ourOwn
Wine Restau-rant
in NY & Bring Your
Own Fish concept for
fischermen.
When the costumers
brings a substancial
portion of the meal, rath-er
than simply selecting
and paying, diners de-velop
a vested interest
in the final outcome
Potential
Having a say over the
type of ingredients are
going into your fast food
could bring a healthful
aspect to stone soup
concept.

Path Potential Departures
Limited social network
Overview
Path is a new online
social network that only
allows you to have 5o
friends as a maximum.
Relevance
The social media avail-bale
online has grown
instant social satisfac-tion
so we forget to dig
really deep into our
friends, but only have
short contact with them.
Young people are begin-ning
to focus more and
more on quality over
quantity and Path is a
produc of that.

Friends Around Departures
Tracking your friends
Overview
Iphone app for mapping
friends around you. Ca-fees
and other hang-out
places have an account
where users can check-into
the locations and
have an overview over
where their friends have
checked in.
Relevance
Being able to see where
your friends are makes
you meet up with them
more often.
Potential
Consider creating a
feature that allows
friends to meet up more
by knowing where each
other are.
How could you in other
ways use technology to
grow friendships closer?

Pet Cloud Departures
Artproject
Overview
Pet Cloud is a series of
photos made by Michael
Casker. The Photos
shows a women living
with her pet cloud by her
side.
Relevance
Clouding is also known
as uploading stuff to the
internet.
Potential
Consider friendship
clouding or logging into
your friendship cloud at
the friendship fastfood
place, where your friend
just was and left you a
message

Break The Safe Departures
Boardgame
Overview
A contemporary board
game which focuses on
teamwork rather than
individual winnings. The
team of up to 4 players
has 30 minutes to break
into a safe. An electronic
timer adds surprising
intensity to the game.
As the time draws closer
teammates become
more engaged in work-ing
together that person-al
barriers melt away.
Relevance
Solving challenges
together and meeting up
frequently strengthens a
relationship.
Potential
Could games, tasks,
diskussiontopic, tests be
added to the concept of
the food place in order
to grow and challenge
the friendship of the
costumers?

06 Emerging new social/co-creative business models

EBBSFLEET Departures
united online
Fan democracy
Overview
In Ebbsfleeet Unitied
they are trying out a new
fan-engagement tool for
fans called MyFootball-
Club. The fans pay a fee
every month to be able
to take part in the man-agement.
5 representa-tives
from the commu-nity
sits in the board and
all decisions are voted
for online by the commu-nity,
from which shirts to
buy to the line up.
Relevance
Funding, democratic de-cision
making, transpar-ent
leadership, participa-tory
brand development,
online co-up Manage-ment.
Potential
Costumers becoming
a part of the decision-making
and strategy,
Building relationship
by actively participat-ing
& leading, groups
of friends starting up
and managing their
own restaurants, plat-form
for internal inno-vation
and strategy.

Ponoko Overview
Departures
Bringing people together
Ponoko.com’s webplat-form
bring together peo-ple
that has an idea for
a product design, people
with making skills, and
people that wants to
buy the products being
designed and manufac-tured.
Relevance
Fasilitate more innova-tion
in the fastfood-business
by bringing
together different play-ers
in the field - the
chefs, the foodies, the
real-estate people, the
interior-designers, the
graphic designers, the
innovation strategists,
the potential employees,
the costumers, the en-trepreneurs,
the market-ing
people etc.
Potential
Consider bringing col-laborative
innovation
models into the pro-cesses
of a start up.
Initiatives would come
from diverse players =
new stores opens more
frequently and more
people have ownership.
Consider how groups of
friends could be thought
into this process of
starting and running a
business.

Fifa Manager Departures
Real world games
Overview
Football manager is a
game that allows you to
be the football manager
of a club that you decide
yourself. You buy & sell
football players with
same names and char-acteristics
as in real-life
and all the events in the
game have references
to real life happenings.
Relevance
Many friends are bond-ing
over how cool it
could be to start a cafe
or other form of busi-ness
together. There is
a potential for creating a
sevice that allows those
semi-entrepreneurial
people to run and start a
business together than
doesn’t need to take
100 % of their time and
ressoruces. Part-time
entrepreneuring.
Potential
Could peer-owned busi-nesses
be encouraged
by making the start-up
process and running-the-
business process
more like a game for the
entrepreneurs?

Mountain Co Up Potential Departures
Membership owned
Overview
Mountain co up is a
outdoors and sport
equipment store that is
membership based and
where the profit goes 30
% to the development
of the business and 70
% is given back to the
members based on how
much they’ve spend.
Relevance
Membership owned
businesses, Non-profit,
membership
engagement.

Happy Island Departures
Gaming with your friends
Overview
A Facebook application
game where you can
create private islands
with your friends on-line.
There are quests
and different levels and
accessories you can
get to. You and your
friends have a shared
island that you play on
together.
Relevance
A co-creative way of
building something
together with friends.
Relevant to the inspira-tion
of organisation and
adding a playfull atmos-phere
to a foodplace.
Potential
What if you could design
your own restaurent/
food place with your
friends? Online or of-fline.
People could
Bettermeans: Social
management
Worker-owned cooop-eratives

Peoples Potential Departures
Supermarket
Membership & workerowned
Overview
Peoples supermarket
is a recently opened
store in UK that only
sells goods to members.
Futhermore they encour-age
their memebers to
take voleentary shifts
at the shop in order to
lower the cost and there-by
be able to provide
the members with cheap
products.
Relevance
Worker-owned busi-nesses.
Membership based.

Carrot Mob Overview
Potential Departures
Buying with friends - Shopping with a vision
Carrotmob is a commu-nity
of consumers that
demands certain things
from the businesses
they are shopping in. In
numbers the community
is big and the good com-panies
gets rewarded for
their initiatives by all of
them choosing to shop
there.
Relevance
Consumers taking
control/ leading the
way, opinionsharing,
Reciprocity.

Mc.Wows Departures
Wedding celebrations hosted by
Mc.Donalds.
Overview
Hong Kong, Mc.Donalds
offers to host your
wedding. They have
a special product for
their wedding line, such
as a baked apple pie
wedding cake and a
dress made out of party
balloons. They also ar-range
party games such
as french-fries kissing
games.
Relevance
Building close relation-ships
with costumers,
supporting life, support-ing
friendships.
Potential
Have add-on services
that provides attention
and spreads, consider
which ceromonies would
support friendships,
create close friendships
with clients by hosting
their life ceremonies.
Map out highlights in a
life that food & friend-ships
should support.

Kogi Departures
Korean bbq truck
Overview
Thanks to Twitter and
the Web, L.A. is ob-sessed
with the Korean
tacos of America’s first
viral eatery. The roving
vehicle has emerged
as a social-networking
juggernaut, drawing 300
to 800 people each time
it parks and spawning a
burgeoning cyber-hippie
movement affection-ately
referred to as “Kogi
culture.
Relevance
The use of mobile de-vices,
the internet and
real-time micro blog-ging
services like twitter,
means that Kogi has
harnessed the power of
the web and translated
that potential into real
world physical profits.
Potential
Kogi’sfan base of dedi-cated
followers and the
emergence of a follower
culture.That fan base
has contributed to Kogi’s
success by designing
Tshirts, Kogi truck logo,
tweeting and suggesting
new locations, and more
importantly created an
event out of the antici-pated
wait, by bringing
lawn chairs and throwing
parties.

Telltale Society Potential Departures
Upscale foodclub in NY
Overview
Telltale Society is a
membership only society
in Ny that, when you are
a member, delivers deli-cious
patry and home-cooked/
baked goods at
your doorstep
Relevance
Personalizing the venue,
Pre-paying and making
it seem more as a gift,
appetizers in marketing,
food communities - eve-rybody
gets the same
food at the same time
and enjoys it “together”
- have conversations/
shared experiences
afterwards.

Heart Attack Grill Departures
Proudly unhealthy
Overview
A fast food restaurant
that proudly advertise
their high calorie burg-ers.
The restaurant is
Hospital themed with
waitresses dressed up
as nurses, and food
names such as ‘Flat
liner fries’, ‘triple bypass
burgers’, providing un-filtered
cigarettes, beer,
and soft drink with real
sugar. Seriously obbese
people eat for free.
Relevance
With the constant pres-sure
of eating organic
food and trying to make
fast food healthy, this
restaurant took the op-posite
route and ampli-fied
and marketed to-wards
people who enjoy
yummy fatty food.
Potential
the ‘Anti’ healthy strat-egy
that put them on the
map + extreme + trans-parency

Pierre Hermé Departures
Real + Fake
Overview
Pierre Hermé is a french
pastry maker that is
famous for sharing small
plastic versions of the
real cakes he is serving
on the side. The small
cakes are also sold for
themselves.
Relevance
Plush food, focus on
food in toys and decora-tions,
sharing food with
someone, giving gifts,
reminding people of the
experience, give some-thing
people will have in
their homes reminding
them of the product or
business.
Potential
Consider how the per-son
eating could nurture
his/hers friendships
through something you
provide,

Fortum Departures
Decorating the community
Overview
Swedish energy compa-ny
lets people with good
ideas and visual skills
decorate their energy
boxes, which are stand-ing
all over teh city.
Relevance
By letting artists decorat-ting
their energy boxes,
Fortum shows that they
as well want to take
responsibility for the
looks and the asthetic
environement in the city.
Furthermore they build a
relationship with the cos-tumers
by doing some-thing
good for them +
hosting a competititon
that will bring them
closer to the company.
Potential
Consider how and what
is the community or in
friendships that the food
place could sponsor?
What could the fas-sade
look like? Could
the packaging decorate
the city afterwards or
be given as a gift for a
friend?

Waitrose Potential Departures
Costumer directs community giving
Overview
The grocerist Waitrose
has started a campaign
that allows its costum-ers
to choose which
local community groups
they should sponsor by
physically throwing their
“coins” into a basket of
their choice representing
a good cause.
Relevance
Community-building,
giving the costumers a
chance to feel good by
giving, creating aware-ness
about community-projects,
reciprocity -
building a friendship with
the business.

J-dag Departures
Danish beer celebration day
Overview
J-day is a tradition that
the danish beer brand
Tuborg started in order
to make aware of their
christmasbeer. The beer
is only sold in limites
amounts and only in cer-tain
times a year. When
the beer hits the street
all cafees and bars
throughs parties and
people dress in Tuborg
clothes.
Relevance
This year this celebra-tion
had more danish
fans on facebook than
christmas. People relate
to the brand Tuborg
strongly due to this day
and weeks up until this
day people posts about
how exited they are.
Tuborg brings friends
together to party doing
this day and at the same
time they strenghten
their brand.
Potential
Consider in what ways
you can bring friends
- and costumers - to-gether
in a way where
they will consume the
product, relate in a
more personal way to
the company and even
seperate the happening/
holiday from your cam-paign.

Leaf and Lyre Departures
Urban Farm
Overview
A team of urban farm-ers
have approached
urban home owners to
make use of their yards
to grow herbs, fruits and
vegetables. Land own-ers
are given “rent” in
the form of a percentage
of the produce. Urban
farming does not require
the same expensive
equipment nor the high
yield to run a profitable
business.
Relevance
The program optimizes
otherwise idle space
which has been “do-nated”
by the owners
for use. This passive act
can develop a sense of
responsibility, feel-good-ery
and pride while also
increasing hype for the
farmers through word-of-mouth.
Programs such
as this one have clear
potential to strengthen
community relationships.
Potential
Are there other ways
which locals can pas-sively
assist community
restaurants? Compost
programs, beer-making,
wine-cellaring, donating
oil for bio-diesel to be
used for local pizza de-livery...
Is there a way to
incorporate small scale
business principles to a
community restaurant?

Support Your Departures
Local Hero
Clothing store in Berlin
Overview
BerlinerKlamotten in
Berlin is a design store
that only sells design
from designers in berlin
or who orininated from
Berlin.
Relevance
The focus on buying
local has mostly been
in the food-business the
previous years. Many
goods are travelled from
one end og the world to
another in order to get
to our stores. Just as
much as anything can
be made right here right
know.
Potential
How about putting focus
on more things being
locally produced and
have a local impact
in the foodplace - My
moms makes the chairs,
your dad paints, you did
the decorations of teh
window - strenghten the
community and amount
of friendships by gather-ing
people at the store.

Nike + Apple Departures
Brands being friends
Overview
The rise of big brand
getting together and
creating impact together
is increasing.
Relevance
Showing that you are
trustworthy enough for
another big brand to
rely on you is the best
advertising you can get.
Make your brand some
friends - the right friends
that is.
Potential
Consider who you team
up with to become
even stronger and who
would be even stronger
with you than without.
Threat the relationship
as a friendship and even
communicate it in that
way - show how the
company makes and
grows friendships.

Papa Beard Loy- Departures
alty Carrier
Packaging keeping friends
Overview
At Papy Beard they
have made the box into
a loyalty card. The box
cleverly folds flat and
each time the box is
brought back for more
cream puffs, the side of
the box is punched out.
After 10 cream puffs
have been bought the
customer automatically
gets free cream puffs,
all the while re-using the
same box.
Relevance
Customers develop a
physical bond with the
packaging to create a
more meaningful loyalty
experience. Further-more,
a customer who
has made the effort to
transport the packaging
is more likely to make a
purchase than someone
who simply has a loyalty
card which they carry
passively in their wallet.
Potential
Conscious effort through
physical means has a
clear link to the determi-nation
of the customer to
follow through.

Petrol Station Relevance Potential Departures
Cinema
Community Build Cinema
Overview
The cineroleum is a
cinema in an old petrol
station. The cinema is
solely build from recy-cled
materials from the
city and will therefore be
really cheap to visit.

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