Local Breakfast Service Design in Shanghai

Service design has become a buzz word for quite a while. In the post-consumption era, the consumer experience towards consumption has gone into the service phase. However, breakfast supply as a very basic daily life service in the background of shanghai city is facing many different problems. How to deliver a healthy, nutritious, clean, handy breakfast meal, which is considered as the most important meal of the day to the hands of the young consumer in Shanghai, has become the research subject of this paper. Through field research, questionnaire and in-depth interview, the author has discovered the feature food categories of local breakfast and its supplying model, putting ahead the improving direction. Meanwhile, concludes the behavior pattern and consumption preferences of the target group. After investigating the existing successful catering service cases and adopting service design theories, the author starts the primary design, using methodologies such as co-design, touchpoint analysis to create services that benefiting from consumer's point of view. Increasing the level of transparency in the food industry has also been considered effective to build customer loyalty.