UPPRINTING CASE DESIGN
A Case Design Project for the Startup Upprinting Food
Design Innovation Strategies | Business and entrepreneurship, market research, business models, value propositions, pental diagrams
Stakeholder: Upprinting Food
Team: Elzelinde van Doleweerd, Jing-cai Liu, Sam Kragtwijk
Upprinting Food is a startup that focuses on creating culinary food experiences through 3D food printing of residual food flows. Through this adjustment, unattractive food becomes attractive and contributes to the sustainable food industry. Upprinting Food targeted high-end restaurants with the goal to reduce food waste and create exclusive experiences for guests in restaurants. In this case study, strategic steps are taken for Upprinting Food to create a valuable business with a focus on high-end restaurants in the Netherlands. (Photo originated from Upprinting Food)
During this project, market research  is done to see whether restaurants are interested in the concept. In the beginning, restaurants in Eindhoven are contacted for validation of different business models. Further in the process, Restaurants from outside Eindhoven are reached by email for validation.
Different models are explored for validations: Business Model Canvases, Value Proposition Canvases , Customers' Journey Maps , etc. Besides that, different calculations are done such as the customer acquisition costs and the customer lifetime value .
Restaurants in Eindhoven are reached for an interview session with the chef and/or the owner to gather insight. The interviews consist of questions about residual food flows and sustainability. All reached restaurants were interested in reducing waste and to create a nice dining experience with the 3D food printer.