An Applying of Design Thinking for Food and Beverage Menus of the Nostalgia Coffee Shop: A Case study in Phra Nakhon District, Dusit District, Samphanthawong District and Taling Chan District, Bangkok

Abstract

This research was a qualitative research which had the aims as follows 1) to investigate an applying of design thinking for food and beverage menus of the nostalgia coffee shop in Phra Nakhon District, Dusit District, Samphanthawong District and Taling Chan District, Bangkok and 2) to study the elements of sustainable development for the nostalgia coffee shop by using grounded theory method: in-depth interview for finding theoretical conclusions. Key information was 8 informants who are the nostalgia café entrepreneurs. The instruments used for data collection were interview guides, observation and field note, voice and video recorders. The result of this study pointed that an applying of the design thinking for food and beverage menus of the nostalgia coffee shop consisted of 3 steps as follows: first, knowing the customers by observation and conversation and studying customers’ needs from social media. Second, visualization and rapid prototyping consisted of brainstorming, creating and developing a prototype and product testing with customers. Third, knowledge integration consisted of the knowledge of cooking, arts and historical and information technology. The elements of sustainable development for the nostalgia coffee shop featured of 3 dimensions as follows: first, the economy included community economic support and product development. Second, the society included human resources development and corporate social responsibility (CSR). Lastly, the environment included using natural ingredients and waste management.