Cheers!

Duration: Sep 2018 – Apr 2019

Background

I stumbled upon the topic of social eating while researching about happiness. When I was young, I always ate my meals together as a family. As time passed, I noticed I ate less with my family due to my independence and scheduling differences. Nonetheless, I still experience the warmth of eating with others on occasions. With this topic in mind, I delved into the relationship between eating together and happiness.

Research

Secondary dissertations were reviewed to discover that commensality is essential to one’s wellbeing. The social and emotional benefits build new relationships and nurtures existing bonds. It also promotes nutritional eating and reduces chances of obesity and other health risks.

Unfortunately, eating in solitude is a rising trend in North America as attitude towards food is emphasized on nutrients rather than the social aspect. Another main reason is due to the changing household types. According to Statistics Canada, single-person households was the most common household type in 2016 in Canada. Communal eating is the keystone habit to improve one’s overall wellbeing, and obstacles need to be resolved in order to bring everyone back to the dinner table together.

Target Audience

Based on my research, I decided to create a product to address the rising single-person households in North America. They are mostly millennials, comfortable with technology, and have no preference between eating alone or with others. They often eat alone because it is more convenient, and don’t have the reason to go out of the way to eat with friends and family.

Initially, I wanted to create an app of shared dining, however it wouldn’t be an effective solution if no one is seeking out the app to begin with. The product needs to be prominent, ubiquitous, and stops them in the tracks.

Solution

I decided to create Cheers, a weekend event of communal eating that would take place in downtown Toronto. Partnering with local restaurants, a table menu will be designed by the restaurant with food items to be shared amongst others. Local residents can reserve their spot online and dine with other participants at the same table. There will be a set start time to ensure everyone is present when the meal is served. This will act as a launch event to market and turn the concept into a permanent service. The dining process will be designed to engage participants in a fun and positive manner by emphasizing socialization at the meal table.

The desired outcome is to change the participants’ perspective on social eating, that it is an opportunity to destress and develop bonds rather than another appointment on a busy schedule. Ultimately, the event will encourage participants to continue practice commensality on a daily basis.

Branding & Identity

Elements of surprise and the unique experience will attract millennials to attend this event and dine with others. Similarly, the branding will reflect an adventurous and energetic atmosphere.

Process

Application

Digital Presense

Social networks play a big part in millennials digital lives, and Cheers aims to use these social platforms to reach them. Short videos and content will be made to share and start conversations.

Cheers website will feature fun, quirky interactions while allowing users to make reservations.

Event Collateral