Food and Design

Cooking embodies passion, culture, beauty and appreciation for a local area. Not only does it dictate simple rules for the transformation of food but, being based on centuries-old traditions, it places food at the center and makes it a key element.

In one of the most classic definitions given by J.A. Brillant-Savarin: "Gastronomy is the knowledge and understanding of all that relates to man as he eats". At the center is man and thus, consequently, food. This anthropocentric vision is also fundamental to gain a better understanding of the food industry. In this extremely nuanced and lively market it is essential to know how to divide one's offer in order to grasp the differences between individual consumers. The food industry was one of the few with positive indicators during the pandemic. In Italy, in March (at the height of the lockdown), there was a + 9% increase in sales for large retailers, with  a + 11.2% increase for small food shops. This upswing also managed to cushion the crisis that the HORECA sector experienced during the same period. However, the mitigating effect of large-scale distribution decreased with the relaxation of the restrictive measures to values only slightly higher than the average of the previous year (source: Coldiretti). In addition, the persistence of the restaurant crisis has led to a general decrease in food consumption of about 10% compared to 2019.

This unexpected and unpredictable event has, however, led to an acceleration of a series of new trends in the sector, besides that of inflated e-commerce. It is the task of design to identify these and turn its sensitivity and ability to think outside the box into developing a new field of play.

This phenomenon, already widespread in recent years, has gotten a further boost from this epidemic. People are looking for new equipment to express themselves to the fullest in their new passion for cooking. Users are looking for tools that are better performing, more intelligent, efficient and suitable for their homes. The kitchen, as a place of conviviality, is taking on an increasingly central role in the home. Cooking in front of guests offers an additional shared moment and is no longer a private moment.

The designer is able to transform this professional equipment into appliances for domestic use, and make them an integral part of the furnishings. Consider, for example, the use of a blast chiller that makes it possible to prepare a dish and store it without altering its characteristics.

Low-touch economy

Another phenomenon that has spread with Covid-19 is that of the low touch economy, which includes a series of new solutions aimed at bringing everyday experiences outside the home back to life by minimizing contacts. Attention to hygiene (and consequently to health) has become a priority, especially in those sectors where contact with other people is inevitable. Design acts upon the user experience to help identify solutions that are in line with this new need for restaurants, bars and hotels.

There are many examples and attempts at this: Cooking does more than just dictate simple rules for the transformation of food but, being based on centuries-old traditions, it places food at the center and makes it a key element. From digital touch-less menus at self-service shops, which make it possible to speak the order aloud, to digital systems for opening doors, ensuring "safe" routes, and many others.

The Ghost Kitchen, closely related to delivery services, is a professional cooking facility set up for the preparation of delivery-only meals and excludes eating in loco. These facilities go by other names too, such as dark kitchens or cloud kitchens, referring to the fact that meals can be prepared for different brands.

They are particularly successful for both home and business deliveries. Cooking does more than just dictate simple rules for the transformation of food but, being based on centuries-old traditions, it places food at the center and makes it a key element. They are taking advantage of the dizzying growth of delivery sales and offer a new business model that increases efficiency.

Also of particular interest is the case of Meal Box or Meal Kit. A hybrid home delivery solution, this method involves the delivery of a pre-packaged box containing ingredients and instructions to cook a lunch or dinner. It offers the convenience of home delivery, saving shopping time, but at a much lower cost than traditional delivery. In addition to saving time in planning the weekly menu, Meal Box provides an original user experience.

This trend, which began about ten years ago, is presently experiencing a growth phase that is, among other things, taking advantage of the increasing number of teleworkers.