Designing Brusko Concept

Abstract

The main purpose of the thesis is to develop a new service concept for a small brewpub with craft beer and bruschetta as its core elements in the Helsinki area: Brusko – Birra & Bruschetta. The concept was developed by the author and represents a new approach in hospitality in Helsinki. In fact, this type of offering is not present in the Finnish Capital.

The theoretical part of the thesis explores the history and tradition of the bruschetta providing a comprehensive knowledge of this particular recipe, starting from the origin of its name and its regional differences, to more contemporary takes and variations of the bruschetta.

An introduction to craft beer with a chapter dedicated to Italian beer, the brewing process and an analysis of current trends complements the thesis, allowing for a deeper understanding of beer as a whole.

In the last theoretical chapter, the Service Design process is introduced. Various tools and exercises are analysed to showcase their use in creating a brand-new concept for an old and traditional cuisine such as the Italian one.

Part of the Service Design process, a quantitative research was conducted in order to assess the likeability of the concept. In the form of an online questionnaire, the research helped in achieving a good understanding of potential customers in the greater Helsinki area. The response analysis further showed the potential of this concept and helped fine-tuning the experience at Brusko.

The empirical part consists of the actual designing process, where some of the Service Design tools are put into practice and applied to Brusko concept. The above-mentioned quantitative research allowed to gather the raw data, that was eventually channelled towards the concept using Customer Personas. A brainstorming session highlighted the best ideas, that were eventually included in the remaining tools later introduced such as Service Blueprint as well as Business Model Canvas, both critical in the rendition of the concept fromthe perspective of all stakeholders.

The outcome of the process here represented allowed the author to validate the concept, thus showcasing the reasons why craft beer and bruschetta are the two core items chosenfor Brusko.

The main purpose of the thesis is to develop a new service concept for a small brewpub with craft beer and bruschetta as its core elements in the Helsinki area: Brusko – Birra & Bruschetta. The concept was developed by the author and represents a new approach in hospitality in Helsinki. In fact, this type of offering is not present in the Finnish Capital.

The theoretical part of the thesis explores the history and tradition of the bruschetta providing a comprehensive knowledge of this particular recipe, starting from the origin of its name and its regional differences, to more contemporary takes and variations of the bruschetta. An introduction to craft beer with a chapter dedicated to Italian beer, the brewing process and an analysis of current trends complements the thesis, allowing for a deeper understanding of beer as a whole.

In the last theoretical chapter, the Service Design process is introduced. Various tools and exercises are analysed to showcase their use in creating a brand-new concept for an old and traditional cuisine such as the Italian one.

Part of the Service Design process, a quantitative research was conducted in order to assess the likeability of the concept. In the form of an online questionnaire, the research helped in achieving a good understanding of potential customers in the greater Helsinki area. The response analysis further showed the potential of this concept and helped finetuning the experience at Brusko.

The empirical part consists of the actual designing process, where some of the Service Design tools are put into practice and applied to Brusko concept. The above-mentioned quantitative research allowed to gather the raw data, that was eventually channelled towards the concept using Customer Personas. A brainstorming session highlighted the best ideas, that were eventually included in the remaining tools later introduced such as Service Blueprint as well as Business Model Canvas, both critical in the rendition of the concept from the perspective of all stakeholders.

The outcome of the process here represented allowed the author to validate the concept, thus showcasing the reasons why craft beer and bruschetta are the two core items chosen for Brusko.