Build is a new restaurant that reimagines fast food for children between the ages of 2 and 7. This 11-week design research process involved deeply researching current fast food and parent-child relationships, and integrating the findings into a proposal for a new type of restaurant - "redesigning fast food." The final concept answers the question of not only how to get kids to like healthy food but also how to encourage parents to let kids try it.
Build makes nutrition simple and fun by introducing healthy food through a familiar framework that current fast food restaurants have. It does this by modifying the entire ordering process and menu design to make it a more playful and engaging ordering experience.
In addition to product and service design, Build is also food design. The menu items were strategically created to be healthy, visually recognizable, and kid-friendly. Build puts decision making into children's hands and inspires healthy habits. The restaurant's philosophy is culminated in its tagline - building a healthier future, one burger at a time.
The design research process involved field research, interviewing specialists and parents, identifying insights and design opportunities, testing prototypes, and communicating the concept through a video.
Observations and Interviews
The process began with observing current fast food restaurants and parent-child relationships.
We brought the research to life with quick, physical prototypes. These mock up menus were used to conduct prototype tests via intercept interviews, getting both parent and child feedback. We spoke to several parents and had children interaction with the menu prototype. These tests helped answer lingering questions and further refine insights.
We conducted 7 in-depth interviews, ranging from nutritionists, healthy eating specialists, parents who take their children to fast food restaurants, and parents who do not. These interviews and user observations informed key insights and design opportunities.
The restaurant's brand speaks to the playful and action-driven take on nutrition.
The menu is large colorful food visuals displayed on the wall at toddlers eye level. It is modeled after a burger and shake joint but with all healthy ingredients, introducing healthy food through a familiar framework that current fast food restaurants have.
Build modifies the entire ordering process by having kid's pick their meals, making the whole experience more exciting.
To navigate the menu, children are given a tray that is designed to provide them with balanced meals. Only a certain amount of blocks can fit on each tray, ensuring children won't over eat. Children pick the blocks off of the menu wall and stack them onto their tray, which is similar to the gestures they already use with building block toys. Once the tray is filled, they receive an identical hot meal. This ordering process empowers children to make their own choices and get excited about healthy food.