10. Closing the Service Innovation Gap in Hospitality Management: The Case of a Fast-Food Chain in Switzerland

This case analyses how a large fast-food restaurant chain in Switzerland used Service Design methodologies to improve their customers’ experience. Initially, the scene is set, and the context introduced before the double diamond is introduced as a useful framework for Service Design projects. The case explains analysis methods employed as well as approaches used for idea generation and prototyping. Advantages and shortcomings of the methodology chosen are discussed in the light of the situation. The case is based on a real-life example but had to be anonymised due to confidentiality reasons. Conceptually, the Service Innovation Gap serves as reference, allowing students to contextualise Service Design as a powerful innovation method for scalable services. With this teaching case study, students will be enabled to understand the Service Innovation Gap as a barrier to service innovation and understand how Service Design can allow service organisations to develop and implement service innovations with a customer-centric focus. Students will furthermore be able to identify and evaluate the expectations of various stakeholders in real-life contexts and to appreciate how difficult the interaction and cooperation between different stakeholders can be.