Analysis of Design Thinking Tactics at Red Rooster Restaurant

This report critically reviews the application of design thinking tactics, specifically focusing on the Service Design Thinking Model, within the context of Red Rooster, a fast-food restaurant chain specializing in roast chicken. The report begins with an overview of Red Rooster and its business operations, highlighting the need for innovation to adapt to changing customer preferences and market demands, particularly regarding vegetarian options. The core of the analysis centers on the Service Design Thinking Model, detailing its four stages: exploration, creation, reflection, and implementation, and how each stage can be applied to Red Rooster's operations. The report emphasizes the importance of understanding customer needs, co-creating solutions with stakeholders, prototyping new services, and implementing feedback to continuously improve the customer experience. Furthermore, the report discusses the principles of service design thinking, such as customer-centricity and value creation, and how these principles can guide Red Rooster in designing new services and menu options. The report also addresses potential business challenges that design thinking can help resolve, such as customer retention issues and the need for innovative process design. In conclusion, the report underscores the potential of design thinking to help Red Rooster adapt to market changes, improve customer satisfaction, and remain competitive in the fast-food industry. The report draws upon multiple academic sources to support its arguments and analysis.

Design thinking for creativity
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Management 1
Design thinking for creativity
Introduction
Design thinking is considered as one of the vital processes for creative problem-solving. This
approach of design thinking has a human-centred core and this promotes the companies to
emphasis on the people as they can create improved products, services and also the internal
procedures. The aim of the paper is to critically review the application of one of the three DT
tactics by company that has been selected. The company that has been selected for the report is
Red Roaster which is a fast food restaurant who offers chicken in the market. The use of
approach determines innovative occasions that DT offers for the companies in order to provide a
diversity of barriers and opportunities.
About company overview
Red Rooster is a recognised Australia fast food restaurant chain that is established in the year
1972 that specialises in the roast chicken. The company offers a wide product range which
includes wraps, burgers, fish, half roasts, and many others (Red Rooster, 2020). The company
has been selected because it has been found that operations include the location where they offer
the sitting facility for the sitting at a restaurant or take away and they deal with different
challenges on daily basis. Since 1972, the company is offering chicken variety which shows that
they are not able to encounter the requirements of the vegetarian and individuals who want a veg
option in their menu. There is a need for the design thinking approach as it will help the
company to remain innovative for adopting new opportunities.
Service Design Thinking Model
According to the study, this has been witnessed that there are different approaches included in
the design thinking which include 3I Model, Liedtka 4 Question Model, and Service Design
Thinking Model (Stickdorn, Hormess, Lawrence and Schneider, 2018). Out of this model, the
service design thinking model has been selected because this is clear that Red Rooster Company
is the dealing in the service industry as they are offering services to their customers.

Management 2
The service design thinking model is the practice that is an iterative process which consists of the
four different stages which include exploration, creation, reflection, and application.
Exploration: - The stage of exploration is vital to build a customer-centred service which shows
that every process begins with the research that aims to understand the clients (Mootee, 2013).
This includes the consumer needs, experience with the products, issues that customers face with
present products. Red Rooster Company needs to understand the changing needs of the
customers related to the shift from chicken to other non-veg products.
Creation: - The model of the service is based on the co-creation model which consists of a
collaboration of all the stakeholders to plan service design that will be provided to the consumer
(Brown and Wyatt, 2010). In this, Red rooster company need to design for the services related to
the non-veg products for which they need the involvement of the stakeholders. The stakeholders
of the company include the suppliers, customers, employees, investors and many others. Red
rooster needs to apply the innovative creation of bringing the modification in the menu by adding
healthy non-veg products.
Reflection: - This stage of the model is known as the prototype which permits the team to
improve the experience of the customers (Dijksterhuis and Silvius, 2017). Red Rooster Company
needs to apply the approach for not only designing the menu but also to provide the customized
service option to the customers. The service can be enhanced in Red Rooster by becoming more
creative in designing the services for the customers at the takeaway. For this, the company can
take the feedback of the customers and according to that, they can make the changes in their
services and products which help them to bring improvement in their results.
Implementation: - Once all the feedback has been applied by the company and they reach a
satisfactory stage then final service is designed as well as applied within the system (Elmansy,
2016). The research shows that the implementation of the changes within the system should
consider the review of the customer for all the offered service. This step will allow the company
to get the feedback once the service is provided to the customers.
Design thinking principles

Management 3
Service design thinking model consists of some of the principles that are confirmed by the
company shows that there is a need to emphasis on the designer’s consideration on the common
needs of all the services. According to this model, the company needs to design the service on
the bases of the customer needs instead of the self-interest of the business which is identified
(Dijksterhuis, and Silvius, 2017). The business understand taste and preference of people keeps
changing due to which they need to consider the same to bring new service for which they need
to be innovative. Another principle says that this as per the model, the services should be
designed in a way that they create the value for the users by offering them the new menu with the
new dishes and also offering them the option to customize as per their choice by deciding the
ingredients they want in chicken or vegetarian dishes (Interaction design foundation, 2020). The
business indulges in take away services for which the Red Rooster need to consider the service
design principles that provide the support for the development of the services that offer the high
quality experienced to customers as well as users. However, the company need more new ideas
for which they should look towards another approach of design thinking.
Business potential challenges
The design thinking approach provides help to deal with the potential business challenges which
might be related to the innovative process design as per the needs of the customers. Also, the
technology used by the company is considered as one of the elements which are required to be
considered for bringing the positive change. The challenges of lack of retention of the customers
will be resolved with the help of this approach as they can understand the needs of customers and
take the required steps accordingly (Dijksterhuis and Silvius, 2017).
Conclusion
At the end of the report, the analysis of the design thinking related to the organisation that is Red
Rooster is discussed. The analysis of the potential use of the approach for the company has been
done. In the discussion, the principles of the design thinking for the service design thinking
model which is demonstrated by the company. The possible organisation issues are presented
that can be resolved with the help of the service design model.

Management 4
References
Brown, T. and Wyatt, J. (2010) Design thinking for social innovation. Development
Outreach, 12(1), pp.29-43.
Dijksterhuis, E. and Silvius, G. (2017) The design thinking approach to projects. The Journal of
Modern Project Management, 4(3).
Elmansy, R. (2016) Service Design Thinking: Putting Your Consumer First [Online]. Available
from: https://www.designorate.com/service-design-thinking/ [Accessed on 6th April 2020]
Interaction design foundation (2020) The Principles of Service Design Thinking - Building Better
Services [Online]. Available from: https://www.interaction-design.org/literature/article/the-
principles-of-service-design-thinking-building-better-services [Accessed on 6th April 2020]
Mootee, I. (2013) Design thinking for strategic innovation: What they can't teach you at business
or design school. John Wiley & Sons.
Red Rooster (2020) About us [Online]. Available from: https://www.redrooster.com.au/about-us/
[Accessed on 6th April 2020]
Stickdorn, M., Hormess, M.E., Lawrence, A. and Schneider, J. (2018) This is service design
doing: Applying service design thinking in the real world. " O'Reilly Media, Inc.".