Factors that Affect the Selection of Trends for a Restaurant Business Concept Design for a Double Diamond Model

Abstract

This research explores the integration of trends into the restaurant business concept design process using the Double Diamond Model, a framework rooted in Design Thinking that emphasizes both divergent and convergent thinking across four stages: Discover, Define, Develop, and Deliver. The study aims to identify the factors influencing trend selection and how trends can be systematically applied in each stage of the design process. Data were collected from six successful restaurant entrepreneurs who met specific criteria, including operating for at least three years, expanding to more than one location, and remaining actively in business. The findings categorize trends into four levels: Mega Trends, which shape long-term brand vision; Macro Trends, which foster emotional engagement and brand loyalty; Micro Trends, which stimulate short-term sales and brand recognition; and Fads, which capture immediate consumer attention. The study reveals that aligning trend selection with the goals and context of each design phase is essential. For example, Mega Trends are suitable for guiding the conceptual direction in the Discover stage, while Macro and Micro Trends are applied during the Develop stage to design practice. Fads and Micro Trends play a key role in the Deliver stage by enhancing real-time consumer engagement through promotional campaigns. This research offers insights into the practical application of the Double Diamond Model within the restaurant industry, supporting innovation in design and business strategy. Moreover, the study notes a lack of emphasis on environmental trends, highlighting the need for policy initiatives to encourage more sustainable business practices. The findings presented represent conceptual insights derived from qualitative analysis and have not yet undergone formal validation by design strategy experts.