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Circular Cuisine

An experience to cook, learn, and make an impact

Food insecurity and food waste are critical issues that not only affect the health and well-being of individuals and families but also have broader economic and environmental consequences. 1.2 million New Yorkers, including 2 in 3 college students, struggle with food insecurity. This problem is compounded as the city generates 1.3M tons of food waste each year, which accounts for about a third of the city's total waste. Much of this could be used to address food insecurity if properly distributed. These numbers illustrate the severity of the problem and highlight the urgent need to address both food insecurity and food waste in New York City. 

To tackle this challenge, I designed Circular Cuisine. I dived into the food industry's an experience that utilizes expertly selected, upcycled food waste to deliver high quality, deliciou
s and healthy meals at an affordable price. By doing so, I aim to increase demand for healthy foods that are accessible to everyone.

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1. Product Vision

Due to the market supply and demand, fresh ingredients, and lengthy preparation, a healthy meal is more expensive than junk food.


To tackle this, I came up with an experience that utilizes expertly selected, upcycled food waste to deliver high quality, delicious and healthy meals at an affordable price. By doing so, I aim to increase demand for healthy foods that are accessible to everyone.

I believe that healthy and culturally-relevant food should be available to all, and especially in New York, where access to healthy food is often limited. This cooking experience would not only provide an affordable option for consumers, but it would also promote sustainability by reducing food waste.

Through Circular Cuisine, I aim to inspire a shift in consumer behavior towards healthier and more sustainable eating habits. I believe that by providing affordable, delicious and healthy food options, we can make a positive impact on the health and well-being of our communities.

With this in mind, I came up with the design challenge of: 


How might we grow food security for college students and reduce food waste in New York

2. Humanizing the Challenge 

After listening to foodies and college students' perspectives on their food habits, goals, and needs, I created user journey maps for both target groups to visually communicate and better understand different moments of the experience, and also identify key areas of intervention.


3. Business Design Innovation

In developing the value proposition canvas and user personas for Circular Cuisine, a comprehensive approach was taken to align the mission of reducing food waste and alleviating food insecurity in New York City with the specific needs and expectations of the target groups, namely foodies and college students facing food insecurity. 

Through the user personas, I gained a deep understanding of their motivations, pain points, and aspirations, which formed the basis for crafting a value proposition that not only caters to their desires but also fosters sustainability and innovation. 

🍔 College Student

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🍔 Value Proposition Canvas

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🍝 Foodie

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🍝 Value Proposition Canvas

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Circular Cuisine leverages key elements of business design frameworks by identifying partners, understanding the macroeconomic environment, and analyzing competitors to strategically position itself in the market. With a focus on social impact and sustainability, the business model aims to create sustainable revenue streams while delivering unique culinary experiences to foodies and affordable meal plans to college students. 

🤝 Social Business Model

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4. Commercial Strategy

Partner with grocery store

Collaborate with renowned chefs

Awareness Building

Expand to catering service

Go-to-Market Strategy

In developing the GTM and marketing strategy for this innovative cooking experience, my rationale is twofold. By leveraging upcycled food waste to create meals, we are promoting sustainability and responsible consumption. This resonates with environmentally-conscious consumers and aligns with the growing trend of eco-friendly dining.

Our mission to provide one meal to food-insecure colleges students not only tackles a pressing social issue but also establishes a powerful narrative for our brand.

By implementing both strategies, we create a compelling story that captures both the hearts and minds of our target audience, fostering a sense of purpose that sets us apart in the market.


NYC Foodie &
Influencer Partnerships

Events - NYC Food&Wine Fest, Farmer's Market

Organic & Paid Social Marketing

Content Marketing: Recipe Videos & Tips


Free cooking class trial

Referral Program

Retargeting ads

Customer Success Stories


My Role


Created and executed a user research plan to understand for a circular cooking experience through interviews with food experts and the target users, Intercept conversations, and competitive landscaping,


Synthesized key findings and created data-driven insights to inform the creation of a business model and digital product tailored to the users' preferences through user personas, journey mapping, and value proposition canvas. 

Product Ideation & Design

Ideated a cooking experience that transforms the way we cook & consume food, and increase food security. Designed the prototype and brand of Circular Cuisine.

Brand Guidelines

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