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Product and Service Innovation
SMILEPAC iNUWASHU
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Presented by
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Have you ordered any delivery foods in Korea?
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Current Problems
Reusable Plates
Customers side Hygiene issues, strong smell,
look dirty
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• Restaurant owners side
• Cost involving
• getting the plates back
• (oil price, labor cost)
• washing dishes
• Missing/broken plates

Disposable Plates

• Unhealthy
• inconvenience of recycling
• appetite loss,
• insulation x
• inconsideration of environment

Customers side
Restaurant owners side Afraid of losing customers
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Opinions of owners
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Background Research
Current Products in Korea
Current Products in Korea
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Background Research
Current Products
Products in other countries
?Tried to come up with a package that can satisfy
both form and function and be adopted by any
delivery restaurant in Korea
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Background Research
Material candidates
Materials
PS PP PLA Paper (Pulp) SIO2PP
Cost ????? ??? ?? ???? ???
Eco-friendliness ? ? ????? ? ???
Available for hot soup / microwave oven ?? ???? ? ?? ?????
Sturdiness ?? ??? ?? ? ???
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Development Process - Sketches
Easiness of Waste Disposal
Flexible Structure
Separate containers for sides and main dish
which are foldable
Double layers- plastic bag included
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Development Process
Final Decision
Box layers (bento box / lego) Flexibility
Soup(??) disposablility
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Development Process
Final Model
Size 243x205xH80mm Thickness 5.5mm Material
SO2PP
Side View 1
Top View
Side View 2
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Product Features
SmilePac
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Product Features
Design

• Simple, Cute, Innovative, Fun

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Product Features
Eco-friendliness

• Material-wise
• SIO2PP
• CO2 emission ?
• Recycling made easy
• Food waste from package

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Product Features

• Portability
• Tray Handle (stay in place)
• All-in-one
• Simple
• Food waste disposal
• Liquid -poured out through the holes on the side
• The rest (solid)- thrown away together
• Organized
• Possible to take multiple delivery orders at
  once (owners side)

Convenience
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Product Features
Freshness
Require wrap packaging Only sell the container
part ?much better for the food Separate
containers Main dish (Soup/ Noodle/ Rice) Side
dishes packed separately
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Product Features
Insulation

• Layered box shape
• Double ceiling
• Circulates heat

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Product Features
Additional Features
Cutlery Fork/ Chopsticks/ Spoons Wet tissue/
Napkin ? Stored/ added if needed Tray
Written menu (Promotion)
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Business Plan
Market situation

• 2008 law change ? disposable plates available
  in restaurants
• Increasing concerns about environment and health
• The delivery food market is growing fast
• -economic downturn, lifestyle change, single
  family ?

market opportunity for disposable plates which
have environment/health features
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Business Plan
Marketing

• Target market Restaurant owners
  (delivery/takeout)
• Emphasis on
• Cost saving (compared to using reusable or
  disposable plates)
• Cost range 350400Won
• Competitive advantage (compared to current
  boring plates)

As-is
To-be
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FIN