Food Design Thinking

The complete Food Design Thinking Methodology: the food creativity process for food companies, food services, chefs, food designers, and food enthusiasts.

Restaurants, cafes, and other food business… fail. All the time.

Why? Most articles you’ll find list these reasons: location, lack of people management, lack of accounting skills, bad food execution, poor promotion, poor inventory, etc. While these causes are all true, nobody talks about the number one reason why food businesses fail:


...lack of good ideas

Food Design Thinking online course


This Food Design Thinking online course will provide you with all the tools and resources you need to generate multiple, innovative ideas for your food business (ideas for dishes, whole restaurants, events, products, etc.). The content of this course is absolutely unique, and 100% exclusive. You won’t find a similar approach to food creativity, or similar tools and techniques, anywhere else.


Food Design Thinking:

the process that triggers creativity and leads to innovative propositions for new dishes, food products, food services, food systems, food events, and anything in between.

What is the difference between Food Design and Food Design Thinking?

Food Design is the Design discipline concerned with everything around food and the act of eating. Food Design Thinking is the process that leads to generating new and innovative ideas for any food and eating related project.

What is the difference between Food Design Thinking and Design Thinking?

What makes Food Design Thinking, is a series of specifically designed tools and techniques. These are designed to trigger creativity for projects around food, and could not, for example, be used in a general Design Thinking process. While it is appropriate to use a Design Thinking process for food projects, I argue that when designing food and around the act of eating, adopting a Food Design Thinking process will lead to better and more cohesively designed propositions.


For whom is Food Design Thinking?

Food Design Thinking is for all food lovers, from home cooks to professional chefs, food designers, bakers, restaurant managers, food truck owners, and food entrepreneurs.

Food Design Thinking is for dreamers… for anyone wanting to explore their potentials within Food Design. Food Design Thinking is for those who want to take their food creativity one step forward.

Food Design Thinking is for you...


The Food Design Thinking online course is coming soon. Stay tuned.

Your Instructor

Dr. Francesca Zampollo
Dr. Francesca Zampollo

Francesca has a PhD in Design Theory applied to Food Design, an MA by Project in Food Design, a BA in Industrial Design and a Postgraduate Certificate in Learning and Teaching in Higher Education. Francesca doesn't like talking about herself in third person, so she is switching to first person now…

Hi! better… People say I'm a bit nuts about Food Design, but that's ok, because I'm really in love with this discipline! That's why I am fully committed to help you in your career, and I want you to become an amazing Food Designer. I want you to know that you are learning from someone with a combination of expertise that nobody else out there has.

I am the Founding Editor of the International Journal of Food Design, the first and only academic, peer-reviewed journal on Food Design, published by Intellect. In 2009 I founded the International Food Design Society, and since then organised the First International Symposium on Food Experience Design (London, November 2010), which was the first academic conference on Food Design, the International Conference on Designing Food and Designing for Food (London, June 2012), the Second International Conference on Food Design (NYC, November 2015), and the 3rd International Conference on Food Design (February 2017). I taught Food Design and Design Thinking at London Metropolitan University and Auckland University of Technology as a senior lecturer. You can find my publications here. I am an award winning Food Designer, a Food Design researcher, consultant and a public speaker often invited to talk about Food Design, Food Design Thinking and my project In Search of Meaningful Food.

In short I'm just someone with a big passion for food, Design and teaching. All these passions led my career and have now merged in this school. =)