Impact Edge A R E S T A U R A N T I N E V E R Y V I L L A G E

Seminar 1 P R E S E N T A T I O N

Impact Edge is built on the belief that business enterprises are potential tools for

transformational social change.

The Impact Edge lab offers projects that combine business strategy with design thinking to

create social impact profitably. The projects start with market and use customer centric

design to generate sustained demand for products and services that are aspirational. This

forms the basis for a business that is rooted within communities that produce or provide the

products and services.

IMPACT E D G E

Andhra Pradesh has 9 million rural women organized into Self Help Groups. The

government of Andhra Pradesh aims to encourage food related enterprises. Each village

level organization is looking to develop a restaurant run by the women’s groups of the

village to cater to the community. The first phase of this will concentrate on highway

restaurants by utilizing the resources within the community and creating a virtuous cycle of

entrepreneurship such that the flow of money remains within the community. Apart from

food, the ones on the tourist circuit would have souvenir and crafts sold as well sourced

from the local communities. The Andhra Pradesh Government has a vision of creating an

entrepreneur in every rural household, and the Chief Minister is firmly behind supporting

this project.

PROJECT B R I E F

SHG Structure

District

Mapping

(Shortlisting

Research

Location)

Secondary Case Study : McDonalds

Property Details:

- Type of Place: Dance Village

- Situated: (10 Acre land) Near Hesarghatta, Bangalore

- Distance: 3 5 kms from Bangalore

- Timings: 10 am to 12 noon ; closed on Monday

- Ticket Price: 50 INR

Background:

- Philosophy: It was set up by Protima Gauri amidst of nature to refine the

sensorial experience of the dancers and to embrace their relationship with the

colleagues.

- Aim: To impart classical Indian dance education and research the use of it for

therapy and rehabilitation, etc. for young people and children.

- Lifestyle: Old-age gurukul tradition, conducting interdisciplinary courses that

use the body, help to improve stances and energy levels apart from dance

lessons.

Highlights of the Space:

- Venue for events and performances

- Dance School (Community Setting/ Residential)

- Workshop Centre

- Tourist Attraction (Dance community in Rural setting)

(Majority) Audience/ Customers Attracted:

- Local Families (day outing/ travelling)

-Travellers (foreigners / Indians from different states)

- Students (researchers, designers, dancers, etc.)

- Music/ Dance Professionals

- Writers

Secondary Case Study : Nrityagram

Adjoining Attractions:

- Taj Kuteeram (Boutique Hotel opposite to Nrityagram)

Its architecture setting is inspired by Nriyagram (Same architect), maintaining

the same rural environment. It offers birdwatching, organic farm tour for the

visitors and also organises dance performances in collaboration with

Nrityagram on special request. - Heserghatta Reservoir (5 kms)

- Earth Kitchen (7kms)

- Our Native Village

- Govt. Film and Television Institute

Location on Map

Complexities

Restaurant Map

Community Map

Customer Survey

(Online)

Questionnaire: Food and Travel

• Age

• Gender

• Occupation

• Food Preference

• Purpose of Travel

• Mode of Transport

• Frequency of Travel

• Preferred time of Travel

• Number of Stops

• Reasons for Stopping

• Travel Companions

• Style of Dining

Persona

14 - 18

Persona

19 - 22

Persona

23 - 28

Persona

29 - 35

Persona

36 - 45

Persona

46+

Research Objectives for Field Visit

COMMUNITY

1. Skills the Community Possess

2. Culture

a. Traditional Art and Craft

b. Festivals

c. Recreational Activities

3. Occupations a. Working Hours

b. Employment percentage

c. Income generation

4. Livelihood

a. Financial Management

b. Lifestyle (A day in the life of)

c. Agriculture / Availability of Resources

5. Food Availability (Public Distribution System)

6. Local Cuisine

a. Everyday Food

(Cooking Habits, Eating Habits, Portions)

b. Special Occasions

7. Self-Help Groups

8. Political Aspects (Command chain)

9. Social Setup

a. Locality

b. Natural Resources

c. Demographics

d.Disparities

e. Religious beliefs and practices

10. Literacy Rate

11. Local Vendors (Routine)

RESTAURANT

1. Business Model

2. Architecture

a. Story of the structure

b. Exterior and Interior (Homogeneity)

c. Landscaping (Local / Tradition / Modern)

d. Signage and navigation

e. Theme / Style of the structure

f. Colors / Textures

3. Interiors a. Navigation

b. Upholstery

c. Soft furnishing seating

d. Lighting

e. Planning and allocation

f. Ergonomics

g. Ventilation

4. Table Turnover

5. Location, Size, Accessibility,

Navigation, Signage

6. Time

a. Food preparation

b. Staff timings

7. Infrastructure

a. Basic amenities

8. Price Perception

9. Waste Management

10. Unique Selling Point

11. Drive-in, A LA CARTE, Car park Meal

12. Hierarchy of stakeholders

13. Menu

14. Space (How it changes with time of the day)

a. Storage

b. Kitchen

c. Seating

15. Ambience a. Interior

b. Experience

c. Customer Behaviour (Profiles and Performas)

16. Combination of Various Facilities

17. Employees

a. Chefs / Waiters / Cleaners / Thambi

b. Hierarchy

c. Beginning of the day and end of the day

d. Working hours / Routine

e. Skills

f. Welfare

Journey Map

H Y D E R A B A D APSERP: Client Meeting

Paradise Restaurant

Shilparamam

A N A N T H A P U R Leather Puppetry (Dharmavaram)

Small Food Enterprises

Handloom

SHG Operated Medical Store

SHG Meeting

C H I T T O O R Terracotta

Bulk Milk Cooling Unit

Small Food Enterprises

Woodcarving

Kalamkari

Customer Interviews

Andhra Pradesh Handicraft Centre

Client Meeting Hyderabad

Self

Tools | Service Blue Print (Seven)

Floor Plan | Smile Restaurant

Sketch | Smile Restaurant Island hut

Bridge

Concrete

path

Artificial

water body

Real

grass

Value Chain | Wood Carving (Srikalahasti)

P.D. Bhaskar, P.Sri Ram

BUSINESS

CRAFTS

Insights

PUSHCARTS

RESTAURANTS

Restaurant | Insights

Customer Profile

Customer Profile

Value Proposition Canvas

Customer

Value Proposition Canvas

Restaurant

Stakeholder Map

The aim is to build a chain of community sustained restaurants for the people

travelling across Andhra Pradesh and provide value for every person involved in

this system.

AIM

To provide an authentic Andhra experience to the customers through a community

owned and operated food service system. On a micro level, this initiative will use

existing skills/ assets of the community to catalyze the economy, making the citizens

self-sustainable while creating a culturally rooted and hospitable environment for the

customers keeping safety, hygiene and comfort the top priorities.

OBJECTIVE

Value Chain

6C MODEL

6C MODEL

6C MODEL

6C MODEL

6C MODEL

6C MODEL

Location

Space Division

Timeline

Ameeshi Goenka

Public Space Design

Impact Edge- Restaurants on

the highways of Andhra Pradesh

Final Semester Proposal

P R O P O S A L

Elaborating the design ideas for a restaurant on the highways of Andhra Pradesh

which will be owned and operated by the women of the SHG communities in the

villages.

DESIGN BRIEF

price perception, high visibility, landscape

evoking the feeling of relaxation and identifying

the identity of Andhra through its architectural

and design elements.

Post site and landscape analysis, an in depth

research would be done on the Andhra

architecture, highway restaurant models,

structure studies, material research and

technical know-how. Concepts will be ideated

and several iterations will be a part of the design

process along with physical 3D prototyping and

descriptions. For doing the same, materials

available locally would be employed along with

the employment of the local people in

constructing it.

The sight of any structure gets our mind to

subconsciously think and analyze it without

even crossing its threshold. Our decision to

enter an unknown space depends upon how

each one of us perceives it. Our perception

involves assessing the structure and space on

the basis of location, function, the volume and

the quality of people it attracts, price

perception, the architectural and design

elements, the adjoining facilities and so on.

Since the structure of a space evokes certain

emotional and functional thoughts, they will be

sincerely addressed. The structure will be

made adhering to its local contextual needs,

safety of the visitors and employees, easy

Using ‘the golden circle’ tool to understand the role I play in the process behind

designing a restaurant model for the employment of the women of the SHG

communities. Addressing;

Why? How? What?

POSITIONING

help them overcome the hurdles related to

lack of opportunities available to grow at par

with the urban counterparts.

- The residents of Rural Andhra Pradesh are

overly dependent on part time jobs and

government subsidies in order to live on a

day to day basis. My efforts to reduce their

dependence on these part time jobs would

be a step in the right direction, that is, toward

full economic independence from

subsistence work.

Why?

- Personally, being a public design student

and a foodie one at that, designing a

restaurant has always been a passion.

The passion supported by the skills I have

and will acquire in the design process for

the exterior elements of the restaurant will

be a great deal of work but seeing it

culminate into something tangible will be a

dream come true.

- In order to empower the women of the

SHG communities and generate a feeling

of self-worth in them and increase their

value in their own families. This would

- I intend to accomplish the above by

developing a structural model with iterations

which can be replicated as a chain of highway

eateries and restaurants, which incorporate

the local cuisine, and display the culture,

traditions, and experiences of Andhra

Pradesh.

- The model, after completion of the design, will

be handed over to the SHG communities, and

will be operated by them. The model so

created will provide an alternative source of

income for the women of the SHG

communities, and by extension, their families,

which will, in the long run, contribute toward

reducing the disparity in living standards

between them and their urban counterparts.

How?

- My role in this project will be acting as the

design mediator between the State

Government and the SHG communities in

order to create a stable, sustainable,

profitable cottage industry revolving around

food services.

- Designing a business model for the women

of the SHG communities that creates

alternative employment opportunities, while

being sustainable in the long term. My design

would add value to the craftsmanship skills of

the local artisans by means of smart sales.

- Tourism will be made economically viable by

introducing tourists to the local cuisine and

art forms. Employing women on a flexible

work timing basis will be done by taking into

consideration their existing lifestyles.

overall to ensure a pleasant dining

experience for all.

- The spacious, open design will foster a

cheerful, inviting atmosphere for the tourists,

while the traditional architecture, building

materials, and cuisine, will provide a window

into Andhra culture and tradition, generating

interest for the same, in the tourists.

- This system will utilize to the maximum

possible extent, the existing labour capital that

is present in these villages, and puts to

productive use the skills offered by the

members of the SHG communities.

What?

- These highway restaurants will have

architectures that complements the

surroundings of the site and the buildings in

their locales, while keeping a subtle

modernistic approach. The restaurants will

also be spacious, designed to permit as much

natural light as possible.

- The food available at the restaurants will be

healthy, yet tasty, traditional home prepared

dishes, using locally sourced ingredients.

Hygiene and safety standards will be adhered

to strictly by reserving rights of admission,

making it well lit, having quality food and

service checks, developing the landscape for

a fresh and feel good environment and

Elaborating on the insights derived from the research that has been done already

and explaining the research steps that will be taken forward in the making of an

exterior structure for the food services system being created. Steps of concept

research will be explained along with the methods of prototyping and testing.

METHOD

and Mother Earth. Understanding business

management and development in depth.

- Developing personas on the basis of online

research questionnaire.

Post- field visit research steps:

- Collation of data using mind maps, value chains,

value maps, business model canvas and

customer profiles.

- Data analysis and understanding the concept of

a restaurant of different levels and the role of

stakeholders with respect to our project.

- Using the golden circle tool to understand our

role as individual, designers and the golden circle

for the restaurant.

Research Method

Pre- field visit research steps:

- Study of districts of Andhra Pradesh which

helped us to shortlist on Hyderabad, Vijaywada,

Nellore, Anantapur and Chittoor for our field

visit based on the produce of the area and the

backward mandals of the region.

- Secondary research involved us visiting

Nrityagram to study the use of local materials to

build the physical structures and doing an in

depth online research on the value chain of

McDonalds and Chowkidhani restaurant.

- Introduction to research tools and analysis tools

for interviews and data collation.

- Industry visit to AGR industrial layout wherein

we were exposed to the production unit of IKEA

- Tirupati being a highly active economy due to the

Sri.Venkateshwara Temple still has SHGs in the

neighbouring villages. The region attracts a large

number of road commuters which include

businessmen, religious groups, families and

inter-state travelers. Addressing this, 120km to

150km radius around Tirupati is in the process of

consideration for the first restaurant site on the

highway. Highways connecting to Amravati in the

Vijaywada district are being thought of as a

second restaurant site option.

Research Method

Post- field visit insights:

- Andhra Pradesh has 9 million women who are

part of SHGs, spread across the villages of the

state. The collective human capital they

represent is highly significant. Most of the

women are already employed or are not

allowed to work due to family restraints. Even at

a base salary of 5000 per month and 50%

employment, they would contribute more than

27 cr per annum.

- Women of Andhra are quite dependent on the

husband’s salary or petty jobs and subsidies to

run the household which will be tackled by

empowering them to use their existing skills

(primarily cooking, cleaning and managing) to

more productive causes. Continued….

- Low standards of living prevalent which can

be improved upon by increasing the cash

flow in the local economy.

- The region is rich in diverse art and culture

forms which should be given more value to

due to their endangerment through smart

sales and promotions to a variety of

customers visiting the state.

Insights

- Utilizing the resources available in the region

to form a system on the basis of what comes

out of the local sectors is given back to them.

This will be done keeping in mind to generate

cash flowing through the chains of supply for

food and construction (eliminating

unnecessary middlemen) will enhance the

growth of every sector of the local economy

involved.

- The people visiting the region prefer local

dishes of the state due to the will to

experiment with Andhra food and because

most of them are actually inter- state travelers.

The requirement of high level of cleanliness

and service will be addressed in the process.

- Building concepts and ideating them based

on the inspiration board and the aspirations

of the employees and customers.

- Researching on the technical details that are

involved in the construction of a structure and

development of the surrounding landscape.

- Finalizing on a concept and making 2-3

variations of it before presenting it to the

client and the faculty.

Concept Research

- Based on the brief provided we stuck to the

decision of using locally available materials

and post research we finalized on making the

space and structure provide and earthy and

homely feel. An in depth research of local

materials’ properties and cost available for

construction will be done.

- Since the travelers look at a space and

structure from outside and decide on how

expensive it might or might not be, the

research would include seeking inspiration of

such spaces in India and around the world to

understand its structural function and

aesthetics.

- The model created will be used to display the

play of natural factors and the services it

provides along with its look and feel.

- After the feedback session, more iterations

will be made and the project research and

modeling will be continued.

- Testing will be done on the basis of natural

factors, materials used and the costing.

Prototyping / Testing

- While the concept development phase is

going on several working models will be made

along side to get insights on the look of the

form and its functions.

- Digital 3D prototypes will be drawn to get a

knowledge of the look and feel of the structure

and the landscape.

- A 3D physical model will be constructed to

scale using sun board or ivory sheets and

other materials which will be decided once the

model is close to being finalized.

Visualize and design a form for the restaurant adhering to the aspirations of the

SHG communities, stakeholders and the travelers. The design would be personal

on one level but a solution on another level in answer to the gaps as opportunities

derived from the research in the form of a structure

GOALS

The project tangible output will be a food services system in the form of a

restaurant located on the highways of Andhra Pradesh. The exterior of the

restaurant including structure, façade, the parking space and the landscape will

be designed by me to be run by the SHG communities. The outcome would include

covering the aspirations of the customers and employees by providing them with a

ergonomically viable and user friendly space.

OUTPUT AND OUTCOME