Madklubben Escoffier

On my PBA program – Digital Concept Development I was assigned to a group project lasting 5 weeks. The project was titled “Digital transformation” and its purpose was to select an industry, find a suitable SME company and investigate the ways of potential digitalization.

My study group consists of four people; two of them come from marketing backgrounds and the other two from design backgrounds. We’ve worked together throughout the discover and ideation stage and development of the wireframes although the prototype creation was entirely my work.

ServiceDigital design
Concept development

IndustryMadklubben Aarhus

LocationAarhus, Denmark


The requirement for choosing the Small and Medium-sized Enterprise was that it needed to be in a positive financial position, a strong successful concept and solid existing customer base. Using industry tools to evaluate local Aarhus restaurants for ideal specification it was decided that Madklubben Aarhus be the SME of choice.

Methodologies and theories


First, we investigated the SME companies and selected an industry according to our interest, since we think we are more open-minded while working within a field of our interest. We also gathered some inspirations from countries with similar Hofstede qualities to the Danish region.

Design methods and theories

We chose Double Diamond as a process model in order to structure our project considering the tasks that we had to accomplish and the given time frame.

For data collection we conducted online surveys, multiple interviews both with the customers as well as the staff members and we organized two focus groups: one for each of our target audiences.

For conducting business analysis, we used BMC, SWOT with the conversion strategy applied, competitive and trend analysis as well as risk assessment analysis.

All information about our users were gathered into agile personas, empathy maps and customers’ journey.

Shaping the concept

While deciding on the concept we use the brainstorming method followed with mapping the ideas and filtering it though the Future Cone in order to decide which are the most possible to accomplish. For this step a tool called Miro was used.


Out of conducted research the following insights were formulated:

“Customers in Denmark find there is a problem with the service industry, particularly human service issues and are open to more automation through digital services.”

“Customers in Denmark are becoming more educated in the food they eat in their daily lives. This impacts how customers are eating out, where they eat out and what they are eating when out.”

“Customers in Denmark directly link communication between the table and restaurant staff to the overall quality of their dining experience.”

“Customers want the foods’ story, its location, its history and lean more towards the entire experience than just the meal on the plate.”

“Waiters appreciate quality feedback because it gives them motivation and feeds their drive. It also creates a safe space for growing and improving by giving them the opportunity to reflect.”

“Customers in Denmark are moving towards wanting simpler and shorter menus. Taking away language barriers using numbers or visuals, categorizing, and using symbols to make ordering their meals easier.”

“Danish customers link quality service with a thorough, yet balanced approach by staff. They are excited by having the possibility of acquiring in-depth knowledge from the staff in finer establishments and expect it in the full-service dining industry.”

“It takes more to impress restaurant-goers in today’s age, we eat out more and therefore things have been tried and tested. Stale concepts are slowly being overrun by good, well run modern cuisine. The requirement of “Traditional fine dining” is becoming less and less in customers' needs.”

Problem statement

How might we improve the communication between the restaurant and the customers in order to increase customer satisfaction?

The concept

The concept brings a digital menu to customers with visual stimulation of the food options, an extensive but simple source information about the meal, dietary preferences options and suggested matching drinks and sauces.

Included in the platform, customers can use a button to call for a waiter, entering into a queue system for service which will notify the staff that the table is in need. When a button is pressed, the waiter is notified to go to the table. This function will be built as a plugin for the current Madklubben system.

The platform will be built as a web app and can be only accessed with unique QR code which will be instructed by the waiter when getting at the table.

After the customer has paid for their meal on the receipt they will have a dedicated QR code, which when they scan and can access the feedback page which is tied to their table number.

In order to present our concept we prepared a video.


Reinventing Madklubben’s menu solves some problems that we found the customers and the staff members struggle at the moment as well as brings lots of opportunities.

Main gains:

Better way to showcase the offer in an interesting way

Less mistakes between the customer and the waiter

Lots of possibilities of scalability

Brings interest and excitement

Solves the current hygiene issue of paper menus during the Covid-19 pandemic

Responsibility is put on the customer

To conclude, Escoffier does not only reinvent the traditional menu system, it keeps the charm of service in a neat little digital package.