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SMILEPAC iNUWASHU

Presented by

Product and Service Innovation

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Have you ordered any delivery foods in Korea?

01

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Current Problems 01Customer’s side

Hygiene issues, strong smell, look dirty

Restaurant owner’s sideCost involving• getting the plates back (oil price, labor cost)• washing dishesMissing/broken plates

• Unhealthy• inconvenience of

recycling

• appetite loss, • insulation x• inconsideration of

environment

Restaurant owner’s sideAfraid of losing customers

Customer’s side

Reusable Plates

Disposable Plates

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Opinions of owners 01

02Background Research

Current Products in KoreaCurrent Products in Korea

02Background Research

Current ProductsProducts 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

02Background Research

Material candidatesMaterials

PS PP PLA Paper (Pulp)

SIO2PP

Cost ★★★★★ ★★★ ★★ ★★★★ ★★★

Eco-friend-liness

★ ★ ★★★★★ ★ ★★★

Available for hot soup / mi-crowave oven

★★ ★★★★ ★ ★★ ★★★★★

Sturdiness ★★ ★★★ ★★ ★ ★★★

03Development Process - Sketches

Double layers- plastic bag included

Separate containers for sides and

main dish which are foldable

Easiness of Waste Disposal

Flexible Structure

03Development Process

Final Decision

Box layers (bento box / lego) + Flexibility + Soup( 국물 ) disposablility

03Development Process

Final Model

Side View 1Top View Side View 2

Size: 243x205xH80mmThickness: 5.5mmMaterial: SO2PP

04

SmilePac

Product Features

Eco-friendli-ness

Additional fea-tures

Insulation

Freshness

Convenience

Design

04Product FeaturesDesign

Simple, Cute, Innovative, Fun

04

Material-wise• SIO2+PP• CO2 emission ↓

Recycling made easy• Food waste from package

Eco-friendliness

Product Features

04

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

(owner’s side)

Convenience

Product Features

04

Require wrap packagingOnly sell the container part→much better for the food

Separate containersMain dish (Soup/ Noodle/ Rice) & Side dishes packed separately

Freshness

Product Features

04

Layered box shape • Double ceiling • Circulates heat

Insulation

Plain plate

Product Features

04

Cutlery Fork/ Chopsticks/ SpoonsWet tissue/ Napkin→ Stored/ added if needed

Tray : Written menu(Promotion)

Additional Features

Product Features

05Business Plan

• 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 situation

78%

23%

Do you think there will be more people who order de-

liver foods in the future?

YesNo

market opportunity for disposable plates which have environment/health features

05Marketing

Business Plan

Target market: Restaurant owners (delivery/takeout)

Emphasis onCost saving (compared to using reusable or disposable plates)

Cost range 350~400Won

+ Competitive advantage (compared to current boring plates)

As-is To-be

Conve

nienc

e

Insu

lation

Design

Fresh

ness

Eco-fr

iendli

ness

Usual restaurants

Delivery foods with SmilePac

FIN