It’s not unknown that livestock production is a main contributor to a variety of global issues including climate change, ecological, environmental and health issues. And it’s difficult to find one simple solution to tackle the issues related to livestock production and the consumption of beef in particular, which is why by promoting a new perspective of how alternative protein sources are accepted into society, I am hoping to create a behavioral shift in how cultures around the world view what is known as a vegetarian or vegan lifestyle.
As part of a design-thinking class, I created a restaurant style that would revolutionize the way society perceives alternative protein sources by creating a behavioral shift in the perception of what leading a vegetarian lifestyle means.
click on a thumbnail to view an app screen
Concept
Creating a behavioral shift comes down to allowing consumers to have control over their choices — or at least believe that they do. No one likes to have a particular lifestyle enforced upon them, as we can see by the existing stigma against those who practice veganism and vegetarianism.
Through this smartphone application, customers can order based on photos and a short description of the tastes and textures of the burger. The protein sources range from tofu, seitan, black bean, grasshopper, cricket and salmon. The main draw-in for this application is that it incentivizes customers to return to the restaurant through positive reinforcement. When a customer saves a certain amount of CO2 emissions by consuming alternative protein instead of beef, they get their next meal free, along with the restaurant's signature milkshake.
The Circular Economy
The first diagram depicts the current economy within the scope of livestock production. While it is not representative of a circular economy because it is unsustainable, it follows the circular economy framework.
• The center portion represents the key stages in the lifecycle of livestock production.
• The outer circle represents the broader markets and policies that control livestock production.
The shift in the second diagram distributes the protein economy between alternative protein sources and the livestock industry, as it is not realistic to eliminate beef entirely but ultimately more sustainable than having a protein industry that is entirely livestock-driven.
