Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Title A name given to the resource Articles Article Faculty Publications -Articles Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Title A name given to the resource A collaborative application of design thinking and Taguchi approach in restaurant service design for food wellbeing Subject The topic of the resource Design thinking; Food service design; Food wellbeing; Sequential incidence technique; Taguchi experiment Description An account of the resource Purpose: Innovative restaurant service designs impart food wellbeing to diners. This research comprehends customer aspirations and concerns in a restaurant-dining experience to develop a service design that enhances the dining experience using the design thinking approach and evaluates its efficiency using the Taguchi method of robust design. Design/methodology/approach: The sequential incidence technique defines diners' needs, which, followed by brainstorming sessions, helped create multiple service designs with important attributes. Prototype narration, as a scenario, acted as the stimulus for evaluators to respond to the WHO-5 wellbeing index scale. Scenario-based Taguchi experiment with nine foodservice attributes in two levels and the wellbeing score as the response variable helped identify levels of critical factors that develop better FWB. Findings: The study identified the best combination of factors and their preferred levels to maximize FWB in a restaurant. Food serving hygiene, followed by information about cuisine specification, and food movement in the restaurant, were important to FWB. The experiment revealed that hygiene perceptions are critical to FWB, and service designs have a significant role in it. Consumers prefer detailed information about the ingredients and recipe of the food they eat; being confident that there will be no unacceptable ingredients added to the food inspires their FWB. Research limitations/implications: Theoretically, this study contributes to the growing body of literature on design thinking and transformative service research, especially in the food industry. Practical implications: This paper details a simple method to identify and evaluate important factors that optimize FWB in a restaurant. The proposed methodology will help service designers and technology experts devise settings that consider customer priorities and contribute to their experience. Originality/value: This study helps to understand the application of design thinking and the Taguchi approach for creating robust service designs that optimize FWB. 2021, Emerald Publishing Limited. Creator An entity primarily responsible for making the resource Rejikumar G.; Aswathy A.-A.; Jose A.; Sonia M. Source A related resource from which the described resource is derived Journal of Service Theory and Practice, Vol-32, No. 2, pp. 199-231. Publisher An entity responsible for making the resource available Emerald Group Holdings Ltd. Date A point or period of time associated with an event in the lifecycle of the resource 2022-01-01 Identifier An unambiguous reference to the resource within a given context <a href="https://doi.org/10.1108/JSTP-12-2020-0284" target="_blank" rel="noreferrer noopener">https://doi.org/10.1108/JSTP-12-2020-0284</a> <br /><br /><a href="https://www.scopus.com/inward/record.uri?eid=2-s2.0-85116357479&amp;doi=10.1108%2FJSTP-12-2020-0284&amp;partnerID=40&amp;md5=3d88fd857e2188dacec0ce1d7a304e6c" target="_blank" rel="noreferrer noopener">https://www.scopus.com/inward/record.uri?eid=2-s2.0-85116357479&amp;doi=10.1108%2fJSTP-12-2020-0284&amp;partnerID=40&amp;md5=3d88fd857e2188dacec0ce1d7a304e6c</a> Rights Information about rights held in and over the resource Restricted Access Relation A related resource ISSN: 20556225 Format The file format, physical medium, or dimensions of the resource Online Language A language of the resource English Type The nature or genre of the resource Article Coverage The spatial or temporal topic of the resource, the spatial applicability of the resource, or the jurisdiction under which the resource is relevant Rejikumar G., Department of Management, Amrita Vishwa Vidyapeetham, Kochi, India; Aswathy A.-A., Indian Institute of Management Amritsar, Amritsar, India; Jose A., Department of Professional Studies, Christ University, Bangalore, India; Sonia M., School of Business and Management, Christ University, Bangalore, India