‘In this case, more than in the project itself let’s focus on the research, conceptualization and methodology. Our goal was to investigate on how to innovate on experimental cuisine. This is why we needed to look for opportunities on a market where we had hardly any knowledge. Creating a wide basis of elements and concepts related to this subject and making some graphs helped us to find the blank spots and connect them into a concept. That’s how we found out in this case that for experimental cuisine breakfast was the most ignored meal, the waiter had a poor participation there, and that bread is the perfect vehicle for all kind of flavors. Some insights that led us to a powerful concept later on.’