This article introduces a novel and comprehensive conceptual framework for designing innovative food experiences that enhance food well-being. We call this framework the novel food experience design. It supports managers in cocreating customer-centric food experiences to limit unintended detrimental consequences and enhance individual and societal food well-being. The novel food experience design (1) employs a systemic (vs. endemic) approach to the innovation process and (2) promotes prioritizing ethical decision-making alongside economic decision-making. Building on insights derived from ecosystem theory and the ethical principles literature, we develop four fundamental propositions to innovate food experiences: do no harm, do good, ensure autonomy, and ensure fairness. Our framework promotes higher levels of individual and societal food well-being than restricted food design innovations, preventing unintended consequences. Finally, we illuminate the implications for service research and practice.

本文介绍了一个新颖而全面的概念框架，用于设计可增强食品福祉的创新食品体验。我们称这个框架为新颖的食物体验设计。它支持管理人员共同创造以客户为中心的食品体验，以限制意外的有害后果并提高个人和社会的食品福祉。新颖的食品体验设计 (1) 在创新过程中采用系统性（相对于地方性）方法，并且 (2) 促进将道德决策与经济决策放在一起优先考虑。基于从生态系统理论和伦理原则文献中得出的见解，我们提出了四个创新食品体验的基本主张：不伤害、做好事、确保自治和确保公平。与受限的食品设计创新相比，我们的框架促进了更高水平的个人和社会食品福祉，防止了意想不到的后果。最后，我们阐明了对服务研究和实践的影响。