Abstract
The purpose of this case study is to investigate the innovative value creation model and co-creation process of Siaoda Tsing-Hua restaurant. Siaoda Tsing-Hua restaurant, a college restaurant in National Tsing-Hua University founded by students, has a totally different value creation model from the other restaurants. With the concept of “Open Kitchen for all student ”, it flips the traditional manage way of restaurants, regarding chefs and employees ( most of them were college students ) as stakeholders of whole system, recruits people who have dream to be a chef in the future and people who want to reform the college environment to use the kitchen. In other words, Siaoda Tsing-Hua restaurant operates more like a platform, not simply as a restaurant, showing the possibility of innovative value creation model for the catering industry. Also, this restaurant’s cocreation model can provide a whole new imagination for the new type of restaurant in the future, a new type restaurant based on service dominant logic. A qualitative method will be adopted to find out key critical factors of the Siaoda Tsing-Hua restaurant’s value creation model,and value co-creation process. By interviewing the focus group of Siaoda Tsing-Hua restaurant and rearranging the first hand information, This study indicated that Siaoda Tsing-Hua restaurant has a mix type of Chain and Network value creation model. This study also indicated that Siaoda Tsing-Hua restaurant has a good value co-creation process based on DART（Dialog, Access, Risk-benefits, Transparency）model, all of the stakeholders can interact in the stages of the co-creation process base on service-dominant logic. We expect the study findings may serve as a new value creation model guide for restaurant industry, also provides case for value cocreation process, school environment reformation and service design fields in the future. Keywords: value creation, value cocreation, service-dominant logic, service design, service innovation, service science, college restaurants