Desing thinking en procesos creativos para servicios de catering.

This project investigated the application of the Design Thinking approach in creative processes for catering services in Ambato, within the field of gastronomic entrepreneurship and culinary innovation. Through interviews, participant observation, co-creation workshops, and pilot events with eight local companies, it was found that although Design Thinking is not formally applied, many current practices align with its principles, especially in empathy and service personalization. However, the stages of collective ideation, prototyping, and testing are underdeveloped, limiting the sector’s innovative potential. In response, a methodological framework adapted to the local context was designed and validated with participating companies, integrating practical stages to design user-centered services. Its implementation in real events optimized internal processes, improved customer experience, and strengthened team collaboration. The results confirm that Design Thinking is a valuable tool to foster innovation in catering and should be promoted through training, academia-business partnerships, and specialized publications. This research contributes to the sector’s competitiveness and facilitates the transformation of traditional gastronomic services into innovative, sustainable, and memorable experiences, generating benefits for clients, suppliers, and the local community