Eat It! The Future is Fast Food!
Today we are not serving burgers or fries, but a menu for the future: Gratification, Gain and Go-easy.
These three forces shape our food choices every day — from a quick snack to the weekly groceries. Fun, sociability, convenience and a fair price often decide what we eat. Fast-food chains have mastered this recipe, while healthy and sustainable food is often overlooked. But what if we applied the same powers to something better? When healthy and sustainable choices
also deliver Gratification, Go-easy and Gain, they can truly compete with fast food. Imagine cravings, good value and ease leading you naturally to food that tastes good, supports the planet and suits your wallet.
Step into our fast-food chain of tomorrow and discover how design can turn temptation into a force for good.
About Ink Social Design
Ink Social Design helps organisations address complex social challenges. They combine design and behavioural science to create new ideas and translate them into solutions that truly work. Ink often focuses on themes where policy and practice do not meet, such as debt, healthcare, food and
sustainability. Together with stakeholders, they develop pilots and interventions that lead to tangible results. Not another report that ends up in a drawer, but concrete steps that organisations can build on right away. Ink has previously worked with the City of Amsterdam, UMC Utrecht, Lidl, ABN AMRO
and the ministries of Education, Culture and Science (OCW) and Health, Welfare and Sport (VWS).
About Barbara Vos
Since 2023, Barbara has been Creative Lead of the Embassy of Food, part of the World Design Embassies by Dutch Design Foundation. Together with designers, researchers and stakeholders, she builds coalitions that use design to open up new ways of thinking and working around food system transformation. From 2025 onwards, this work continues as Co/Lab Hungry for Change, a collaboration with Ink Social Design, where she leads a growing alliance of partners developing and deepening this design-led approach to systemic change.
About On Show/Sarah van der Giesen
Sarah van der Giesen is an architect and founder of On Show — a multidisciplinary studio blending architecture, scenography, and identity. Educated at TU Delft and Gerrit Rietveld Academie, she joyfully creates thoughtful, context-aware designs through creative, pragmatic, and collaborative processes.