AISS Spice SDGs Challenge: Peetri Pizza Winter Dining Initiative

Role: Team Member (AISS SPICE) | Duration: Fall 2025 - First semester| Focus: Sustainable Development, Service Design, Community Health

This project addressed declining winter foot traffic at Peetri Pizza, Estonia's oldest pizza chain, through a sustainability lens that intersects public health, community engagement, and responsible business practices. Working with stakeholders including Peetri Pizza executives, our team conducted primary research (interviews, surveys, site visits) and competitor analysis to understand how seasonal affective disorder (SAD) impacts dining behavior in Estonia, which ranks 12th globally for winter-pattern SAD (index score: 58.7).

Our research methodology combined semi-structured interviews, survey distribution, and Value Sensitive Design analysis to develop a four-pillar intervention strategy aligned with UN Sustainable Development Goals. The proposed solutions—Kids-Eat-Free nights (SDG 2: Zero Hunger), family bundle meals (SDG 3: Good Health & Well-being), child-friendly activity spaces, and sustainability rewards for PIZZycle box returns (SDG 12: Responsible Consumption)—transform restaurants from transactional spaces into community wellness hubs that combat winter isolation while maintaining commercial viability.

Key findings revealed that 30% of survey respondents identified cost and convenience as primary barriers to family dining, while operational analysis showed that sustainable practices (reusable packaging) can reduce waste while creating consumer engagement opportunities. The project demonstrated how businesses can address social challenges through strategic service design, creating shared value across multiple stakeholder groups while contributing to broader sustainability objectives.

Skills Demonstrated: Stakeholder analysis, primary research methods, SDG alignment, service design, sustainability strategy, community health intervention. 

Details for the entire project and the final report can be found here: 

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