Work

Extra

About

Overview

Overview

Research

Designs

Takeaways

Research

Designs

Takeaways

Next Project

Next Project

Bluplate

Bluplate

A restaurant labor solution.

VCU Brandcenter Master's Thesis

VCU Brandcenter Master's Thesis

Sept. 2021

Sept. 2021

Dec. 2021

Dec. 2021

Background

In the aftermath of the COVID-19 pandemic, the restaurant industry faced a labor shortage that threatened its recovery. As low-wage industries across the economy struggled to attract workers, restaurants were hit particularly hard. Many former employees were reluctant to return to low-paying, high-demand positions they had left behind during temporary closure. This mass exit left restaurant managers scrambling to rebuild their workforces at the moment consumer demand was rebounding, creating a mismatch between staffing capacity and operational need.

In the aftermath of the COVID-19 pandemic, the restaurant industry faced a labor shortage that threatened its recovery. As low-wage industries across the economy struggled to attract workers, restaurants were hit particularly hard. Many former employees were reluctant to return to low-paying, high-demand positions they had left behind during temporary closure. This mass exit left restaurant managers scrambling to rebuild their workforces at the moment consumer demand was rebounding, creating a mismatch between staffing capacity and operational need.

Challenge

Find a way for restaurants to tap into a flexible, on-demand workforce that could help meet resurging consumer demand, without resorting to inflated wages and overtime costs to fill in scheduling gaps.

Find a way for restaurants to tap into a flexible, on-demand workforce that could help meet resurging consumer demand, without resorting to inflated wages and overtime costs to fill in scheduling gaps.

Opportunity

Create a product that connects restaurants with a staffing pool of nearby university students, giving managers a way to fill labor gaps without overworking full-time staff or compromising the customer experience.

Create a product that connects restaurants with a staffing pool of nearby university students, giving managers a way to fill labor gaps without overworking full-time staff or compromising the customer experience.

Discovery

Discovery

Knowing this is a problem that involves two parties, restaurant owners and workers, research was conducted for both potential end users of the solution, helping define the problem and uncovering needs.

Restaurant Recovery

Restaurant Recovery

Restaurant and food service sales fell $240 billion short of pre-pandemic forecasts in 2020, forcing more than 110k eating and drinking establishments to close, either temporarily or permanently. 2021 will be a year of rebuilding, with trends like off-premise dining and delivery continuing to gain importance as consumer preferences shift. In the interim, restaurants need to find solutions for filling gaps as consumer demand escalates. 51% of restaurant owners say hiring, training and retaining staff is the hardest challenge they face.

Restaurant and food service sales fell $240 billion short of pre-pandemic forecasts in 2020, forcing more than 110k eating and drinking establishments to close, either temporarily or permanently. 2021 will be a year of rebuilding, with trends like off-premise dining and delivery continuing to gain importance as consumer preferences shift. In the interim, restaurants need to find solutions for filling gaps as consumer demand escalates. 51% of restaurant owners say hiring, training and retaining staff is the hardest challenge they face.

Source: National Restaurant Association (2021)

Job Openings: Restaurants & Hotels

(3/2020 - 7/2021)

Job Openings: Restaurants & Hotels (3/2020 - 7/2021)

Job Openings: Restaurants & Hotels

(3/2020 - 7/2021)

Level in Thousands

Restaurant job openings jumped from ~300k to 1.7 million between March '20 & July '21.

Restaurant job openings jumped from ~300k to 1.7 million between March '20 & July '21.

Source: US Bureau of Labor Statistics

Restaurant and Hotel job openings highest on record, WP (2021)

Cost by the Dollar, Front of House Restaurant Employee Turnover

Cost by the Dollar, Front of House Restaurant Employee Turnover

Average total cost of full-time FOH Restaurant employee replacement is $5,864.

Average total cost of full-time FOH Restaurant employee replacement is $5,864.

Source: Center for Hospitality Research - Cornell

Costs of high employee turnover within QSR franchises, (2020)

What happens when employees leave?

What happens when employees leave?

The effects of understaffing extend well beyond financial costs, restaurants that lack sufficient labor pay the price across every aspect of the business.

The effects of understaffing extend well beyond financial costs, restaurants that lack sufficient labor pay the price across every aspect of the business.

Source: Workpulse (2021)

  1. Loss of Institutional Knowledge

  1. Loss of Institutional Knowledge

Providing training to replacement staff can’t fill the void for deep on-the-job experience gathered over time.

  1. Loss of Morale

  1. Loss of Morale

Distributing a lost employee’s work amongst the remaining team causes members to feel resentment and lose confidence in the establishment.

  1. Lack of Managerial Focus

  1. Lack of Managerial Focus

Trying to fill employee gaps takes away time spent on business strategies, growth, and operations, resulting in missed opportunities.

  1. Loss of Credibility

  1. Loss of Credibility

Other employees and customers may question stability of an establishment that lacks sufficient help.

Determining User Needs

Determining User Needs

To better gauge the needs of the local restaurant community, a short survey was sent out to 45 restaurants. My main objectives were to identify which type of work was in highest demand, determine restaurants' openness to hiring temporary staff, and determine whether these factors correlated with restaurant type (fast casual vs. fine dining). I also wanted to explore what other strategies restaurants were using to mitigate the effects of the labor shortage.

To better gauge the needs of the local restaurant community, a short survey was sent out to 45 restaurants. My main objectives were to identify which type of work was in highest demand, determine restaurants' openness to hiring temporary staff, and determine whether these factors correlated with restaurant type (fast casual vs. fine dining). I also wanted to explore what other strategies restaurants were using to mitigate the effects of the labor shortage.

Restaurant Survey Insights

Download Survey

When asked about hiring since COVID, respondents voiced frustration with both the quantity and quality of available workers. One manager mentioned extended unemployment benefits as a factor keeping staff home. Large pay raises helped one manager, but not all establishments can afford that solution.

When asked about hiring since COVID, respondents voiced frustration with both the quantity and quality of available workers. One manager mentioned extended unemployment benefits as a factor keeping staff home. Large pay raises helped one manager, but not all establishments can afford that solution.

“Obtaining a commitment from new hires has been challenging. They aren’t showing up to the job.”

“Obtaining a commitment from new hires has been challenging. They aren’t showing up to the job.”

“Huge lack of candidates due to unemployment.”

“Huge lack of candidates due to unemployment.”

“No one is applying.”

“No one is applying.”

“Qualified pool of workers is poor, work ethic and quality is very low.”

“Qualified pool of workers is poor, work ethic and quality is very low.”

One manager raised pay 30% and limited open hours to alleviate impacts of the labor shortage.

One manager raised pay 30% and limited open hours to alleviate impacts of the labor shortage.

“The real change is that employees now work fewer hours, so we need a larger staff to cover the same hours—we’re now only open 5 days a week instead of 7. Because we'd already planned a 30% pay raise for non-tipped staff before COVID, we've somewhat avoided the labor shortage hitting other restaurants; we just need more people to hit the same business hours, which has worked out okay for us.”

“The real change is that employees now work fewer hours, so we need a larger staff to cover the same hours—we’re now only open 5 days a week instead of 7. Because we'd already planned a 30% pay raise for non-tipped staff before COVID, we've somewhat avoided the labor shortage hitting other restaurants; we just need more people to hit the same business hours, which has worked out okay for us.”

Respondents seemed open to temporary staff help, but it was clear that skilled work was in high demand, and about half probably wouldn’t feel comfortable letting anyone show up and do it.

Respondents seemed open to temporary staff help, but it was clear that skilled work was in high demand, and about half probably wouldn’t feel comfortable letting anyone show up and do it.

What type of work is in highest demand at your restaurant right now?

Would you trust temporary staff to do high skill level work at your restaurant?

Would you trust temporary staff to do entry level work at your restaurant?

Note: Before collecting responses, we defined entry level work as side tasks, cleaning, restocking, bussing tables, kitchen prep, etc. (requiring minimal to no training), and high skill level work as customer-facing roles like serving, bartending, cooking, etc. (requiring several days of training and crucial for operations).

Target User Group

Target User Group

Restaurant Manager or Owner

Based on research findings, the target user was defined as the manager or owner of a food service establishment that can benefit from help of entry level to medium-skilled temporary workers. These businesses would be full-service, single-location restaurants (SLRs) or chains within the casual dining category in densely populated areas. These restaurants will likely be more receptive to using entry level temporary staff than upscale, fine dining institutions.

Restaurant Manager or Owner

Based on research findings, the target user was defined as the manager or owner of a food service establishment that can benefit from help of entry level to medium-skilled temporary workers. These businesses would be full-service, single-location restaurants (SLRs) or chains within the casual dining category in densely populated areas. These restaurants will likely be more receptive to using entry level temporary staff than upscale, fine dining institutions.

Why might restaurants use temporary staff?

Why might restaurants use temporary staff?

Reduces costs

Reduces costs

Reduces costs

Cuts staff costs, with cheaper temporary workers helping regular employees remain fully productive, but not overworked.

Provides flexibility

Provides flexibility

Provides flexibility

Managers can keep staffing levels optimal as business needs change, saving them money.

Allows quick adaptation

Allows quick adaptation

Allows quick adaptation

Enables business to adjust under workload fluctuations, ie. employee absences, sick or parental leave, seasonal or peak periods.

Flexibility is Priority

Flexibility is Priority

Gen Z workers may be the generation that prioritize flexibility the most - they dislike working extensive hours, and need work-life balance, making a temporary work model especially appealing.

Source: U.S. Bureau of Labor Statistics

Reasons motivating employees to take their current restaurant job

Reasons motivating employees to take their current restaurant job

Source: IBISWorld

Blind Survey, 2/27/21 - 3/19/21, n=1,011 US Restaurant Employees

When thinking about why you joined your current job, what were your top reasons?

1/3

of Gen Z demand control over their work schedule and won’t work when they don’t want to.

1/3

of Gen Z will not tolerate working back to back shifts.

41%

of Gen Z were employed while full-time college students in 2018 and 2019.

Target User Group

Target User Group

College Students

College students are always searching for part-time, low-demand jobs, but on-campus opportunities are limited. Most Gen Z students already work 15-35 hrs/week (regardless of income bracket), and those who work moderate hours (15–20 hrs/week) tend to perform better academically than those who don't work. Bluplate would appeal to this group, especially students with prior food service or hospitality experience.

College Students

College students are always searching for part-time, low-demand jobs, but on-campus opportunities are limited. Most Gen Z students already work 15-35 hrs/week (regardless of income bracket), and those who work moderate hours (15–20 hrs/week) tend to perform better academically than those who don't work. Bluplate would appeal to this group, especially students with prior food service or hospitality experience.

College Students

College students are always searching for part-time, low-demand jobs, but on-campus opportunities are limited. Most Gen Z students already work 15-35 hrs/week (regardless of income bracket), and those who work moderate hours (15–20 hrs/week) tend to perform better academically than those who don't work. Bluplate would appeal to this group, especially students with prior food service or hospitality experience.

Wireframe Testing

Wireframe Testing

Due to time constraints, I designed the "student mode" of the platform. Using basic, low-fi wireframes, I had three participants interact with a rough prototype as a new student user — signing up, finding a shift, and clicking through major screens. Their feedback helped identify macro-level changes and enhancements for improved IA, performance, and overall UX.

Sign up or log in

Sign up or

log in

Sign up or log in

Add University

Add

University

Add University

Add Personal Info

Personal

Info

Add Personal Info

Add Work Docs

Add

Work Docs

Add Work Docs

Search Shifts

Search

Shifts

Search Shifts

Restaurant Info

Restaurant

Info

Restaurant Info

Student Profile

Student

Profile

Student Profile

Notifications

Notifications

Notifications

Test Scenario

Test Scenario

Student User

Student User

Key feedback included streamlining onboarding with one-time verification codes (mobile/email), adding third-party student status verification, and ensuring a payment method is set up early. For shift searching, users wanted a map view toggle and more shift details (pay, tasks, requirements). They were also curious about a separate manager mode and what this would look like. They liked that adding work preferences could help surface recommended shifts.

Final Interface

Bluplate differentiates itself from typical temporary staffing apps through a fast and easy recruiting and onboarding process. By handling entry-level tasks requiring minimal training, student workers can free up full-time, skilled staff members to operate more efficiently. This allows restaurants to meet customer demand and grow revenue and margins, while giving students flexible schedules.

Quick & Easy Onboarding

For students, Bluplate registration is simple and intuitive. Users (new or returning) verify identity with a one-time password sent via email or mobile, confirm their student status, add personal and contact information, upload documentation, and link their bank account. Users can choose work tasks they like and continue build their profile until Bluplate has granted access to start working.

One-time

password

Verify student

status

Upload

work documents

Set up direct

deposit

Build Your Schedule

When a user is approved to work, they can view posted shifts nearby via list or map, and can sort by pay rate, total pay, or shift length. Users can search by task or restaurant name and adjust the date to see upcoming shifts. Tapping a shift card reveals all details and allows users save for later. Tapping a restaurant name opens that profile with additional info, ratings and available shifts.

Browse available

shifts

View shift

details

See what's

nearby

View Restaurant

details

Profile Management

On their profile, users can view earnings, access saved restaurants and shifts, and manage preferred work tasks. The schedule tab shows pending requests, upcoming shifts, and shift history. Notifications alert users to time-sensitive shifts, approvals, and reminders to leave reviews. Bluplate monetizes through a percentage cut of each shift's total payment.

Student

profile

View your

earnings

Track your

shifts

Stay

updated

Final Interface

Bluplate differentiates itself from typical temporary staffing apps through a fast and easy recruiting and onboarding process. By handling entry-level tasks requiring minimal training, student workers can free up full-time, skilled staff members to operate more efficiently. This allows restaurants to meet customer demand and grow revenue and margins, while giving students flexible schedules.

Quick & Easy Onboarding

One-time password

Verify student status

Upload work documents

Set up direct deposit

For students, Bluplate registration is simple and intuitive. Users (new or returning) verify identity with a one-time password sent via email or mobile, confirm their student status, add personal and contact information, upload documentation, and link their bank account. Users can choose work tasks they like and continue build their profile until Bluplate has granted access to start working.

Build Your Schedule

Browse available shifts

Browse available

shifts

View shift details

View shift

details

See what's nearby

See what's

nearby

View restaurant details

View Restaurant

details

When a user is approved to work, they can view posted shifts nearby via list or map, and can sort by pay rate, total pay, or shift length. Users can search by task or restaurant name and adjust the date to see upcoming shifts. Tapping a shift card reveals all details and allows users save for later. Tapping a restaurant name opens that profile with additional info, ratings and available shifts.

Profile Management

Student profile

Student

profile

View your earnings

Track your shifts

Track your

shifts

Stay updated

Stay

updated

On their profile, users can view earnings, access saved restaurants and shifts, and manage preferred work tasks. The schedule tab shows pending requests, upcoming shifts, and shift history. Notifications alert users to time-sensitive shifts, approvals, and reminders to leave reviews. Bluplate monetizes through a percentage cut of each shift's total payment.

Takeaways

Takeaways

While this product might not solve the restaurant labor crisis right away, it could ease the burden on businesses as workers gradually re-enter the workforce once federal benefits end and wages increase. To build a sustainable competitive advantage, Bluplate should be more than a temporary fix - it should be flexible and scalable enough to expand their offerings and user base over time, whether through introducing app-sharing incentives, university and student-focused brand partnerships, or new forms of on-campus employment.


Learning firsthand from business owners and managers throughout this process was eye-opening, and made me realize that solving an industry-wide problem starts with listening closely to the people living it. In an industry so dependent on labor, managers were more receptive to this idea than I expected. Ultimately, this project was a lesson that developing meaningful products requires meeting real human needs.

While this product might not solve the restaurant labor crisis right away, it could ease the burden on businesses as workers gradually re-enter the workforce once federal benefits end and wages increase. To build a sustainable competitive advantage, Bluplate should be more than a temporary fix - it should be flexible and scalable enough to expand their offerings and user base over time, whether through introducing app-sharing incentives, university and student-focused brand partnerships, or new forms of on-campus employment.


Learning firsthand from business owners and managers throughout this process was eye-opening, and made me realize that solving an industry-wide problem starts with listening closely to the people living it. In an industry so dependent on labor, managers were more receptive to this idea than I expected. Ultimately, this project was a lesson that developing meaningful products requires meeting real human needs.

Next Project

Back to top

Work

Extra

About

2026 By Brooke

2026 By Brooke

2026 By Brooke