The following study concentrates on the service design process of the gastronomy concept and brand Handelek. The author’s objective is to show how co-creation can be an appropriate method of building a new service and brand in the gastronomy industry. The study delivers a co-creation framework based on theoretical research and the author’s concept of co-creation as an element of business strategy on each level during service design process. The knowledge base is focused both on service logic premises (mainly resource integration), a complete selection of design thinking tools presented in details and the author’s own interpretation of Double Diamond model, but also a comprehensive study on the co-creation phenomenon. Apart from the implementation case and presenting a whole process from research, through concept ideation, validation to implementation and further development plan, the study brings new frameworks not only for the gastronomy industry, but also for other business areas, providing a value in use. Moreover, the study brings a new value on netnography research method chosen by the author in research and data analysis (focused on digital) with an instruction and schemes to implement in other cases and different contexts. Co-creation as a main scope for business nowadays is one of the author’s most important recommendation.