neighborfood:

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neighborfood:
FALL 2016
engage
Programs & Promotions To Engage Your university Community
New Events
FOR FALL
A SUPERHERO SALUTE TO
CULINARY GREATNESS
with Chefs’ Fare
DINING SHOWCASE EVENTS
neighborfood:
Food with a Conscience
reinventing
“the
meal”:
Turning The Table
On Traditional
welcome
Welcome to another exciting year of dining events
and to an information-packed issue of ENGAGE, our
promotion planner. Similar to our previous issues, the
Fall 2016 planner contains all of the details you need
regarding the line-up of promotions, programs and
special events.
Our 2016-2017 promotion series has been specifically created to focus on our customers and
addressing their needs and preferences when it comes to dining. We utilized the latest research
during our promotion development, including the 3 Trends Changing College Dining as published
by Ypulse.com. These trends include:
• T
he increasing importance of Sustainability & Transparency in dining with students now
looking for organic, local, and fresh ingredients in their meals
• T
he growth of Cultural Sensitivity in relation to food, where meals are expected to be
authentic, flavorful and culturally sensitive
• T
he fact that today’s student customers come with real Foodie Expectations and are not
afraid to express themselves via social media about their dining experiences, good or bad.
In collaboration with members of our marketing and operations teams, client partners and
students, we developed a number of events that not only address the above trends, but also
explore a few others as well. From on-trend dining events to popular pop culture cooking
competitions, all of the promotions and programs are designed to drive participation, increase
satisfaction and enhance your financial performance.
I encourage you to utilize the tools and resources featured in this planner to help impact your
student’s dining experience throughout the year. Remember to keep your customers at the core
of everything you do, and don’t forget to capitalize on the energy and expertise of your entire team
to make this series of promotions and events a complete success. Here’s to a great fall!
Wendi C. Gretz
Senior Director Field Marketing
To access the supporting Program and Promotions Tools highlighted throughout this magazine,
visit the PROMOTIONS LINK at http://www.sodexosites.com/2016/fall/campus/
01
ENGAGE MAGAZINE
3
NEIGHBORFOOD
Food With A Conscience
5
REINVENTING “THE MEAL”
Turning The Table on Traditional
7
A SUPERHERO Salute
TO CULINARY GREATNESS
WITH CHEFS’ FARE
9
A BETTER TOMORROW
STARTS TODAY
10
Cityscapes: something
for every taste
11
it’s time for a
celebration!
12
elite events to
add excitement!
Elite (Swipe+)
Pop-Up Restaurants
13
cram jam
14
TABLE OF
CONTENTS
new tools to drive
vmp sales
15
customer experience
Training Program
ENGAGE MAGAZINE
02
new timing:
neighborfood run dates August 15th, 2016 to September 26th, 2016
More than ever before, consumers want to know where their food comes from and are
genuinely concerned about its impact on the environment. A shorter journey from farm to
fork and a growing commitment to locally grown foods are just a few of the many priorities
that top the list of today’s conscientious consumers.
As students are coming back to universities, use your various “Welcome Back” activities
to also educate everyone about your program’s commitment to ethical sourcing and
utilization of locally grown ingredients whenever possible. Capitalize on Sodexo’s Better
Tomorrow Plan efforts and marketing materials to demonstrate our organization’s
commitment to sustainability and the environment.
Neighborfood is a unique promotion that provides the perfect platform to showcase the
quality and wholesomeness of your dining program through a selection of delicious dishes,
featuring fresh, locally grown ingredients. Couple this with a variety of customer-engaging
events that emphasize your commitment to sustainability and transparency and you have a
meaningful promotion packed with facts and flavor.
DID YOU KNOW?
03
ENGAGE MAGAZINE
Locally sourced meats and seafood, locally grown produce, hyper-local sourcing,
natural ingredients,minimally processed foods and environmentally sustainability
were ranked among the first six of the Top 20 Food Trends for 2016 as identified by
the National Restaurant Association’s “What’s Hot” Culinary Forecast.
National Prize Sweepstakes:
take a bite out of hunger
Be sure to heavily promote our Take A Bite
Out Of Hunger National Prize Sweepstakes
that gives students the opportunity to win one
of four $2,500 donations made in their name
to a food-related charity of their choice.
As an added bonus, students entering the
sweepstakes via a Video Nomination receive
extra entries in the sweepstakes. Winning
students will also receive a Sodexo
Mindful Snack Box Subscription Package
which includes 4 boxes throughout the
academic year! Students enter the
sweepstakes by visiting a specially created
microsite at www.endhungersweepstakes.com.
Winners will be selected via random drawing and will be notified in person at the end of the
sweepstakes, as well as be recognized on the microsite upon conclusion of the promotion.
Tools To Support A Successful Event
Visit the RESIDENT DINING FEATURE PROMOTION/MARKETING TEMPLATES section of the
PROMOTIONS LINK on Sodexo Net for a variety of marketing tools you can use to promote
your Neighborfood event and encourage student participation and engagement. All of the
promotion materials are customizable to provide you with maximum flexibility in creating
offers that best fit your individual needs.
Going Social
For Success
Tips on using social media
to generate student
interest in your
Neighborfood promotion.
I’LL BE DIPPED
RECIPE SWOP
Encourage customers via
Facebook to take part in a recipe
swop of simple-to-make dips
featuring locally-grown
ingredients. Who doesn’t love a
good dip, especially if it is made
with fresh, delicious, locallysourced ingredients? Be prepared
to start off the swop with a few of
your favorite dip recipes, too.
For added momentum,
encourage everyone to use
the hashtag #[email protected]
(University Name).
SHOUT-OUT SALUTE
Throughout your Neighborfood promotion, do a number of
regularly scheduled “shout-outs”
congratulating the local farmers
and artisans on the important role
they play in supporting your dining
program. Gain traction for your
messages by using the hashtag
#[email protected]
(University Name).
ON THE VINE
Invite customers to make a short
Vine video of their trip to a
local farm. Encourage them to be
creative in the short format video
with the best entry (as selected
by popular vote) winning a
special prize. When sharing their
video, remind everyone to use the
hashtag #[email protected](University
Name), and to promote the link
to the video via other social
media channels too.
Please refer to the NEIGHBORFOOD START-UP SHEET in
the MARKETING TEMPLATES section of the PROMOTIONS
LINK for activity and décor suggestions to drive student
interest and participation in this event.
ENGAGE MAGAZINE
04
Greens
Healthy
Flavors
REINVENTING
“THE MEAL”
NIN
ON
reinventing
“the meal” run dates
october 17th, 2016 to
november 28th, 2016
A
L
T
UR
new timing:
GT
HE TA
B LE O N T R
TI
ADI
Zest
Infused
It’s truly amazing how the addition or subtraction of a single ingredient can change the flavor of a
dish. A pinch of this here or a dash of that there often results in a seemingly magical experience,
the secrets of which are presumed to be known only to a select group of chefs and culinarians.
To the average person, this group’s training and talent is what enables them to explore the full
breadth and depth of a dish to reveal its hidden qualities. And yet, is it simply the fear of failure
that holds the rest of us back from achieving our own culinary success?
Featuring the perfect balance of a culinary and educational experience, Reinventing “The Meal”
puts your customers in control of their dining experience by enabling them to choose the specific
flavors and ingredients of their individual meals. One core “flavor” will serve as the foundational
building block of each dish while optional ingredients will add a new dimension for an entirely
new creation. Overall, the focus will be on simplicity, original flavor and wholesome foods.
This fun promotion is designed to bring out the hidden culinary talents in all of your customers
by encouraging them to change up their daily fare with a new dish they create all on their own.
Use this engaging and colorful event to not only challenge your customers’ adventuresome
qualities, but also to demonstrate how a single dish can take on a new profile by simply changing
an ingredient or two to create a whole new dining experience.
Please refer to the REINVENTING “THE MEAL” START-UP SHEET in the MARKETING TEMPLATES
section of the PROMOTIONS LINK for activity and décor suggestions to drive student interest
and participation in this event.
05
ENGAGE MAGAZINE
YOU CAN BE ONE OF 17 LUCKY WINNERS!
GIZMOS & GADGETS
SWEEPSTAKES
National Prize Sweepstakes:
Gizmos & Gadgets
It’s all things “tech” in our Gizmos & Gadgets
National Prize Sweepstakes which gives
students the opportunity to win their choice
of one of three technology oriented prize
packages. Students enter the sweepstakes
by visiting a specially created microsite at
www.gizmosgadgetssweepstakes.com.
A total of 17 winners will be selected via
random drawing and will be notified in
person at the end of the sweepstakes, as
well as be recognized on the microsite upon
conclusion of the promotion.
Going Social
For Success
Tips on using social media
to generate student interest
in your Reinventing
“The Meal” promotion.
WHAT’S YOUR FAVORITE
REINVENTED MEAL
Post this thought-provoking
question and ask your customers
to respond with their craziest,
tastiest most favorite
meal creation.
EZ DOES IT
Tools To Support A Successful Event
Visit the RESIDENT DINING FEATURE PROMOTION/MARKETING TEMPLATES section of the
PROMOTIONS LINK on Sodexo Net for a variety of marketing tools you can use to promote your
Reinventing “The Meal” event and encourage student participation and engagement. All of the
promotion materials are customizable to provide you with maximum flexibility in creating offers
that best fit your individual needs.
Using their allotted 140 characters,
invite customers to share an “easy
to make” snack or dessert recipe
for all to enjoy. Don’t forget to
include your staff in on the
sharing too. When sharing
their recipe, remind everyone
to use the hashtag
#[email protected](University Name).
IT’S A SNAP
Encourage your customers to
post photos of a meal they
created using simple ingredients
during your Reinventing The Meal
promotion. Ask them to share their
creativity by posting a candid of
their dish and using the hashtag
#[email protected](University Name).
ENGAGE MAGAZINE
MAGAZINE
ENGAGE
06
O
R
E
H
R
E
RY
A SUP
A
N
I
L
CU
O
T
e
H
T
I
Salut
W
S
ES
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T
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E
GR
RE
A
F
’
S
CHEF
clash of the culinarians
From vintage comic books that continue to escalate in value to
comic character-inspired motion pictures that are box office
sensations, comic characters and superheroes remain at the heart
of the American cultural scene.
Today, the mainstay of everything comic is a very
special four-day event held each year at the
San Diego Convention Center in San Diego,
CA called Comic-Con International, or
more commonly known as simply
Comic-Con. What began as a
small gathering of comic
aficionados in 1970 has grown
into a pop culture tribute that transcends all
entertainment genres, and has been recognized by
Forbes magazine as the “largest convention of its kind
in the world.”
Inspired by this one-of-a-kind convention as well as the
growing popularity of all things comic, we’re excited to
present COMIC CUISINE, this year’s featured theme
for our Chefs’ Fare cooking competition. During this
action-packed event, culinary teams will battle it out
head-to-head, and use their creative super powers
to create delicious dishes inspired by a host
of world famous comic characters. Only
the most passionate and creative team
will outlast all the rest and ultimately be
crowned our Comic Cuisine Champions.
07
ENGAGE MAGAZINE
Tools To Support A Successful Event
Visit the ADDITIONAL PROMOTIONS section of the PROMOTIONS
LINK on Sodexo Net for a variety of marketing tools you can use
to promote your COMIC CUISINE event and encourage student
participation and engagement. All of the promotion materials are
customizable to provide you with maximum flexibility in creating
offers that best fit your individual needs.
F
OODS O
F
E
T
I
R
IC
FAVO
ITE COM
R
O
V
A
F
OUR
EROES
SUPERH
Batman -Nachos
Teenage Mutant Ninja
Turtles -Pizza
Spiderman -Wheat Cakes/
Cherry Pie
Thor -Junk Food
Iron Man -Burgers
Popeye -Spinach
Wolverine -Burgers/
Potato Chips
Superman -Beef
Bourguignon with Ketchup
Zatanna -Tacos
While
as hum
power
a
s man ns we may
y of ou
not be
love o
rc
ff
able t
o
popul ood. Follow omic super
ar com
heroe share the ex
ing is
s poss
a quic
traord
ic cha
k look
e
racter
in
at som ss, we do sh ary
s and
the fo
e
a
r
o
e in
f
t
ods th
h
ey lov e world’s m their
e the
ost
most.
Dagwood Bumstead Skyscraper Sandwiches
Ghost Rider -Red & Yellow
Jelly Beans
Homer Simpson Anything American
Jughead -Hamburgers
Eric Cartman Cheesy Poofs
Snoopy -Cookies
Winnie-the-Pooh -Honey
calvin and Hobbes -Tuna
Sandwiches (Hobbes),
Chocolate-Frosted Sugar
Bombs (Calvin)
Hellboy -Pancakes
Green Lantern Zucchini Fritters
Sponge Bob Crabby Patties
Batgirl -Waffles
Hulk -Spinach Dip
Captain America Apple Pie
Garfield -Lasagna
For more details visit the ADDITIONAL PROMOTIONS section of the PROMOTIONS LINK on Sodexo Net for a variety of
marketing tools you can use to promote your COMIC CUISINE event and encourage student participation and engagement.
All of the promotion materials are customizable to provide you with maximum flexibility in creating offers that best fit your
individual needs.
ENGAGE MAGAZINE
08
Make Sodexo’s sustainability
leadership and Better Tomorrow
Plan (our global sustainability
roadmap) come to life at your
university this fall by utilizing our
monthly series of Better Tomorrow
engagement activities.
fall MONTHLY THEMES
AUGUST/SEPTEMBER:
OCTOBER/NOVEMBER:
Good, healthy food doesn’t have to travel far. This fall,
the Neighborfood promotion shows how local, fresh,
sustainable food is available right in your back yard.
Turn the table on traditional with this fall promotion.
Reinventing the Meal teaches students to mix up their
menu to combine ingredients in new ways.
KEEP IT IN THE NEIGHBORFOOD
OCTOBER:
WASTELESS WEEK
Do more and waste less
throughout the fall. Sodexo is
committed to reducing waste,
and encourages students to
add to the impact by joining
in WasteLESS week,
where small
events make a
big difference.
REINVENTING “THE MEAL”
NOVEMBER:
DECEMBER:
COMMUNITY
FAIR TRADE
Get students motivated to
Stop Hunger by hosting a
food drive at your university
to give back in your
community.
Do good, taste good, feel good.
Promote Fair Trade purchases
throughout December by
showcasing fair trade coffees
and teas.
Tools To Support A Successful Event
Visit the BETTER TOMORROW section of the PROMOTIONS LINK on Sodexo Net for a variety
of marketing tools you can use to promote the BETTER TOMORROW initiative.
www.tomorrowstarts2day.com
09
ENGAGE MAGAZINE
Cityscapes: Something for Every Taste
In every part of the North America, food is much more than a way to fuel our
bodies; it represents the culture and history of the people from that particular
region. From piping hot bowlful of freshly made clam chowder to a mile-high
stacked sandwich on sourdough bread, food is the common denominator that
transcends all city lines and states of mind.
Give your customers an authentic taste of some of the best foods our country
has to offer during our Cityscapes tour of North America’s Best. In addition to
some absolutely delicious menus, Cityscapes comes complete with everything
you need to celebrate in style including:
• Detailed Start-Up Sheets for each of our twelve featured locations
• Signature entrees and side dishes for every city
• City-specific marketing materials to drive customer participation
Tools To Support
A Successful Event
Visit the ADDITIONAL PROMOTIONS
section of the PROMOTIONS LINK
on Sodexo Net for a variety of
marketing tools you can use to
promote CITYSCAPES event and
encourage student participation
and engagement. All of the
promotion materials are
customizable to provide you with
maximum flexibility in creating offers
that best fit your individual needs.
Whether your customers are into beach-scene cuisine or metro-hub grub,
Cityscapes is just the ticket that’s guaranteed to satisfy every taste.
ENGAGE MAGAZINE
10
Exciting
New Designs!
It’s Time for a
Celebration!
From a hearty welcome back to university to the delicious enjoyment
of fall’s bounty, just about everyone loves to celebrate a holiday or
special observance. Use these exciting times of year to promote all
of the great attributes of your dining program and to capitalize on
the natural popularity of these celebrations. From special menus to
pre-packaged goodies, let your customers know that “it’s time for a
celebration,” and encourage them to use the featured hashtags to
spread the word about each event at your university!
FALL line up:
11
ENGAGE MAGAZINE
Visit the HOLIDAYS & CELEBRATIONS
section of the PROMOTIONS LINK on
Sodexo Net for a variety of marketing
tools you can use to promote these
special events and encourage student
participation and engagement.
All of the promotion materials are
customizable to best fit your
individual needs.
Elite (Swipe +)
Burgers with an attitud
e is all we serve,
cooked to perfection,
and crowned with
your favorite toppings
and sides.
Selections so fresh, you
can almost feel the
ocean’s mist in the air.
Elite Events:
The flavors of French
cuisine are coming
alive. Viva oo la la!
Adding to the success of Elite Events this year are three
delicious pop-up dining concepts that will be sure to
pop-up your bottom line. Wicked Wings, By Land or Sea,
and Wasabi Ginger are here to deliver a truly unique dining
Create an absolute sun
dae spectacular
with your favorite ice
cream flavor, topped
off with a bounty of de
licious toppings.
experience.
By taking all-time favorite favorites as well
as a twist on traditional buffalo, we have
crafted a menu that will satisfy and surprise
even the most distinguished wing master.
Wicked Wings delivers wicked good flavor-from flaming hot
to sensationally sweet-that also delivers wicked good returns.
Come and enjoy your
favorite cut of prime
perfection, served hot
off the grill and
prepared to your sizzlin
g specifications.
Join us for an event tha
t captures the
flavors of the Mediterr
anean.
The question remains: What’s your flavor?
MENU
This spread of surf & turf favorites is a premium
dining experience your customers won’t want to
miss. Luscious lobster, braised beef short ribs,
lemon garlic shrimp skewers are just some of
the delectable offerings on the Land or Sea menu-a menu
so fresh, you can almost taste the salty sea air.
Come and taste your favorite dim sum
deliciousness at Wasabi & Ginger, our pop-up
fusion of traditional and contemporary Asian
flavors. Experience a feast of flavors by
choosing from a menu featuring classics like
chicken or vegetable pot stickers, or try our something less
traditional, like duck confit and mango eggrolls.
JOIN US
Join us for an event that
captures
the flavors of the Mediterranean.
DATE
WEDNESDAY, APRIL
12
LEBANESE ALL NATURAL
CHICKEN BREAST
Grilled All Natural Chicken
Breast Marinated with
Lemon, Olive Oil and Garlic
LEMON GARLIC GRILLED
TUNA
Grilled Tuna Marinated
in Fresh Lemon Juice,
Italian
Parsley and Garlic
GRILLED LAMP CHOPS
Herb Rubbed Grilled Lamb
Chops
SIDES
Take a stroll along you
r favorite oceanfront.
Peel & Eat Steam Shrim
p like you’d find at a
cozy seafood shack.
All sides are included
with each entrée
Lemon Garlic
Green Beans
Crispy Garlic
Potato Wedges
Mediterranean
Salad
VEGETABLE TAGINE
WITH ONION COUSCOUS
Slow Cooked Root Vegetables
Steeped in
Mediterranean Spices,
Served over
Couscous with Sweet Caramelized Warm
Red Onion
TIME
4:00PM - 10:00PM
LOCATION
RESIDENT DINING HALL
Old-fashioned, slow
roasted BBQ that wil
l
surely chase away all
your blues!
Crave offers a unique
dining experience
for your customers. Re
create any space
at your university into
a restaurant style,
full service dining env
ironment that take
advantage of our glo
bal culinary reach.
marketing/culinary
Promotions
Tools To Support A Successful Event
Incorporate these cus
tomer satisfaction
driving programs into
your menu throughout
the semester. These
menus focus on
trending items that our
guests love.
These exciting events include all of the marketing
collateral you need to engage your customers and
increase participation, and all are available through
Sodexo Print Management POD.
ENGAGE MAGAZINE
12
Encourage students to “Keep Calm & Jam On” during exam times at your university by taking
part in a fun, stress-relieving CRAM JAM promotion.
CRAM JAM has everything you need to give students a mental break from the books including:
Delicious menu suggestions
of fun-to-eat foods
engaging entertainment ideas
to keep things relaxed
~ Unique activities to drive participation ~
Visit the ADDITIONAL PROMOTIONS section of the PROMOTIONS LINK on Sodexo Net for a
variety of marketing tools you can use to promote this special event and encourage student
participation and engagement.
13
ENGAGE MAGAZINE
Voluntary Meal Plan (VMP) sales are an important
part of your program’s overall success. Increasing
VMP sales should be a major focus of each
semester’s promotion plan including innovative
ways to incorporate VMP sales into each of your
featured events. Check out the following tools
and programs you can use to ensure VMP sales
success.
5 Quick Steps
To VMP Success
1
2
3
Look at Past VMP Performance.
Work with your Regional Marketing
Team to determine and set goals
for FY17.
Log on to the VMP Sodexo Net
page for ideas, strategies and tactics.
https://us.sodexonet.com/home/tools-x0026-resources/
guidelines-and-standards/marketing-x0026-promotions/
contentcol1-area/marketing-x0026-promotions/voluntarymeal-plan-programs.html
4
5
Order your VMP graphics collateral.
https://www.sodexosurveys.com/f/75665/8784/
Make sure to track your results!
Measure your success in your
marketing plan and report your
numbers on the VMP survey. Watch
for information from your marketing
support team to report your sales!
new
TOOLS
TO DRIVE
VMP
SALES
ENGAGE MAGAZINE
14
cust mer
EXPERIENCE
TRAINING PROGRAM
MAKE YOUR CUSTOMER EXPERIENCE A
10 OUT OF 10 WITH SODEXO’S NEW CUSTOMER
SERVICE EXCELLENCE TRAINING PROGRAM.
Achieving an excellent customer experience is everyone’s
responsibility. In this interactive training program, your staff will be
given the tools to ensure that service standards at your accounts are
being met - and exceeded. This is achieved by using a collaborative
approach to customer service between managers, supervisors,
customer service champions, and associates, which runs throughout
the year. By teaching the four pillars of this program -
SMILE | ENGAGE | INFORM | THANK
you are giving associates the power to please. After all, if you don’t
make the customer service experience a priority, who will?
10 Expectations
Smile / Focus / Appreciation / Uniform / Telling /
Get It Right / Appearance Matters / Speed of Service /
Assistance is Available / 21st Century Customer Service