Mobile Serving and Beyond: Increasing Participation ... · MARKETING PLAN •Plan – Sit down with entire team. – Everyone has to be on board or at least have knowledge. •Execute

© COPYRIGHT 2017 SCHOOL NUTRITION ASSOCIATION | #ANC17 | ATLANTA, GA© COPYRIGHT 2017 SCHOOL NUTRITION ASSOCIATION | #ANC17 | ATLANTA, GA

Mobile Serving and Beyond: Increasing Participation Through

InnovationKern Halls BS, BM

Ingenious Culinary Concepts Amanda A Venezia, MEd, SNS

Director of Dining Services

© COPYRIGHT 2017 SCHOOL NUTRITION ASSOCIATION | #ANC17 | ATLANTA, GA

CONTACT INFORMATION

• Kern Halls BS, BM -Chief Innovator for Ingenious Culinary Concepts• FacebookIngenious Culinary Concepts @ingeniouscc

• [email protected]

• Blog – www.ingeniouscc.com

• [email protected]


BACKGROUND…then.

United States Navy

Culinary Specialist

Walt Disney World

Managed $18M in sales

Orange County Public Schools

Senior Manager

Marketing, special projects

Managed 23 High Schools

18 of 19 schools in Red

22 of 23 in Black

Increased HS participation by 46% in three years


BACKGROUND…now.

PractitionersAwarding winning track recording for increasing participationSupport districts around the nation Core Services: Professional Development & Capacity Building (district support visits/coaching) Our work: Centers on student needs & feedback


NON-EVALUATIVE2day visit (side-by-side coaching)

Identifies trends and patterns for district-wide supportTargets opportunities for increased participation FOCUS: cafeteria atmosphere, operations, menu and food qualityConducts student-centered focus groupsComprehensive report with a range of practical

strategies/suggestions for district-wide improvementDirectors appreciate a “Fresh Set of Eyes.”

Capacity Building


BACKGROUND…now.

Top 5 Student Focus Group Findings

Students…1. Flee the social media outlets their parents/adults use. 2. Want alternative options for lunch (other than traditional serving

lines). 3. Are open to partnering with school foodservice personnel to

resolve school lunch issues.4. Prefer lunch options that allow for more personal “choice”.5. Feel school dining spaces have an “institutional” feel.


What’s Your Grade?


SYSTEMS AND PROCESSES


Study the Market and Your Competitors

Who are your competitors?

Why do students prefer their products?

Why do student prefer their service(s)?


What can’t you change?

What can you change?

Can you replicate and of their products and services?

How is your product/service better?



How often do you highlight “the good stuff” about your foodservice operation?

Sadly, we don’t market ourselves enough.



MARKETING PLAN

• Plan– Sit down with entire team.– Everyone has to be on board or at least have knowledge.

• Execute– Well thought out.– Do not be afraid of making mistakes. Adapt and fix them.

• Track– Before, during and after promotions or campaigns. – Develop systems that will help you make data-based decisions.

• Measure– Data, Data, Data.– Make adjustments during process.


SOCIAL MEDIA• We are in the business of feeding students.• We have to actively find ways to engage them.• Start slow. • Marathon not sprint.• What platform works best for my district?• How can I engage my customers?


ADDING VALUE TO YOUR CUSTOMERS

• What's in it for me?

• Do not be intimidated by what some one else is doing?

• Strive for engagement not numbers?


CHASING FADS VS. SETTING TRENDS

• Trend: a general direction in which something is developing or changing.

• Fad: an intense and widely shared enthusiasm for something, especially one that is short-lived and without basis in the object's qualities; a craze.


FAD


TREND


GET TO KNOW THEM


SMALL FOCUS GROUPS

• “Inch by inch, everything is a cinch.”

• Most leaders are fearful when it comes to getting feedback.

• Start with two students.

• Work your way up to at least 8-9 students in a group.


FROM THE CUSTOMERS MOUTH


SCHOOL NUTRITION CHAMPIONS


MOBILE KIOSKS


MOBILE FEEDING

• Acts as an additional line.

• Some students will NEVER go through the regular

line.

• But they will purchase an item from a cart in the

dining room.

• Will purchase higher cost items on carts.

• First day 156 additional students.


MOBILE FEEDING


PACKAGING: “Mimic Retail Quick-Service

Establishments”

From…white trays

To…black trays & portable boxes

Rationale: Less institutional feel “Grab & Go” option; prepackaged Box is familiar (from retail)Kern


Our Partner District

Up next…• A progressive director• They are “putting theory into practice.”• Using student data and feedback to guide their work• Committed to continuous improvement


Londonderry Dining ServicesLondonderry, NH

• 3 elementary schools, 1 middle, 1 high school• 4,200 students• 5 managers, 1 supervisor, 30 assistants

Amanda A Venezia, MEd, SNSDirector of Dining Services


Friday’s Manager Meeting

• Recapped customer service talking points• Restated examples • Set goals for follow up– Tangible– Time Sensitive


SUGGESTION BOX



SUGGESTION BOX


What did we accomplish?


OUR RESPONSES


Joke Box

How do you get straight As?


My Not So Secret Crush!


The Big IDEA – It all started with a Tweet


Try It Day

• Sample fresh fish fillets• Try new recipes for acceptability and mass production technique

• Tasting on the line and invitation to the school paper

• STARTING A BUZZ!


PROMOTION


Honey Miso Salmon over Tri-Colored Quinoa


Crispy Chicken Sandwich with Asian Cole Slaw


Oh! What a day!


RECOGNITION


He really loves us!


MEDIA


Finding Inspiration


New Challenge???


Step One


My Office


HYDROPONICS


HYDROPONICS


HYDROPONICS


HYDROPONICS



PROFESSIONAL STANDARDS CODE

• This session provides one (1) CEU– Key Area: Key Area 3 - Administration– Key Topic: Mobile Serving and Beyond: Increasing Participation

Through Innovation– Professional Standards Code: 3510

Documents

Mobile Serving and Beyond: Increasing Participation ... · MARKETING PLAN •Plan – Sit down with entire team. – Everyone has to be on board or at least have knowledge. •Execute