University Business - November/December 2010 - (Page 46)

An Edible Arrangement Thomas Newcomb, president of Campus Dining, a food large student population from outside the regional area, some might not be familiar with a local bestselling brand. “You really have to service consulting firm, finds that large public universities typically be kind of careful that the brand has enough penetration,” he says. have enough students to afford and support it. On the other hand, Coker notes, national brands don’t generally Those unfamiliar with a brand may not be excited enough about change their menus on a regular basis. “When the student is there having it on campus for it to succeed. Bob Hassmiller, chief executive officer for the National Asso- for four straight years, the exact same menu is there and that can ciation of College Auxiliary Services, suggests that administrators become complacent.” Having a few national franchise brands as anchors to a food consider how a particular franchise would blend with the institution’s dining culture. For instance, some colleges are tremendously court can help draw traffic, but Solomon cautions that the key is responsive to fair trade issues, so a coffee brand would ideally need understanding if each brand is going to be profitable enough to susto meet that demand. Or if a campus has a well-loved pizza con- tain the longer-term investment. “While the popularity and brand cept, it would be in their best interest not to put in an outside recognition of a franchise can help attract customers to the food court, the real goal is to make sure the brand can deliver the cuspizza chain. When comparing various franchise brands, innovation is an- tomers needed to support its survival.” other factor. How committed is each franchise to keeping its brand fresh? That’s a question ARAMARK’s Solomon advises asking. “A Stay Local successful franchise has to have a formal commitment to keeping Regional brands have their share of incentives, such as local recognitheir brand relevant to customers,” she explains. “This means a tion. Klinger of USC Hospitality says his department sees the value robust promotional program and schedule in having a number of national partners but for updating menus and refreshing the look wants to provide nearby ‘You have to have a certain also familiar with. Local andchoices students and feel of the brand so it doesn’t become are regional-based amount of traffic flow to concepts range from Wahoo’s Fish Tacos and stale.” Before choosing a brand partner, offi- make a national franchise Poquito Mas to Lemonade Restaurant and cials must also consider the up-front investDaphne’s Greek Café. financially viable for the ment, food, and labor costs, as well as any Deciding which brands to include can required fees and royalties. “Ensure that you university and the food mean looking beyond just the menu. In 2005, have enough student customers on campus Mac Dermott of the Clarion Group negotiservice contractor.’ to deliver the sales needed to support all of ated a five-year agreement for Bryant Univer—John Coker, AVI Fresh the cost categories,” Solomon says. sity (R.I.) for an independent pizza operator Michael Brandon, director of brand to reside in a food service facility within a new development for Compass Group North residence hall. After officials considered half America, Chartwells’ parent company, believes the key is a good a dozen proposals, the contract was awarded to Ronzio Pizza, a blend of internal and external brands on a campus. “An appro- Rhode Island restaurant, which is required per its contract to propriate mix of appealing franchised brands and local concepts will vide late-night hours. Mac Dermott says this was a plus with Brykeep dining dollars on campus,” explains Brandon, who is involved ant’s rural setting. in creating franchise agreements. On the other hand, overuse of Working to satisfy the campus customer factored heavily on a franchised brands can be an economical detriment to dining op- recent Pepperdine University (Calif.) franchise decision, as well. In erations, as the institution will wind up spending an exorbitant September, its Malibu campus welcomed a new 500-square-foot amount on brand royalties and advertising fees. café location for Los Angeles-based La Brea Bakery, which serves breads and baked goods, soups, sandwiches, and salads. It’s the artisan bakery’s first facility directed at a college campus audience. Go National Peter Loh, director of West Coast operations for Sodexo, which Top name brands can attract customer attention and dollars, but when are they the right choice? John Coker, executive vice president has Pepperdine as a client, explains there were a number of bakery of AVI Fresh, which has campus partnerships with Subway, Taco franchises already in the food service provider’s brand portfolio, Bell, and Pizza Hut, says national franchises generally work best but La Brea turned out to be the best match because it already had in a large university setting. But certain factors, such as generating a strong recognition with students. “La Brea means a lot to them,” a strong sales volume, must be likely. “You have to have a certain he adds. It took about a year to bring the bakery to Pepperdine. La Brea amount of traffic flow to make a national franchise financially viable Bakery chefs added a personal touch by creating a new “Willie the for the university and the food service contractor,” he notes. This past summer, USC Hospitality, which is operated by the in- Wave” sandwich, named for the Christian university’s sports masstitution and handles dining services for two University of Southern cot. Students voted in a contest for picking the top choice of ingreCalifornia campuses, welcomed 14 new concepts, including Cali- dients. The winning combo is a turkey BLT, complete with smoked fornia Pizza Kitchen and Panda Express. National brands bring with applewood bacon and provolone cheese in country wheat bread. Alex Pang, associate vice president at Pepperdine, says, “The them proven systems—and a following, says Director Kris Klinger. 46 | November/December 2010 universitybusiness.com http://www.universitybusiness.com

Table of Contents for the Digital Edition of University Business - November/December 2010

University Business - November/December 2010
Contents
Editor's Note
College Index
Company Index
Advisory Board
Behind the News
Viewpoint
Financial Aid
Models of Efficiency
An Edible Arrangement
Friend or Foe?
Sense of Place
Independent Outlook
Internet Technology
What's New
End Note

University Business - November/December 2010