Hospitality Design - October 2013 - 70

3

3
number of NGOs, like Environmental Defense
Fund, Natural Resources Defense Council, the
Seafood Watch Program, and so forth, to look
at these issues. It was then that we decided the
tagline should be ‘food service for a sustainable
future.’ And we started to define exactly what
that meant. We’re now over fourteen thousand
employees at over five hundred locations across
the U.S., and that has led us to look at how we
change the agricultural model that we have
today to a more ecological one that’s more
environmentally sound, economically viable,
and socially equitable.

Where does design fall in this
equation?

As we have developed and grown, our client
population continues to be more diverse and
their needs more complex—especially here
in Silicon Valley. The Millennials, most of
the customers we feed, think that it’s the
responsibility of their generation to bring
about change in the world; they believe
what they eat says a lot about who they are.
Those things that help you create not only
community, but inspire change, and this whole
shared democratic way that people work to
collaborate with one another, we realize that
it’s not only the great food that is important, but
the experience. And if we’re going to design
better food experiences, we also need to define
the entire food experience, not just the menu.
We’ve worked with San Rafael, Californiabased EDG Interior Architecture + Design
and a number of other companies to look at
designing spaces that work with this new
generation. In order to trigger conversation
and reflection, it’s important to create what I
call unexpected twists and surprises in order
to engage and energize customers and create
these peaks, not these plateaus, as we move
down the road.

What works with this new generation
of eaters?
Here’s what I believe: There’s no beginning

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October 2013 hospitalitydesign.com

and there’s no end to the day in terms of the
3
way young people work today; if we’re going
to engage and energize customers not only
through great food but by incorporating
health and wellness, we need to incorporate
technology; and we need to constantly evolve
and create different experiences for them
that we’ve not had before. I believe the big
cafeterias, where people sit in rows, are not
going to be there in the future. I don’t think
that’s the way you build community. I think
you build collaboration and create and peak
performance in corporations by designing
smaller spaces so that people have the
opportunity to roam and do what they want to
do, eat when they want to eat, graze when they
want to graze, and sit on a couch or a beanbag
with their computers and chat, and then create
innovation and excitement. I think cubes have
also gone away. And that says to me that we
need to create smaller spaces that are more
like food stalls or pop-up restaurants. Or it
could be mobile, small trucks, all dealing with
innovative technology, that engage
and entertain.
We’re trying to create these cultural
intersections and multi-spaces throughout the
day that create diversity in feeding, that create
some degree of privacy, but also creates this
cross-pollination of ideas that I talk about. Like
Mario Batali’s Eataly in New York—break up
spaces in smaller pods all over campuses; that’s
the thing that I think turns young people on.
Now we’re thinking about feeding pods and
different kinds of communal seating that we’ve
never thought about before so that these spaces
are unique. For example, at Google, you see
over thirty different cafés with unique spaces. I
also think in university settings students want
to be able to have the same kind of experiences
that they do in corporations, and they want to
be able to go to different locations and work
together, study together, and research together.
Don’t get me wrong. We’re still going to need a
big café with a big kitchen in order to pull off a
lot of the smaller locations, but I think instead

44
3. In Theory at the Oregon
Museum of Science and
Industry (OSMI), EDG
created various seating
elements.

4. EDG included a
fireplace lounge in
Bauccio Commons at the
University of Portland.

of building three or four big cafeterias you
build one and then you build all kinds of small
spaces around it.

Is sustainable design an important
factor?

Yes, it’s important because this is where
the world is going. Part of this for me is
communicating a message to consumers. If
I can find (and we’ve done this in a couple of
places) an old bar in Montana or Idaho and
bring it down to San Francisco, I think there’s
a story there—everything old is new again and
that’s part of the experience.

Is there anything you want to do that
you haven’t done?

I want to continue to fix the agricultural model
in this country that I think is broken. That’s the
most important thing. I want to get us to more
of an ecological model because, yes, I believe
we can feed the world through regional food
sheds and local farmers. We need the large
factory farms, but we need them to change
their practices because that’s the root of the
problem we have in this country in terms of
public health, type 2 diabetes in children, the
environment, and antibiotic resistance.
I’m not against factory farms; I’m against
their practices. We are big enough now with
enough clout in terms of purchasing power
that we can, hopefully, move the needle as best
we can. hd


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Table of Contents for the Digital Edition of Hospitality Design - October 2013

Contents
Hospitality Design - October 2013 - Intro
Hospitality Design - October 2013 - Cover1
Hospitality Design - October 2013 - Cover2
Hospitality Design - October 2013 - 1
Hospitality Design - October 2013 - 2
Hospitality Design - October 2013 - 3
Hospitality Design - October 2013 - 4
Hospitality Design - October 2013 - 5
Hospitality Design - October 2013 - 6
Hospitality Design - October 2013 - 7
Hospitality Design - October 2013 - 8
Hospitality Design - October 2013 - 9
Hospitality Design - October 2013 - 10
Hospitality Design - October 2013 - 11
Hospitality Design - October 2013 - 12
Hospitality Design - October 2013 - 13
Hospitality Design - October 2013 - 14
Hospitality Design - October 2013 - 15
Hospitality Design - October 2013 - 16
Hospitality Design - October 2013 - Contents
Hospitality Design - October 2013 - 18
Hospitality Design - October 2013 - 19
Hospitality Design - October 2013 - 20
Hospitality Design - October 2013 - 21
Hospitality Design - October 2013 - 22
Hospitality Design - October 2013 - 23
Hospitality Design - October 2013 - 24
Hospitality Design - October 2013 - 25
Hospitality Design - October 2013 - 26
Hospitality Design - October 2013 - 27
Hospitality Design - October 2013 - 28
Hospitality Design - October 2013 - 29
Hospitality Design - October 2013 - 30
Hospitality Design - October 2013 - 31
Hospitality Design - October 2013 - 32
Hospitality Design - October 2013 - 33
Hospitality Design - October 2013 - 34
Hospitality Design - October 2013 - 35
Hospitality Design - October 2013 - 36
Hospitality Design - October 2013 - 37
Hospitality Design - October 2013 - 38
Hospitality Design - October 2013 - 39
Hospitality Design - October 2013 - 40
Hospitality Design - October 2013 - 41
Hospitality Design - October 2013 - 42
Hospitality Design - October 2013 - 43
Hospitality Design - October 2013 - 44
Hospitality Design - October 2013 - 45
Hospitality Design - October 2013 - 46
Hospitality Design - October 2013 - 47
Hospitality Design - October 2013 - 48
Hospitality Design - October 2013 - 49
Hospitality Design - October 2013 - 50
Hospitality Design - October 2013 - 51
Hospitality Design - October 2013 - 52
Hospitality Design - October 2013 - 53
Hospitality Design - October 2013 - 54
Hospitality Design - October 2013 - 55
Hospitality Design - October 2013 - 56
Hospitality Design - October 2013 - 57
Hospitality Design - October 2013 - 58
Hospitality Design - October 2013 - 59
Hospitality Design - October 2013 - 60
Hospitality Design - October 2013 - 61
Hospitality Design - October 2013 - 62
Hospitality Design - October 2013 - 63
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Hospitality Design - October 2013 - 66
Hospitality Design - October 2013 - 67
Hospitality Design - October 2013 - 68
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Hospitality Design - October 2013 - 70
Hospitality Design - October 2013 - 71
Hospitality Design - October 2013 - 72
Hospitality Design - October 2013 - 73
Hospitality Design - October 2013 - 74
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Hospitality Design - October 2013 - 77
Hospitality Design - October 2013 - 78
Hospitality Design - October 2013 - 79
Hospitality Design - October 2013 - 80
Hospitality Design - October 2013 - 81
Hospitality Design - October 2013 - 82
Hospitality Design - October 2013 - 83
Hospitality Design - October 2013 - 84
Hospitality Design - October 2013 - 85
Hospitality Design - October 2013 - 86
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Hospitality Design - October 2013 - 89
Hospitality Design - October 2013 - 90
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Hospitality Design - October 2013 - Cover3
Hospitality Design - October 2013 - Cover4
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