authentic made from scratch socially responsible

2013 CIA-Harvard Menus of Change™

National Leadership Summit June 10, 2013 | Charles Hotel | Cambridge, MA

Opening General Session Keynote Address:

Securing Our Future, Reimagining Our Industry

Fedele Bauccio, CEO, Bon Appétit Management Company

in the beginning… Customized Restaurant Company

Chef Driven

Great Food

Authentic

Fresh

Alive with flavor

Culture

Challenged the Status Quo

Fiercely Focused

Intense Passion and

Commitment

Innovation & Entrepreneurship

Fun

Brand

Emotional Attachment

To Make a Contribution

A Significant Difference

Bon Appétit’s dream is to be the

premier on-site restaurant company

known for it’s culinary expertise and

commitment to socially responsible

practices. We are a culture driven to

create food that is alive with flavor and

nutrition, prepared from scratch using

authentic ingredients.

We do this in a socially responsible

manner for the well being of our guests,

communities and the environment.

DREAM

• Pioneer of onsite restaurants

• Committed to fresh, seasonal

food

• Cook from scratch in every

location

• Industry leader in socially

responsible practices

• Flavor is at the heart of

everything we do

• 500 locations in 33 states

• $800 million in revenues

• 13,000 employees

• 99% client retention

• Customize every location Flavor is at the heart of everything we do!

Bon Appétit Management Company

Corporate & Specialty Clients

Education Clients

bon appétit's definition for

sustainable food service

A sustainable future for food service means flavorful food

that’s healthy and economically viable for all, produced

through practices that respect farmers, workers, and animals;

nourish the community; and replenish our shared natural

resources for future generations.

• Farm to Fork (SINCE 1999)

• Sustainable Seafood (SINCE 2002)

• rBGH-free (SINCE 2002)

• Reduced Antibiotics (SINCE 2003)

• Circle of Responsibility (SINCE 2003)

• Trans fat-free (SINCE 2004)

• Cage-free Shell Eggs (SINCE 2005)

• Trayless Dining (SINCE 2005)

• BAMCO Foundation (SINCE 2005)

• Low Carbon Diet (SINCE 2007)

• Coalition of Immokalee Workers (SINCE 2009)

• Sustainability Reporting (SINCE 2009)

• Foragers (SINCE 2010)

• Inventory of Farmworker Issues & Protections (SINCE 2011)

• Ag of the Middle (SINCE 2011)

• Fish to Fork (SINCE 2011)

• TEDxFruitvale: Harvesting Change (SINCE 2011)

• Fair Trade Uniforms (SINCE 2011)

• Crate-Free Pork, Cage-Free Eggs (SINCE 2012)

leadership

• The end of industrial farm animal production

– Public Health

– Environment

– Animal Welfare

– Impact of Rural Communities

• Social justice

– Workers Rights

sustainability initiatives we are working on

Ecological Model

•Environmentally sound

•Economically viable

•Socially equitable

sustainable agriculture system

Our customer population continues to

become more diverse and their needs

are becoming more complex.

*For Gen Y, food choices are closely tied to who they are as individuals. Many feel

that the food they eat and support shapes their identity and the way their peers

view them. Almost half engage in at least one food-related activity that

demonstrates their conscious approach to food and the environment.

53% think that it’s the responsibility of their generation to

bring about change in the world

45% believe that, in the future, all brands will need to be

socially & environmentally conscious in order to survive.

*The Cassandra Report Summer / Fall 2012

33% believe that what they eat says a lot about

who they are.

• celebrating flavor and diversity

• interested in multicultural dining, ingredients and

experiences

• growing taste for high flavor profiles to celebrate

a connected global community

Democratic

NOT Aristocratic

AUTHENTICITY

Today’s dining customer craves authenticity and

has a strong interest in food vs. finishes and

experiences vs. ambiance. The less-is-more crowd

prefers upscale comfort foods presented in a

casual atmosphere.

Relevant Focused

Intentional

CONCEPT

Dining experiences need to start with a great

idea implemented by successful integration of all

aspects of the idea – food, story, experience,

and environment

What role should food play

today and tomorrow?

• with what nutrition

• made of what ingredients

• sourced from where

• produced how

• in what quantity

• with what frequency

• in what spaces

• with what marketing?

FRESH DELICIOUS HAND-CRAFTED

RESPECTFUL NATURAL AUTHENTIC

The experience is falling behind

WE NEED TO DESIGN BETTER FOOD

EXPERIENCES AND CHOICES TO

DEVELOP MORE SUSTAINABLE

LIFESTYLES OF COMMUNITIES

what is a

Bon Appétit

food

experience?

constantly

evolve

Provided in

environments

conducive to

casual collisions

and contributing

to a sense of

community

Built on and

support

Bon Appétit’s

core values

Created and

delivered by

individuals and

teams who are

passionate about

providing food

experiences in a

balanced and

responsible manner

Plan the entire

food

experience, not

just the menu

Include

unexpected

twists and

surprises;

trigger

conversation

and reflection

Incorporate

health and

wellness

considerations

Design food

experiences

that start

earlier and

last longer

Create

peaks

not

plateaus Involve,

engage,

energize,

clients

Support

uses to

make the

right

choices

Incorporate

technology

whenever

possible

temporal experimental

exciting

pop-ups

local

seasonality

forage

street markets

global

democratic

mobile

food trucks

communal

experiential

shared

counter dining

Innovative TECHNOLOGY

Involve, engage, educate and energize • digital menus

• access to research databases

• interactive touchscreens

• “you tube” connection to products, farmers, cooking methods

• user apps

Micro DATA Personal Tracking

• in-depth personal learning • intelligent recipe suggestions based on past meal selections • latest information in whole body health and news • user app on personal device • personal profile development

Personal nutrition app Touch screen large scale interface

• fresh zone with walk in salad refrigerated box • herbs & greens grown on site and harvested for menu • 600 calorie plated meals • hydroponics • integrated holistic approach • increase in air quality • utilized at entry feature and in creating seating zones

Holistic Approach

HYDROPONICS TRANSPARENT

Here’s to the ones who see things

differently – because they can

change things…they push the

human race forward, and while some

may see them as the crazy ones, we

see genius, because they are the

ones who can change the

world.