© COPYRIGHT 2016 SCHOOL NUTRITION ASSOCIATION – #ANC16 – SAN ANTONIO, TEXAS
“MARKETING STRATEGIES THAT WORK!”
Kern Halls, BS, BMChief Innovator Ingenious Culinary Concepts
HOUSEKEEPING RULES
• Take out phones iPads, tablets etc.
• Turn them on silent or vibrate.
• Got to your social media accounts.
• Like or follow us.
• Let’s light up everyone's timeline!!!
@ingeniouscc@schoollunch
#ANC16
@ingeniouscc
@ingeniouscc@schoollunch
#ANC16
BACKGROUND
© COPYRIGHT 2016 SCHOOL NUTRITION ASSOCIATION – #ANC16 – SAN ANTONIO, TEXAS
NON‐EVALUATIVE2day visit (side‐by‐side coaching)
• Identifies trends and patterns for district wide support• Targets opportunities for increased participation • FOCUS: cafeteria atmosphere, operations, menu and food quality
• Conducts student‐centered focus groupsDirectors appreciate a “Fresh Set of Eyes.”
© COPYRIGHT 2016 SCHOOL NUTRITION ASSOCIATION – #ANC16 – SAN ANTONIO, TEXAS
ATYCHIPHOBIA
(n) fear of failure; fear of not being good enough
MARKETING CYCLE
PLAN
EXECUTE
TRACK
MEASURE
http://masterful‐marketing.com/plan‐execute‐track‐measure/
© COPYRIGHT 2016 SCHOOL NUTRITION ASSOCIATION – #ANC16 – SAN ANTONIO, TEXAS
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.
THREE LEVELS
• Bronze• Silver• Gold
GET TO KNOW YOUR CUSTOMER
© COPYRIGHT 2016 SCHOOL NUTRITION ASSOCIATION – #ANC16 – SAN ANTONIO, TEXAS
GET TO KNOW YOUR CUSTOMER
• What are the benefits of this practice?• What are potential roadblocks for this practice?
AVATAR
CHALLENGES AND PAIN POINTS
Do they have enough time to eat? Is there a peer pressure issue?
SOURCES OF INFORMATION
Social media Parents or friends
OBJECTIONS & ROLE IN PURCHASE PROCESS
What objections to the sale do they have? What role do they have in the purchase?
GOALS AND VALUES
Why are they dining with you? What are some of their core values?
© COPYRIGHT 2016 SCHOOL NUTRITION ASSOCIATION – #ANC16 – SAN ANTONIO, TEXAS
BRONZE
© COPYRIGHT 2016 SCHOOL NUTRITION ASSOCIATION – #ANC16 – SAN ANTONIO, TEXAS
GET TO KNOW THEM
• Listen.• Take action.• Involve us.• Ask questions.• Show us you care.• Roxton ISD, TX
© COPYRIGHT 2016 SCHOOL NUTRITION ASSOCIATION – #ANC16 – SAN ANTONIO, TEXAS
SMALL FOCUS GROUPS
• Most leaders are fearful when it comes to getting feedback.
• “Inch by inch, everything is a cinch.”
• Start with two students.
• Work your way up to at least 8‐9 students in a group.
SILVER
CONSISTENT FOCUS GROUPS
• Identify a group of students you
can meet with regularly.
• EX. student government, safety
patrol, athletes, etc.
• Give them incentives for taking
part.
• Let them know that they are
making decisions for their peers.
ELECTRONIC OR PAPER SURVEYS• Utilize iPads, iPods, and
laptops to capture feedback.
• Use an online survey resource
in the media center to
capture responses.
(ex. Survey Monkey, Google
Docs, etc. are free tools.)
• Good old fashion pencil and
paper STILL works as well.
© COPYRIGHT 2016 SCHOOL NUTRITION ASSOCIATION – #ANC16 – SAN ANTONIO, TEXAS
GOLD
SOCIAL MEDIA
• What channel works best for you?
• What can you manage?
• Start slow.
• FaceBook for parents.
• Instagram, Snapchat or Twitter for students.
• Choose one or two and knock it out of the park.
• The key is interaction.
• What can you do for them?
• What value are you adding?
COMMENT BOXES
• Paulding County, GA
• Great way to get non
intimidating feedback.
• Creates a comfort level.
• Shows your customer that
you care about them and
their opinion.
© COPYRIGHT 2016 SCHOOL NUTRITION ASSOCIATION – #ANC16 – SAN ANTONIO, TEXAS
TABLE TOUCHING
• Can you offer to pick up a student’s tray?
• Cordially, let them know that they have a certain amount of time before the meal period ends.
• Ask them, “Is there anything I can do to make your dining experience even better?”
DON’T REINVENT THE WHEEL
© COPYRIGHT 2016 SCHOOL NUTRITION ASSOCIATION – #ANC16 – SAN ANTONIO, TEXAS
• What are the benefits of this practice?• What are potential roadblocks for this practice?
DON’T REINVENT THE WHEEL
© COPYRIGHT 2016 SCHOOL NUTRITION ASSOCIATION – #ANC16 – SAN ANTONIO, TEXAS
BRONZE
TRENDS•Research trends.•Bring new concepts to decision makers.•Bowls and “Build‐Your‐Own” (sandwich, salad, etc.)
stations are popular concepts…not to mention a great way to increase fruit and vegetable offerings!
© COPYRIGHT 2016 SCHOOL NUTRITION ASSOCIATION – #ANC16 – SAN ANTONIO, TEXAS
MENU CONCEPTS• Set a play day in the kitchen.
• Have fun in the kitchen with students.
• Develop items that your customers will
purchase and most importantly, tell their
friends about!
• Don’t think about rules or regulations.
• Figure out how to make them fit later.
• Don’t stifle the creative process.
PAINT AN ACCENT WALLHAMILTON COUNTY, FL
SILVER
REMODEL: ADD AN
ACCENT WALL• You don’t have to hit a homerun
every time.
Start at 1st base…
• Invest in one wall.
• Change the seating flow.
• Change seating after the first
semester.
© COPYRIGHT 2016 SCHOOL NUTRITION ASSOCIATION – #ANC16 – SAN ANTONIO, TEXAS
PACKAGING• You have to spend money‐‐‐in order to make money.• Upgrade from sporks to black cutlery. • From white five compartment trays to black five compartment trays.
• Or go GREEN with biodegradable trays. • We have to compete with retail establishments to win our customers over.
© COPYRIGHT 2016 SCHOOL NUTRITION ASSOCIATION – #ANC16 – SAN ANTONIO, TEXAS
GOLD
TECHNOLOGY
• Add digital signage to enhance
the customer experience.
• Run promotions on screens.
• Feature school information.
• Display “Fun Facts”.
• Showcase upcoming menu
offerings.
© COPYRIGHT 2016 SCHOOL NUTRITION ASSOCIATION – #ANC16 – SAN ANTONIO, TEXAS
SEATING
• The F&B industry is redesigning quick‐service restaurants.
• They have to appeal to their customers.
• Lounge type seating.
• Wi‐Fi is a must.
© COPYRIGHT 2016 SCHOOL NUTRITION ASSOCIATION – #ANC16 – SAN ANTONIO, TEXAS
HAMILTON COUNTY, FL HAMILTON COUNTY, FL
© COPYRIGHT 2016 SCHOOL NUTRITION ASSOCIATION – #ANC16 – SAN ANTONIO, TEXAS
GO TO THEM
© COPYRIGHT 2016 SCHOOL NUTRITION ASSOCIATION – #ANC16 – SAN ANTONIO, TEXAS
• What are the benefits of this practice?• What are potential roadblocks for this practice?
GO TO THEM
© COPYRIGHT 2016 SCHOOL NUTRITION ASSOCIATION – #ANC16 – SAN ANTONIO, TEXAS
BRONZE
VENDING MACHINES
• Invest in your own equipment.
• Partner with companies.
• The vending machine is an additional line with no additional labor needed.
• Fill it up and create another source of revenue.
ADDITIONAL LINES
• Look for a book store.
• Empty space in the cafeteria.
• Excess space on a current line
where you can add an
additional POS.
Glynn County , GA
SILVER
© COPYRIGHT 2016 SCHOOL NUTRITION ASSOCIATION – #ANC16 – SAN ANTONIO, TEXAS
MOBILE KIOSKS
CARTS
• 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.
© COPYRIGHT 2016 SCHOOL NUTRITION ASSOCIATION – #ANC16 – SAN ANTONIO, TEXAS
GOLD
MOBILE FEEDING
INVEST IN TRAILERS WITH COLOR
FOOD TRAILER (D6 GREELEY, CO)
FOOD TRUCKS
Orange County Public Schools Orlando, FL
Miami‐Dade County Public Schools Miami, FL
RETROFITTED SCHOOL BUS(Murfreesboro City Schools, TN)
© COPYRIGHT 2016 SCHOOL NUTRITION ASSOCIATION – #ANC16 – SAN ANTONIO, TEXAS
CONTACT INFORMATION• Kern Halls BS, BM ‐Chief Innovator for Ingenious Culinary Concepts• Facebook
Ingenious Culinary Concepts
• Blog • www.ingeniouscc.com