WHERE TO FILL UP ON ENERGY
ARAMARK Québec’s marketing strategies have been formulated combine all the ingredients, carefully measured out, to ensure the satisfaction and increased participation of young people in school cafeterias.
A LIVING ENVIRONMENT IN WHICH YOUNG PEOPLE WILL RECOGNIZE THEMSELVES
In general, food services in Québec schools have benefited from the healthy turnaround undertaken several years ago, although it must be admitted that marketing efforts have not been strong enough to maintain and increase participation by students during the transition period. Too many young people have found food alternatives for meals during the day at school. These choices unfortunately often don’t fit very well with the definition of a healthy diet.
As part of ARAMARK’s exclusive brand-new NRG-Zone program, which is now ready for implementation in school food services, the ARAMARK team is planning to use more communications tools to reach out to students and create a living environment that they recognize and feel good about.
The NRG-Zone was developed by ARAMARK’s marketing department based on the preferences and behaviours of secondary-school students. Built on the results of a market study, this marketing concept reflects the living habits, choices, and nutritional needs of young people aged 11 to 16 years.
WHAT DOES NRG-Zone MEAN?
In short, the symbolism of ARAMARK’s exclusive NRG-Zone signature is defined as follows: At lunch hour, the NRG-Zone cafeteria is the best place to relax, meet friends, and fill up on energy. It’s an environment in which young people recognize themselves and that highlights their lifestyle throughout the year.
Sports, music, and seasonal activities are integrated into the imagery that will be installed in both the cafeteria service area and the dining room, in order to create a warm, trendy atmosphere.
Much more than simply an ambience concept, NRG-Zone intends to offer students a range of popular foods that will be added to more traditional menus, including hot and cold sandwich products made to measure, authentic ethnic foods, salads, take-out sandwiches and side dishes, fruit smoothies, yogurt and fruit parfaits, and more. The choice of foods offered will also change with the seasons, avoiding monotony and retaining customers’ interest throughout the year
IN SHORT, THE NRG-Zone CONCEPT AIMS TO:
- Create a dynamic, friendly food-services space in which students feel at home, while conveying positive values communicated by and for young people.
- Facilitate circulation and maximize service speed through different interventions, including the creation of a station offering an elaborate sandwich service and introducing a new range of healthy, fresh take-out products that match the tastes and needs of young people.
- Install interactive means of communication with both parents and the student clientele through, among other things, this transactional Web site that allows two-way communication and online purchases, as well as communications modules installed in the cafeteria areas, including, when possible, dynamic display screens at pertinent spots.
- Introduce new food concepts in order to stimulate the clientele’s interest and respond to the varied nutritional needs of young people according to their lifestyle, preferences, health objectives, and ethnic origins.