Connect the right person with the right product, at the right time or context, and you can expect a better outcome — thanks to that personalization. Examples of businesses tailoring their experiences and offers to individual customers — to improve engagement, loyalty, sales or click-through rates, for example — abound.
For convenience services operators, the way Chartwells Higher Education has tailored its concessions menus and experiences to local communities at college stadiums offers a playbook for driving sales and loyalty.
“Our approach to foodservice extends far beyond traditional dining and campus services,” said Eva Wojtalewski, CEO of Chartwells Higher Education, in a statement. “We are committed to building premier concessions programs that creatively align with each university’s spirit and goals and enhance the overall game day experience. The enthusiasm from fans and diners, and the resulting revenue, are clear testaments of our success."
A popular coach has an eponymous sandwich
At the University of North Carolina at Charlotte, concessions are designed to feel as personal as the home team. The menu features The Albinator, a cheesy ribeye steak sandwich named for Coach Tim Albin, which has become a fan favorite and a recognizable part of the game day experience, according to Chartwells.
Understand and cater to local communities
The city of Boise, Idaho, is home to one of the largest Basque-American communities in the United States. At Boise State University, Chartwells Higher Education is caters to the local culture to differentiate its convenience offerings. The company introduced Basque-inspired items such as elote corn dogs and loaded chorizo chili French fries, using regional flavors. Since Chartwells partnered with Boise State in 2022, the combination of personalization and operational upgrades has contributed to a nearly 50% increase in sales, Chartwells said.
Themed events and signature drinks
In Texas, Chartwells is using theme-driven personalization to build community and spending at The University of Texas Rio Grande Valley. Working with the athletics department, the team developed special baseball nights and turned a previously underused event space into a cantina-style gathering place. Other personalized offerings include signature cocktails and family-focused menus tailored to specific events.
Across these campuses, personalized menu items give fans reasons to arrive earlier, stay longer and spend more. At each stadium, Chartwells has implemented operational changes, such as grab-and-go stations and redesigned service areas, to ensure increased demand is met without sacrificing speed or service.
For convenience services operators, these examples highlight how personalization can be applied beyond college stadiums. Workplace micro markets can borrow similar strategies:
- Name items for team leaders or local attractions
- Showcase regional flavors or favorites
- Aligning offerings with major events.
Treat food and beverage not as a fixed list of products but as a rotating set of experiences that reflect the people being served.
