Aramark Starts Marketing Its "Vibe" Micro Market To Workplaces

Sept. 14, 2015

Aramark, the $15 billion global provider of award-winning services in food, facilities management and uniforms, has started marketing what it calls a workplace refreshment innovation – a new micro market concept called Vibe, which is designed to bring fresh and healthy foods to consumers who want to grab something quick and satisfying at any time of the day.

"Our Vibe concept is an example of how we innovate the everyday for our clients and customers," said Brad Drummond, Aramark Chief Operating Officer in the announcement. "Many of our more than 450 Vibe locations cater to clients that do not have traditional cafeterias, are spread out over large campuses or have shift-based work schedules outside of the traditional 9-5 day."

Vibe micro markets require no onsite employees to manage and much of the food is fresh food, much of it fresh items like salads, sandwiches, yogurt parfaits, fruits, vegetables and prepackaged meals. Fresh food items range from $3.99 to $7.99 for a full meal and snack foods typically range from 99 cents to $2.99 for higher end choices.  Vibe markets are designed using Aramark consumer research to position healthy or "Better for You" food choices in areas where consumers are more likely to select them, according to its announcement. Once a contract is finalized, the company claims to be able to construct and open a Vibe location in about 6 weeks.