Chartwells Higher Education, which serves more than 320 U.S. colleges and universities, has shifted its focus from simply providing meals to delivering hands-on, brand-driven dining experiences. Chartwells' strategies to engage students and develop new products can provide a springboard of ideas for convenience services operators.
Among other initiatives, Chartwells launched a national student advisory board, called Ignite, where Chartwell leaders and student board members will brainstorm new food concepts around foodservice technology, event programming and wellness. The company has also created culinary education and entrepreneurship programs that allow student participants to design and launch dining concepts, as well as hands-on foodservice laboratories, experimental pop-up kitchens, and internship programs to connect with students passionate about foodservice.
Putting these concepts into action
Develop ways for key customer groups such as employees or students to help you improve your markets and pantry locations. Just as Chartwells uses a student advisory board, convenience services operators can have key customer groups test-drive new vending or pantry formats or products. For instance, seek out easy-to-use feedback mechanisms to ask what users want such as healthy snacks, global flavors or premium items, then offer and test responses.
Use the “experience” mindset to drive higher engagement. All generations, but particularly Millennial and Gen Z consumers, have a stated preference for experiences over things. Lean into this experiential mindset with snacking events. For example, incorporate pop-up snack events or limited-edition offerings into your micro-market/pantry program.
Create a market or pantry environment that helps consumers see the space as more than just a transactional area. Chartwells re-positioned its dining spaces as learning, connection and innovation hubs. As a refreshment breakroom provider, position your pantry, micro market or vending locations as social hubs, snack destinations or quick-service “moments” rather than only functional.
Test new formats or premium products via testing and partnerships. Consider trialing new SKU mixes, better-for-you items, limited-edition snacks or enhanced services in one location before scaling.
Use storytelling and promotions in your marketing. Add signage to highlight popular products, new items and customer-driven product offerings. Adding tags with “employees choose this” or “market best seller” can engage customers and increase sales.
