Presented by:
Roger Kipp
Director of Food Services and Nutrition
Norwood City Schools

(Don’t be afraid)

“Change is inevitable – except from a vending machine.”
-Robert C. Gallagher

School food service is being challenged with a number of changes:
1. Changes in policies.
2. Changes in guidelines.
3. Changes in state & national regulations.

Now that you’ve implemented these changes, how do you
“SELL” them to your students, staff and community?

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Merchandise: To promote the sale of goods by their presentation.
Children, like adults, eat with their eyes first
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Presentation is key to driving appeal and ultimately participation. Not just plate presentation, but the presentation of the café, the staff and the environment.
Students have alternate meal choices (competitive intrusion)
– fast food restaurants (if open campus), bag lunches, or skipping meals entirely.
Effective merchandising and marketing techniques can be a win for both students and schools by bringing better nutrition to more children and improving school finances through increased participation

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Visual merchandising
Branding
Themed events
The cafeteria as a learning library

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Non-commercial foodservice often looks institutional and uninviting
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Good, nutritious foods may not look appealing if served in traditional ways

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The serving line should look inviting and the food fresh
Add elements that will soften hard lines such as greenery, baskets, lighting, bright colors, and signage

Showcase What You Are Serving
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Display foods neatly and in a manner that showcases their colors, textures,
and shapes. For example, garnish steam table pans to increase eye-appeal. Put food neatly onto plates or trays.
Use pans that fit properly into steam table wells. Make sure they are not too big, and not too small.
Use pans and utensils that look good on the serving line. Make sure they are clean and free of unappetizing baked-on foods.

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Product naming: Be creative when naming menu items. Don’t be afraid to season foods in a non traditional way. For example: Baked
Sweet Potato Fries taste better if coated with a little hot sauce.
Changing the name from “Baked Sweet Potato Fries” to “HOT FRIES” makes them more marketable.
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Garnishing and preparation techniques can make quality food even more attractive. Using these techniques will:
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Improve the appearance of the food
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Stimulate the desire to taste new food
Draw attention to foods that might not have been chosen

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Fruits & Vegetables – Offer pre-portioned servings in small sizes to encourage trial
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Apple slices or wedges (lightly dipped in lemon juice/water mixture to prevent discoloration) and served with a caramel dipping sauce
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Oranges cut up into wedges or rounds
Raw broccoli, baby carrots, or celery sticks served with a dipping sauce

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A brand is an identifiable entity that makes specific promises of value.
Branding today is used to create emotional attachment to products, services and companies. Branding efforts create a feeling of involvement, a sense of higher quality, and an aura of intangible qualities that surround the brand name.
Brand your school meal program to make it exciting and dynamic
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Promote your program constantly
Get away from the image of just serving food
Make meals an integral part of the school day
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Devise a brand name that promotes health & wellness, your school mascot or involve students through a brand naming / logo contest

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Menus & Point of Purchase information: Norwood Indians
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Use mascot names and/or logos to emphasize the brand

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Menu international cuisines on theme days
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Create excitement by serving meals from around the world: Italy, Greece, Mexico, China, Japan,
India, etc….
Feature foods from each region with menus in
English and foreign languages

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Celebrate special days
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Serve specially themed foods on Halloween, St.
Patrick’s Day, Valentine’s Day…
Decorate the cafeteria
Staff dressed in appropriate garb
Include games in which prizes are awarded

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Display colorful posters and artwork throughout the cafeteria that promote nutrition.

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Plant Gardens
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Students plant, harvest, and eat vegetables grown in school gardens
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Children will eat more fruits and veggies when they grow them

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Resistance to change, “This is how we’ve always done it”
Resources: money, staff, materials…
Ways to overcome obstacles
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Have a vision – and stick with it
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Build a strong relationship with the students your staff and the administration.
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Look for creative partners
Make visits, take tours, interact and be involved.
Keep a wish book
Attend meetings
Be adaptable, be patient

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Web sites for marketing tools
 www.mypyramid.gov
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 www.nationaldairycouncil.org
www.fruitsandveggiesmatter.gov
www.fns.usda.gov/cnd/Breakfast/toolkit www.schoolnutrition.org
www.smarterlunchrooms.org