Throughout the Southeast, there are various populations within the Eurest portfolio. Many of the companies visited during the superfood chef table series included financial institutions, technology companies, research and development, or call centers. All of the accounts reside in the Southeast region with most located in the Raleigh or Charlotte area. Populations of the accounts range from 800 to 1,500 employees.
Superfoods are defined as any food that provides nutrients beyond the basic needs for life. Due to this definition, people are more motivated to eat superfoods or incorporate superfoods into their diet in order to obtain extra benefits towards their health. The key to encouraging our guests to purchase superfoods so they are not only viewed as a wellness piece in our marketplaces but also as a revenue builder was to make them the main point of focus. This was accomplished by using one of our innovative superfood recipes as a feature chef table.
In order to make the superfood chef table the focus of the marketplace for the designated account, the full program was executed by utilizing materials provided from our internal database. Marketing and education provided an appealing display, while the dietitian was present for engagement purposes including sharing knowledge of the superfood and handing out samples.
Customers were being introduced to a superfood recipe that offered overall value because of its nutrient density, aesthetic appeal, take-home education which included the recipe itself, and bottled water while paying a premium price.
The superfood program has the ability to appeal to different populations. White-collar and blue-collar accounts may differ in the selection of the superfood recipe, but all areas are able to produce benefits both financially and through customer engagement.
“I just wanted to take a minute and tell you how much I enjoyed the breakfast chef table last week with the peaches on the toast that was amazing! Thank you for the innovative meals!” – Customer at cafe 2400, Charlotte, NC
Superfood chef tables were tested at both lunch and breakfast. The recipes were served using a standalone chef table or at the Create station in the marketplace.
The chef of the account provided one action element to the recipe in order for it to be cooked in front of the guest rather than hot held. The dietitian was there to provide education, engagement, and serving assistance.
Over the course of 12 chef tables, 11 of 12 accounts sold out of all portions prepared. Chef tables were sold at a premium price of $7.49 -$8.49, greatly outweighing the single-serving food cost which ranged from $.64-$2.40. Accounts received anywhere from $450 to $1,000 of unplanned revenue. Some of the specific results can be seen below:
- RTI, Raleigh, NC: 85 sold at $8.49
- UTC, Charlotte, NC: 43 sold at $8.49
- Syngenta, Greensboro, NC: 42 sold at $7.99
- Dollar General, Goodlettsville, TN: 38 sold at $8.49
- CREE, Raleigh, NC: 50 sold at $8.49
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