AUA NEWSLINK 21
Sp o n s o r e d a r t i c l e
Feeding the S tudent Experience Au t h o r : Fiona Martin, Client Relationship Director, ARAMARK
Universities can boost their reputation and applications by taking a fresh look at their food, says ARAMARK ’ s Fiona Martin. As universities battle to boost student numbers, those that really know their students are deploying some new weapons – food and drink. All universities want to significantly enhance the student experience on campus, and boost perceptions of their institution among potential applicants and their parents. I ncreasingly, many are doing so by focusing on what food they serve, and where and how. That’ s because a well-managed catering service has a role far beyond keeping staff and students fed, healthy and motivated. Delivered thoughtfully, with inspiration, it can prove crucial in attracting students. I t has the power to create a superb student experience and also to reassure parents that their offspring will attend a respected, forward-looking and modern university. This ‘ double whammy’ gives institutions an advantage as they market themselves to prospective students, shaping perceptions of a university, its reputation and, ultimately, student numbers. I t’ s about seeing things differently. Look it up in a dictionary and ‘ cater’ is literally defined as to provide food service’. However, it has a broader meaning: ‘ to attend to the wants and needs of’ . By looking at your catering in this way, you can transform services and maximise the student experience. There’ s a four-point plan to delivering a food and facilities management service which really makes a difference to perceptions of a university, gives it a competitive edge, attracts students to an establishment and keeps them there. ARAMARK is a service partner to
universities around the world and focuses on these points as, from experience, we know that they are important both to students and that vital in uencing group, their parents. Let’ s take them in turn. Point one is design and layout. A university restaurant, café or bar should look and feel welcoming, bright and friendly. I t’ s a place not j ust to eat, but to hang out too – a space designed to use throughout the day, not j ust at traditional mealtimes. And, in a restaurant design, it’ s not j ust look but logistics which are important. Nobody wants to q ueue for their food and then eat it in cramped conditions. S o, it’ s important to make sure eating areas are designed with circulation and people- ow in mind and with wellmanaged payment areas. Then, once you’ ve bought your food, you want comfortable seating and decent table space, remembering that for students this is not j ust a place to eat, but social space where they can relax, catch up with friends or study in an informal environment. W ith more students living at home, that alternative space on site becomes all the more important. The second point is familiarity. People like the reassurance and comfort that familiar high-street brands bring, whether a big-name retail chain or a more boutiq ue coffee offer, and that’ s why you increasingly see them in the university sector. Prospective students are more likely to opt for a university with familiar facilities which re ect their lifestyles. And let’ s not forget that, unlike many university services, they can try out the
A well-managed catering service can prove crucial in attracting students
restaurant or café when they visit – so a great experience can help to in uence their decision on where to study. Point three is innovation. K eep it fresh! Y es, this is about introducing new avours, keeping up with trends such as ‘ street food’ and the S outh American cocina, as well as constant variety to keep the taste buds tingling. I t’ s about the latest technology too. W edded to their smartphones, many students want apps or Facebook sites which explain what’ s going on at their restaurant and the latest offers. I t gives them a sense of ownership and involvement. S o we’ re introducing these in a growing number of our university sites. Fourth, and final, is having the right team in place to oversee catering services. The supplier relationship should not j ust be with the estates or facilities manager but, where possible, with the student experience team too. This will help to ensure that both sides look at food and drink through the students’ , parents’ and staff’ s eyes throughout the life of the contract, and get the most out of it. S o there’ s an easy win out there for universities looking for some differentiation and a competitive edge. Don’ t think of food service as literally j ust serving food, but as a wider offer which can significantly enhance your appeal and feed the student experience. A fresh approach could work wonders. Fiona Martin is Client Relationship Director – Education at ARAMARK , a global food and facilities services provider operating at universities across the UK . artin fiona ara ark.co.uk Tel 012 5 2 5 2 9 000 w w w .a r a m a r k .c o .u k