Chuck Davies >associate director Kim LaPean >marketing Shawn LaPean >director
Berkeley: The Perception
UC Berkeley: The Reality
Berkeley: The City
UC Berkeley: The Campus
Operations Overview 41 mm annual revenue 4 Residential Dining Commons – All you can eat – Late night a la carte – Cal Club-online grocery
7 Retail locations – – – –
4 C-store hybrids 1 C-store 1 Coffee/Deli/Smoothie 1 Rec. Sports/Pro shop
Catering – Boxed breakfast/lunch delivery – Clark Kerr Campus
Child Care-5 Facilities Summer Conferences
Operations, continued Serve 23,000 customers per day Serve over 3.5 million per year 6000 residential students 1967 non residential students “New�-faculty/staff meal plans-100+ 262 full time, 100 part time, 200 students 22 management
Top 3 Trends for Gen Y Taste and flavor in high volume – Authentic regional/ethnic flavor
Nutritional awareness – Modeling the behavior
Environmental Sustainability – Leaving the earth better than they found it
Cal Dining 6 new executive chefs – Seasonal menus
Nutrition sociologist – Information, education, outreach
Social Responsibility – Organic certification • First in the nation
– Green business practices • Only two green buildings on Cal’s campus
Emerging Demographic
LOHAS – Lifestyle – Of – Health – And – Sustainability
Three Years of Results Revenue - 24mm to 38mm Meals served-1.9mm to 3.3mm Optional meal plans-399 to 1647 No full service catering to 1mm in sales next fiscal year Customer satisfaction risen by 27% 5th most popular web site at UCB Cost per trans/resident dining: -$2.67 Cost per trans./total: -$1.98
Green Certification Crossroads and Clark Kerr are the first buildings on UC Berkeley’s campus to be green business certified by the Bay Area Green Business Program Our goal is to have all of our dining halls green certified by summer of 2007 Expand to retail
Green Certification The green certification includes: – Energy and water conservation – Dedication to using chemicals that don't harm the environment – Aggressive recycling efforts – Use of biodegradable products and more
Going Organic‌
Why Organic? Customer student requests Feasibility Educational opportunities Trend or Flash in the Pan?
What is Organic? USDA Standards Specific standards Organic vs. “Natural� Example: cage-free vs. organic
Certification Certifying Agencies CCOF Application Process Operations Additional Residence Halls
Operational Challenges First year operation Auditing/record keeping Facilities storage & production
Resources
http://www.ams.usda.gov/nop/indexIE.h (information on the USDA NOP) http://www.ccof.org/ (certification information) http://www.pccnaturalmarkets.com/issu (practical organic information)
Marketing and Public Relations Customer requests – – – –
Echo Network Survey Dining Committee E-mails Student Groups • Environmental/Sustainable classes • Environmental Groups • Vegan Groups
“Who can we thank?”
Marketing and Public Relations Behind the scenes – Back of the house signage – Station signage – Logo identifier – Planning the launch – Press release – R & I coverage
Marketing and Public Relations Marketing pieces – Directory of services • • • • •
Cal Day Earth Day Opening Orientation Campus and community
– Onsite educational posters
Social Responsibility
Marketing and Public Relations Opening day – Media • TV • Radio • Newspapers
– Vendors
Marketing and Public Relations Post launch – Media • • • •
TV Radio Newspapers Magazines
– And it still continues . . .
Other Social Responsibility Initiatives Composting Biodegradable containers Recycled paper & soy inks Aggressive recycling Biodegradable cleaning supplies “Natural� items in retail & online grocery
Other Social Responsibility Initiatives Fair trade or sustainably grown coffee beans Donate food to local shelters Eat the World/Save the Earth Made-in-USA uniforms Living wage Making sustainable decisions with real results
What’s Next Slow food Expand container composting Post-consumer waste composting All sustainable packaging Local organic farmer consortium Canvas reusable bags Bio-diesel Other product categories Increase customer education Continued green certifications
Challenges Auditing/record keeping Procurement Rising expectations Ambivalent customers Menu integrity of other items
Questions & Answers