Presented by OU HOUSING AND FOOD SERVICES
UNION MARKET 1
Union Market, located inside the Oklahoma Memorial Union, opened to the university community on August 4, 2014, as a restaurant where guests can “dine, shop and gather with friends in a place that feels like home.” Guests DINE on a variety of options from the rotating hot bar, salad bar and variety of soups. Union Market features a grill concept, The Range, where gourmet grilled cheese sandwiches and poutine – a dish with Canadian origins – are made fresh and customized to each guests’ preferences. Guests SHOP from the selection of grocery staples and snacks including the in-house, grab-and-go Cow on the Fly line, which includes sandwiches, salads and wraps. Frozen dinners, a wide selection of bottled beverages and bulk candy also are available. Finally, guests GATHER with friends in the dining room where great care has been taken to give the space a home-like atmosphere while maintaining a modern feel. Union Market accepts OU meal plan points in addition to cash and debit/credit cards and is a popular location for students, faculty, staff and visitors of the University.
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Table of Contents Menu and Meal Facility Design and Merchandising Marketing Nutrition and Wellness Other Considerations
4 10 15 19 21
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MENU & MEAL Union Market is far from a fast-food restaurant. The Range offers gourmet grilled cheeses and build-your-own poutine. The hot bar offers classic favorites such as meatloaf and pot roast as well as a build-your-own mac and cheese bar and an all-day breakfast bar on a rotating basis. Finally, the soup and salad bars offer a lighter option, which is full of fresh produce and healthy items. Special care is taken to ensure that options are available that meet many dietary needs. Local foods served at Union Market include cage-free eggs, produce and cheese.
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Menu is reflective of current dining trends and guest dining preferences. GOURMET GRILLED CHEESE SIGNATURE SANDWICHES All Signature Sandwiches are made as listed below. No modifications are allowed. Gluten-free bread is available upon request.
THE CLASSIC 259
B.L.A.S.T. 689
Bacon, lettuce, avocado spread, Swiss cheese and tomatoes on potato honey bread
Bacon and salami with Monterey Jack and cheddar cheese on sourdough bread
DELICATESSEN 659
THE GOBBLER 659
CAPRESE 559
BLAZIN’ BUFFALO 559
THE PERFECT UNION 539
American cheese on white bread
Salami, pepperoni and ham with provolone cheese and tomatoes on 9-grain whole wheat bread
Grilled chicken and marble blue jack cheese with buffalo sauce and blue cheese sauce on potato honey bread
Sliced turkey, pepper jack cheese with jalapeños and chipotle mayo on wheat berry bread
THE OINKER 729
Fresh mozzarella and basil with tomatoes on potato honey bread
Mascarpone cheese and Nutella® on cinnamon raisin bread
BUILD YOUR OWN BREAD 180 MEAT 300
White 9-Grain Whole Wheat Cinnamon Raisin Potato Honey Sourdough Wheat Berry Gluten-Free
Select up to two meats
Ham Turkey Bacon Grilled Chicken Strips Salami Pepperoni
CHEESE 100 VEGETABLES SAUCE American Mild Cheddar Monterey Jack Pepper Jack Marble Blue Jack Mascarpone Provolone Swiss
Chipotle Mayo Frank’s® RedHot® Original Blue Cheese Sauce Nutella® - $1 Extra Avocado Spread - $1 Extra
Tomato Lettuce Fresh Basil Jalapeños
The Union Market menu is reflective of current dining trends and guest dining preferences. The gourmet sandwich is one dining trend that is available at Union Market. The Range’s grilled cheeses are hand-crafted using interesting and unique ingredients such as the homemade blue cheese sauce that tops the Blazin’ Buffalo and the fresh mozzarella balls and basil that make up the Caprese sandwich.
POUTINE ORIGINAL POUTINE 679 French fries topped with smoked white cheddar cheese curds and brown gravy
VEGETARIAN POUTINE 679 French fries topped with smoked white cheddar cheese curds and vegetarian brown gravy
ADD A PROTEIN
ADD A VEGETABLE
Add a protein to your poutine for an additional $1.50 each.
Add a vegetable to your poutine for an additional 50¢ each.
Grilled Chicken Strips Fried Egg Brisket Real Bacon Bits Pulled Pork
Mushrooms Green Peas Broccoli Green Onions
Bell Peppers Shredded Carrots Jalapeños Black Bean and Corn Mix
FRENCH FRIES 140 Vegetarian Items
The Range Menu
Consuming raw or undercooked meats, poultry, seafood, shellfish or eggs may increase your risk of foodborne illness.
Blazin’ Buffalo UNION MARKET 5
Online Hot Bar Menu Much of the food available in the Oklahoma Memorial Union falls in to the fast-food category. Guests have requested a fast-casual fare. The hot bar at Union Market reflects this preference. Guests are able to enjoy a homemade meal with traditional favorites at a faster pace. In addition, the fresh, local produce at the salad bar gives guests a healthy option, which is often requested.
Tortilla Crusted Tilapia
Color, shape, texture, temperature and flavor of the options available are considered in menu production. 6 UNION MARKET
Fried Egg Poutine
Ghost Pepper
GRILLED CHEESE Ghost pepper cheese on white bread.
$3.39
A variety of specials are offered at Union Market. Monthly grilled cheese specials offer variety to the featured sandwiches at The Range by bringing in seasonal ingredients and new flavor profiles. A salad of the month is featured to inspire guests to try a new combination of toppings and dressings. Special menus for the hot bar are created to recognize holidays such as Thanksgiving, Valentine’s Day and St. Patrick’s Day.
A variety of daily and weekly specials are offered.
CAUTION, IT’S HOT. TAKE OUR WORD FOR IT.
Hot Bar Thanksgiving Meal
Each day there is a happy-hour special where guests can receive a free coffee or soft drink with the purchase of a dessert item. Scones, cookies and cobbler are available on a rotating basis. UNION MARKET 7
An appropriate variety of colors, shapes, textures, temperatures, and fl avors are available. Breakfast Bar
Salad Toppings
Spring Chicken Salad 8 UNION MARKET
Pot Roast
A variety of food preparation methods are used in creating food for Union Market.
Temperature Log
Production Sheet
Most of the vegetables served on the hot bar are steamed al dente. This allows them to retain their nutritional value and texture. The pot roast and brisket that is served at Union Market is braised, while some other main dishes are baked as casseroles. In addition, grilling and frying methods are used for the food served at The Range. UNION MARKET 9
FACILITY DESIGN
& MERCHANDISING As a central gathering place inside the Oklahoma Memorial Union, it is important that Union Market has a comfortable but modern feel. This was achieved by the juxtaposition of natural elements, such as river rocks and wood, and modern materials such as metal and concrete. These items combined with the sage and gray color palette create a comfortable and relaxed feeling inside the restaurant. Union Market also carries an Oklahoma state motif. From the Oklahoma rock found in the restaurant to the symbols of the state painted on the concrete columns, the local feel is carried throughout the location.
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Concept is imaginative, creative and unique.
Union Market is unique on the University of Oklahoma campus. It is built around the growing trend of combining a hot bar and salad bar with a neighborhood market. Union Market is the first location on the University of Oklahoma campus to have kiosk ordering exclusively inside the store. Further, Union Market incorporates mobile ordering for guests.
Food choices are presented effectively and look appealing to customers. UNION MARKET 11
Effective use of space inside Union Market maximizes customer flow and product distribution. With the wide variety of products at Union Market, maximizing space is of the utmost importance. To do this, elements inside the store are designed to facilitate traffic flow. For example, the flooring inside Union Market is made up of a combination of river rocks and stone tiles, which were strategically placed to create natural walkways inside the restaurant. Further, the lighting and table placement inside the dining room were designed to naturally break the dining room into sections. This creates the illusion that the dining room is larger and allows for maximum seating without sacrificing comfort.
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The design of the concept enhances the desired atmosphere. The design of Union Market strives to enhance the home-like atmosphere inside the restaurant. From the double-sided fireplace to the community dining table to the color scheme, the space is designed with touches that are reminiscent of home. These features help create a warm and inviting atmosphere where guests feel comfortable.
Overall design reflects current industry trends. Union Market is designed to feel like a local, independent, fast-casual restaurant, which is reflective of current trends in dining. A balance of industrial and natural design contributes to this feel. By combining concrete pillars and a metal chandelier with river-rock flooring and a community table designed from a repurposed tree, the space is transformed from a typical fast-food restaurant to a trendy eatery.
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Food presentation reflects a balance of color, texture, flavor and temperatures.
Brisket Poutine
The Oinker 14 UNION MARKET
Taco Bar
Food presentation is creative and attractive.
MARKETING The marketing for Union Market plays an important role in setting the tone for the restaurant. By combining large photos of the tasty food options with the natural textures and Oklahoma motif found throughout the restaurant, the marketing gives guests an idea of what is in store for them at Union Market. Because students are the primary audience for Union Market, social media is heavily used in promotion of the restaurant, monthly specials and special meals. In addition, events inside Union Market invite new guests to come into the store to experience the space.
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Marketing materials are descriptive, informative, have a creative flair and are polished in design and appearance.
Opening Invitation
Digital Ad
TURK-BERRY Turkey, cranberries, lettuce & provolone cheese on white bread
the
$6.50
Union Market is owned and operated by OU Housing and Food Services, a department in OU’s division of Student Affairs. The University of Oklahoma is an equal opportunity institution, www.ou.edu/eoo.
Ad for Student Newspaper 16 UNION MARKET
Available for a lim ited time only !
Specials are advertised attractively and successfully.
Marketing efforts target appropriate segments of Union Market’s clientele.
Appropriate promotional methods including social media, the student newspaper and in-operation materials are utilized to target the restaurant’s audience. UNION MARKET 17
Customers are surveyed on food preferences and product evaluations.
Informational signage provides customers clear guidance through the restaurant. 18 UNION MARKET
NUTRITION
& WELLNESS The health and wellness of Union Market guests is a priority. The salad bar offers fresh vegetables to build wholesome salads. Vegetables on the hot bar are often steamed in order to retain nutrients. Healthy grab-and-go options are available, and nutritional information is available for the in-house Cow on the Fly line of sandwiches, salads and wraps. In addition, special care is taken to ensure that guests who follow special diets have plenty of options. Vegan, vegetarian and gluten free friendly options are regularly available on the hot bar. Vegetarian and gluten free friendly sandwiches are available at The Range.
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Information is available regarding dietary options and nutritional content.
FEBRUARY Salad of the Month Recipe:
Romaine Lettuce - 3oz Spinach - 1.5oz Almonds - 1oz Sunflower Seeds - 1oz Feta/Parmesan Cheese - 2oz Dried Cranberries - 2oz Raspberry Vinaigrette - 3oz Salad built with the above ounces will cost $6.75. 20 UNION MARKET
Special dietary options including vegan, vegetarian and gluten free friendly are regularly available.
OTHER CONSIDERATIONS Union Market was built from the studs up with the guest experience in mind. The space, previously an out-dated Wendy’s, was renovated with careful attention given to creating a restaurant where guests could dine on quality food, shop for items they needed and gather with friends while feeling at home. Each of the more than 76,000 customers who have visited Union Market since its opening have found a location that meets these expectations.
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Union Market exceeded financial goals in the first six months of operation.
GOAL:
$250,000 ACTUAL:
$387,360.52
One financial goal for Union Market was to generate $250,000 in gross sales in the first six months of business. Union Market exceed this goal by generating $387,360.52 in gross sales between August 4 and December 31, 2014.
Breakdown of sales by type
Union Market also had the goal to achieve 50 percent of sales through cash and credit card customers. The other 50 percent of customers would be students using a university meal plan for purchases. This goal was exceeded with 23.4 percent of sales coming from cash and 51.3 percent of sales coming from credit and debit cards. Only 20.3 percent of sales came from students using a university meal plan.
CREDIT/ DEBIT:
51.3% 22 UNION MARKET
CASH:
23.4%
MEAL PLAN:
20.3%
COUPONS:
5%
Union Market has met customer satisfaction goals.
Between August 4 and December 31, 2014, Union Market served a total of 76,337 customers. In the first five months of operation, Union Market sales were 14 percent higher than the previous three fall semesters when Wendy’s was in the same space. Both of these facts point to customer satisfaction with Union Market.
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Union Market is committed to accomplishing sustainability goals. Approximately 80 percent of the paper products used at Union Market are compostable. The clamshells used at the salad and hot bars, the cups used at the soup bar and the napkins throughout the store are all made from recycled, compostable materials.
University of Oklahoma Housing and Food Services is committed to purchasing approximately 20-25 percent of its food from local sources. Local is defined as food that is sourced within 250 miles from the university. A few examples that are available at Union Market are eggs from Ivy Acres Farm LLC in Shawnee, Okla., cheese curds and packaged cheese snacks from Watonga Cheese Factory in Watonga, Okla. and chicken from Tyson Foods Inc. in Broken Bow, Okla.
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Union Market has an overall wow factor.
From the metal chandelier and 12-foot, double-sided fireplace to the delicious food options, Union Market has an overall wow factor. The space and the food are unlike anywhere else on campus, and this uniqueness has quickly turned it into a guest-favorite dining stop.
The Caprese
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Classic Grilled Cheese
The Perfect Union 26 UNION MARKET