Big flavors and big personality - that’s what you’ll find at Max Market. Playful and fun, Max knows how to deliver a great experience in a big way while providing a laidback attitude that creates a comfortable atmosphere for customers. SUNY Geneseo has a declining balance meal plan, and this retail restaurant, located right amongst the upperclassmen residence halls, offers the convenience, value, great flavor and tongue in cheek humor that these senior students crave. Open from 7:30am to 1:00am on weekdays and 9:00am to 1:00am on weekends, Max is always ready for you. Come inside and you’ll be able to MAX out your burger at Smokehouse Grill, watch your pizza being cooked at Stonefire Oven and choose from a variety of toppings for your salad or wrap at Butcherblock Deli. Try and control yourself as you drool over the pastries, ice cream and desserts at Maxine’s Cafe, and indulge yourself in some of the unique local retail and impulse foods that are available throughout the restaurant. Since its opening in Fall 2014, Max Market has stolen the hearts of residential students, faculty and staff as well as guests with its witty humor and great food.
flippin’ awesome.
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TABLE OF CONTENTS Official Entry Form . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1 Essay . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .2 Table of Contents . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3 Menu and Meal . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4 Facility Design & Merchandising . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 17 Marketing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .29 Nutrition & Wellness . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 40 Other Considerations . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .48
roll with it
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MENU and MEAL Walk through Max Market and you’ll be overwhelmed with the variety and meal options in this restaurant. Grilled burgers, pizza created in the stone-hearth oven, toasted hoagies, crisp fresh salads, custom blended smoothies and freshly baked pastries are just a few of the options you’ll find. Customer research has shown us that customization is everything, as well as fresh, healthy and local foods - and so Max Market delivers. Variety and value is also important to our customers, so specials and promotions are planned throughout the year to keep customers excited and engaged.
add a burger to your bacon
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Early Meal (sometimes known as breakfast) at Smokehouse Grill focuses on made-to-order goodness, including breakfast sandwiches and their tasty cousin the breakfast bowl. The “build your own� concept allows for tons of variety and for customers to order according to their dietary needs. 5
Burgers and more - you’ll find a little of everything at Smokehouse Grill during lunch and dinner, including great taste and great value. Why so delicious? Everything is fresh and made to order, and local produce and breads are used. 6
Hungry? You won’t be for long with Smokehouse Grill’s Belly Burger. Half pound burger with ground pork belly mixed in, charbroiled to perfection while you watch and topped with gooey cheese and crisp veggies. Just remember to wipe the ketchup off your face when you’re done.
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Salads, wraps and sandwiches, all made just how you want them with a mountain of possible combinations. Now you just need to choose... Looking for something warm and toasty? You can also get hot hoagies from Butcherblock, on locally made rolls. 8
Butcherblock’s salads offer a ton of healthy variety. With so many ways to mix up your salad, it’s easy to eat your Five a Day! Featuring locally sourced vegetables. 9
It may seem a little cheesy, but what would college life be without really great pizza? Max’s stone-hearth oven creates the perfect crust, and you can enjoy the 13 pizza varieties either by the slice, personal pie, or large pie. Looking for something different? The pasta baked in the stonehearth oven can’t be beat!
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In Western New York, there’s no competition for a good Buffalo Chicken Pizza and Max does it best. Loaded with gooey mozzarella cheese, chunks of chicken, hot sauce and blue cheese dressing, the Buffalo Chicken Pizza is a best-seller.
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Maxine’s is the softer side of Max... and boy, is she sweet! From real fruit smoothies, ice cream sundaes mixed on the cold-stone (using local ice cream), specialty cafe sandwiches and locally roasted Fair Trade coffees, Maxine’s will wake you up and keep you going. Maxine’s also has a pastry case filled with a rotating variety of goodies!
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The secret behind Maxine’s amazing pastries? Her amazing pastry chefs. They work to make sure that every pastry and dessert is fun, unique and filled with flavor - including their specialty brownies, scones, filled croissants, seasonal cupcakes, house-made protein bars and more. Delish!
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In a hurry? Of course you are. There are 3 grab-and-go coolers filled with a variety of prepared meals. Made fresh each morning in our central kitchen, these meals include salads, parfaits, sandwiches, wraps, pasta dishes and so much more. There’s even fresh sushi made by Sushi with Gusto!
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PRODUCTION SHEET / PAR SHEET All foods served within Max Market are made to order. Par sheets are used in all of the stations to ensure that they have the correct amount of prepped ingredients on hand to make it through their busy day.
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TEMP SHEET Food safety is a priority at Max Market. Hot and cold foods are temped and recorded every two hours, and employees are well trained in how to handle foods if they fall into the temperature “danger zone.�
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FACILITY DESIGN and MERCHANDISING Every inch of Max Market is designed to entice customers and showcase the freshness of the food. Open kitchens allow customers to watch their food being prepared, state-of-the-art equipment such as the stone-hearth oven, smoker and cold stone slab help deliver great food quality. The retail and impulse areas tempt students and display new and exciting local products. The dining room is filled with comfortable dining tables, special flex-back chairs, soft seating and televisions. A networked color printer makes the space inviting and an extension of their residence halls.
take me home tonight
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CORRIDOR
SEATING
The open kitchens allow customers to watch the magic of food production, and strategically located retail shelving allows the restaurant to highlight fun and exciting packaged foods.
Grab & Go Cooler
Max Market was designed to showcase the food being prepared and allow for a great retail shopping experience for its customers.
Retail Shelving
Retail Shelving
Soda & Condiments
Retail Shelving CORRIDOR
Retail Shelving
Retail Shelving
Grab & Go Cooler
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Come on in! A wide and inviting entrance allows customers to view the entire space and be drawn in to the activity and excitement of the restaurant. 19
Place your order and then watch it being prepared at Smokehouse Grill. The charbroiler faces the customer, allowing full visibility as your food cooks to perfection. They even have a smoker, allowing for freshly smoked meats everyday.
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Why, hello there. Butcherblock Deli has streamlined its sandwich/salad/wrap process to allow for fast, friendly service. A TurboChef oven is the workhorse behind their special toasty subs. 21
Freshly baked pizzas and pasta dishes are on display at Stonefire Oven, drawing in customers who just can’t seem to stay away. We certainly can’t! 22
Dinner and a show. The stone-hearth oven is a focal point, and customers watch as pizzas are prepped, then cooked right in front of them. 23
Brain freeze! Watch your sundae being created at Maxine’s as your ice cream toppings are mixed in on the cold-slab. Why, what’s that behind our helpful ice cream mixer-upper person? Cakes and pastries are being made fresh for everyone to see on the marble table.
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How can you resist a pastry when they’re so beautifully displayed? The pastry case at Maxine’s is definitely too hard to walk by without stopping. 26
The center of Max Market has a lot of flexibility with merchandising, allowing for special promotions and specialty displays. This month, enter to win a Coca-Cola basketball hoop! 27
A friendly smile and greeting at the cash register is combined with some tempting last minute impulse items. Gum, beverages and snacks are conveniently within reach. 28
MARKETING Max Market has a strong brand that permeates every aspect of the restaurant. Digital menu signage provides great visual impact along with menu and messaging flexibility. Multiple channels are used for marketing the restaurant to reach the widest audience. Direct mail to faculty and staff, email, social media, website, outside advertisements and in-house posters and displays are all utilized to connect with current and potential customers. Customer feedback is constantly being gathered and utilized to further enhance the restaurant. “MAX Libs� comment cards, NACUFS Customer Satisfaction Survey, meetings with student groups and customer touches are all employed.
it’s getting hot in here
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Max Market has a strong brand that permeates every aspect of the restaurant. The name and main logo for the restaurant reflects the bold and playful nature of the business. 30
The logos and names for the stations within Max Market carry the same bold yet playful nature, and are designed to evoke sepcific feelings. 31
All menus are displayed on digital menu screens, allowing for the bold images and colors to really pop and draw customer’s attention. Digital signage also allows for greater menu flexibility. 32
Details of Max Market can be found online, including information such as description of the restaurant, hours of operation, forms of payment accepted and upcoming specials. 33
The menu page on the Restaurants & Cafes website is the most popular page of the site. By clicking on the meal period, customers can view the entire menu including allergen information for each item. Banner ads are also used at the bottom of the page to promote upcoming specials and other items, like the Celebration Cakes at Max Market.
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You’ll be saying “please� and more to get an order of this special at Max Market! Bold graphic images keep in line with the Max brand. Promotions are marketed through in-house print advertising, email, direct mail to faculty and staff, website advertisement and social media. 35
The Burger Bundle at Smokehouse Grill was a big hit, and was promoted through in-house signage, web advertisement, email, direct mail and social media. 36
Sometimes cheesy is good. Witty copy makes advertisements for Max Market stand out and connects customers back to the Max Market brand. 37
Customer feedback is gathered on a continual basis. The NACUFS Customer Satisfaction Survey provides detailed quality feedback, as well as student focus groups, comment cards, discussions with the InterResidence Council and Student Activites Commission and deep discussions with student employees.
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No ordinary coment cards here. Instead, customers can fill out a “Max Libs� to let us know how they liked their food and service, and what they would like to see in the future. 39
NUTRITION and WELLNESS Nutrition and wellness are important factors in Max Market. All menus contain healthy options and dietary symbols for gluten-free, vegetarian, vegan and dairy-free if they meet those criteria. These symbols are present both at point of purchase and online. Geneseo has received an “A” on PETA’s Vegan Report Card and has been the #2 Gluten-free Friendly Campus for the past two years; in fact an entire retail rack is dedicated to gluten-free prepackaged options. A full-time on-staff certified nutritionist is available for customers to discuss options at Max Market and health and wellness materials are available in the restaurant.
my best friend
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Those pretty symbols you see on all of the menus in the restaurant and online? They help guide our customers who follow gluten-free, vegetarian, vegan or dairy-free diets. Customers are able to navigate the menus and confidently order foods that they know will make their bellies happy.
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Nutrition and allergen brochures are always available in Max Market and contain information on how to connect with our Health & Wellness Coordinator / Certified Nutrition Specialist. 42
The dining service website has a health and wellness page that serves as a portal to all things related to healthy eating. Customers can find out nutritional information, tips for eating healthy in each of the restaurants and cafes, specific information on how to maintain a gluten-free, vegetarian or vegan diet on campus, and information on how to meet with Heather Carrera, our Health and Wellness Coordinator / Certified Nutrition Specialist. Our Certified Nutrition Specialist is employed on-site full-time, making her very accessible to customers.
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SUNY Geneseo was ranked as the #2 Gluten-Free Accommodating College nationwide on a Top Ten list by Boulder Brands. The list recognizes colleges that excel in safe handling and labeling of gluten-free foods, varied menu selections and active student groups, all of which help glutenfree students on their campuses thrive. 44
Separate tools and equipment are used by employees when making gluten-free meals for customers, but what about tools for the customers? An additional microwave is designated for Gluten-Free Only Foods, so that our gluten-free customers can heat up their grab-and-go foods with confidence.
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Gluten-free snacking, made easy. A special rack in Max Market is dedicated to Gluten-Free snacks and prepackaged items, making gluten-free snacking a breeze. 46
Our gluten-free cusotmers aren’t the only ones loving Max Market! SUNY Geneseo earned an “A” on Peta’s Vegan Report Card. The variety of vegetarian and vegan options and clear labeling of all vegetarian and vegan options at Max Market helped to earn this distinction.
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OTHER CONSIDERATIONS Max Market has won over the Geneseo campus, and for good reason. Sustainability plays a huge role in Max Market. The building is LEED Silver Certified, the menu focuses on local foods, and Geneseo has signed the Pride of NY Pledge, promising to increase the amount of NYS grown and produced products offered. The restaurant even features an entire cooler dedicated to local foods. The restaurant has really become a destination, and a place that the campus community considers their own.
perk up
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LEEDing by example. Max Market was awarded LEED Silver for its sustainable construction, and sustainability has continued to be a focus in the restaurant through various initiatives including all lights and digital signage being on timers to avoid electricity use during off hours and composting of food waste from the central production kitchen.
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Nothing beats local. The President of the College and the Executive Director of Auxiliary Services signed the “Pride of NY Pledge�, committing to continue to increase the amount of local foods served on campus. With them are representatives from Upstate Farms Coop and American Fruit and Vegetable, two of our partners that assist us in providing the best local foods for our campus.
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Farm to Fork to Belly. Max Market has a strong Farm to Fork program, and serves produce from over 20 local family farms through a partnership with a local produce distributor. Pictured is John Anderson from Anderson Farms during one of his visits to the campus.
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Speaking of local.... It’s easy to find local grab-and-go items when there is a cooler dedicated to them! Yogurts, milks, waters, juices, dips, deli meats, puddings and a host of other items fill this cooler everyday. 52
It’s not enough to just serve local foods, it’s important to tell their story as well. Signage within the local cooler communicates to the customer the great story behind the food, as well as where it comes from. 53
Looking to celebrate? Let Maxine’s help! Customers can order delicious and beautifully decorated Celebration Cakes from Maxine’s and pay using their meal plans to boot. 54
What in the world isn’t online these days? Of course you can order your Celebration Cake online. Choose from all of the different options from the comfort of your residence hall or office. 55
Customers have really gotten into the spirit of Max when ordering their Celebration Cakes. Messages such as “Sorry about the Infection”, “It’s Over” and “Happy Galentine’s Day!” are common requests to be written on the cakes.
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The main dining area at Max Market is spacious and contains tables of various sizes to allow for... well, groups of various sizes. Relax and lean back in the flex-back chairs - with all that food, you may be here a while!
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Kick up your feet and relax. Pockets of soft seating allow customers to relax and enjoy their meal while they study or watch television. The modular furniture allows customers to rearrange the space to suit their needs, and the hard topped arms of the chairs are perfect for setting down your laptop or meal. The dining area in Max Market is meant to be an extension of customer’s living space, and they use it to it’s full potential.
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Max to the rescue! A networked color printer in one of the soft seating spaces makes Max Market a great place to print out that report you’ve been meaning to finish for the past few days. 59
A number of different reports and documents are used to make sure that Max Market is not just a success at making customers happy, but is successful financially as well. And it is! 60