NACUFS Submission 2020

PATTY SQUARED

NORTHWESTERN UNIVERSITY DINING

RETAIL SALES — SINGLE CONCEPT

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Essay Local Evanston restaurateur, Amy Morton, introduced an exclusive brand at the Norris University Center called Patty Squared. The mission: “being good to the planet and ourselves” creates social value while maximizing long-term benefits for customer, ownership, and other stakeholders in the food service industry. The Patty Squared concept is simple: killer food, fresh and healthy options, all from local products that feed the soul and don’t break the bank! It is a sunny, bright space offering “Clean American Grub” with a beverage selection that runs the gamut from matcha to milkshakes.

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Contents 1

Entry Form

2 Essay 3 Table of Contents 4 Menu & Meal 5 Facility Design & Merchandising 6 Marketing 7 Nutrition & Wellness 8 Additional Considerations 3

Menu & Meal The menu at Patty Squared, is healthy, hip and clean; geared to our 18-22 year old market. Ice cold smoothies, crisp cold salads, wraps and hot off the grill burgers made from local Slagel Farm beef, Illinois grown potatoes and buns baked fresh daily just 20 minutes away are enhanced by rotating specials that speak to the season.

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Facility Design & Merchandising Fresh, clean, today and genuine are pretty much all we care about at Patty Squared and… what our clientele “gets” and wants. The intention of our unit design and packaging was to inspire and to create a burger joint that women would flock to as well as men.

Utilizing fresh light, colors, local products, compostable and recyclable packaging allows the product to peek out and insprire.the senses as well as possibility for a new day.

The natural tones and pale green rubbed wood with simple white tile as the background create a space that is fresh and welcoming.

Our front counter displays our beautiful selection of fresh veg and beyond, one can see our smoothies offered with multiple “boosters” to enhance the already healthy choices available to inspire one to take care of themselves and the planet.

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Marketing The Marketing approach for Patty Square is much like the brand- clean and to the point! Highlighting the local farmer and vendor partnerships, transparency on ingredients and on trend menu ingredients continue to build the fan base at this clean grub concept.

One crafty way marketing of Patty Square was achieved was taking a nod from the burger itself and deconstructing the menu item to show the actual ingredients and the place of origin with our 250 mile sustainable mission. Brand integrity is maintained with the purple hue of the Patty Squared logo from laptop stickers to branded containers.

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“Kombucha Brava- on trend beverage with a local twist�

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Nutrition & Wel lness Nutritional value is without a doubt paramount to everything we do at Patty Squared. The wellness of the planet is inextricably connected to Patty Squared. We believe in local and sustainable because its better for the planet, us and it tastes better too! Whether its the materials that we used to build out the unit, the local farms, ranches and purveyors we utilize to procure our product, are all about making a difference, shrinking our carbon foot print, and maintaining as much of our foods nutritional value.

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burgers

no preser vatives, no antibiotics... ever! always made with love~

bowls & wraps

A quarter-pound burger of good ol’ Midwestern beef (or turkey, if that’s how you roll)... No bun? Make it a lettuce wrap!

THE RE AL DEAL - Slag el beef, of course!

TURKEY LURKEY - Lean and mean THE IMPO SSIB LE - Plant-ba sed, vegan

Chopped$7.29 in a bowl or rolled in a wrap... either way, they’re great! $7.59

THE SHRE D $10.39

shredded spinach, shaved brussels, carrots, PATTY SQUARED - Double p atty, doubly delicious pickled onions , kale, quinoa, peach vinaigrette $9.89

all burgers come with pickles, lettuce, onions , and ourEVER specialBEEN sauc e! T O PITTSBURGH? crispy fries tossed with romaine , egg, cucumber, chedda r, honey mustard - Pi ttsburgh style!

CLASSIC CAESAR

romaine, cucumber, caesar dressing

smoothies & shakes

$7.29 $7.29 $6.99

on tap

$7.59

more stuff...

$8 .29

$9.39 THRILLED CHEESE

$5.19

$7.29 HAND -CUT FRIES

$3.09

$3.69

whole wheat, ameri can cheese , tomato

$6 .19

$3.69

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Additional Considerations

Patty Squared was recognized for it’s concept and partnership by Food Management, a company that features trends and best practices, products and solutions that connect deeply with the noncommercial foodservice professional.

View the full article here: http://bit.ly/2Wa1Y5F

“This burger station has been replaced with something that has a community connection�

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“Morton, at right, pictured with a Northwestern employee, is known for serving “clean American grub” at a group of successful concepts around Evanston and Chicago, including The Barn in Evanston”

“Chicago chef Amy Morton brings her burger game to Northwestern, with stuffed burgers, salads, wraps and shakes. Plus, there’s kombucha on tap” 15

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