choolfood CREATING School ood RESTAURANTS Major City Directors Session Successful Marketing Strategies 1
Introduction David Berkowitz Executive Director 2
Mission Statement SchoolFood is committed to promoting healthy food choices among our students and maintaining high nutritional standards by offering delicious and attractive menu options. 3
SchoolFood Overview The largest school food service provider in the United States Provides meals to students in over 1400 locations Serves over 860,000 meals every day to NYC Public, Non- Public and Charter Schools 197,000 Breakfast served daily 633,000 Lunch served daily 78,000 Snack and Supper served daily Summer Meals Program Breakfast & Lunch free to all children under 19 6,911,144 meals served Summer 2007 2,230,143 Breakfast 4,681,001 Lunch Heckscher Foundation for Children 4
SchoolFood Nutrition Nutrition Standards & Initiatives 5
Nutrition Standards SchoolFood does not allow manufactures to use artificial colors, flavors or sweeteners, MSG, BHA, BHT, Trans Fats or Palm Oil, meat mechanically separated from bone in the production of student menu items. 6
Nutrition Initiatives Increase Fresh Fruit & Vegetable Consumption Implement Salad Bars in High Schools Offer 1%, Skim and Chocolate Skim Milk Whole Wheat Breads Healthy Snacks Product Reformulation Reduce High Fructose Corn Syrup 7 Eliminate Trans Fat
SchoolFood Partnerships 8 Partnership members include the principal, parent coordinator, school nurse, parents and students Assist the SchoolFood Manager to improve communication with the school community Promote participation in SchoolFood programs Provide a forum for discussing promotion and menu-centered theme days Support the school community in addressing nutrition issues
Nutrition Community Outreach & Collaborations Working Together Dept. of Agriculture & Markets NYC Department of Health and Mental Hygiene FoodChange/Food Bank The Children s Defense Fund City Harvest Health Corps Action for Healthy Kids Food Systems Network NYC Alliance for a Healthier Generation 9
SchoolFood Plus Local and Regional Products 10
SchoolFood Plus Funded by the W.K. Kellogg Foundation in 2004 to: Improve the eating habits, health and academic performance of New York City public school children Strengthening the New York State agricultural economy through the procurement of local and regional products. A collaborative effort among: NYC Health FoodChange NYS Dept of Agriculture & Markets Teachers College 11
SchoolFood Plus Implementation Currently we are implementing our original initiatives through: Farm to School Programs Citywide culinary training Local procurement of NY State Products Individually wrapped apple slices and carrot coins Frozen vegetables Yogurt Continued recipe development and student taste testing Nutrition education 12
SchoolFood Plus Local Procurement Collaborate with New York State Agriculture and Markets to source more products. Local products being tested and reviewed: Chopped Romaine, Onions, Potatoes, Broccoli Florets, Frozen Vegetables and Peaches Collaborate with NYS Agriculture and Markets in connecting local farmers and SchoolFood distributors. 13
Current SchoolFood Initiatives Breakfast in the classroom Local Procurement Garden to Cafeteria Recycling Water on the Line 14
Breakfast in the Classroom 15 Kids enjoy eating breakfast in the classroom Students are more focused on instruction and report fewer health issues Teachers notice decreased tardiness in participating classrooms Custodians are cooperative and willing to participate in new disposal methods Breakfast in the classroom can be profitable
Garden to Cafeteria Objective Increase students healthful eating Description 20 to 25 school and community gardens/farms will be selected to grow vegetables and herbs to feature on the lunch menu during NY Harvest for NY Kids Week next fall on October 1, 2 or 3. Collaboration of NYC SchoolFood; NYS Department of Agriculture & Markets; Cornell Cooperative Extension; GreenThumb; Added Value; and more than 20 community based organizations. Council on the Environment 16 Red Hook Farm PS 15 PS 29
Recycling Pilot Objective Provide sustainable solution to tray disposal Description 22 schools currently participating in recycling pilot SchoolFood staff, faculty and students work together to separate trays from garbage Trays are stacked, bagged and boxed for collection by Packaging Development Resources (PDR) PDR pick up the trays from participating schools 3 days a week 17 Key to success Dept. of Sanitation collaboration
SchoolFood Culinary Concepts Product/Recipe Development and Regional Chef Program 18
Culinary Concepts SchoolFood Chef s The Executive Chef and Regional Chefs support SchoolFood s goal of increasing participation, establishing culinary standards and creating healthy menu options. New product development Reformulation of products Menu flexibility Recipe development Culinary training presentation Field guides 19
Culinary Concepts New Product Development 20 The Culinary Concepts Department: Works directly with manufacturers, food industry and corporate research chefs Establishes the culinary standards for our products including flavor profiles, texture, appearance and practicality of application Establishes testing criteria and arranges testing of new product in the schools Compiles testing data from students and Managers
Culinary Concepts/Marketing Dept. Programs and Field Guides Bagel Bar Asian Express Burrito Bar Pasta Bar 21
SchoolFood Marketing and Merchandising Creating SchoolFood Restaurants 22
Creating SchoolFood Restaurants 23 The goal of the Marketing Department is to create custom designed marketing and merchandising programs that transform school cafeterias into SchoolFood Restaurants, attracting students to participate in the Breakfast & Lunch meals program.
Creating SchoolFood Restaurants Marketing & Merchandising Marketing programs are designed to create a buzz and attract students to our meals program. 24 Merchandising programs showcase our brand and provide an enhanced dining experience for all of our current participating students.
Creating SchoolFood Restaurants Key Programs Our Key Merchandising Programs Service Line Décor - Decorative and functional displays Station Signage - Showcase specific menu service points Signature Photos - Correspond to daily menu choices - All food images are photos of SchoolFood menu items Art Décor - Images which promote overall wellness and exercise themes 25
Creating SchoolFood Restaurants Calendar of Events Array of events inspired by foods from the various events, cultures, backgrounds and current noteworthy trends Feature new menu items and highlight new culinary programs Events are grouped into two different classes -Elementary and Junior High/High School 26 Execution of Promotional Kit - Kits are sent directly to the participating school - Event Guide, Posters, Frame Inserts, Giveaways, Recipes (contents may vary)
Creating SchoolFood Restaurants Theme Day & Program Statistics Elementary Junior High High School 27 24.67% Change Increase + 5,563 meals Manhattan 36.71% Change Increase Bronx 47.24% Change Increase Brooklyn
Recent Promotional Events 28
Creating SchoolFood Restaurants Marketing Toolkit SchoolFood's Marketing Toolkit represents specific menu options, including new and established programs and monthly theme days, as well as overviews of SchoolFood departments via pictorial inserts. 29 Supervisors and Managers may tailor the toolkits to meet the unique needs of each individual school.
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