Aramark Launches Student-Created Burger Studio on College Campuses
-- Foodservice Equipment & Supplies, 11/1/2009 12:00:00 AM
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Aramark’s student-created Burger Studio concept for its higher education clients. |
Aramark's new concept for its higher-education clients, Burger Studio, was a first-of-its-kind endeavor for the company: It was created entirely by students.
Hundreds of students from the campuses that Aramark serves around the country pitched in to help create the concept, design, name, technology, and staff uniforms for the self-serve burger operation.
Using electronic touch-screen ordering kiosks, students can design their own burger by selecting an Angus, chicken or veggie burger customized with more than 30 toppings, cheeses and special sauces. The kiosks prompt each customer to make a variety of choices and then visually create the order by building the sandwich piece-by-piece in image form on the kiosk screen.
“Our goal was to inspire students' creativity and individuality,” said Karen Parker, associate vice president of marketing for Aramark Higher Education. “Burger Studio allows students to create a customized meal they want, using touch-screen technology that is already part of their everyday life.”
The first Burger Studio locations opened this fall at University of Delaware, University of Hartford, Middle Tennessee State University, Missouri Western State University and Springfield College in Mass. Aramark plans to open additional locations early next calendar year.
To develop the concept, Aramark conducted online focus groups and sponsored chat rooms to capture student feedback about all elements of the operation, from conception to final delivery. The Burger Studio name was selected from more than 1,200 entries submitted in an online contest. Then, student “taste testers” reviewed all menu items under consideration to ensure that the type of burger, fries and buns would appeal to them.
Inside, Burger Studio features lighthearted paintings of burgers in the style of artists such as Picasso, Van Gogh and Warhol. According to Aramark, all locations are designed using sustainably sourced materials and energy-efficient foodservice equipment and lighting. Countertops are made from bamboo with laminate made from coffee beans and recycled fibers. Burger Studio uses biodegradable packaging made from 100 percent recycled materials and take-out bags made with non-chlorinated pulp.
Burger Studio marks the fourth proprietary brand launched by Aramark Higher Education in the last three years. The other brands are P.O.D. (Provisions on Demand Market), a convenience store and fresh market; Zoca Fresh Mex to the Max!; and Bleecker Street, a bakery-café.
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