Launch and promote
Brochures, coupons, sampling events and ads in the school newspaper can really help drive interest
in your new menu item or concept to students. To help promote Penn State University's new
healthy-eating Simmons Dining Facility, the school is launching a punch-card "combo" promotion
with its fitness center. When a student visits the fitness center and Simmons Dining Facility
six times each, they will receive a free T-shirt. "We really hope this promotion kicks off in
January when the students are on a health kick," said Lisa Wandel, Director, Residential Dining.
Dartmouth College, N.H. introduces a new menu item or recipe by providing samples to help them determine if students would be willing to pay for the new items. Posters are used at point of service to advertise the new item and inform students where they can try a sample.2
Re-evaluate
Once your menu item or dining concept launches, it is important to revisit the product to see
how it is functioning back of house. Sometimes more tweaking is needed.3
Tips for success
- If students seem reluctant to try a new product, offer samples.
- Develop price points by polling students to hear what they are willing to pay for an item.
- Drive interest through marketing. Post signage, place ads in the school newspaper, promote on the school's website and post flyers in resident housing and lecture halls.
- Look for media coverage of success stories and then contact other schools that have successfully introduced a new menu item or concept. Ask for tips, red flags and advice.
1 On-Campus Hospitality, February 2008
2 Foodservice Director, January 15, 2008
3 Foodservice Buyer, December 2007
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