Merchandising Presentation

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Escambia County Schools Food Service
TrainingReplication ManualMerchandising
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School Foodservice Merchandising

• Session Objectives As a result of attending this
  workshop session, participants will know and be
  able to.
• 1. Merchandise the serving line and cafeteria to
  add visual appeal
• 2. Use branding to promote their foodservice
  program
• 3. Create excitement around themed events
• 4. Optimize learning opportunities in the
  cafeteria
• Training Set-Up Presentation Space An area is
  needed to take the participants through the
  PowerPoint presentation. Supplies A projector,
  screen or wall for viewing, and handouts.
• Demonstration Area A full or partial serving
  line with a section with wells dedicated to hot
  foods and a section with a large well for cold
  food or drinks. Supplies Merchandising
  materials
• Baskets
• Real or artificial plants and greenery (e.g.
  vines, ferns, potted plants, etc.) and fruits and
  vegetables
• Brightly colored linens (or plastic table cloths)
  for purposes of lining baskets or to place on top
  of serving line
• Signage cards for menu items along with stands to
  display signage
• Clean, well-fitting serving pans to be placed in
  wells
• Garnishes parsley, cilantro, broccoli florets,
  lemon or lime wedges, carrot, lemon or orange
  peels
• Carrot sticks, baby carrots, apple wedges, orange
  wedges and rounds
• Dipping sauces caramel for apples, ranch for
  carrots or broccoli
• 4 oz serving boats for french fries
• 1 oz ramekins for dips
• Serving materials used at district in which
  training is to occur trays, plates, cups, etc.

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School Foodservice Merchandising
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Why Merchandise?

• Children, like adults, eat with their eyes first
• Presentation is key to driving appeal and
  ultimately participation
• Students have alternate meal choices fast food
  restaurants, bag lunches, or skipping meals
  entirely
• Effective merchandising and marketing techniques
  can be a win for both students and schools by
  bringing better nutrition to more children and
  improving school finances through increased
  participation

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Techniques

• Visual merchandising
• Branding
• Themed events
• The cafeteria as a learning library

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Visual Merchandising

• Non-commercial foodservice often looks
  institutional and uninviting
• Good, nutritious foods may not look appealing if
  served in traditional ways

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Visual Merchandising

• The serving line should look inviting and the
  food fresh
• Add elements that will soften hard lines such as
  greenery, baskets, lighting, bright colors, and
  signage

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Visual Merchandising

• Showcase What You Are Serving
• Display foods neatly and in a manner that
  showcases their colors, textures, and shapes. For
  example, garnish steamtable pans to increase
  eye-appeal. Put food neatly onto plates or trays.
• Use pans that fit properly into steamtable wells.
  Make sure they are not too big, and not too
  small.
• Use pans and utensils that look good on the
  serving line. Make sure they are clean and free
  of unappetizing baked-on foods.
• Use crushed ice to keep cold foods cold. It looks
  nice, too!

www.fns.usda.gov
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Visual Merchandising

• Garnishing can make quality food even more
  attractive. Using a garnish will
• Improve the appearance of the food
• Stimulate the desire to taste new food
• Draw attention to foods that might not have been
  chosen
• Easy Garnishes
• Create carrot curls by making long strips with a
  vegetable peeler and placing in ice water for one
  to two hours
• Twist lemon, orange, or lime slices and place on
  food items
• Add broccoli or parsley to food items

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Visual Merchandising

• Fruits Vegetables Offer pre-portioned
  servings in small sizes to encourage trial
• Apple slices or wedges (lightly dipped in lemon
  juice/water mixture to prevent discoloration) and
  served with a caramel dipping sauce
• Oranges cut up into wedges or rounds
• Raw broccoli, baby carrots, or celery sticks
  served with a dipping sauce

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Visual Merchandising

• Frozen Baked or Sweet Potatoes Involve students
  by encouraging them to season their own potatoes
• Condiments for dipping ketchup, mustard, ranch
  dressing
• Seasoning shakers Italian spices, taco
  seasoning, cinnamon

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Branding

• Brand your school meal program to make it
  exciting and dynamic
• Promote your program constantly
• Get away from the image of just serving food
• Make meals an integral part of the school day
• Devise a brand name that promotes health
  wellness, your school mascot or involve students
  through a brand naming contest

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Branding Examples

• Menu Cards Woodham Sharks
• Use logos to emphasize the brand

• Garden Fresh Salad

• Banners

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Themed Events

• Menu international cuisines on theme days
• Create excitement by serving meals from around
  the world Italy, Mexico, China, Africa
• Feature foods from each country with menus in
  English and foreign languages

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Themed Events

• Celebrate special days
• Serve specially themed foods on Halloween, St.
  Patricks Day, Valentines Day
• Decorate the cafeteria
• Staff dressed in appropriate garb
• Include games in which prizes are awarded

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The Cafeteria as a Learning Library

• Display colorful posters throughout the cafeteria
  that promote nutrition

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The Cafeteria as a Learning Library

• Raise vegetables
• Students plant, harvest, and eat vegetables grown
  in school gardens
• Children will eat more produce when they grow it
  themselves

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Obstacles

• Resistance to change
• Resources money, staff, materials
• Ways to overcome obstacles
• Have a vision and stick with it
• Build a strong relationship with your staff and
  administration
• Look for creative partners
• Make visits, take tours
• Keep a wish book
• Attend meetings
• Be adaptable, be patient

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Resources

• Web sites for marketing tools
• www.mypyramid.gov
• www.nationaldairycouncil.org
• www.fruitsandveggiesmatter.gov
• www.fns.usda.gov/cnd/Breakfast/toolkit
• www.schoolnutrition.org