Increasing Participation through Merchandising. Appeal through the 5 Senses

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1 Increasing Participation through Merchandising Appeal through the 5 Senses

2 Why Increase Participation Financially successful program Academic performance Not a captive audience

3 Increasing Participation-Hearing Nutrition Advisory Councils Talk to the students Listen to the students Know names and preferences of students Non-verbal communication

4 Increasing Participation-Taste Taste with eyes before mouth Encourage selection and consumption Taste testing Temperature-cold food cold/hot food hot Seasoning Batch cooking-tastes fresh Everything tastes better when hungry

5 Increasing Participation-Touch Touch can increase acceptability of new foods at young ages Eat with hands-----make sure they are clean Don t allow students to touch foods others will eat Don t touch their food

6 Increasing Participation-Smell Penetrate the food service area and hallways with the smell of food

7 Visual Merchandising

8 Understand the View of Your Customer Eye-level Viewpoint Important to elementary students Taste of food Brands of food Smell of food School menu

9 Understand the View of Your Customer Important to middle school students Menus including popular foods Attractiveness of main dishes Taste of food

10 Understand the View of Your Customer Important to high school students Variety of food constant items not seen as variety Flavor of food Attractiveness of food on serving line freshness Waiting time Food easily chosen don t have to go to different serving areas to obtain Nutrition/green/sustainability

11 Visual Merchandising

12 Presentation Focus on the food Fresh, abundance Only fresh product displayed batch preparation Time/temperature controlled Garnishes on serving line not on product

13 Presentation

14 Presentation Cleanliness, no clutter

15 Presentation

16 Presentation Location of merchandise or Prime Rent District (PRD) Eye level Go vertical Strategize Vary heights

17 Marketing thru Visual Merchandising

18 Signage Type: static, backlit, digital video will give the WOW

19 Signage Great signage programs = information and aesthetic appeal matching theme of operation Length of message Nature of message Promotional Directional Informational

20 Signage DO s DO Use consistent holders Make easy to read and understand Use same colors for all signs Make borders 1 on top and sides but 1 ¾ on bottom Optical center is about 1/3 down from top, so put main message in the space

21 Signage Don ts DON T Mix type of signs Use outdated and damaged signs Use handmade signs Use different colors unless there is meaning e.g.blue Light Special

22 Marketing thru Visual Merchandising

23 Color Interior color forecasts for 2009/10 Rock Crystals: grays, off-whites and slate blues Vegetable Garden: tomato reds, bronzed yellows, earthy brown, leafy greens, reddened purples Metallics In servery need a flexible palette

24 Color In general Natural colors that reflect heat can elevate customers appetites but are energetic and move people out quickly. Warm colors advance Red good for accents because highly visible Cooler pastel colors create a soothing, calming atmosphere. Cool colors recede

25 Color In general Blue is cool and relaxing Yellow conveys cheer and vitality Orange is warm, energetic and highly visible Green is relaxing and relates with safety Purple is dramatic and rich Black, white and brown are neutral

26 Marketing thru Visual Merchandising

27 Lighting Primary overall level of illumination Accent or secondary light for designated areas. 3 x s more intensity halogen or light-emitting diodes (LEDs) Natural windows and skylights

28 Lighting Brightness and glare used to attract customers Bright light moves customers Low light = intimacy incandescent-peach tones Decorative lighting neon = fun and excitement

29 Lighting Do s Focus lights on food Adjust so there is no glare in customers eyes Bulb size and type should be consistent-no burned out bulbs

30 Merchandising through Taste Focus on food Real choices Cross-merchandising and category management Sampling