Student focus groups drive ideation for The Clubhouse
GAITHERSBURG, Md., July 28, 2016 /PRNewswire-USNewswire/ -- The Clubhouse, the new K-5 meal program created by Sodexo, world leader in Quality of Life Services, was developed using a custom-designed focus group process with students across the country. The Clubhouse program will launch in 400 schools for the beginning of the next school year.
"Sodexo's Culinary Solutions team designed a unique research approach to identify the essential experiential and physical elements that create an enjoyable mealtime for kids." said Richard Hill, vice president of Marketing, Schools, Sodexo. "What we are hearing now is that kids are talking about their Clubhouse experience in the same terms that they used when describing their "best lunch" during ideation sessions."
Research Driving Innovation
The initiative to rebrand the existing Kid's Way Café, led by Sodexo's Culinary Solutions team, comprised several phases. The first phase involved extensive research on the political, social, technological and economic nuances between millennial and centennial generations. Based on the research results, questions and talking points were created for ideation sessions and focus groups that were conducted with over 250 students across the country.
Sodexo General Managers were then trained to lead the ideation sessions with student groups, on themes of satisfaction and trends and to generate names and creative features for the new program.
Project teams worked on creating a solution that integrated key elements identified from the data analysis, such as, the joy of being with your friends, eating healthy comfort foods while discovering new flavors, and being in a colorful and customizable environment. The final product was then tested again. At three pilot schools in the Portland area, a series of focus groups was conducted to get additional student feedback.
Welcome to The Clubhouse
The resulting dining experience at The Clubhouse is inspired by great food, fun and friends. In addition to delivering the "best lunch" experience, the new brand identity provides competitive differentiation by offering customizable features such as signage, hanging banners, interchangeable cling finishes and positive messages, allowing every school to create its very own clubhouse.
Over the next three years, The Clubhouse is scheduled to be deployed in over 2,000 schools across the country.
Sodexo delivers more than 100 services across North America that enhance organizational performance, contribute to local communities and improve quality of life. The Fortune Global 500 company is a leader in delivering sustainable, integrated facilities management and foodservice operations.
Learn more about the company at its corporate blog, Sodexo Insights.