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Marketing
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Learning Objectives
• This presentation will help managers and
directors: Understand the principles and benefits of marketing of
school foods
Develop and implement marketing plans
Find new and creative ways to prepare reimbursable meals
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What is Marketing?
Promoting and selling products and services
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What goals do you want to accomplish?
Increase participation
Increase intake of certain foods (ex: fruit and vegetables)
Move product (sell a particular item to reduce waste)
Develop a marketing plan.
What will help me accomplish these goals?
Can I work with what I have?
Do I need more equipment, supplies, or staff?
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Marketing
Tell them about your products.
What do you have?
Anything new
Anything fun or exciting
Tell them how great your
products are.
Why should they buy from you?
Nutritious
Tasty
Social Interaction
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• Increased
participation in
school lunch and
breakfast programs
= increased sales
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Why Market in schools?
• Positively influence
the dietary habits of
children
• Improve the health
of children over time
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…we are competing everyday.
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With new guidelines come
new challenges…
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Marketing 101
• Be Creative!
• Keep it Colorful
• Be Persistent
• Think small and large
• Get everyone involved
• Change it up
• Know your audience—ask!
• 4 P’s of Marketing9
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Marketing Mix
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• Check the quality
• Make it appealing
• Know your target
– Let them try it
– Gather feedback
– Take suggestions
seriously
• Give them what they
want (when you can)
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Make it appealing…
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Know your target…
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Gather Feedback…
…take suggestions seriously
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Give them what they want
(when you can)
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• Set prices that work for
your school
• Price a la carte items so
that full (reimbursable)
meals are favored instead
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• Name your space
• Everyone take ownership
“Ours”
• Make it attractive
• Keep it clean
• “Would you want to eat here?”
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• Be Creative
• Make it positive
• Make it fun
• Think small and large
• Get everyone involved
– Students
– Teachers
– Parents
– Administration
– Community
• Encourage feedback
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Be creative…
Make it fun…
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21…get people involved!
Lunch with a…
Fireman Policeman Hero
GrandparentParent
Local
Celebrity
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Breakfast Promotion
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How do
YOU
get them
involved?
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Menu Planning
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Things to consider…
• All aspects of acceptability:
– Smell
– Taste
– Texture
– Visual appeal
(including color, shape, etc.)
• Costs
– Food
– Labor
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Things to consider…• Am I offering all required
components?
• Do the items “go together?”
– Would I eat this as a meal?
– Do the items look nice together?
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Don’t ask, don’t tell
• “Whole grain roll” vs “fresh baked roll”
• “Baked chicken patty” vs “lemon-pepper roasted
chicken”
• “Brown rice” vs “Spanish rice”
• Avoid words such as:
– Low fat/fat free
– Low calorie
– Low sodium
– No sugar/reduced Sugar
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Get Creative
• Developing reimbursable meals is like a
puzzle. Fit the pieces (requirements)
together so that the finished product is a
work of art.
• Think about what you HAVE to offer and
then decide HOW to offer it in a way that
students will accept.
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Get them Excited
• Monthly menu with basic
information
• Detailed daily menu to pique
their interest
• Put tomorrow’s menu out
today—make it eye catching
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Offer Creatively
Black Bean Salsa
(beans and legumes)
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Pico de gallo
(vegetables)
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Lunch: Make this, not that
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Meal components do not have to
be separated—try combining them
to make an appealing product.
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Lunch: Make this, not that
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Add color and variety whenever
possible. Make food “trendy” when
you can. Ex: wrap vs sub
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Lunch: Make this, not that
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Add color and variety whenever
possible. Experiment with alternate
ways of preparing vegetables. Ex:
roasting or sautéing rather than
steaming or boiling
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Breakfast: Make this, not that
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Add color and variety whenever
possible. Make food “trendy” when you
can. Ex: waffles and fruit salsa
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Why Not A Waffle Bar?
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Breakfast: Make this, not that
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Remember…
• Cycle menus can get
boring
– Reduce repetition within
the cycle
– Chose a longer cycle (4
instead of 2 weeks)
• Reimbursable doesn’t
have to mean boring
– Be creative with menu
planning
– Don’t be afraid to try new
things
• We eat with our eyes,
too!
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What
has
worked
for
you?
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Resources
Whole Foods: Whole Kids Foundation
https://sph.uth.edu/content/uploads/2014/05/CATCH-and-Whole-
Kids-Foundation_web.pdf
NFSMI: Best Practices for Marketing the School Nutrition Program
http://www.nfsmi.org/documentlibraryfiles/PDF/20131031040436.p
df
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