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Marketing The Caf LA Way Provided by the LAUSD Food Services Division 7.24.2015

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Marketing The Caf LA Way Provided by the LAUSD Food Services Division 7.24.2015

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Goal of Marketing The Food Service marketing goal is to systematically: Attract the attention of target audiences by using slogans, packaging design, general media exposure. The four 'Ps' of marketing are product, place, price and promotion. Improve the appearance and perception of our school Caf Align our Caf LA brand with current marketing standards and thus create a broader appeal to our customer base

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Objectives Develop an understanding of why it is important to market the Caf LA brand Learn how to market products See methods of promoting the Caf LA way Learn internal marketing strategies See how marketing and merchandising influence customers decisions.

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What Is Marketing? Marketing is defined as the process or technique of: Promoting Selling Distributing a product or service

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Purpose and Benefits Marketing helps to create a desired image, increase participation and improve overall customer satisfaction when done well. Use marketing tactics to promote the menu in order to gain more customers We want students to enjoy coming to the caf and participate more consistently

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Purpose and Benefits cont. Both the customer and the organization benefit from a well developed and executed marketing plan Set up appealing and update look To provide an inviting and uniform look at all Cafs

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Why Are We Focusing on Marketing? In a time where financial resources are limited and the cost of doing business is at an all time high, all businesses must: Use commercial strategies like marketing to promote Business Menu Product Nutritious Value of the Meals Great Customer Service To sustain an operations and its success requires continuous focus on all areas of the business.

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The Caf LA Logo The Caf LA logo has a registered trademark A competition between students was held to create a logo for the Food Services Division Design was implemented in 1997 The logo is representative of Southern California Bright, cheerful colors: green, yellow, and red Children playing in the warm LA sunshine Signature palm tree All held together with the word CAF

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Why Brand? The presence of a Logo begins the identity of an organization. Branding brings the identity to life. Branding sets the look and the feel Makes all locations identifiable as a Caf LA site Will improve consistency and uniformity Customers recognize Caf LA as a place of quality that they can trust Increases public awareness of the business name and logo

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How Do I Market My Products? Use the Caf LA Marketing Smallware Catalog and Menu Photo Guide to identify required Signage Bands and Cello Bags Consistent Preparation ensuring that the ingredients can be identified Customers like to be able to identify ingredients Make the food items look like the photos

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How Do I Market My Products? cont. Use baskets, platters and other materials to merchandise Marketing Best Practices from other sites Remember: There is no question who the golden arches belong to. You can identify them even from an empty wrapper or carton.

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Caf LA Marketing Materials Caf LA marketing and merchandising materials are used to enhance the overall appearance of the cafeteria and the food. Curved Sign Holders Quick Clip Snap Frame Black Baskets 3 Tier Display Stands Caf LA Stickers Caf LA Self Adhesive Bands Caf LA Logo Foil Wrap

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Communicating With Signage Signage is a crucial part of communicating About your product Informational messages Nutrition Education Information Menus are an important communication tool They inform your customers of the great offerings Reach hundreds of potential customers when sent home with the student and posted in places like Caf entrances Main office Faculty lounge Classrooms

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Communicating Through Signage Sign holders are used to attractively draw the customers attention to information you want to give them Black Concurva 8 x 11 Sign Holder Place sign holder above or beside the menu item Sit securely on the side and upright Monthly menus Single and multiple items can be labeled on menu signage paper

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Concurva Item Identifiers Item identifiers are great ways to show what is being offered up close to the item. Ingredients and nutrition information can also be added. Black Concurva 4 x 6 Sign Holder Single item Fruit Salads Sandwiches Milk Bread Vegetables Place sign holder in front, above, beside or below the menu items

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Snap Frame Usage These Snap frames provide a fast and easy way to display posters while providing a clean finished look Quick Clip Snap For all indoor And Justice for All Posters Place the frame in a location that is accessible and can easily be seen by the public

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Displaying In Baskets Attractive black baskets are used to display products and allow the customer to easily view and select items. Used for the following items Fresh Fruit Packaged Food Items Condiments Utensils A la Carte Items Neatly organizing choose the correct size for display Layered, stacked or shingled More items will fit in the basket

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Packaged Bread Suggested Basket Uses Fresh Fruit Bagged Vegetables Condiments Sporkettes

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3-Tier Stand This 3-tier stand allows for showcasing fruit. Providing a variety encourages the students to make a healthy eating choice and limits waste of leftovers: Used for the following items Fresh Fruit Not browning, bruised or otherwise damaged A la Carte Entre displays Neatly Organize Layered, stacked or shingled Choose the design that fits

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Example of a Cafeteria Using Multiple Stands Display a variety of fresh fruit at all POS stations Scramble areas Windows

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3-Tier Display Activity 1. Click on the 2 items that can be displayed on the 3-Tier Stand. 2. A blue box will appear if the correct selection has been made. 3. Click here when both boxes have been selected.

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Incorrect! Try again

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Correct! Click here to continue

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Caf LA Sticker Containers are branded with the Caf LA logo sticker. Place Caf LA stickers in the center of the clear lid of all black micro bowls 5oz, 8oz, 10oz and 20oz Note: Use Caf LA stickers until stock is depleted.

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Caf LA Self-Adhesive Band The Cafe LA self adhesive band must be used on all sandwiches and salads. Place the Caf LA self adhesive band around 24oz salad container 7x7 lip and tape bags

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Caf LA Self-Adhesive Band Activity Choose the container that the Caf LA adhesive band should be used on? Click on the correct item below:

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Incorrect! Try again

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Incorrect! Try again

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Correct! Click here to continue

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Caf LA Foil Wrap The Caf LA wrap is designed to keep items hot and safe while at the same time spotlighting our brand/logo. This gives us a retail look. Wrap all hot sandwiches

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How To Generate Repeat Business Prepare enough of popular food items Especially during promotions Be consistent with quality and presentation Batch cook hot food so that it is not held too long Each menu item should look uniform Made by the recipe and displayed at standards Employee knowledge Know the names of the menu items Familiarize yourself with product ingredients Be able to describe the food item

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Internal Marketing focuses on educating the participants within an organization. Attend student meetings Identify the student groups or organizations on campus that are vocal Distribute a variety of food samples Provide student friendly menus Accept student feedback and address it Be organized and ready to answer questions Prepare small articles to go in the school paper Conduct Student Internal Marketing

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Attend parent meetings and visit the parent center Provide student friendly menus Communicate USDA regulations and healthy menu options Inform parents of the resources available on the FSD website Solicit feedback Be organized and ready to answer questions Parent Internal Marketing

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Wear your Caf LA logo with pride Caf LA mission statement Nourishing Children to Achieve Excellence A clean fresh Caf LA uniform and appearance will advertise our Caf LA brand in a positive light Wear a big smile! Be helpful, professional and polite at all times Be courteous to your co-workers/teammates Representing Caf LA

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Questions? Thank you for being a part of Caf LA! LAUSD Food Services Division Nourishing Children to Achieve Excellence