Aladdin_Fairmont_Case Study_071917_Print

A FULL-SERVICE DINING CENTER
TRANSFORMATION DRIVES SIGNIFICANT
UNIVERSITY REVENUE INCREASE
Food Costs
Cut By
22%
Labor Costs
Cut By
14%
Direct Costs
Cut By
4%
RESULTS
121%
Meal plan
PARTICIPANT GROWTH
CASE STUDY
FAIRMONT STATE UNIVERSITY
Situation Overview
With a dated and dysfunctional kitchen and servery, and poor campus image of Dining Services,
Fairmont State University knew a complete overhaul was necessary. Our client wanted to improve
food service products and services, as well as become an active campus community participant.
268%
Retail
PLAN INCREASE
244%
Catering &
Conference
SALES INCREASE
231%
Vending
SALES INCREASE
Percentages represent timespan over life of the contract.
Business Challenge
The University contacted Aladdin with goals to increase meal plan participants, overall food
service sales and the University financial return. Food costs, labor costs, and national brand
royalties and commissions needed to be drastically reduced.
Our Solution
We proposed an aggressive total retail venue renovation to enhance dining plans and services,
and provide much-needed employee training.
Key elements:
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Meal plans increased from 3 to 19 offerings, with Bronze, Silver, Gold and Platinum levels
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Trendsetting, healthy menu options
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Quarterly campus visits by Aladdin dietitians for personal consults and nutrition
workshops
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Gluten free, vegan and vegetarian options
Service hours expansion featuring new products focus (specials, grab-and-go, convenience
items expansion)
Starbucks coffee shop addition
Extensive staff trainings and expanded monthly customer service offerings

Impact
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New dining facility
University enthusiastically endorse Aladdin’s
corporate support and local management team
Fairmont University serves as a key tour and
reference account
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Aladdin presented 2015 President’s Award —
Marion County Chamber of Commerce
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Top-ranked customer service survey results for
nearly 15 years
Successful culinary arts program providing job
placements, internship opportunities, and paid
practical experiences (established by Aladdin, in
collaboration with local community college)
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$260k+ in donation funds from Aladdin
to program for over 13 years
From their wide variety of food
offerings to the wonderful job they do
catering events to providing dollars
for student scholarships, Aladdin goes
above and beyond…we simply couldn’t
ask for a better partner.
— Dr. Maria C. Bennett Rose
President, Fairmont State University
How We Implemented the Program
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+11,465%
Financial return to university
OVER LIFE OF CONTRACT
Temporary dining services facility for nearly 2 years
during construction of new student union (Falcon
Center) and dining facility
Consistent, professional uniform standards
Digital LED signage with web-based content system
Complete Aladdin systems and procedures
implementation, including: inventory, production
and prep, orders, cash handling procedures,
customer service training, safe food handling, and
ServSafe® certification
Eliminating national fast food brands (Burger King)
and replacing with regional and Aladdin managed
brands (Ciabatta’s, Hershey’s, Starbucks)
Aggressive campus-wide marketing program
ELIOR NORTH AMERICA 2017
Elior North America is
backed by the strength
and resources of Elior,
the third-largest group in
Europe for Contract Catering
and Support Services.
Through our commitment
to exemplary service and
culinary innovation in the
middle market, we use
food to create positive
experiences and build
relationships that improve
lives every day.