Chuck Davies >associate directorKim LaPean >marketing Shawn LaPean >director

Berkeley:The Perception

UC Berkeley:The Reality

Berkeley:The City

UC Berkeley:The Campus

Operations Overview41 mm annual revenue4 Residential Dining Commons– All you can eat– Late night a la carte– Cal Club-online grocery

7 Retail locations– 4 C-store hybrids– 1 C-store– 1 Coffee/Deli/Smoothie– 1 Rec. Sports/Pro shop

Catering– Boxed breakfast/lunch delivery– Clark Kerr Campus

Child Care-5 FacilitiesSummer Conferences

Operations, continuedServe 23,000 customers per dayServe over 3.5 million per year6000 residential students1967 non residential students“New”-faculty/staff meal plans-100+262 full time, 100 part time, 200 students22 management

Top 3 Trends for Gen YTaste and flavor in high volume– Authentic regional/ethnic flavor

Nutritional awareness– Modeling the behavior

Environmental Sustainability– Leaving the earth better

than they found it

Cal Dining6 new executive chefs– Seasonal menus

Nutrition sociologist– Information, education, outreach

Social Responsibility– Organic certification

• First in the nation– Green business practices

• Only two green buildings on Cal’s campus

Emerging Demographic LOHAS–Lifestyle –Of–Health –And –Sustainability

Three Years of ResultsRevenue - 24mm to 38mmMeals served-1.9mm to 3.3mmOptional meal plans-399 to 1647No full service catering to 1mm in sales next fiscal yearCustomer satisfaction risen by 27%5th most popular web site at UCBCost per trans/resident dining: -$2.67Cost per trans./total: -$1.98

Green CertificationCrossroads and Clark Kerr are the first buildings on UC Berkeley’s campus to be green business certified by the Bay Area Green Business Program Our goal is to have all of our dining halls green certified by summer of 2007Expand to retail

Green CertificationThe green certification includes: – Energy and water conservation– Dedication to

using chemicals that don't harm the environment

– Aggressive recycling efforts

– Use of biodegradable products and more

Going Organic…

Why Organic?Customer student requestsFeasibilityEducational opportunitiesTrend or Flash in the Pan?

What is Organic?USDA StandardsSpecific standardsOrganic vs. “Natural”Example: cage-free vs. organic

Certification

Certifying AgenciesCCOFApplication ProcessOperationsAdditional Residence Halls

Operational ChallengesFirst year operationAuditing/record keepingFacilities storage & production

Resourceshttp://www.ams.usda.gov/nop/indexIE.htm (information on the USDA NOP)http://www.ccof.org/ (certification information)http://www.pccnaturalmarkets.com/issues/organic/index.html (practical organic information)

Marketing and Public Relations

Customer requests – Echo Network Survey– Dining Committee– E-mails– Student Groups

• Environmental/Sustainable classes• Environmental Groups• Vegan Groups

“Who can we thank?”

Marketing and Public Relations

Behind the scenes – Back of the house signage– Station signage– Logo identifier– Planning the launch– Press release– R & I coverage

Marketing and Public Relations

Marketing pieces – Directory of services

• Cal Day• Earth Day• Opening• Orientation• Campus and community

– Onsite educational posters

Social Responsibility

Marketing and Public Relations

Opening day – Media

• TV• Radio• Newspapers

– Vendors

Marketing and Public Relations

Post launch – Media

• TV• Radio• Newspapers• Magazines

– And it still continues . . .

Other Social Responsibility Initiatives

CompostingBiodegradable containersRecycled paper & soy inksAggressive recycling Biodegradable cleaning supplies“Natural” items in retail & online grocery

Other Social Responsibility Initiatives

Fair trade or sustainably grown coffee beansDonate food to local sheltersEat the World/Save the EarthMade-in-USA uniformsLiving wage

Making sustainable decisions with real results

What’s NextSlow foodExpand container compostingPost-consumer waste compostingAll sustainable packagingLocal organic farmer consortium Canvas reusable bagsBio-diesel Other product categoriesIncrease customer educationContinued green certifications

ChallengesAuditing/record keepingProcurementRising expectationsAmbivalent customersMenu integrity of other items

Questions & Answers