visual merchandising seminar for imcea
Post on 22-Oct-2014
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DESCRIPTION
How to merchandise for food service, specifically food bars.TRANSCRIPT
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VISUAL MERCHANDISING
Presenters:Brenda Hamm / John Becker
Hubert LLC
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Agenda
I. PowerPoint Presentation on Visual Merchandising in the Food Industry
II. “Hands-on” Visual Merchandising in Teams (design, set, and present)
III. Questions & Answers
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Goals
To define Visual Merchandising and its impact on Sales in the Food Industry
To identify and successfully incorporate the 5 Elements of Design into your everyday food displays
To identify new Foodservice Merchandising Trends
To practice “hands-on” Visual Merchandising in teams (design, set, and present)
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What is Visual Merchandising?
$elling goods in small increments to customers through a visual medium
Projecting the image of the seller
Incorporating the 5 elements of design: color, texture, landscaping, décor and communication
Creating a Dining/Shopping Experience that places the customer in harmony or gives them a New experience
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Why is Visual Merchandising Important?
It creates the optimum $ALE$ environment
The art of turning a “Passive Looker into an Active Buyer”
Generates Impulse Sales
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The 5 Elements of Visual Merchandising
COLOR
TEXTURE
LANDSCAPING
DECOR
COMMUNICATION
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COLOR
The “Soul” of Visual Merchandising
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COLOR
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COLOR The “Soul” of Visual Merchandising
Color Basics 101Color The presence or absence of light as it is reflected or deflected on a given surface
Color HueThe particular wavelength of spectrum color to whichwe give a name (example: Red)
Color IntensityDegree of Saturation; purity, strength & brilliance
Color Valuereference to the lightness or darkness in a colorTint = color + white addedShade = color + black added
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Orange
Yellow
Red Orange
Blue Green
Green
Blue
BlueViolet
Red Violet
Red
YellowOrange
Purple
YellowGreen
COLOR WHEEL
A color wheel will indicate the approximate color that will result from mixing adjacent hues in a given color scheme.
Primary
PrimaryPrimary
SecondarySecondary
Secondary
Primary & Secondary Hues
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Orange
Yellow
RedOrange
Blue Green
Green
Blue
Blue Violet
Red Violet
Red
YellowOrange
Purple
Yellow Green
Monochromatic1 Hue- different shades and tint; soothing
COLOR WHEEL
COLOR SCHEME
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Orange
Yellow
RedOrange
Blue Green
Green
Blue
Blue Violet
Red Violet
Red
YellowOrange
Purple
Yellow Green
Analogous3-4 Adjacent Hues, but may also contain all intensities and values of Hues between; soothing
COLOR WHEEL
COLOR SCHEME
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Orange
Yellow
RedOrange
Blue Green
Green
Blue
Blue Violet
Red Violet
Red
YellowOrange
Purple
Yellow Green
Triadic3 Hues of equal distance on the color wheel; makes intense, dramatic presentations
COLOR WHEEL
COLOR SCHEME
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Orange
Yellow
RedOrange
Blue Green
Green
Blue
Blue Violet
Red Violet
Red
YellowOrange
Purple
Yellow Green
ComplementaryTwo hues exactly opposite on the Color Wheel; dramatic
COLOR WHEEL
COLOR SCHEME
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Orange
Yellow
RedOrange
Blue Green
Green
Blue
Blue Violet
Red Violet
Red
YellowOrange
Purple
Yellow Green
Split
Complementary1 opposite with 2 on either side of the opposite; dramatic
COLOR WHEEL
COLOR SCHEME
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Orange
Yellow
RedOrange
Blue Green
Green
Blue
Blue Violet
Red Violet
Red
YellowOrange
Purple
Yellow Green
Tone-On-ToneTwo hues next to each other on the color wheel; soothing
COLOR WHEEL
COLOR SCHEME
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How to Blend Color Into Displays
First determine the purpose of the display
Movement L to R, T to B as in reading
Use bright, strong, dramatic hues with or without repetition to attract and lead
the eye
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COLOR The “Soul” of Visual Merchandising
Color Families
Cool Colors:blue, green, violet and blue-green
Warm Colors:red, yellow orange, rust and peach
Neutral Colors:white, black, brown and beige
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Effects of Background Coloron Display Color
Display Color White Back Black Back Beige Back Gray Back1 yellow richer duller warmer brighter2 red brighter darker bright bright3 green paler deepens takes on yellow brightens4 orange brighter darker lighter brilliant5 purple loses strength darker brighter brighter6 blue more brilliant duller softer blue-gray
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Social & Psychological Reactions to Color
The “Soul” of Visual Merchandising
1. Yellow happy, bright, cheerful, vital in food needs to be true yellow to be successful
2. Yellow-orange not well received in food areas
3. Orange Friendly, sociable, glowing, vibrant great color for food displays & merchandising
4. Red exciting, loving, warm stimulates appetite, red, rust and spice shades gets attention in displays and décor
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Social & Psychological Reactions to Color
The “Soul” of Visual Merchandising
5. Pink problem with foods, can only be sweet-candy, suggests undercooking, not well received
6. Green alive, cool, growing fresh cool greens, deep greens, and blue-greens 7. Blue favorite of most people cool, calm, comfortable, good for cold areas of merchandising
8. Purple very strong color, regal use sparingly-only as accent
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Social & Psychological Reactions to Color
The “Soul” of Visual Merchandising
9. Brown earth, hearth, home, simple things, clay, wood, great for accents and various shades together
10. Gray depressing or cold can be sophisticated and elite (marble) needs to be clear color
11. White makes all other colors seem brighter, bigger, bolder, denotes cleanliness great for uses with foods
12. Black ultra-chic or ultra-depressing needs to be shiny to be clear
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At Sutton Place Goumet in Alexandria, Va
Food is the Vehicle for Magnificent Color
Photo by Martin M. PeglerFood Presentation & Displayby Martin M. Pegler
Displays with Color
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Displays with Color
At Comito’N in Santiago Chile the colors arewarm and homey Photo by MMR/RVC, Cafes & Coffee Shops by Martin M. Pegler Book
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W all Coverings
Appliances UtilitarianHousehold G oods
Fabrics Furniture
Interior Design
Autom otive Industry
Fashion Industry
Color Influencing FactorsColor Influencing Factors
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Color Trends for 2005
Sources: Pantone Fashion Color Report & The Color Marketing Organization Forecast
Worldwide Color Trend - The Complete Red Family is RED HOT!
Worldwide - Greens are also going to continue to be very important. They make us feel tranquil, safe and secure.
America - softening, warming, returning to “earth tones”. A warm palette of yellows, golds, mustards and all hues of reds and greens.
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New Color Products
Soft Patina Wire Baskets Earth-Tone Solid Red w/Verdigris-like Displayware Ceramics Finish
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TEXTURE
The “Touch and Feel” of Visual Merchandising
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TEXTURE
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Interesting Facts about Texture and Touch
Tactile experience is essential to humans, especially growing infants
The sense of touch develops before the sense of vision
Much later we learn to “feel” texture with our eyes Incorporating the feel of texture into displays is an important concept in Visual Merchandising
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Texture The “Touch and Feel” of Visual Merchandising
Texture Basics 101Texture The tactile qualities of surfaces; actual or implied
SurfacesSmooth- reflect light and appear brighterRough- hold light and appear darker VehiclesFood, Food Vessels, Props, Fabric and Furniture EffectsComplementary Textures suggest familiarity Opposite Textures are attention grabbers; they bring humor,scale or shock to displays
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Texture The “Touch and Feel” of Visual Merchandising
Meret Oppenheim’s Fur Covered Cup
1936 Photo
Opposite Texture implied * attention grabber * shocks the viewer
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Social & Psychological Reactions to Texture
1. Metals sleek, durable, permanent & clean
2. Glass, Ceramic elegant, classic
3. Plastic disposable, casual
4. Paper fresh, disposable
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Social & Psychological Reactions to Texture
5. Wood earthy, natural & wholesome shiny -sophisticated, elite rough- rugged, masculine 6. Marble elegant, sophisticated
7. Wicker friendly, informal, earthy and natural
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Texture Trends
Metals - Fashion Forward looks
Techno-natural - Creating irregular shapes that appear futuristic but echo natural patterns
Material Mixing - Pairing different materials such as porcelain and glass
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New Texture Products
Metal Grapevine Stainless Steel and Bamboo w/Random Baskets White Porcelain mixed Brushed Pattern w/ Glass Plates
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Displays with Texture
Quadrant (Bakery)Chicago, IL
Mixed textures;natural woods,wicker baskets,glass shelves, & chrome signtags
Says: Warm, homeyand clean
Sadin PhotographersFood Presentation & Display by Martin M. Pegler
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Displays with Texture
Cucina! Cucina! Seattle, WA
Mixed Textures:stainless steel, smooth yellow tiles,knotty pine wood glass shelves
Says: Friendly, casual,and fresh
Photo by Martin M. PeglerFood Presentation & Displayby Martin M. Pegler
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Displays with Texture
La Ruche (Restaurant)Arnheim, Netherlands
Mixed Textures;marble countertops, dark maple wood, mozaic tile, glass &food products
Says: understatedelegance, timeless, fun
Photo by Ian McKinnellCafes & Coffee Shopsby Martin M. Pegler
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LANDSCAPING
The “Ups and Downs” of Visual Merchandising
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LANDSCAPING
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LandscapingThe “Ups and Downs" of Visual Merchandising
Landscaping Basics 101
Landscaping The blending of 6 basic design principles into a display
1. Balance 2. Line 3. Emphasis 4. Proportion 5. Rhythm 6. Harmony
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LandscapingThe “Ups and Downs” of Visual Merchandising
Symmetry - (perfect balance) equal weight to each half of the display
Asymmetry- (informal balance) each side achieves a sense of balance, though using different objects
Top to Bottom Light weight or light colors to the top Heavier weight or dark colors to the bottom
1. Balance
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LandscapingThe Ups and Downs of Visual Merchandising
Vertical - conveys strength, height, dignity line is elegant, forceful and direct
Horizontal - conveys easy going, restful, calmcan help smooth or cut vertical
Diagonal - directs the eye to pointusually left top to right bottom
Curves - guides the eye adds flowing movement
2. Line
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LandscapingThe “Ups and Downs” of Visual Merchandising
3. Emphasis - attention grabbers
SizeLarge or unique shapes get noticed RepetitionThe eye focuses quickly on repetitive shapes
ContrastUse of contrasting shaped items leads the eye
Unique PlacementUse pedestals or stands to elevate and createvertical sales space
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LandscapingThe “Ups and Downs” of Visual Merchandising
4. Proportion (AKA - Scale)
The comparative relationship of the designelements to each other must have a pleasing effect to the eye
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LandscapingThe “Ups and Downs” of Visual Merchandising
5. RhythmThe flow or movement of the eye along the display
Movement methods:Repetition- Use of same shapes
Continuous Line- Identical rows of product
Progression- Same shapes in increasing ordecreasing order
Radiation- Arranging merchandise to radiate from central focal point
Alternation- alternating the shapes or patterns
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Landscaping The “Ups and Downs” of Visual Merchandising
6. Harmony
When all the elements blend properly in adesign to form a unified picture
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LandscapingThe “Ups and Downs” of Visual Merchandising
Benefits
Necessary for optimal food product presentations; the “high rise” effect
Leads a customer’s eye through a display Enables customer to quickly scan food selections Enhances self-service Allows food to be displayed at various heights or levels
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Landscaping Trends
New and unconventional items available to create height in displays
European influence of irregular, non-traditional shapes and lines
Must always use appropriate, front-of-the-house items for landscaping
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New Landscaping Products
Tiered FUNctionMulti Pedestal Z Riser Buffetware Stand Stands
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Landscaped Grab & GoTable Displays
Asymmetrical Balance,Vertical and Horizontal Lines, Use of Tabletop & Floor Space
Photos by Jamie Padgett, Karant & Assoc.Food Presentation & Displayby Martin M. Pegler
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Landscaped Countertop Displays
Landscape Vehicles: Tiered Stands,Pedestal Bowls, Pedestal Stands
Photos by Mark Ballogg , MMP/RVCCafes & Coffee Shops by Martin M. Pegler
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Landscaped Case Display
Barefoot Contessa(Gourmet to Go)East Hampton,New York
Vehicles: Pedestal Stands & Platters inside the Case
Photo by Martin M. PeglerFood Presentation & Displayby Martin M. Pegler
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COMMUNICATION
The “Storyteller” of Visual Merchandising
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COMMUNICATION
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COMMUNICATIONThe “Storyteller” of Visual Merchandising
Communication Basics 101
Communication The process by which knowledge or information isshared using a common system of symbols, signsor photos within a display
VehiclesSignage, photos, price tags, labels
BenefitsRecognition, Highlight New Items, Product Differentiation and Pricing
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Foodlife at Water Tower Place Chicago, Illinois
Types of Signage•Destination •Menu Item & Price•Suggestive Sell
Photos by Mark BalloggCafes & Coffee Shopsby Martin M. Pegler
Displays with Signage
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Foodlifeat Water Tower Place Chicago, Illinois
Types of Signage• Destination• Menu Item & Pricing• Informational
•Photos by Mark BalloggCafes & Coffee Shopsby Martin M. Pegler
Displays with Signage
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West BroadwayCoffee Shop Vancouver, Canada
Types of Signage• Menu Item & Pricing• Coffee Bean Identifiers• Product Tags in Case
Melnychuk Photography Cafes & Coffee Shops by Martin M. Pegler k
Displays with Signage
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Communication Trends
Non-traditional signage holders and unique shapes
New labels printed by the uniton the computer
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New Communication Products
Benz Tag Holder Page’Up Originals Versatile Metal Counter Sign Holders
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DECOR
The “Icing” of Visual Merchandising
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DECOR
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DecorThe “Icing” of Visual Merchandising
Decor Basics 101
Decor The enrichment of displays by the addition of elements that contribute splendor and/or style
VehiclesProps, Fabric, Furniture, Food Vessels and/or Food EffectsCreate Ambiance/Excitement Provides Attention GrabberSupports Theme
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DecorThe “Icing” of Visual Merchandising
Creates Ambiance or Excitement
Photo from Steven Spielberg’s “Dive” Restaurant featuring the “look” inside a Submarine
Photo by Martin M. Pegler
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DecorThe “Icing” of Visual Merchandising
Grabs Attention
Ex. Jumbo Replica Vegetables willcomplete a look of freshness
Their large size draws the eye and capturesthe viewer’s sight
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DecorThe “Icing” of Visual Merchandising
Supports a Theme
Countertop Props,Shoji Lamp and Chinese Dragon support an Asian Theme
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DecorThe “Icing” of Visual Merchandising
Benefits
Changes the look for different dayparts Simplest way to get customers’ attention Encourages repeat purchasing Doesn’t detract from food Completes your merchandising plan
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Décor Trends
Minimalist influence on décor, coupled with societal need for authenticity
Linens, silks and replicas have given way to ceramics, glass and metals. Replicas and silks can still be used as accents in small amounts
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New Decor Products
Organic Burlap Natural Decor Bags Filled Jar Sets Products
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Displays with Decor
Foodlifeat Water Tower PlaceChicago, IL
Vehicles:cloth curtains, glass filled jars,large bulk canned goods,replica garlic & pasta,sunflower and shelf displaware
Photo by Martin M. PeglerCafes & Coffee Shopsby Martin M. Pegler
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Displays with Decor
Foodlifeat Water Tower PlaceChicago, IL
Vehicles:Chicken Figurine,Leaf Garland,Sunflower in Tin Vase
Photo by Martin M. PeglerCafes & Coffee Shopsby Martin M. Pegler
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Displays with Decor
Harley Davidson CaféNew York, NY
Vehicles:floating American Flag,motorcycle component light sconces, & HD motorcycles
Photo by Norman McGrathCafes & Coffee Shopsby Martin M. Pegler
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Foodservice Trends
2005Bakers Dozen
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11Health Wellness and Low
Carbs
64% of Americans are overweight or obese
32 million Americans are on low-carb diets
Two-thirds of people who are not on a diet want fewer sugars, carbs and fats in their food.
Customers want post nutrition information
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22 Convenience
C-stores, express units, and grab-and-go outlets are enjoying renewed popularity
On college campuses, 60% of traditional foodservice transactions take place at these convenience operations
Ready-to-eat, no prep, handheld, no clean-up meals
Single serve, bite-sized, re-sealable, portion-control, snack foods that are portable
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33 Healthful Drink Options
Water Beverages that
are low in carbs and caffeine free
Drinks with “all natural” claims
Antioxidant tea products
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44 Global Comfort Foods
Steak and potatoes, chicken noodle soups, mashed potatoes and pot roast
Mexican and Asian dishes Beans,
tortillas and sticky rice have become staples
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55 Food Customization
Diners impact the ingredients used to cook their food or add different flavorings
Mongolian grills stir-fry wok stations, made-to-order sandwich stations, omelet stations
People like to have their own healthful food options
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66 Ethnic Diversity
Increased desire for authentic, cultural cuisine and restaurant-style quality
Southeast Asian Tunisian
and Moroccan
Strong, flavorful types of cuisine
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77 The Small Plate
Smaller portions of foods Customers want to put
together a tasting plate of three or four items
Savor different flavors and styles of cuisine in one seating
Because the servings are smaller and cheaper, people are spending and eating less
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88 Hot Sandwiches
Transforming cold-wrap sandwiches into heated sandwich programs
More upscale breads like focaccia More zesty
toppings such as pesto spread
Filling lettuce with hot meat fillings
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99Breakfast: Most Important
Meal
The popularity of high-protein diets like Atkins and South Beach, customers are demanding more protein in their meals
The average American ate more than 254 eggs this year
Omelets that include ham, cheese and sausage
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1100 Food Safety
Hepatitis, E.Coli, and Mad Cow Disease have kept food safety in the forefront of consumers’ minds
Easy-to-clean and sanitize equipment and utensils, automated cleaning systems, cleaning agents, HACCP programs, tractability, country of origin labeling (COOL) and well-trained, food safety-certified
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1111Clean Food Independence
Consumers are becoming educated through new Web sites and are demanding alternative clean foods
Requires food that is different Raw food enthusiasts believe that heating food above 118 degrees
kills enzymes that are key to life Nearly six million adults in the United States
currently pursue a vegetarian or vegan lifestyle. Pesticide free,
responsibly grown, locally grown, and environmentally friendly food products
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1122 Entreé Salads
More healthful selections Quick-service restaurants saw orders for entrée
salads rise 12% More restaurants like Chick-fil-A, Church’s Chicken
and Blimpies are adding entrée salads
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1133 Healthier Kids
Resize product packages, formulations and serving sizes to suit children’s needs
McDonald’s stopped super-sizing its foods Canteen Vending Service
introduction of Balanced Choices
A mix of healthful snacks, sugar-free and caffeine-free beverages, low-carb foods, salads and fresh and dried fruit
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Questions and
Answers
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Suggested Resources
Books:1. Visual Merchandising & Display - Fourth Edition by Martin M Pegler; His latest with
great Info and photos
2. Contemporary Visual Merchandising & Environmental Design by Jay and EllenDiamond; written like a College Text Book with chapter reviews, Internet excercises andother projects to support learning.
3. Cafes & Coffee Shops by Martin M. Pegler
4. Food Presentation & Display by Martin M Pegler
5. Retail Design & Display 2 by Martin M. Pegler
Internet Sites:1. www.colormarketing.org Premier international association for color and design professionals
2. www.visualstore.com Retail design and visual merchandising resource
3. www.stmediagroup.com Monthly magazine on Visual Merchandising and Store Design
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VISUAL MERCHANDISING
Presenters:Brenda Hamm / John Becker
Hubert LLC