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
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