The West 82 Food Court in Baker University Center is ramping up its marketing efforts, introducing new items and trying to get the word out about the food featured there.
West 82 has seen increasing profits the past couple of years, turning a 1.5 percent profit in fiscal year 2010 and a 2.5 percent profit in fiscal year 2011, according to records.
Transactions at West 82 have almost tripled: From Sept. 6, 2010, to Feb. 11, 2011, the food court processed 80,517 transactions; from Sept. 5, 2011, to Feb. 10, 2012, West 82 processed 226,246 transactions.
University employees attribute the upturn, at least in part, to more promotion about what the food court has to offer.
“We’ve greatly increased the amount of promotion and marketing that we do surrounding that entire operation,” said Gwyn Scott, associate vice president for auxiliaries.
Flex-meal plans also might be contributing to the jump in transactions; Ohio University’s Culinary Services department sold 900 off-campus meal plans this year.
“Flex points,” which come with the Block 30 and Destination Dining plans, give students $1 per point to spend in West 82 and other campus food venues.
“We added the Flex points (in 2008) to allow for more flexibility for students,” Scott said. “It does help to generate additional revenue for West 82.”
Posters in Baker Center and the campus markets, newspaper advertisements, and social media have played major roles in marketing new West 82 offerings.
This year, the food court introduced gourmet cupcakes and cake pops made fresh on campus. These items were advertised with free samples in West 82 and The Front Room.
The signs are highlighting that the products are made on campus,” said Carlos Samano, assistant director of auxiliary sales. “We’re doing research on national trends and what’s popular with students.”
The Culinary Services Twitter account, @oudining, has about 1,238 followers, and many students check in on what soups are offered each day in West 82. Some students tweet feedback about the food on campus, and Culinary Services tries to respond to both the complaints and the compliments it receives.
After @oudining tweeted about the chocolate fountain at West 82 for Valentine’s Day, a few followers responded with a thank you for the free treats.
Another follower complained via tweet about a Shively Court employee’s giving her the wrong ice cream, and Culinary Services responded with an apology the next day.
“The Twitter was started in December 2009. The longer we do it, the more popular it becomes,” Samano said. “We really wanted to have that engagement with students. … It shows the students that we do care about their opinions.”
Posters and social media are also used to promote new dinner items such as the lasagna to-go and smokehouse food at the Stateroom section at West 82.
The lasagna meals are targeted at those who might not have time to make dinner and want an easy meal to take home. Each meal serves four to six and includes lasagna, salad, bread, and brownies or cookies. The smokehouse menu features pork, ribs, brisket and turkey along with various side dishes.
“People who have had (the smokehouse food) rave about it,” Samano said. “The new items have been successful.”
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