ABOUT

Opportunity
With an long-standing ten year relationship since 1997 between Elior and Kingston University, Elior’s catering services tenure contract with Kingston University was up for tender after its second five year service term.

Elior had to put forward a comprehensive proposal against four other main contract catering service competitors within the UK. As Elior had proven to run catering services at Kingston University with great success, hosting appealing marketing campaigns which increased customer footfall through the doors, an alternative approach was offered for tender where new ideas was put forward.

Approach
Heading this project for Marketing and Design, working alongside Elior management in areas of sales, finance, human resources with the catering site manager at Kingston University, the big idea was agreed to revamp all dining areas throughout the five campuses, unifying them all under ‘The Foodstore’ dining concept. This idea consisted of creating the logo for ‘The Foodstore’, with providing visuals for the site refurbishment, underpinned with example visual concepts and materials to accompany the new branding, marketing and promotional activity throughout all university campuses.

Experience
All materials were designed and produced as a BTL sales tender document, in the format of a 60mm sized binder having tabulated dividers, in a slip hardcase, with a 16 page Executive Summary booklet to accompany the binder.

Running against four other main UK contract catering competitors, the tender submission proved to be the winning bid, with Elior acquiring the contract for a further five years running.