THE BIG IDEA: “Be…” is a site enhancement program for B&I operations worldwide (it's in 23 countries now), a client “service planning” tool with a range of options customizable for different needs that turns a café into a flexible and relaxing space for customers and a value-added amenity for clients. The goal, based on a 2009 study of lost productivity during meal periods, is to create a workplace environment that can help employees gain a pleasant respite from their work experience, helping them perform better, make them easier to retain and get them more engaged.
It offers three distinct environments — Natural (sustainable, organic and earthy), Contemporary (sleek and trendy) and Berry (vibrant, comforting and playful) — as well as 40 dining options. The target market is a corporate location with a mid- to large-sized population, regional or national headquarters in major U.S. metro markets or a multi-tenant building where the café can be used for time to relax as well as for networking breaks and impromptu meetings. It also works in white collar environments with flexible eating times. Before deployment, each location is assessed to determine its unique site characteristics, client psychographics and end-user preference.
Currently in more than 250 locations globally, “Be…” is on track to become the biggest brand in Sodexo's food offering portfolio based on numbers it has generated: an average 10-15% increase in employee engagement, a 10-12% increase in customer satisfaction and an 8% increase in check average.
PROJECT TEAM MEMBERS:
President, Corporate Services Solutions
Lisa Larsen Hill
Senior Vice President Marketing and Creative Services
Senior Director Brand Management
Director of Brand Management
Senior Director, Implementation & Training
Senior Director, Brand Management
Director, Marketing and Brand Support
Director Product Development
Senior Director Health and Wellness
Director, Strategic Analysis
Senior Director, Finance