News
Aramark launches on-campus burger brand
September 24, 2009
Aramark Higher Education has launched Burger Studio, a student-designed on-campus burger brand.
Using electronic touchscreen ordering kiosks, students can design their own individual burger, made to order, by selecting an Angus, chicken or veggie burger customizable with more than 30 options. The kiosks prompt each customer with a variety of choices and then visually create the order by building the sandwich, piece by piece, on the kiosk screen.
Hundreds of students from the campuses Aramark serves around the country helped to create Burger Studio, including the concept, design, name, use of technology and staff uniforms.
Aramark conducted on-line focus groups and sponsored chat rooms to capture student feedback about all elements of the brand, from conception to final delivery. The Burger Studio name was selected from more than 1,200 entries submitted in an online contest. Student "taste testers" also reviewed all menu items under consideration to ensure that the type of burger, fries and buns would appeal to students.
Burger Studio's design elements reflect an artist's palette with graphics depicting "masterpiece" burgers that great artists, such as Picasso, Van Gogh and Warhol, might have created. Staff uniforms consist of organic cotton T-shirts, painter's hats and jeans.
All locations are designed using sustainably-sourced materials and energy efficient equipment and lighting such as countertops made from bamboo with laminate made from coffee beans and recycled fibers; biodegradable packaging made from 100 percent recycled materials; and take-out bags made with non-chlorinated pulp.
The first Burger Studio locations are opening this fall at University of Delaware, University of Hartford, Middle Tennessee State University, Missouri Western State University and Springfield College in Massachusetts. Additional locations are planned to open early next year.
Burger Studio is the fourth proprietary brand launched by Aramark Higher Education in the last three years, joining convenience store P.O.D. Provisions on Demand Market, Mexican concept Zoca Fresh Mex to the Max! and Bleecker Street, bakery café.
Related Media
Subscribe
Get the latest news and resources from Fast Casual.
