Day in and day out, our chefs work behind the scenes to serve up exceptional menus. But last fall, they were front and center for students at the University of South Carolina (UofSC) — leading cooking demonstrations, showing off their favorite regional dishes, and more. Such is the magic of Foodlab, our new restaurant concept where flavor discovery and interaction form the basis of the entire dining experience.
“There’s something about having our chefs in their white coats, out on the floor, talking with guests about cuisines and ingredients. Our students really appreciate that,” says Scott Warner, Marketing Coordinator for UofSC.
With Foodlab, culinary teams can flex their creativity while spending more time interacting with guests.
With Foodlab, chefs are able to impart their expertise and enthusiasm to the people they serve. Meanwhile, guests reap the benefits of an elevated dining experience — and can even have a say in what appears on the menu.
More Than a Menu Rotation
The desire for on-trend variety is a constant in the food industry. Research tells us 80% of consumers actively seek out new flavors to try on a regular basis, while 34% look for something new when deciding where to dine. And guests are eager to share what they think; 82% provide feedback when dining out.
As artists, culinarians are well poised to deliver on these cravings. We designed Foodlab with this dynamic in mind, giving our chefs freedom to flex their creativity. Their food experiments pique consumers’ tastebuds and turn the Foodlab station into a main attraction.
“With Foodlab we’re creating an exciting culinary destination connecting people with ingredients, authentic cuisines, and local restaurateurs and artisans,” explains Tracy Styf, Brand Development Director, Marketing Programs. “With this constant rotation of menus and engagement opportunities, we want to foster a culture of constant learning and appreciation for food.”
As a result, Foodlab is a chameleon of a concept. Foodlab boasts three flexible footprints that can fit neatly within an existing environment, from a station refresh to a total remodel. It allows our clients to run dining programs they may not have been able to in the past, whether that’s a concept already in our portfolio, a local guest restaurant, or an idea spun entirely from the chef’s imagination. UofSC’s Foodlab has served up everything from ramen bowls to street tacos to Southern-inspired cuisine. With every menu change, the branded signage transforms in color and photography to signal a new food concept has arrived.
“Foodlab provides an outlet to serve a variety of unique, creative cuisines that can be found nowhere else on campus,” attests Kyle Hinton, UofSC Culinary Director, adding that the nostalgia-driven State Fair and Southern Comfort Foods menus have been particularly popular among students.
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The ever-changing menus are augmented by high-touch food experiences to engage guests in new ways. Location managers can choose from a library of teaching moments that showcase the talent on staff and align with guest preferences. It could be the latest Chef Spotlight, a new menu launch, or a theme event such as Cinco de Mayo or National Gyro Day in September. If a chef has a specialty dish, they’re welcome to test it out in-unit, which could eventually lead to the recipe scaling across other client locations. Along the way, guests are apt to (re)discover their favorite foods.
The Foodlab logo can be used in nearly any color to match or complement the visiting concept’s brand. Ingredient photography continues the flavor narrative and supports the color story.
“With Foodlab, the dining experience goes far beyond just a plate of food,” Styf says. “We want our guests to learn something about the ingredients and cuisines, start a two-way conversation with our culinary teams, and then go share their sense of excitement with their friends.”
Full-Circle Engagement
In Warner’s mind, the chef-driven aspect of Foodlab made it a strong fit for UofSC. The school was among the Higher Education clients who piloted the retail concept in fall 2021.
“We have a very heavy culinary presence on our campus. With Foodlab we’re able to draw out our chefs’ great expertise and adapt our menus to reflect the university culture,” he explains. The abundant Foodlab resources help the school launch new menu concepts with greater frequency and efficiency than before, giving the culinary team more time to spend with their guests.
Throughout the pilot phase, UofSC found that themed menus and events could really draw a crowd. First up was “Road Trip SC,” which welcomed the incoming class of 2025 with a taste of the state’s finest recipes. Then UofSC gave our plant-forward restaurant concept The Twisted Beet a turn in the Foodlab spotlight. For big football games, they developed specialty sandwiches to represent both the Gamecocks and their rivals, combined with a choice of side and a drink.
Each Foodlab rotation is an opportunity for food education, deepening students’ connection to the featured cuisines, the chefs who work on their campus, and their local community. In the future, Warner hopes to tap into the Columbia, South Carolina, food scene and invite area restaurants to make an appearance.
Foodlab has generated further excitement at UofSC with its feedback mechanisms. We’ve long sought consumer input about our menus and our customer service, and Foodlab rounds out that ongoing source of data with direct, real-time feedback. Guests are invited to cast their votes for favorite Foodlab recipes and what should appear next via social media, poster boards, QR codes, and other channels. Culinary teams can then put those popular opinions into practice.
Hinton underscores the value of this input. “With the feedback form Foodlab, we get a better understanding of which concepts are most popular, which should be repeated, and which need to be adjusted to better align with what our students are looking for,” he says. “We have learned that Gamecocks have a unique palate but also are willing to try a variety of fresh and authentic options.”
Indeed, UofSC students are eager to have some sense of ownership over what’s served on campus — after all, they eat with us multiple times a day, all school year long. “Creativity and engagement go a long way on college campuses. Students appreciate having their voices heard,” Warner states. “Foodlab switches things up and sparks new ideas for our chefs so we can keep things fresh.”
Flavor Education with Energy
For consumers and chefs who like to try new things, Foodlab ushers in a new standard for dining and community engagement. The concept will expand to other colleges and universities in fall 2022 and is now available to our Business Dining and Healthcare retail locations as well.
“When our chefs get to show off their passion, our guests have an even better dining experience,” says Styf. “With Foodlab we’re proud to set the stage to celebrate curiosity, creativity, and flexibility.”
