WINNER: SODEXO

ENTRY: BE…

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:

Mark Bickford
President, Corporate Services Solutions

Lisa Larsen Hill
Senior Vice President Marketing and Creative Services

Rich Arakelian
Senior Director Brand Management

John Guillemette
Director of Brand Management

Russell DeCesare
Senior Director, Implementation & Training

Emily Shea
Director, Marketing

Bill Mitchell
Senior Director, Brand Management

Kevin Rettle
Director, Marketing and Brand Support

Chuck Hatfield
Director Product Development

Leslee McGovern
Senior Director Health and Wellness

Tracy Kelly
Director, Strategic Analysis

Eric Wright
Senior Director, Finance