Go Where They Are, Give Them What They Want
WINNER: UNIVERSITY OF NORTH TEXAS
ENTRY: KHUSH ROTI
THE BIG IDEA: Khush Roti is a slam dunk piece of intercept marketing that puts a mobile cart directly where it can do the most business: next to a parking lot where commuting students literally have to walk around it to get to class. With a diverse campus population of more than 40,000 (30,000 of them commuters) and no room for adding more fixed service platforms, UNT Dining faced a challenge of how to get more students, especially commuters, to buy food on campus.
The solution: Khush Roti, which offers a menu of sophisticated, internationally themed sandwiches priced at a competitive $4.99 ($6.99 for a combo). The sandwiches were specially developed to present a variety of international themes, from Cuban (the Ricky Ricardo) and Indian (Tandoori Naanwich, Tiki Chiki Naaninni) to Southwest (the Alamo) and vegetarian (the Sabzee). The cart includes a Turbochef oven for grilling the sandwiches and making sides like fries without using oil.
Opened this past January 18, Khush Roti hit its goal of $1,000 in daily sales less than two weeks later. It operates daily during the week from 10:30 am to 4 pm.
PROJECT TEAM MEMBERS:
Director of Retail Dining
Lead Graphic Designer
Special Projects Director