Breaking the 'canteen' mould

With its menu that offers a fresh alternative to the traditional 'meal of the day', it provides a suitable solution for most staff restaurants, offering a big or small footprint. It can work in a food court format with the various service departments making up the service points within the food court; or in a smaller format as a coffee shop. It could also be suitable to operate in sites too small to warrant a full restaurant facility.

Fedics retail manager Mike Templeton says its appeal lies in its flexible offering, which runs from healthy and wholesome to fast and filling. "There's healthy eating for those watching waistlines and burgers and fries or pizzas for the rest. It has overall lifestyle appeal, from the design of the store and the menu to the speed and quality with which the food is prepared.

"Introducing these branded concepts is vital, as customers are stimulated by change and variety. It's something new, crisp and fresh in presentation - and we all know that clients buy firstly with their eyes.

"The look enables customers to identify with the specific brand and the team running the concept doesn't have a 'canteen' mindset. Rather, they treat every customer as a first-time visitor and offer an experience. The look is fresh, elegant and vibrant, giving clients a feel of being away from the office entirely - an important factor in the lifestyle offering.

Its success lies in the fact that it's a full and holistic offering in one package. "We have developed an excellent operational system for the concept," adds Templeton. "This includes our initial design, training, national purchasing contracts, product specifications, marketing, customer service and continued follow-up support."