LKN boosted sales with well-known branded concepts at universities

LKN collaborated with the contract caterer to develop rotating food concepts that seamlessly integrated into their existing supply chain, met cost of goods targets, and could be delivered from a variety of units, including food trucks, counters, hot hold units, and kiosks. We crafted a robust influencer-led marketing strategy and launched each location with a comprehensive set of physical and digital marketing assets, along with on-site training support. The concepts were specifically adapted to align with the student demographic and operational needs of each location, ensuring quick and efficient service during peak times, such as the lunchtime rush.

We introduced a range of well-known branded food concepts to universities across the UK, aiming to tap into the preferences of Gen Z students. The goal was to boost foot traffic and sales by offering popular and recognisable brands such as Doritos Diner, Heinz Brekkie, and Twisted. These rotating concepts were tailored to fit different university setups, ranging from food trucks to kiosks, ensuring flexibility in execution while maintaining the integrity of each brand.

Understanding that speed and affordability were crucial for busy students, we designed the menus with quick service and easy preparation in mind. We collaborated with the university’s catering teams to map the new concepts to their existing supply chain, ensuring cost efficiency and minimising any disruption to their operations. This approach allowed the branded concepts to be introduced seamlessly, with each location using the same core ingredients to simplify operations while delivering a diverse and exciting range of meals.

A major part of the success lay in the marketing strategy. We implemented a strong influencer-led campaign, working with well-known figures from the student community to promote the new brands through social media. The campaign generated immediate buzz, driving significant foot traffic to the food outlets. Physical and digital marketing assets, including branded menus, posters, and social media posts, were designed to capture the attention of students and create a sense of anticipation.

On-site staff training was also provided, ensuring consistency in the preparation and service of the branded meals across all university locations. This training helped maintain the quality of the food and service, even in high-pressure environments during peak times such as lunchtime rushes. The results were impressive, with a 30% increase in average order value and strong sales performance overall.

The adaptability of the concepts, combined with efficient operations and strong marketing, ensured that the introduction of branded food concepts was an enormous success. Students responded enthusiastically to the familiar brands, helping the universities increase both penetration and sales. The rotating nature of the concepts kept the dining experience fresh and exciting for students, encouraging repeat visits and fostering brand loyalty.