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authentic made from scratch socially responsible
2013 CIA-Harvard Menus of Change™
National Leadership Summit June 10, 2013 | Charles Hotel | Cambridge, MA
Opening General Session Keynote Address:
Securing Our Future, Reimagining Our Industry
Fedele Bauccio, CEO, Bon Appétit Management Company
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in the beginning… Customized Restaurant Company
Chef Driven
Great Food
Authentic
Fresh
Alive with flavor
Culture
Challenged the Status Quo
Fiercely Focused
Intense Passion and
Commitment
Innovation & Entrepreneurship
Fun
Brand
Emotional Attachment
To Make a Contribution
A Significant Difference
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Bon Appétit’s dream is to be the
premier on-site restaurant company
known for it’s culinary expertise and
commitment to socially responsible
practices. We are a culture driven to
create food that is alive with flavor and
nutrition, prepared from scratch using
authentic ingredients.
We do this in a socially responsible
manner for the well being of our guests,
communities and the environment.
DREAM
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• Pioneer of onsite restaurants
• Committed to fresh, seasonal
food
• Cook from scratch in every
location
• Industry leader in socially
responsible practices
• Flavor is at the heart of
everything we do
• 500 locations in 33 states
• $800 million in revenues
• 13,000 employees
• 99% client retention
• Customize every location Flavor is at the heart of everything we do!
Bon Appétit Management Company
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Corporate & Specialty Clients
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Education Clients
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bon appétit's definition for
sustainable food service
A sustainable future for food service means flavorful food
that’s healthy and economically viable for all, produced
through practices that respect farmers, workers, and animals;
nourish the community; and replenish our shared natural
resources for future generations.
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• Farm to Fork (SINCE 1999)
• Sustainable Seafood (SINCE 2002)
• rBGH-free (SINCE 2002)
• Reduced Antibiotics (SINCE 2003)
• Circle of Responsibility (SINCE 2003)
• Trans fat-free (SINCE 2004)
• Cage-free Shell Eggs (SINCE 2005)
• Trayless Dining (SINCE 2005)
• BAMCO Foundation (SINCE 2005)
• Low Carbon Diet (SINCE 2007)
• Coalition of Immokalee Workers (SINCE 2009)
• Sustainability Reporting (SINCE 2009)
• Foragers (SINCE 2010)
• Inventory of Farmworker Issues & Protections (SINCE 2011)
• Ag of the Middle (SINCE 2011)
• Fish to Fork (SINCE 2011)
• TEDxFruitvale: Harvesting Change (SINCE 2011)
• Fair Trade Uniforms (SINCE 2011)
• Crate-Free Pork, Cage-Free Eggs (SINCE 2012)
leadership
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• The end of industrial farm animal production
– Public Health
– Environment
– Animal Welfare
– Impact of Rural Communities
• Social justice
– Workers Rights
sustainability initiatives we are working on
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Ecological Model
•Environmentally sound
•Economically viable
•Socially equitable
sustainable agriculture system
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Our customer population continues to
become more diverse and their needs
are becoming more complex.
*For Gen Y, food choices are closely tied to who they are as individuals. Many feel
that the food they eat and support shapes their identity and the way their peers
view them. Almost half engage in at least one food-related activity that
demonstrates their conscious approach to food and the environment.
53% think that it’s the responsibility of their generation to
bring about change in the world
45% believe that, in the future, all brands will need to be
socially & environmentally conscious in order to survive.
*The Cassandra Report Summer / Fall 2012
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33% believe that what they eat says a lot about
who they are.
• celebrating flavor and diversity
• interested in multicultural dining, ingredients and
experiences
• growing taste for high flavor profiles to celebrate
a connected global community
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Democratic
NOT Aristocratic
AUTHENTICITY
Today’s dining customer craves authenticity and
has a strong interest in food vs. finishes and
experiences vs. ambiance. The less-is-more crowd
prefers upscale comfort foods presented in a
casual atmosphere.
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Relevant Focused
Intentional
CONCEPT
Dining experiences need to start with a great
idea implemented by successful integration of all
aspects of the idea – food, story, experience,
and environment
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What role should food play
today and tomorrow?
• with what nutrition
• made of what ingredients
• sourced from where
• produced how
• in what quantity
• with what frequency
• in what spaces
• with what marketing?
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FRESH DELICIOUS HAND-CRAFTED
RESPECTFUL NATURAL AUTHENTIC
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The experience is falling behind
WE NEED TO DESIGN BETTER FOOD
EXPERIENCES AND CHOICES TO
DEVELOP MORE SUSTAINABLE
LIFESTYLES OF COMMUNITIES
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what is a
Bon Appétit
food
experience?
constantly
evolve
Provided in
environments
conducive to
casual collisions
and contributing
to a sense of
community
Built on and
support
Bon Appétit’s
core values
Created and
delivered by
individuals and
teams who are
passionate about
providing food
experiences in a
balanced and
responsible manner
Plan the entire
food
experience, not
just the menu
Include
unexpected
twists and
surprises;
trigger
conversation
and reflection
Incorporate
health and
wellness
considerations
Design food
experiences
that start
earlier and
last longer
Create
peaks
not
plateaus Involve,
engage,
energize,
clients
Support
uses to
make the
right
choices
Incorporate
technology
whenever
possible
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temporal experimental
exciting
pop-ups
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local
seasonality
forage
street markets
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global
democratic
mobile
food trucks
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communal
experiential
shared
counter dining
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Innovative TECHNOLOGY
Involve, engage, educate and energize • digital menus
• access to research databases
• interactive touchscreens
• “you tube” connection to products, farmers, cooking methods
• user apps
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Micro DATA Personal Tracking
• in-depth personal learning • intelligent recipe suggestions based on past meal selections • latest information in whole body health and news • user app on personal device • personal profile development
Personal nutrition app Touch screen large scale interface
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• fresh zone with walk in salad refrigerated box • herbs & greens grown on site and harvested for menu • 600 calorie plated meals • hydroponics • integrated holistic approach • increase in air quality • utilized at entry feature and in creating seating zones
Holistic Approach
HYDROPONICS TRANSPARENT
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Here’s to the ones who see things
differently – because they can
change things…they push the
human race forward, and while some
may see them as the crazy ones, we
see genius, because they are the
ones who can change the
world.