Sodexo Goes 'In My Kitchen' for New Promotional Series

摘要

Sodexo's Brand Management division is bringing celebrity chefs to its clients through a new promotional series called In My Kitchen. The series, which will feature three themes during a one-year period, hopes to capitalize on research Sodexo has conducted regarding customer behavior. "We conducted some consumer research to better understand the perceived value of menu items that are associated with a known chef," says Heidi Hastings-Brien, senior director of marketing for Brand Management. "Our research demonstrated that it does increase customers' propensity to buy something. We thought we could create some excitement by putting together a portfolio of chefs that would develop a host of recipes for us."