Lincoln Students’ Union – Student Research & Menu Development
Brief:
To support Lincoln Students’ Union to develop its food offers in Towers and The Swan, creating two distinct concepts tailored to the needs and expectations of today’s student community. The focus was on improving uniqueness, quality, value, and speed of service, while also driving stronger food sales, net profit and competitive advantage on and off campus market.
What We Delivered:
Student-led insight:
Qualitative interviews, a large-scale survey completed by 9.5% of the whole student community, and onsite observational/ethnographic research to understand real behaviours and gaps in the current offer.
Gen Z & market trend insight:
Exploration of food, drink, alcohol, social, and lifestyle trends influencing student spending and expectations.
Food pricing analysis:
Analysis of sales data, pricing, dish contribution, and GP performance to pinpoint opportunities for growth.
Menu development:
Two fully scoped menus, including dish format, suggested strategy, and target GP to ensure operational and financial viability.
Brand & communications support:
Recommendations on menu copy, layout, and supporting marketing activity to help deliver each menu effectively.
Future concept development
Recommendations on new concepts and potential space repurposing to support sustained growth and help the SU capture opportunities not currently met by the existing offers.
Results:
“We selected Nina as our consultant due to her vast commercial expertise and experience in the leisure and hospitality industry, food development, and of course her outstanding research skills. Throughout the entire project, Nina showed herself to be super knowledgeable, organised, and very responsive. To support this project, she conducted in-depth research across the entire student community, analysing food preferences, trends and factors affecting Generation Z, while providing up to date trend data of pubs, bars, the night-time economy, and student behaviours.
Nina quickly grasped the specific needs and challenges faced by our Students’ Union, resulting in a very comprehensive final report that was filled with excellent ideas and recommendations that we can easily implement. Nina also created two new menus for our sports bar and pub, which the whole team absolutely love (especially our chefs) and can’t wait to launch. She also proposed innovative ways to repurpose an unused space into a new concept, and a food to go offer that would address a much needed gap in our F&B offer, along with a new offer which we can operate from 8am to 3am.”
Gavin Shields, Director of Commercial Services