Real Good Success
ARAMARK was experiencing challenges as they faced rising competition from national fast casual brands and the traditional college cafeteria concept that wasn’t sitting well with the diverse tastes of today’s students. Paragraph helped ARAMARK develop a unique brand for their college segment. We created “Real Food on Campus” and established a visual and verbal brand story that was customizable to reflect each school’s identity while still maintaining the brand’s credibility. The concept grew across the country and helped to differentiate ARAMARK in a market of one-size-fits-all approaches. The success of this initiative gave us the opportunity to apply the same strategic approach to their business dining segment.