Aramark's Launch Test Kitchen promotes "We Make. You Test."
Philadelphia-based Aramark unveiled its new Launch Test Kitchen at the Las Vegas Convention Center and Cleveland’s Quicken Loan Arena as a customer-centric approach to dining at sports and entertainment venues. The concept utilizes real-time feedback submissions from customers to shape what’s offered on the menu.
The rotating menu is centered on food trends and customer feedback, while the test kitchen equipment and overall aesthetic can transform from event to event.
“The test kitchen is a new concept that started with a soft opening in Cleveland and will be rolled out across Aramark’s sports and entertainment portfolio,” said Erin Noss, Aramark’s senior communications manager. “What’s really interesting is we’ve invested a lot of money in food preparation equipment and digital signage, so the concept can change really quickly, whereas in the past we couldn’t change our offerings due to old menu boards or not having the right equipment.”
The idea for the test kitchen came out of a teamwide brainstorming ideation session, which is the reason it is first being rolled out in Aramark’s central and west regions.
Currently, the test kitchen can be activated as a concession stand at sports venues, such as at Quicken Loans Arena, and pop-up, mobile restaurant at convention centers like in Las Vegas.
“In choosing the venues, Quicken Loans Arena was targeted due to its support of new and innovative programs as well as us partnering with several local celebrity chefs,” said Noss. “Las Vegas was picked due to its many events and the opportunity to give meeting planners another option for their events.”
Each location is equipped with a guest feedback component to determine the items that resonate most with guests. Popular dishes may be added to a venue’s permanent menu, which will be refreshed repeatedly as needed with new ideas and items.
Las Vegas Convention Center’s Launch Test Kitchen-Las Vegas was initiated on Nov. 17 at the National Business Aviation Association and includes a full commercial kitchen that can be easily moved around the venue’s 3.2 million-square-foot halls. It seats 120.
“We have about three turns for lunch service or about 360 covers,” said Andrew Atwell, Aramark’s district manager for the Las Vegas Convention Center. “We can turn tables in 20 to 25 minutes.”
Here, the concept appears as a pop-up restaurant that can adjust its size, location and menu based on show demands. Guests place their orders using iPads at kiosks with the Appetize app, which provides photos of the food that’s available. Customers pay with either a credit or debit card, then receive a receipt with a number that’s placed on a peg for servers to retrieve. Patrons can then watch as their food is prepared in an open kitchen. With the ability to be set up indoors or outdoors, Launch Test Kitchen-Las Vegas gives meeting planners and conference guests the opportunity to sit down and eat on site or carry out food.
“This provides food we haven’t been able to offer in the past,” said Atwell. “We also can better stay on top of trends and use real customer feedback to make menu changes or adapt the food offerings for certain demographics, which change for each show.”
A recent menu included Citrus Beet Salad with balsamic roasted beets, sweet oranges, curried chickpeas, pomegranate, chevre and pumpkin seeds; Butternut Squash Soup with butternut squash, carrot, coconut crème, roasted honey sriracha and sunflower seeds; and a Roast Pancetta Pork Stacker, with a pork belly roll, citrus mélange pesto and sautéed organic spinach with garlic, on a ciabatta bun served with house-made chips.
Atwell says the test kitchen generates better traffic and support with higher-quality food than a fixed location can offer.
Launch Test Kitchen-Cleveland offers a rotating selection of local restaurateurs and up-and-coming concepts from Cleveland’s food scene. The stand opened at the start of the 2015-16 season with a menu from Cleveland chef and owner of TownHall and Lago, Fabio Salerno.
Beginning Dec. 11, existing Aramark chef partner and executive chef/owner of Hodge’s, Chris Hodgson, will be featured at the stand. Dishes will include BBQ Chicken Flatbread with grilled corn, goat and cheddar cheese, red onion, barbecue sauce and cilantro; Korean Fried Chicken with kimchi and green onion; and the Black and Blue Corn Dog with chicken andouille sausage, celery salad, blue cheese and spiced ranch
Aramark plans to roll out the Launch Test Kitchen brand at select locations across its sports and entertainment portfolio in the future.
Interviewed for this article: Andrew Atwell, (702) 892-0711; Erin Noss, (215) 409-7403