Patti Girardi Portfolio: Chartwells Monthly Brand Launch issue

1. Chartwells Monthly | September 2015
Special New Brand Launch Edition
Photo: PR Newswire Billboard Manhattan

2. ChartwellsMonthly.com | September 20152
Chartwells’ New Brand
This past July I was truly delighted to share an exciting an-
nouncement with clients pertaining to the future of campus
dining and Chartwells Higher Education Dining Services. I
had the honor of officially revealing the launch of Chartwells’
new brand that will position itself for the new generation of
students on campus. Every guest dining on campus will be
pleasantly surprised and impressed with our fresh, new direction.
We have had a wonderful history since building a solid foun-
dation around our Eat.Learn.Live. philosophy. Now, in 2015
and beyond, Chartwells Higher Education Dining Services
will be recognized as the place on campuses “Where Hungry
Minds Gather” for generations to come.
Chartwells Higher Education’s new brand reflects the evolu-
tion and opportunity within our growing company and industry. Our new identity
was built upon understanding our new audience, Generation Z, which has replaced
Millennials on college campuses. This tech-native generation will benefit from the
personal relationships developed through gathering around a great meal.
Our teams nationwide are actively in the process of transitioning to our new brand
standards to position campus dining operations for continued success.
Please enjoy this special edition publication as we continue transitioning to be
the place “Where Hungry Minds Gather.” Thank you and I look forward to seeing
you on campus this year during my travels.
Sincerely,
Steve Sweeney
President and CEO
Chartwells Higher Education Dining Services
Steve Sweeney
President and CEO,
Chartwells Higher
Education Dining
Services
president’s message
We’ve changed the name of Chartwells Magazine to Chartwells Monthly
to refresh the digital publication and reflect the new brand image. We’ve also changed the web-
site where all editions are still archived to ChartwellsMonthly.com. Enjoy the new look and feel!
Kristine Andrews
Editor/Communications Director
Chartwells Higher Education Dining Services
welcome

3. 3September 2015 | ChartwellsMonthly.com
Patti Girardi
Vice President of
Marketing & Creative
Services, Chartwells
Higher Education Dining
Services
our new identity
T
o make certain that all key stakehold-
ers, including our clients, associates,
guests and various business partners
understand and support the transition, we
developed a comprehensive launch plan
that began this past July.
Chartwells officially announced its new brand
to make all stakeholders aware. This was
to ensure that the new brand is applied
consistently throughout operations and
more. An email announcement was sent
to all clients and associates from President
and CEO Steve Sweeney.
Our teams celebrated the brand launch across
the United States with special events and
festivities so they could understand and start
living the brand. We had a press announce-
ment and media coverage. We even had
fun showing off our new brand image on a
giant Manhattan digital billboard as seen on
the cover of this first edition of Chartwells
Monthly. We updated all of our social media
pages and held a social media campaign
using #wherehungrymindsgather. We hosted
Webinars and calls sharing the latest brand
news, and posted all support materials to
our intranet for immediate team access.
From frequently asked questions to a brand
transition checklist, photos, logos, presen-
tation materials and more, our teams have
the resources to ensure their campus dining
venues will be the place “Where Hungry
Minds Gather.”
Celebrations and selfies of associates living the new brand!

4. ChartwellsMonthly.com | September 20154
ease
Chartwells Higher Education Dining Services
Reinvents Campus Dining for a New Generation
Chartwells Higher Education’s Brand
Mantra Evolves from “Eat.Learn.Live.”
to “Where Hungry Minds Gather”
Rye Brook, N.Y. (July 15, 2015) – Chartwells Higher Educa-
tion Dining Services is proud to announce a much-antici-
pated and exciting reveal of its newly-created brand identity
that welcomes Generation Z to campuses across the United
States. Chartwells is recognized nationally as the leading
contract foodservice provider in higher education, proud of
its past and poised for the future.
In 1997, Chartwells Higher Education Dining Services was
founded and later built a solid foundation around its Eat.
Learn.Live. brand philosophy, developed from research
that identified the needs and desires of Millennial gener-
ation students heading to college. Chartwells transformed
the contract foodservice industry with its award-winning
programs. Its customized dining environments continue to
thrive today where healthy cuisine is served by skilled culi-
narians, led by top management experts.
Generation Z Supersedes Millennials
Generation Z has arrived on college campuses nationwide,
replacing the Millennial generation. Gen Z is described
by thought leaders, such as the Harvard School of Pub-
lic Health1
, as having an extreme affinity for technology
that results in this group being “over-connected yet un-
der-related.” Research suggests that brands that promote
high-intensity relationships will be most effective in pre-
paring this generation for the future. Chartwells’ dining
programs serve as a natural way to promote high intensity
relationships by bringing people together through food.
Chartwells’ dining operations serve as centers of academic
life, and based on client and student desires, customized
social spaces are designed for college and university cam-
puses. Its cuisine nourishes and inspires.
“Where Hungry Minds Gather”
The exciting new brand slogan “Where Hungry Minds
Gather” represents Chartwells Higher Education’s emphasis
on providing a dynamic, guest-centered dining experience.
With an innovative colorful logo, Chartwells chose human
symbolism and messaging that expresses the concept of
people gathering and implying the importance associat-
ed with it. The illustrative logo not only represents people
coming together, but it also depicts a fresh new image and
forward motion for the Chartwells brand.
According to Patti Girardi, Chartwells’ Vice President of
Marketing and Creative Services, “Chartwells’ global re-
sources help create dining spaces that serve as centers of
academic life and help to nurture busy students. We draw
people together by serving delicious, healthy meals in
dining environments that promote personal relationships.
If college is about sharing big ideas, discovering new peo-
press release

5. 5September 2015 | ChartwellsMonthly.com
ple and making great friendships, then Chartwells is at the
center of a vibrant academic life. We are the place on cam-
pus accessible by every student. Our new mission is to be
the place where hungry minds gather.”
The New Logo
Chartwells’ new logo conveys the concept of gathering
through human symbolism shown by interlocking people.
Each color was chosen carefully to represent diversity in
five focus areas. Blue stands for people, implying trust,
confidence and intelligence. Green notably represents
cuisine, symbolizing nature, growth and freshness. Teal
suggests community united through energy, creativity and
communication. Magenta advocates culture and universal
harmony, while orange denotes ideas that are characteris-
tic of enthusiasm and success.
Steve Sweeney, President and CEO of Chartwells Higher
Education Dining Services, commented, “At this date in
Chartwells’ history when we look back at the timeline from
when our business was established to its development
covering almost two decades, I can say that we have truly
made a difference. Our success has always been based on
strong performance and leveraging the resources of par-
ent company Compass Group and our great people. Our
diverse workforce truly cares about providing outstanding
service, great food and enjoyable dining experiences for
every guest. Looking forward, we began developing our
vision for the future based on the changes we’ve seen in
the ever-evolving foodservice industry and its consumers.
We remain committed knowing that we have a responsi-
bility to invest in the development of every student while
making each community better overall. Generation Z and
future generations of students will thrive under ‘Where
Hungry Minds Gather’ and enjoy the Chartwells experi-
ence while dining on campus for decades to come.”
About Chartwells Higher Education
Dining Services
Chartwells is the recognized leader in contract foodser-
vice management, hospitality and award-winning guest
service within 270 college and university dining envi-
ronments throughout academic institutions across the
U.S. Chartwells’ new brand mantra, “Where Hungry Minds
Gather,” signifies its commitment to re-inventing the dining
experience for the next generation of students and be-
yond. Our nutritious cuisine not only satisfies the unique
appetites, lifestyles and dietary needs of every guest din-
ing on campus, but it also brings people together to pro-
mote the high-intensity relationships that will prepare stu-
dents for the future.
1
Harvard School of Public Health, Best Practices in Dealing with NEXT GEN
Trait Set: Work Session Recap Q&A.
Contact:
Kristine Andrews
Communications Director
Chartwells Higher Education Dining Services
Office: 914-935-5437
Kristine.Andrews@compass-usa.com
press release
Visit Chartwells’ websites:
www.ChartwellsHigherEd.com
www.ChartwellsMonthly.com
www.DineonCampus.com
Visit Chartwells’ social media pages:
www.Facebook.com/ChartwellsHigherEd
www.Twitter.com/ChartwellsHE
https://instagram.com/chartwellshighered/
www.YouTube.com/ChartwellsHigherEd
Network with Chartwells:
http://www.linkedin.com/company/chartwells-
higher-education-division-. Or call toll-free at
1-855-9-Gather (855-942-8437).
more
info

6. ChartwellsMonthly.com | September 20156
ChartwellsHigherEd.com
ChartwellsHigherEd.com
ChartwellsHigherEd.com
new branding
Our communications and promotional
materials have a fresh new look!
PowerPoint templatesbusiness cards
Kristine AndrewsCommunications Director2 International DriveRye Brook, New York 10573Phone: 914.935.5437Mobile: 914.860.6054Kristine.Andrews@compass-usa.com
ChartwellsHigherEd.com
Meet Our Newest
Team Member
She’s helping us live the brand on
social media.
Meredith Bracken, Director, Digital
Marketing, joins us from GrandLife
Hotels in New York City where
she managed the relaunch of the company's e-commerce
website and mobile applications as well as the marketing
strategy behind all new restaurant and bar openings
including seasonal launches and ongoing events. Prior to
that, Meredith spent six and a half years as the Director of
Digital Marketing and Brand Content at Morgans Hotel
Group (Delano, Mondrian Worldwide, etc.) where she
created the company's first social media program in 2008
and oversaw all online content, digital marketing and social
strategies for the global organization.
She is the architect of the noted #MondrianMuse hashtag
campaign, and her social media expertise includes high-
profile campaigns for New York Fashion Week. Welcome
aboard, Meredith!
vehicles

7. 7September 2015 | ChartwellsMonthly.com
trade show booth
Even Chartwells’ trade show booth received an inviting modern
makeover where visitors and associates will gather.

8. ChartwellsMonthly.com | September 20158
Chartwells takes aim at Gen Z
New “Where Hungry Minds Gather” brand
designed to appeal to the generation now
entering college.
Thu, 2015-07-16 12:29 Mike Buzalka
Millennials are so 2010! Today, the demographic focus in
colleges is shifting to Generation Z, those born since 1995
who are beginning to enter their college years and will slow-
ly supplant the millennial generation that preceded them.
Chartwells Higher Education Dining Services has noticed
this generational shift and is unrolling a higher educa-
tion brand identity that meets the needs and expectations
of this latest demographic wave. Called “Where Hungry
Minds Gather,” it supplants the “Eat.Live.
Learn” brand Chartwells developed to meet
the needs and expectations of millennials.
How are Gen Z youngsters different from
millennials? According to Harvard Public
Health, they have an extreme affinity for
technology that makes them “over-con-
nected yet under-related.”
“It’s kind of a misconception that both the
millennial generation and Generation Z are both equally
tech savvy,” says Patti Girardi, Chartwells’ vice president of
marketing & creative services. “That’s not true. Statistically,
millennnials multitask across an average of two screens, but
Gen Z multitasks across five digital screens.”
And because they are so “tech native versus tech savvy,”
she adds, “they are unaware of their own surroundings and
even unable to give directions. What it comes down to is
that they are over-reliant on their devices.”
Research suggests that brands that promote “high-intensi-
ty relationships,” such as over the sharing of food, would be
most effective in preparing this generation for the future,
Girardi notes.That is the idea behind the new brand slogan
“Where Hungry Minds Gather.”
“Chartwells’ global resources help create dining spaces that
serve as centers of academic life and help to nurture busy
students,” she says. “We draw people together by serv-
ing delicious, healthy meals in dining environments that
promote personal relationships. If college is about shar-
ing big ideas, discovering new people and making great
friendships, then Chartwells is at the center of a vibrant
academic life. We are the place on campus accessible by
every student. Our new mission is to be the place where
hungry minds gather.” Girardi identifies three pillars of the
“Where Hungry Minds Gather” approach. First is to re-em-
phasize the traditional role of campus dining centers as a
communal space.
Second is the investment made into designing these spaces
to make them “even more social, to plan them in a way that
facilitates even more interaction and serves as a magnet
to bring people together while also being a place students
want to come.” This involves everything from how seating
is designed to infrastructure for entertainment. “Does it fit
into their behavior of taking selfies, for example?” she asks.
The third piece is cuisine and nutrition. “This is a group
that loves food, perhaps even more so than
the millennials but is relatively inactive, so
that’s created some health issues,” Girardi
explains. She cites one statistic that shows
that 51 percent of teenage boys report that
gaming is their primary source of enter-
tainment.
She says many details about specific
restaurant brands and menu focuses will be
rolled out over time but adds, “We see an opportunity not
only for menu items but the way we prepare and deliver
food to encourage even greater social interaction.”
As part of the initiative there will be a different “digital face”
to the organization, with a new website launch at chart-
wellshighered.com plus support at social media sites and
the company’s dineoncampus individual campus websites.
“You will see a lot more emphasis around gathering, even
in the visuals,” Girardi says. “This is a group that communi-
cates visually, in emojis and emoticons and pictures much
more than around text.”
The plan is to have the fresh new look installed on campus
this fall, including guest touchpoints like uniforms and digital
signage. Eventually, though, “every part of our business will be
aligned with this new vision, from dining platforms to guest
services, catering and the core culinary piece,” Girardi says.
Contact Mike Buzalka at mike.buzalka@penton.com
n Read the online version: http://food-management.
com/news-trends/chartwells-takes-aim-gen-z
Chartwells Featured in Food Management Magazine
in the news

9. 9September 2015 | ChartwellsMonthly.com
advertisement
We are the
place where
hungry minds
gather.
If college is about sharing big ideas and discovering new people, then the Chartwells dining experience
is the center of a vibrant academic life. We’re chefs and interaction facilitators and food enthusiasts with a
knack for drawing people together. We bring all the ingredients to the table: inspired cuisine, commitment
to community and a talent for enriching the campus culture. Thanks to our global resources and flexibility,
we have the power to nourish and inspire.
Like
/ChartwellsHigherEd
Watch
/ChartwellsHigherEd
Follow
@ChartwellsHE
Call Toll Free
1-855-9-Gather
(1-855-942-8437)
Learn more about how Chartwells can bring the students on your campus together through
food at ChartwellsHigherEd.com.

10. Chartwells Magazine is the proud winner of three 2012 LACP Magellan Awards.
• Platinum Winner: Employee Communications Category
• Most Engaging Communication: Worldwide Special Achievement Award
• 7th Place Ranking: Top 50 Worldwide General Competition
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Chartwells Higher Education Dining Services • 2 International Drive, Rye Brook, NY 10573
Media interested in any additional details for content published in Chartwells Magazine
can contact Kristine Andrews, Chartwells’ Communications Director.
Kristine.Andrews@compass-usa.com
Phone: 914-935-5437 • Fax: 704-295-5919
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