We’ve worked with Aramark UK for a number of years, helping them to evaluate their catering provision at a number of different and varied settings but in Autumn 2018, the team had a number of imminent contract renewal RFPs within the education sector and were keen to use insight to inform their response.
It was important that the research include existing users and non-users, so we adopted a mixed-method approach of onsite quantitative research, online surveys, in-depth interviews and focus groups to engage and extract insight from stakeholders, staff and students.
Our insights provided Aramark with an understanding of the priorities each different customer group has in choosing where to eat/drink and highlighted incongruities between the student body and senior management.
Through a deeper understanding of the needs at each setting, eating habits and preferences and what drives purchasing decisions, Aramark were able to develop informed tender responses which highlight their focus on listening, adapting and evolving their offering to meet the challenges of a continuously changing market place.
“As an organisation we wanted to understand what our customers thought of our services and we engaged initially with suppliers who we felt could support this. Zing Insight were by far the most suitable and like-minded team and they truly understood our business objectives. They worked closely with us, not only to understand our client and customer base, but to be sure their research enabled us to deliver a compelling proposition. This was particularly relevant in the retention activity of one of our key education clients, so much so that we have successfully retained our contract with that client for a further 5 years. Lisa and her team at Zing are a pleasure to work with and I would highly recommend them. We continue to work with them because quite simply they understand us, they understand our client and customers and their ability to be flexible is key.”
Joanne Hooper, UK Client & Key Account Director, Aramark