Program Overview: The Brandeis University Sustainability Committee worked with Sodexo, a leading foodservice management company, to launch a Meatless Monday pilot as part of their campus dining service. Together, they conceived a marketing strategy that included a meat-free tasting event prepared by Sodexo’s team of executive chefs and a chef from a local restaurant specializing in vegetarian cuisine.
Objective: Work with Sodexo to launch a Meatless Monday trial event at Brandeis University.
Process: Create a meat-free menu that appeals to college students unfamiliar with vegetarian and plant-based foods. Sodexo enlisted the help of a local chef to develop several plant-based dishes to supplement their existing vegetarian offerings. Meatless Monday provided educational resources outlining the health and environmental benefits of plant-based foods. The Brandeis University Sustainability Committee raised awareness for the event through different media and communication channels.
Outcome: Sodexo, a leading global foodservice management company, and Brandeis University in Waltham, Mass., collaborated to launch a Meatless Monday promotion at their campus dining hall. A student from the Brandeis Dining Committee, who is also a representative of the Brandeis Sustainability Committee, requested Meatless Monday as a trial event.
The Meatless Monday trial was a success, with Sodexo serving close to 700 meatless lunches, far more than an average Monday. Student testimonials were overwhelmingly positive, leading to more Meatless Monday events in subsequent semesters.
Sodexo hosted an event that included a demo from local chef Pankaj Pradhan and a tasting of other vegetarian dishes developed by Sodexo’s executive chef. The event also featured information on the health and environmental benefits of meat-free eating, provided by Meatless Monday, and a display table showcasing an array of meat-free protein sources, including soy milk, black beans, and hard-boiled eggs. Students from the sustainability committee greeted fellow students throughout the luncheon.
Emily Baksa, marketing specialist for Sodexo, shared her thoughts on why the event was a success: “Collaboration is key. Any opportunity for campus dining to engage with other interest groups (on or off campus) makes Meatless Monday feel like a community-driven effort. Cross-promotion of this messaging with campus partners is also an effective way to spread the word.”
But the most important factor, according to Baksa, was, unsurprisingly, the menu.
“It’s the foundation of the event’s success,” she said. “It is the moment to showcase the variety of dishes that are possible without meat. It’s an opportunity to flaunt some culinary creativity. It gives guests a taste of something that isn’t typical for a vegetarian diet and shows them the versatility of plants, beans, legumes, and grains. More importantly, it makes them tasty!”
Given its initial success, Sodexo has continued hosting Meatless Monday events on the Brandeis campus.
