UNC Charlotte Takes Commercial Approach to Food and Copy Services

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CHARLOTTE, N.C. (August 25, 2011) - The back-to-school routine may not thrill students enough to exclaim "hot dog!" but this year UNC Charlotte students might do just that.

Students returning to the northeast Charlotte campus will discover Feisty’s, a new university-branded hot dog restaurant, as well as Repros, an updated and modernized copy center, located in the re-designed Prospector dining facility, bookstore and post office.

Like most universities, UNC Charlotte has moved away from the traditional cafeteria and has opted to bring in national restaurant brands to meet on-campus demands for reliable and enjoyable food service. But national restaurant brands take profits elsewhere.

UNC Charlotte teamed with restaurant design experts Tobin Starr Partners to employ the same elements of design and branding used by restaurants. The Compass Group, UNC Charlotte’s food service partner, collaborated on brand development and operates the restaurant. The branding process included developing the menu, determining what the restaurant would look like and what the product would taste like. Feisty’s interior combines the classic "all-American" spirit of hot dogs with the casual feel of "the little joint on the corner" with a short-order cook on display to customers.

"The hot dog concept seemed perfect for busy residential and commuter students looking for an alternative to the food choices of chicken, sub sandwiches and Italian food already offered," says Steve Starr, who leads Tobin Starr Partners’ restaurant and retail practice.

Starr says the locally branded concept appeals to the college-aged generation’s expectations for social responsibility, sustainability and authenticity. Many prefer to shop locally, and Feisty’s provides an on-campus food option that suits their ideals.

"Hot dog concepts come and go but we really said, ‘Let’s make this work,’" says Keith Wassum, UNC Charlotte associate vice chancellor for business services. "If you put in a national brand, you’re sending money off campus to that brand. Our team is keeping that revenue on campus."

To capture dollars that typically went off-campus for printing and copying services, UNCC sought the expertise of Tobin Starr Partners to create a retail-focused copy store. With Repros, the group has elevated the brand experience of the typical, mundane campus copy center to one that is retail-focused and emphasizes a concierge-level of service. Students can now find the easily identifiable orange, brown and blue kiosks of Repros to receive, speedy, professional copying and printing services on campus without having to go off-campus for quality copy center services.

Renovation of Prospector Hall encompassed the redesign of 24,000 square feet. The project entailed bringing clarity to a muddled building organization, exterior re-cladding and interior modifications to create connections between the various spaces, levels and uses. Tobin Starr Partners designed a tailored solution and renovation path that effectively creates a new complex, which harmoniously ties into the campus’ existing architectural fabric and becomes a desirable place for student interaction, dining, commerce and community.

Tobin Starr Partners was founded by professionals with a strong desire to immerse themselves in the craft of architecture, planning and design. The firm strongly engages clients and brings together diverse talents and backgrounds. Its philosophy is to address work in a manner that’s strategic, creative and responsible. Tobin Starr Partners works with three primary practice areas: restaurants and retail; cultural, civic and higher education; and corporate and commercial projects. The firm also offers construction services.

The University of North Carolina at Charlotte is an urban research university located in the state’s largest metropolitan area. The 1,000-acre campus hosts more than 25,000 students pursuing hundreds of academic choices.

Media contact:  
Laura Williams-Tracy
704-364-3253
laura@lwtcommunications.bz