Getting a little feisty

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After recent renovations to their dining and student activity facility, the University of North Carolina at Charlotte filled the food court with popular national restaurants. Like many other universities, the auxiliary services sought to provide reliable and enjoyable food options to students through brands such as Chick-fil-A and Wendy’s. However, searching for an alternate to typical meals of chicken sandwiches, hamburgers, and pizza, the administration decided to create a university-branded restaurant to drive food sales on campus. Collaboration began between a representative of Chartwells, the university’s food service partner, Tobin Starr Partners, the Charlotte-based architectural design team that designed the space and coordinating graphics, and university administrators and marketing staff members. In 2011, UNC Charlotte opened Feisty’s, a gourmet hot dog restaurant offering franks and sausages with unique toppings, hand-cut French fries, vegetables, and a new smoothie-like drink, the Orange Feisty.

When it’s right, it’s right
On the UNC Charlotte campus there is a distinct separation between the academic halls and the student life buildings, including the dorms and student center. Given that a large percentage of people commute to campus every day, the administration wanted to draw students across the imaginary line and increase interactions in the newly remodeled activity facility, Prospector Hall.

Looking to add a unique university-branded restaurant, several factors needed consideration. With space in the student center and an already established assortment of national brands, UNC Charlotte had the ideal venue for their own brand. Completing extensive customer analysis and target identity profiles, specific demand across the market was determined. With the core customer base of 18- to 27-year-old males, the team was able to build a brand around this profile. Finally, the university needed to determine their ability to commit resources toward developing and sustaining a consistent brand. After assessing the capability of the food service provider, as well as the university as a whole, to maintain a new restaurant, the creation of Feisty’s was officially underway.

Do one thing and do it well
In today’s society, college students have become increasingly choosy about the food they consume, simply because an extensive amount of options exist. Campuses offer a seemingly unlimited number of restaurant venues at a range of qualities and costs. Colleges can drive food sales if they understand how successful restaurants are created and operated. A locally branded concept appeals to the college-aged generation’s expectations for social responsibility, sustainability, and authenticity. Many students prefer to shop locally and are drawn to a venue offering a quality meal that benefits their university. The idea of creating Feisty’s provided the opportunity to fill a distinct void on campus.

Brand clarity is critical for a new restaurant. However, a key step in establishing a new brand is determining what it’s not. Feisty’s is not fast-food, a national chain, healthy, or a convenience store/concession stand. On the other hand, Feisty’s is signature, quality, customizable, craveable, unique, indulgent, fun, and a comfort food. With a captive audience and a narrow menu, the university was hoping to draw attention to this gourmet hot dog restaurant. Loyal customers are created when they can place trust in the brand, food, people, atmosphere, and experience as a whole.

Getting feisty
The overall brand combines the classic all-American spirit of hot dogs and the casual feeling of the little joint on the corner with a taste of boldness. The limited, yet creative menu offerings are complimented by the short-order cooking on display. The brand’s simplicity, boldness, and clever nature are part of what draw customers in for a truly delicious and devilish meal.

Environmental graphics are an important part of any restaurant, but when the space is as limited as Feisty’s, you need to go big or go home. Virtually every surface is plastered with the brand name. A fluorescent sign emblazed with "Feisty’s" hovers over the stainless steel counter, beckoning university students and faculty alike. The retro hot dog stand theme is carried out with a custom mural painted below the counter, reminding the customer to "get a little feisty" during their visit. Reflecting their pride in fresh ingredients and loyal suppliers, a wall-montage was created to express the comfortably nostalgic nature of the brand. The design creatively, yet casually displays labels from the medley of quality products used in the store. Additionally, the menu board and Orange Feisty drink prep area are designed to convey the cleverly naughty spirit of Feisty’s.

Team members spent a considerable amount of time tasting and comparing food items before finalizing the menu. The group tasted almost a dozen brands before choosing Thumann’s for the hot dogs and Johnsonville Brats for the sausages. A number of potatoes were considered before Burbank Russett potatoes were chosen for the hand-cut French fries. Wenner Bread Products provides the hot dog bun, as it can be baked on site for extra freshness.

The end is just the beginning
Since opening in 2011, Feisty’s has exceeded original expectations. With an estimated return on investment (ROI) in 2.5 years, there is a planned franchise expansion to other UNC system schools. At this time, UNC Charlotte receives a royalty percentage on gross sales, and will receive franchise fees in the future. Additionally, UNC Charlotte is not responsible for any of the operating costs. At 790 square feet, Feisty’s was a sound investment for the university.

With the right guidance, college food service providers can put to work some of the successful practices of national restaurant chains. In doing so, they can offer credible and attractive food choices to a selective diner and keep profits to reinvest in university operations.