Case study: The new standard for hospitality in MBO (Vocational Education).

Case study: The new standard for hospitality in MBO (Vocational Education).

From Idea to Movement in Education

CIRFOOD's VIBE concept transforms school cafeterias into vibrant meeting places that encourage healthy choices, resulting in a revenue increase of 13.1% and a growth in visitor numbers. Successful implementation led to high client satisfaction and strong engagement from both students and staff.

CIRFOOD has developed various food hospitality concepts that are widely applicable across different segments (Education and B&I). All concepts share one common thread: PURE FOOD. REAL CONNECTION.

The challenge: From Dining Facility to Hotspot

For some educational institutions, the canteen remains a purely functional space—a place to eat that sits empty outside of lunch hours. CIRFOOD believes this space can evolve into so much more: a vibrant hub that reflects a dynamic educational environment. It is a meeting point, a study lounge, and a source of energy. The challenge for CIRFOOD was to develop a concept that seamlessly aligns with the mindset of today's generation of students: authentic, sustainable, and energetic. With that mission, VIBE was born.

I didn't expect you to fulfill so many of your promises in such a short time. 

What is VIBE?

VIBE is not a school canteen. It’s the place to chill, eat, catch up, and recharge between classes. VIBE transforms traditional school cafeterias into vibrant social hubs that make healthy choices the easy choice. Our CIRFOODIES grill your meal or prepare your sandwich right before your eyes—VIBE is so much more than an old-fashioned lunchroom; it’s a meeting place where students and staff connect, interact, and energize.

The concept

CIRFOOD develops tailor-made concepts for every partner and segment—whether it’s a large restaurant, a Grab & Go, or an espresso bar. VIBE was developed specifically for the MBO (Vocational Education) market. VIBE is not a traditional catering formula, but a movement based on four strategic pillars that directly contribute to facility management objectives:

  • VIBRANT 
    VIBE transforms the cafeteria into a multifunctional 'third place'. By creating an environment with a 'clubhouse' atmosphere, we increase the time spent on-site. This stimulates social cohesion and reduces the outflow of students to external alternatives.
  • INCLUSIVE 
    Inclusivity is translated into a wide range of global flavors. Through a differentiated pricing strategy—offering healthy options for every budget—we ensure the facility is an accessible meeting place for all students.
  • BALANCED 
    Our range focuses on 'feel-good food' that nourishes. With nutritious power bowls and plant-based variations, we support the concentration levels of both students and staff, directly contributing to educational performance.
  • ENERGIZED 
    VIBE makes the institution's sustainability ambitions tangible. Through a zero-waste approach and conscious procurement, we contribute to the organization's ESG goals.

Our Approach: People at the Heart of Change

The success of a catering transition stands or falls with flawless execution. When implementing VIBE, CIRFOOD uses a three-track policy where the organization is completely unburdened, while the staff is prepared for a new way of working.

  1. A Flawless Transition Behind the Scenes
    As soon as the contract is awarded, our implementation team begins preparations. The physical transformation takes place during the quiet holiday period. Parallel to the furnishing, we optimize the guest journey: from clear routing and sharp product presentation to the strategic use of narrowcasting. We create an environment that is ready to perform on the very first day of the new school year.

  2. From Catering Assistant to Hospitality Host
    A concept only comes to life through its people. Our CIRFOODIES are the heart of the experience. During the transition period, we invest heavily in guidance and training. We shift the focus from 'behind the scenes' tasks to front-cooking, active interaction, and genuine hospitality.

  3. Ownership as a Driver for Success
    By involving employees from day one and providing them with a modern working environment, ownership is created instantly. The result? An employee who returns after the holidays to an inspiring setting and welcomes guests with renewed energy.

The results: 

Numbers That speak

The Results: Numbers That Speak
The introduction of VIBE did not go unnoticed. By shifting the focus to what the student actually wants, we saw immediate positive results:

  • Revenue Increase: A significant growth of 13.1% in total revenue due to higher average spend.
  • Higher Visit Frequency: A clear increase in the number of students finding their way to the restaurant daily.

 

I hope CIRFOOD remains my employer until I retire! In the past six months, I have felt more appreciation and energy than with all the other caterers at this location before.

Conclusion

VIBE proves that when you listen to the end-user and invest in the happiness of your team, commercial success and a healthier lifestyle for students go hand in hand. It’s more than catering; it’s a new VIBE at school.

Want to know more about how we can bring the 'VIBE' to your organization? Or better yet, do you want to experience the VIBE yourself? Contact us!

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