Reverse concepting: Brand from the inside

One of our new concepts, YumMarket, is a play off our YumPower brand that we have out in the community. We use YumPower in K-12 schools, and there’s a kiosk in a nearby minor league ballpark. We feature only better-for-you choices, such as fresh-made pizzas, sandwiches and healthy grain salads. We want people to know we are taking care of people here the same way we are in the overall community.

Steve KroekerDirector of Food and Nutrition, SodexoRegions HospitalSt. Paul, MN