How Western Michigan found balance in its new multiconcept operation

Planning, designing, menuing and launching just one restaurant is no small feat—but at Western Michigan University’s new Valley Dining Center, nine microrestaurants will open for business this fall. Judy Gipper, director of dining services at the Kalamazoo, Mich., school, said her team was very thoughtful about striking the right balance between too many concepts and not enough options; self-serve versus made-to-order; and classic versus on-trend.

“When students say they want more variety, they don’t necessarily mean more options, but new and fresh ones,” Gipper says. That’s why most stations feature at least a two-week cycle—sometimes four—and different options each day. For instance, Pacific Plate, an Asian-inspired station, will have an appetizer menu that will frequently rotate items; vegetarian and California sushi rolls were added due to their popularity at special events, but they won’t be a daily option. “When you keep getting exposed to the same things, they lose their appeal,” she says. “Preventing that fatigue was a pretty fundamental focus of the entire design.”

Wanting to sling foodie-worthy fare but unwilling to alienate the masses, WMU chose to reserve classic college staples for self-serve units, leaving the bolder menu items to the made-to-order microrestaurants. Not only will this make swapping out new of-the-moment flavors easier, Gipper says, but it also will give diners consistency they can
count on.

Here are the microrestaurant concepts WMU mixed and matched to find winning results.

Traditions

A fresh spin on homestyle, with a wood stone rotisserie, smoker and lacto-oval vegetarian station

Steal this idea: Since each item is individually plated, the concept is able to focus on food quality, presentation and waste.

Pastaria

Hearthstone-baked pizzas and pasta; the oven runs at around 600 F and cooks pizzas in about four minutes

Steal this idea: Guests can pick made-to-order pizzas and pastas, or can plate their own pasta at other stations for a quicker turnaround.

The Nook

Grab-and-go continental breakfast spot where students can find cereal, baked goods and other breakfast items without spending precious minutes building their own meals

Cilantro’s

Grilled burritos, quesadillas and other Latin-inspired options wrapped in housemade tortillas

Steal this idea: A chips-and-salsa bar lets students create a quick snack or customize an appetizer.

Fresh Creations

Prepared-to-order sandwiches and soups, plus a hummus bar with housemade pita triangles 

Steal this idea: A fresh fruit-cutting station slices, cubes and serves produce that already has been stripped down in the production kitchen.

Pacific Plate

Pan-Asian cuisine, such as stir-fry and a rotating selection of shareables

My Pantry

Allergen-friendly zone with made-to-order and self-serve options, only accessible with a swipe card. Employees who have allergen safety certifications staff the microrestaurant, which is equipped with its own dishes and washers.

Steal this idea: A registered dietitian meets with students and registers them on a special website. Students then can order meals online according to personalized specifications, helping prevent miscommunication and health issues.

Blazin’ Bronco

Classic grill positioned in the back of the facility, offering wings and pub food; no customized options available

Steal this idea: The grill is designed to look like a sports bar, with big-screen TVs and community seating.

Sweet Sensations

A mix of self-serve and prepared-to-order desserts, such as crepes and s’mores

Cafe 1903 

First floor retail operation slinging grab-and-go snacks, coffeehouse beverages and light meal options.