Aramark launches curated brand for government and military markets

Desiring to serve customers with high-impact, personalized interactions, Aramark’s Workplace Experience Group has created a new curated brand that is tailored to focus solely on the hospitality needs of people in the military and government communities.

“I'm happy to announce our ecosystem continues to strategically evolve—developing creative hospitality solutions that help attract, engage, retain, and expand our government and defense communities,” said Gary Crompton, President and CEO of the Workplace Experience Group in announcing the initiative to coincide with both Veterans Day and Military Family Appreciation Month.

“We are honored to be able to serve those who serve our country,” added Salute Hospitality Vice President Joe Damico. “From every military member or government employee to retired veterans and their families, we create elevated and engaging experiences through a commitment to culinary and hospitality excellence, the knowledge gained from years serving this community, and the world-class training and opportunities we provide to every team member.”

The Salute program includes training of military staff to ensure quality and proper procedures through Salute Hospitality’s chefs and operational leaders

Members of the military often work as part of the Salute Hospitality team at client locations, including 13 US Air Force bases across the country. Customers at those locations have begun to see a visual transformation into the Salute Hospitality experience with updated branding materials that celebrate the military community while providing appetizing, tasty, and on-trend menu options with first-class service.

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Especially important to active-duty military members, healthier options include choices from Aramark’s Eat Well suite of nutritionally balanced menu offerings.

The Salute program includes training of military staff to ensure quality and proper procedures through Salute Hospitality’s chefs and operational leaders, many of whom have themselves served in various branches of the US military or are military family members. All Salute Hospitality team members who engage with guests front-of-the-house go through Salute Hospitality’s RISE Above training curriculum, which is tailored to guests in the military and government communities and empowers team members to make decisions to ensure their customers have great experiences.

“With our focus on providing nutritious and delicious food, we make sure every associate working in our kitchen receives back-of-the-house instruction on cooking methods, recipe compliance, safety, and more,” Damico explains. “If our team members in the military get deployed, they can help provide that same service to their fellow soldiers. They’ll also gain experience to take with them after they leave the military.”

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In fact, Aramark actively engages with the military community through career opportunities, external partnerships such as Hiring Our Heroes, and the Aramark employee resource group, Salute.