Foodservice Pioneering Concept winners named for HX: The Hotel Experience

NEW YORK – FOODESIGN Associates of Charlotte, NC, was selected by an industry panel of judges as the winner of the 2016 Foodservice Pioneering Concept competition sponsored by HX: The Hotel Experience at the Javits Center this November.

The winning concept- “ReFresh Eatery and Market” provides a fresh, healthy, made-to-order alternative to fast-food options typically found in a food court or public space, and uses the latest technology through cooking, iPad and mobile-app ordering. The ordering station has four tablet kiosks, which direct the consumers to the correct refrigeration unit to pickup their ingredients (starch, protein and vegetable). They can use the menu for grab and go meals or a meal to cook at home, and can also drop it off at the chef station to be prepared and consumed on site. A mobile app promotes interaction between end-users and the foodservice operations.

The concept provides a retail component for take-home, along with made-to-order quick-service for customers who want to dine at the location. The Foodservice Pioneering competition supports innovation, a key ingredient to staying relevant in our industry, says Phil Robinson, Group Show Director, Hospitality Media Group LLC. “We are thrilled to present ReFresh in a scaled, working concept model on the HX exhibit floor, November 13-15, at the Javits K. Javits Center Convention Center.”

All equipment in the concept is Energy Star rated. The concept can serve 15 meals an hour per ordering iPad x4 and up to 30 if pre-ordered through the mobile app. The menu offers three flatbreads and three wiches as well as three salads and three entrees.
FOODESIGN’s concept brings three ingredients to the design table: sustainability, technology and flexibility, says Kris Morphis, Senior VP, FOODESIGN. ”It provides a merger of retail and food service to provide an exciting experience for any foodie and is like going to the market and shopping for a meal, but you don’t have to try and figure it out. We are honored to be chosen this year by this fantastic group of judges and are very excited about showing our concept at HX. It’s not just the millennials that this concept reaches – it’s the business traveler and the corporate professional that frequent this foodservice space in high-traffic, under-utilized spaces. Technology is a critical part of their daily routine, and the ReFresh concept we created meets them where they are already engaging – on their mobile devices,” adds Erik Haviland, VP/Group Creative Director. The FOODESIGN concept presents a foodservice outlet that should appeal to a broad base of customers. Diverse seating choices afford many different options to suit the comfort level and enhance customer experiences. Industry judges for the 2016 Foodservice Pioneering Concept included Zia Ahmed – Senior Director-Dining Services, The Ohio State University, Michael Atanasio – Director, Food & Nutrition Services, Overlook Hospital, Maura Doran, RDN- Director, Food & Nutrition Services, New York Methodist Hospital, David M. Heymann, General Manager, Sheraton Syracuse University Hotel and Conference Center, Tom Prykanowski, Director of Brand Strategy and F & B Innovation, Choice Hotels *Michael Roddey, CEC- President and Principal, Gastronomic Services and Consulting, and Kirk Rodriguez, Director, Hospitality Services, Texas Tech University.

Second Place in the 2016 competition was awarded to Nightingale designed by A.J. Barker, Principal, Concept Kitchen + Bar, Lynnwood, WA, and third place went to Make Station designed by Peter Christensen, Principal, Christensen Consultants, San Jose, CA. The renderings and concept overviews of these second and third place winners will also be displayed at the Foodservice Pioneering Concept exhibit booth during HX 2016. Foodservice Equipment Reports magazine is the official media partner of the HX 2016 Foodservice Pioneering Concept competition. FOODESIGN Associates was established in 1977 and has served the architectural community as a food facilities consulting firm in all sectors of the industry.


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