Lauren Haslewood – Sodexo

Lauren Haslewood is the Head of Brands and Service Management for Sodexo’s food platform. In this Brand Growth interview, we delved into the intricacies of the Moment of Truth, brand growth strategies, and the company’s commitment to CSR. Lauren, with her 18 years of experience in the food industry, has brought a wealth of knowledge to Sodexo since joining at the beginning of last year.

THE MOMENT OF TRUTH: DEFINING THE DECISION TO CHOOSE SODEXO

The “Moment of Truth” for Sodexo, as Lauren eloquently describes, is when consumers decide to eat at one of Sodexo’s diverse locations, ranging from corporate offices to hospitals and offshore facilities. Lauren emphasizes the importance of creating environments that go beyond mere sustenance, focusing on warmth, nostalgic food choices, and a sense of community for the hardworking individuals in these diverse settings.

“As an example for those working at manufacturing sites where we provide catering facilities, with our in-house brand Kitchen Works, often long hours are the norm, the “Moment of Truth” extends beyond food to provide a respite from work—a chance to unwind and connect with colleagues. The value of offering a variety of dishes, planning menus meticulously, and creating a welcoming atmosphere that contributes to this pivotal moment is very important to emphasize,” Haslewood shares.

“The Moment of Truth for Sodexo is when consumers decide to eat at one of our diverse locations, ranging from corporate offices to hospitals and offshore facilities.”

BRAND GROWTH THROUGH INNOVATION: ADAPTING TO DIVERSE PREFERENCES

Lauren sheds light on Sodexo’s approach to brand growth through constant innovation. She discusses the meticulous process of developing new seasonal menus twice a year, incorporating global culinary trends and adapting to diverse preferences across Sodexo’s varied clientele. We run campaigns for events, annual themed days and seasonal offers, where we develop innovative limited-time offers, inject excitement into the dining experience, drive footfall and encourage customers to try something new.

In the ever-evolving landscape of food preferences, Lauren emphasizes the importance of staying attuned to market insights, pricing strategies, and global cuisines. The focus on sustainability, plant-based options, and adapting to seasonal changes showcases Sodexo’s commitment to delivering diverse and environmentally conscious menu choices.

“In the ever-evolving landscape of food preferences, it’s crucial to stay attuned to market insights, pricing strategies, and global cuisines.”

CSR INITIATIVES: BEYOND FOOD TO SOCIAL IMPACT

Lauren passionately discusses Sodexo’s commitment to CSR, extending beyond culinary choices to social impact initiatives. Sodexo’s partnership with Change Please, a coffee shop brand that contributes to ending homelessness, exemplifies the company’s dedication to making a positive difference in the world. Lauren highlights Sodexo’s own foundation, Stop Hunger, which supported 1.8 million beneficiaries in the fight against food insecurity in FY23. The charity delivers meaningful local and tailored support through volunteering, fundraising, grants giving and partnerships.

“As the world grapples with a cost-of-living crisis, we at Sodexo are committed to ensuring that our guests have the best possible dining experience that meets their needs without breaking the bank. We also place a strong emphasis on quality ingredients, and sustainability, while implementing waste reduction through root-to-stem practices and making dedicated efforts to reduce our carbon footprint across our menus. Our focus on value for money, coupled with a diverse array of choices catering to various preferences and dietary needs, underscores our dedication to creating a dining experience that goes beyond expectations,” Haslewood explains.

DATA-DRIVEN DECISION-MAKING: UNDERSTANDING CUSTOMER PREFERENCES

While Sodexo doesn’t hold customer data, Lauren explains the significance of transaction data in making informed decisions.

“By analysing purchasing patterns, volumes, and recommended selling prices, Sodexo gains insights into the popularity of dishes across different locations.”

This data-driven approach enables the company to adapt and refine menus based on customer choices, ensuring a dynamic and customer-centric dining experience.”