So, what's up with that school lunch? (Foodservice Dish).

The same foodservice trends that are so prevalent in quick serve, fast-casual, family dining and full service restaurants are also winning over smaller patrons -- kids in elementary and secondary schools. The same concepts used by McDonald's and Chuck E. Cheese seem to work in schools nationwide

School foodservice is more than a $13 billion on-site market segment projected to have very conservative growth during 2003 (about 3 percent). The "share of stomach" competition in schools around the country is growing. Just like adults, students are exposed to a multitude of dining experiences and have strong opinions on what they will and won't eat.

In many instances, independent contractors such as Aramark, Compass and Sodexho run school foodservice. Many others are run by the school districts themselves. The large contract feeders bring with them a level of sophistication that is needed for survival today. They have tremendous resources, including lots of research, to tell them what kids want on their menus. They also use a lot of savvy marketing to encourage kids to eat their school lunches.

Richard Hill is the senior director of product and culinary development for Sodexho School Services (K through 12). Hill sees himself competing against local restaurants. "Kids have greatly increased their accessibility to the retail world. They understand what they can get at a restaurant vs. what they can get through their school lunch program," he says.

What turns kids on? According to Hill, taste is the absolute No. 1 factor, which is consistent with the No. 1 industry trend. Hill also points to other factors such as colors, texture, portability and packaging.

When asked about nutrition, Hill indicated that healthy eating is somewhat regional, with the East and West Coasts being of a healthier mindset than the rest of the country. Younger students, says Hill. are more nutritionally aware because they watch a lot of television and they surf the Web a lot. "Almost any fifth grader knows that McDonald's is being sued for obesity issues," he says.

So, what's really hot right now? Sodexho reports that hand-held foods are big -- including anything that can be put in a pocket or jacket, or eaten without a utensil. Kids often get only 20 minutes for lunch so grab 'n go is big. They also want high flavor profiles with natural spices in abundance. Just as with adults, these kids want more than just Italian -- they want Tuscan or Sicilian. It used to be that Asian equated to an egg roll, but not any more.

Hill also reports that colors are hot. Neon colored tortillas are used for wraps and colored sauces are very cool. Intense and cool colors as well as those considered gross really appeal to kids.

Pizza is always a best seller and Sodexho makes approximately 92 percent of its pizzas from scratch, using a nutrient-fortified dough from Rich Products. Right now, a Thai chicken and a Buffalo chicken pizza are hot sellers.

Marketing to kids, teachers and parents is ongoing in the school atmosphere. Both Aramark and Sodexho are developing lesson plans for teachers to use to instruct students in nutrition and both have programs to target parents as well. Aramark features a "fuzzy character" called Spike to convey nutrition information and involve students in building better meals. Colored bins are used to distinguish between treats and healthy foods. Two healthy items plus one treat combine for a "value-priced" meal, which is usually less than $1.25. Activities such as giveaways in the cafeteria appeal to students.

Carolina Lobo, vice president of marketing for Aramark's School Support Services, appreciates the contractor's commitment to school foodservice. The firm services 400 school districts, covering 3,000 schools, serving 1.7 million students per day.

According to Lobo, Aramark serves many different stakeholders and each school district has different priorities. "You have to be part registered dietician and part Nickelodeon to be successful. USDA requirements have to be met, but a certain amount of 'splash' has to be offered to appeal to the kids."

Lobo is seeing a heavy emphasis on protein these days. BBQ is very popular, as is a roasted chicken or turkey plate with "all the fixins'." This type of meal meets nutritional standards and keeps students satiated for the afternoon ahead.

Salad shakers, wraps and smoothies are universally popular at Aramark locations. Vegan options are big in the West and Northwest. The South and Southwest seem to favor regional brands such as Papa John's pizza.

Both Sodexho and Aramark put a high priority on breakfast. Numerous studies conclude that this meal enhances academic performance and too many parents just can't find the time to get their kids to eat breakfast.

Sodexho offers neon-colored pancakes and scrambled egg and cheese egg rolls.

Hot or cold, both firms indicate that breakfast is rapidly becoming an essential part of school foodservice.

School foodservice is extremely important today in that it shapes a child's eating patterns and attitudes for the future. In many cases, it provides critical education for parents as well.