AT AUBURN UNIV: WEIGHT WATCHERS DEBUTS 'GOOD PLATE' CONCEPT

The last few decades of the 20th century have focused on eating lowfat, low-calorie foods but as we move into the new Millennium, the emphasis is beginning to shift more to nutritional balance and a non-restricted diet.

At least that's what Weight Watchers thinks, and that's why it launched The Good Plate—"a full, healthy and nutritious meal concept for today's balanced lifestyle."

Early results: Introduced last fall as a prototype at Auburn Univ., AL, the concept is currently averaging sales of $600 per day, although it's only open for lunch.

"There have been a few changes since we opened," says Arthur Call, dir. of f/s. Lighting has been made brighter, with strip lighting added to highlight the food and signage. And four of the eight soup wells have been removed.

"We've lowered the remaining soup wells which were about 4-in. above the counter because customers couldn't see how the food looked in them."

Replacing the four soup wells will be a taco bar, which is not part of Weight Watchers, Call points out, but is also health-conscious. In the others, two rotating Chef Francisco soups are offered every day. "Heinz picked out which soups were healthiest, not necessarily fat-free." The other two wells are used for cheese sauce and chili.

2 entrees: Two Weight Watchers entrees are served daily, though the brand name is not mentioned. Lasagna—both meat and vegetarian—is the most popular dish, followed by chicken casserole, says Call. Average check is $5.

The Good Plate is located by Take Ten, the univ.'s fast-food unit in the basement of the largest academic building on-campus. "Previously, students could only get fast-food here and we wanted to give them a nutritious option; now they can choose from either end of the health spectrum," says Call.

Good Plate food is sold in take-out containers since that is the option most students prefer. There are 35-40 seats within Take Ten and around 300 outside. "And we don't have the room for warewashing, so we have to use disposables."

Total daily sales for Take Ten are $3,000-$4,000. "Fast-food sales were slipping before we introduced The Good Plate but they have remained steady because of it," Call points out.

Target customer: Approx. 2,000 of the 22,000 students eat there every day. "Good Plate customers are mostly female students, faculty and staff."

Call hopes to introduce breakfast items soon. "Students can buy fast-food breakfasts from Take Ten but I'd like to offer healthier products such as bagels, lowfat muffins and scrambled eggs." Breakfast would generate another $200-$300 from an average check of $3, he estimates.

The concept has not yet been advertised nor the nutritional content stressed. "The trouble is, if you say it's 'healthy,' some people think it won't taste good," he points out. But he will market the concept on flyers, campus radio and in the student newspaper.

"We don't have a nutritionist to write our menus so The Good Plate works well as all the nutrition is done for us. And, they don't push the Weight Watchers name, so it doesn't signify weight-loss.

"I think this program has been so successful because it's given students an alternative to fast-food and provides them with a traditional meal of an entree and vegetables."

The Good Plate requires three employees at rush hour and one chef, but Call only hired one new full-time staff member, who is split between the unit and the fast-food concept.

The Good Plate food is expected to be served on the cafeteria line on the other side of campus in the spring, Call points out. "It will be great to offer nutritious options on both sides of campus."