GAITHERSBURG, Md. — Sodexo, world leader of Quality of Life services, today announces the launch of Make It Mindful, an interactive tool that invites consumers to create the next Mindful Pizzetta. With Make it Mindful, consumers can choose from more than 50 toppings and enter their creation for a chance to win free lunch for a year—plus see their dish featured at Sodexo cafés in September 2017. The tool first went live on March 17 and currently has more than 700 recipe submissions. The challenge runs through June, when four selected finalists will be announced.
Because Mindful puts flavor first, consumers are encouraged to dream up whatever ingredient combination they think will be most delicious. Then Sodexo chefs and registered dietitians work together to make their Pizzettas fit the Mindful nutrition criteria without sacrificing taste.
"Worldwide the pizza market is a $128 billion business; more than $44 billion in North America, which is up 7.4 percent compared to 2015[i]. That's a huge opportunity to encourage selections with bolder flavors and more nutritious content," said John Wright, senior vice president, global food platforms, Sodexo.
Make It Mindful is being promoted through a strategic social media initiative, as well as in-café events and collateral beginning this month. Mindful ambassador Ellie Krieger and Mindful dietitian Kate Moran will be featured throughout these promotions, and contribute to the selection of the Make It Mindful finalists.
"More and more, customers are looking for a slice that's not only tasty, but also good-for-you. That's why healthy, transparent ingredients will deliver the most success for pizza makers," said Krieger. "According to one recent study[ii], 63 percent of pizza lovers in the U.S. are women! 41 percent of those women are Millennials and 68 percent of ALL pizza lovers exercise two or more times per week. So, not only are the majority of pizza lovers women, many are young and health conscious as well."
When consumers see the Mindful logo in a Sodexo café, they can be assured they are making a healthier choice. By readily sharing the ingredients and nutritional information of Mindful meals and snacks, Sodexo is working to better educate consumers about which foods are part of a healthier choice so that soon making those choices becomes second nature – whether at work, at home or at play. Make It Mindful is an exciting new way to connect with consumers.
In partnership with Sodexo supplier, Rich Products Corporation, and content marketing agency, Imprint, a Sullivan Content Lab, the four finalists will be announced in June. To create even deeper engagement, Sodexo consumers will be invited to vote for their favorite Pizzetta.
Sodexo delivers more than 100 services across North America that enhance organizational performance, contribute to local communities and improve quality of life. The Fortune Global 500 company is a leader in delivering sustainable, integrated facilities management and foodservice operations.
Learn more about Sodexo at its corporate blog, Sodexo Insights.
[i] http://www.pmq.com/December-2016/Pizza-Power-2017-A-State-of-the-Industry-Report/
Source: Sodexo
