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Seeing school lunchtimes through a different lens with ISS

Interactive research seeing the customer experience through the eyes of a child.

Investigating the customer journey is a fascinating thing, isn’t it? That’s exactly what catering and facilities provider, ISS, was exploring in workplace cafés and restaurants with its Touchpoints initiative. All to develop the best experience possible.
Its next goal? Applying this same thinking to the primary school lunchtime experience. ISS called on us for our specialist track record in education, and willingness to challenge them on how a child’s lunchtime journey would need to differ from an adult’s.

Why not make it fun?

Our plan? See it through the eyes of a child. How? With headcams!
Pupils aged 5-11 from ISS client schools donned them in a fun research experiment. Giving us a front row seat to their real-world experiences in the dining hall – from entry to exit.
It was fascinating. From how they interacted with the food, the team, each other and the whole environment. The footage highlighted common themes and opportunities to boost lunchtimes from start to finish.
But we wanted to take our research a step further. So, we also explored how some of the best-in-class customer service providers (like Disney) defined their own customer journeys and experiences.

Bringing new standards to the table

Using all this research, we created ‘FEED’ – Feeding Excellence Every Day – the new primary school version of Touchpoints.
We developed eight FEED principles, raising the game for school lunchtime experience standards. Which ISS team members now deliver every day.
We defined operational standards that were embedded across the business. Created tools for teams to make every touchpoint more child-friendly and interactive. Developed a tiering system so every school could get involved no matter their budget. Wrote and designed client-facing materials so ISS schools could put kids at the heart of the experience (setting them apart from competitors).
The client’s trust in our ideas paid off. The project was recognised for its innovation at the EDU CATERING Awards. It got kids involved with food education out of the classroom. And it helped ISS retain current contracts and win significant new business.




Strategy //Creative //Content //Research 


Marketing strategy and consultancy //Bespoke research //Video //Creative copywriting //Photography //Logo and branding //Conceptual development //Graphic design

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Cracked has specialist experience in working with catering for schools. Nobody else we have worked with has demonstrated that expertise. They bent over backwards to get everything ready for trial sites from day one.

Louise Ulrich, Communications Manager, ISS

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