The Russell Partnership: case studies: Universities: University of Birmingham:
University of Birmingham
Birmingham was the first University to introduce a sporting option for all students, the first to be built on a campus model and the first to establish a medical school.
The University owns land over 251 hectares – including properties in Stratford-upon-Avon and the Lake District.
It has its own railway station, art gallery, concert hall and one of the largest Students’ Unions in the UK.
A founder member of Universitas 21 – a network of 18 research-intensive universities – the University is involved in research projects around the world.
Birmingham currently has over 4,000 international students from nearly 150 different countries, making it one of the largest international student communities in the UK.
The Russell Partnership was commissioned to undertake a campus wide strategy informed by detailed research with both students and staff to identify key customer needs.
The driver of the strategy document was the strategic shift to become focused on the consumer and not be a production led, institutional operation.
One element of the strategic output was the redevelopment and repositioning of Willows Café - a failing, institutional operation. The Partnership was commissioned to build a business plan, secure approval from the university court, create, design build and launch a new food operation. Speed was crucial and following University capital approval, the new brands Avanti and Go were fully operational within thirteen weeks.
The branded environment and philosophy has had positive effects on the staff and generated a significant increase in revenue and returns together with excellent customer feedback and satisfaction. The outlet was formerly taking £272k per annum. Over the last two years the figure has exceeded £700k per annum.
Our relationship with the University is ongoing and we recently undertook a Commercial Review of Catering for the whole campus. This concluded that Avanti and Go continue to be highly successful and will provide the platform for the brand architecture for further catering development on campus.
“The Russell Partnership have been key to the further success of our Hospitality business and we work in partnership to deliver the best possible solution for our business”
Geoff Pringle – Director of Hospitality & Accommodation Services.
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