food statoil

FOOD by Coor 2.0—smarter, tastier, more nutritious

Coor is operating a growing number of restaurants in-house under its FOOD by Coor brand, which has quickly secured status as one of the best restaurant concept on the market. It is now engaged in an exciting development process designed to further sharpen and enhance the collective platform of Coor’s restaurants, cafes and kiosks.

Coor is operating a growing number of restaurants in-house under its FOOD by Coor brand, which has quickly secured status as one of the best restaurant concept on the market. It is now engaged in an exciting development process designed to further sharpen and enhance the collective platform of Coor’s restaurants, cafes and kiosks. 

Food and beverages are one of the service groups that Coor has defined as strategic. A new concept for the restaurants it runs in-house — FOOD by Coor — was launched in2011. The objective is to create an attractive restaurant solution centered on diners and the meal experience. Visiting a FOOD by Coor restaurant should be an experience for all the senses, where good and well-prepared food, a high level of service and an inviting environment are optimized for local conditions.

Since inception in 2011, FOOD by Coor has been one of the highest-growth concepts in the sector, with growth of over 100% in the last two years. There are now way over 100 restaurants, cafes and kiosks operating across Sweden, Norway and Denmark, making Coor one of the leading restaurant operators in the Nordics. This May, Per Åhrén was hired as pan-Nordic Concept Developer of FOOD by Coor.

I’m really impressed by the high quality and drive that distinguish Coor restaurants.

Per Åhrén, FOOD by Coor’s Concept Developer, Coor Service Management

“I have held a variety of roles across the restaurant sector for 25 years, so I have a good understanding of the sector. I think that without any doubt, FOOD by Coor is currently the most ambitious restaurant initiative on the market. I’m really impressed by the high quality and drive that distinguish Coor restaurants,” comments Per.

One of Per’s first duties was to review the six cornerstones (customer pledges) that FOOD by Coor rests on—customer specific, food experiences, personal encounters, atmosphere, innovation and sustainability. These cornerstones are unchanged since 2011, although their content has been more defined. Per wants to highlight two of the cornerstones that distinguish Coor from other players.

“What really makes FOOD by Coor stand out is our high level of customer specialization and innovation. Adapting to customers is more important than you might think. Coor defines its menus locally. Chefs and staff have more say, and that makes their work more enjoyable. Commitment creates responsibility, obviously. It also makes it easier for us to hire and retain skilled people, which is the key to a good restaurant operation,” explains Per.

While the restaurants define their own menus, there are some issues that need to be centralized for the restaurant operation to be cost efficient and work well. To create a clear image, you also need collective guidelines, minimum standards applying to specific ingredients. For example, no seine-caught fish can be served in a FOOD by Coor restaurant. Other questions best managed collectively are specific administrative and IT-related issues. 

“To get the best possible results and quality, we’ve created a pan-Nordic competence team, where I work in close collaboration with the FOOD by Coor managers of each country. We sift through a range of solutions, and even though we have different opinions sometimes, there is consensus about those segments we need to develop collectively, and those we can deal with locally.”

Over the past year, we’ve focused on issues like a collective procurement system, specialized training packages, sustainability, a developed offering and digital interface (like smart payment systems, web shops and apps). During the fall, we implemented a new group-wide procurement system. We also launched a new FOOD by Coor web portal in Sweden. In our offering, we have an express desire to be able to provide every meal of the day—not just lunches and refreshments for meetings during office hours. We are already running a pilot project where a number of FOOD by Coor restaurants also deliver ready dinnerboxes to order for take away.

“This is a really exciting initiative, and we hope to be able to roll it out on a broad basis in 2016. It’s gained a really positive reception in the restaurants where we’ve trialed it. Our customers can order their food before a specific deadline, then collect it from a fridge at the end of their working day. For us, this isn’t just another revenue stream, but also means we can reduce food wastage from our restaurants, which is one of the biggest challenges we face from a sustainability perspective,” continues Per.

Developing the concept will be high on the agenda for 2016. Per cites several initiatives, including the onward development of FOOD by Coor cafes and kiosks. There will also be more focus on the digital interface.

“Our goal is to develop our offering continuously. It’s vital that we’re responsive and understand what our diners want, and it’s just as important that we have solutions that make it easy to be one of our customers. But ultimately, this is about making our customers’ and diners’ lives easier,” concludes Per Åhrén.

Per

Per Åhrén

Concept Developer

+46 (0)10-559 59 54

per.ahren@coor.com

Facts about FOOD by Coor

Number of restaurants, cafes/cafes bars and kiosks: we operate 32 restaurants, cafes and kiosks in Sweden, 44 restaurants, 7 cafe bars and one conference center in Norway. There are 37 restaurants in Denmark (including small-scale satellite outlets).

Accreditation

Most FOOD by Coor restaurants in Sweden hold ecological certifications. One restaurant in Denmark has environmental accreditation, and one holds a bronze diploma in ecology, which means that 30% of its ingredients are organic. All restaurants in the group which have been operating for more than a year have also had environmental audits conducted using the Coor Green Services environmental tool.

Other

In Norway, we’ve started an initiative on producing goods like juice, honey and coffee blends ourselves.