Winners 2021/ Gold, Grand Prix

Project: Modern Recipe

Client: Sodexo

Design: Without

Transforming under-utilised corporate canteens into buzzing spaces, Sodexo’s new Modern Recipe brand proved a resounding commercial success, increasing dining rates 45% and revenue 60% at one site alone.

Facing a challenging, declining market, facilities management business Sodexo collaborated with agency Without in 2017 to revamp its contract catering brand. To create a food offer which would appeal to modern professionals, they developed a new proposition: Contemporary food + Creative spaces = Thriving workplaces. This is our Modern Recipe.

This proposition shaped the design of the whole brand experience from the name, identity and packaging, to the interior design for the canteens, and the service style, signage and marketing. Even the new, healthier menu is an output of the brand strategy.

In creating vibrant, welcoming canteen spaces in which to meet, work and relax and with its new artisan, stripped-back aesthetic, Modern Recipe stands out as a credible foodie brand in a highly commoditised sector.

The concept was designed as a practical ‘kit of parts’ for ease of rollout and within two and a half years (pre-pandemic) Modern Recipe was deployed at sites across nine countries. Increasing turnover, transaction value and margins across those sites, the brand helped push the whole business forwards and secured millions in new and retained catering contracts for Sodexo.