Wall Street Bound: Villanova's business school students get a taste of New York's deli cuisine in a Wall Street-style atmosphere

Nation's Restaurant News, August 26, 2002

As home to Wall Street-hound business school students, the renovation of Bartley Hall's foodservice facility provided designers with the opportunity to bring some of the mystique of Lower Manhattan's financial district to Villanova University.

After conducting thorough market research, Robin L. Porter, FCSI, president of Crofton, Md.-based H. David Porter Associates, said they determined customers wanted an upscale deli with a welcoming atmosphere and grab-and-go options. As part of the Bartley Hall renovation, changes also needed to be made to the facility's foodservice component to attract higher traffic and increase sales.

To ensure that Villanova University got the most bang for its buck, Porter said they created an easy transition between the front- and back-of-the-house designs with a theater-style cooking area. Customers can see their food being prepared when they place their orders, signaling its freshness. Theater-style cooking also helped save money by decreasing the amount of space needed in the back of the house, making most of the stations flexible by daypart and reusing old kitchen equipment from the previous space.

Playing on the Wall Street theme, designers called the facility "The Exchange" and named each food station appropriately. The grill is called the "Bull Market" and the drink station is called "Liquidity." Customers pay for their purchases at the "Cash Flow" and snag grab-and-go items at the "Blue Chips." In addition, Porter said they incorporated a stock ticker on the outer wall of the cafeteria to enhance the restaurant's financial theme. The ticker keeps a running tally of stock numbers, but also includes cafeteria specials and business school event information. "It becomes a marquee for the business school," Porter said.

In an effort to create an upscale deli atmosphere, Porter said they included hunter-green tiles reminiscent of old money and durable cherry wood with brass accents throughout the space. Kiosks filled with the Wall Street Journal right outside the entrance to The Exchange also help hint at its business-style decor. Electronic menus further the business theme and also signal students when their food is ready.

Keeping in mind that students are always on the prowl for their next caffeine refill, Porter said they included a separate coffee bar in Bartley Hall to serve as an alternative foodservice option. Located in Bartley Hall's main atrium, Holy Grounds serves gourmet coffees and pastries. Three levels of varied seating options allow students the opportunity to study quietly alone or chat in larger groups.

Following the design changes, the 3,000-square-foot Exchange rakes in approximately 1,700 transactions daily. Holy Grounds has 400 transactions per day. Changes to the cafeteria's design and decor helped boost the image of The Exchange, Porter added. "For the most part they're operating with the same type of menu, but they're finding that it's much more popular," Porter said. In addition, the cafeteria recently was a first place winner of the Loyal E. Horton Dining Awards for a single retail concept.

RELATED ARTICLE: Fast facts:

Project: Bartley Hall foodservice at Villanova University, Villanova, Pa.

Client: Villanova University

Foodservice Facilities Consultant and Designer: H. David Porter Associates Inc., Crofton, Md.

Architect: STV Architects, New York, N.Y.