An interview with Casey Clarkson, Sr. Director of Strategic Projects and Programming, Culinary Strategy Innovation Department, Morrison Healthcare
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When we think about menu engineering and menu ops, how do our core values differentiate us from “the rest”?
Our core values are straightforward: begin with delicious food. Since our patients are often here out of necessity rather than choice, we strive to ensure every meal is not only delicious but also ethically and sustainably sourced, providing the nutrition essential for their recovery.
What is the role of menu standardization? Is this a priority for our clients?
Standardization is critical to guaranteeing a consistent experience for our patients. By providing comprehensive training, we equip our teams to consistently deliver and master each recipe, setting them up for success. We believe that a streamlined menu isn’t about limiting choices—it is about offering better choices that our chefs can execute consistently, and within the framework of what we know works for the diet preferences of the hospital population.
How do you go beyond just “the menu”? Can we speak to the components?
Beyond the menu, our guests can expect thoughtful touchpoints such as elevated china, freshly poured coffee and juice, and branded napkins with heartfelt messages, among other details. We understand our patients are not here by choice, so providing these comforts of home adds a small spark of joy to what is not always a pleasant experience. We lean into our hospitality background and our culture to communicate the message that they are valued.
Let’s talk about scalability. Why is this important?
For a company of our size, scalability is crucial. Whether it’s our menu, purchasing standards, or tray presentation, we must ensure that each patient receives the same exceptional experience no matter where they are in the country. Every tray matters. Every plate matters. And for our clients, consistency of experience translates into cost savings.
With so many accounts–how does your team work to ensure consistency when it comes to presentation?
As a company, one of the driving principles of the Morrison identity is consistency. From plate to plate, regardless of geographic location, our dishes should be consistent in presentation and flavor, ultimately delivering an amazing and repeatable experience. Before our “What Right Looks Like” initiative, our culinary teams relied on recipes with small thumbnail images, leading to varied interpretations. Asking for a Caesar salad at 20 different locations would result in 20 different versions. By providing a large, clear image, chefs can quickly grasp the intended presentation, eliminating guesswork and consistently recreating “our” Caesar salad.
How do we incorporate seasonality and regionality into our menus? Why do you feel like this is important for our patients, staff and caregivers?
When our patients are outside the hospital, they seek seasonal flavors just like any other consumer, craving favorites such as strawberry fields salad or pumpkin spice. To meet this demand, we offer these seasonal dishes as limited-time offers (ltos). Similarly, our patients often long for the familiar taste of home, so providing regionally inspired dishes during their stay significantly enhances patient satisfaction.
How do data insights guide/influence the process?
Our strategy begins and ends with data. We believe it is critically important to first understand the demographics, the consumer behaviors and their preferences to develop a comprehensive and customized strategy for support services.
How can you use these insights to improve the overall experience for patients?
By leveraging patient personas, regional data insights, and recipe classification, we have a comprehensive understanding of who our patients are, what they’re looking for, and how we can not only meet but exceed their needs. We are able to analyze that data, compare it to our retail data and regional demographic profiles, and create options that we’re confident will deliver results. This makes our clients comfortable with our recommendations—and it enables us to provide a curated dining experience that aligns with patient preferences.
What is the role of technology in regards to menu design?
Through the use of technology, we have brought our menus to life. We’ve moved beyond Excel and simple lists of recipe names and ingredients to using virtual menus with large, robust images. This not only inspires our operators but also serves as the first point of decision-making.
How can the visual aesthetic of a meal or concept create impact?
“You eat with your eyes first.” A visually appealing tray presentation cues the mind to anticipate a delicious meal. Patients have expectations… and we want to help create a better experience by valuing each patient and nourishing their recovery.
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Casey Clarkson is the Sr. Director of Strategic Projects and Programming within the Culinary Strategy Innovation Department. In this role, Casey oversees engagement and insights, marketing and communications, strategic projects, and the technology innovation team. With a strong focus on driving strategic initiatives and fostering innovation, Casey leads cross-functional teams to deliver impactful results and advance the organization’s culinary strategy.
