Industry expert: Fuelling the forces

James Sharkey, global marketing director, government and agencies for Sodexo, provides an update on the world of defence and government catering...

We all know the saying an army marches on its stomach, but in a world where the wellbeing of our service personnel is just as important as the food we feed them, we have seen a marked change in the development of new facilities across our defence estate. The lived experience of service personnel is an absolute priority for The Defence Infrastructure Organisation (DIO) and recognises that life in the armed forces goes beyond a standard working day. As a result, we have been part of some exciting projects that demonstrate an innovative approach when developing new catering facilities for military bases and which is transforming the dining experience for the service personnel.

Working in close partnership with the DIO we are using customer insight and in-depth market research to create exciting new concepts that are having a big and positive impact on those that live and work on military bases. From the new junior ranks ‘super diner’ built and opened at Larkhill Barracks on Salisbury Plain earlier this year through to the new Village facility at Worthy Down near Winchester, 2020 has seen some fantastic new facilities opened.

We have used a mixture of primary and secondary research to identify exactly what our customers want in terms of the look and feel of the facility and what is offered within it and when. What is most important for us to remember, however, is that life in the military is very different to civvy street. Our research shows us that our customers on military bases do want the experience of the high street in their facilities on the base, which is why we are now developing some exciting new concepts providing the perfect place for service personnel to relax and socialise, not just in their downtime but throughout their working day.

The Village is a great example of where the social facilities are enabling teams of differing ranks to meet for informal meetings and catch-ups over a coffee. We have introduced high street brands such as Starbucks, Costa Coffee and Crussh, which are proving extremely popular.

Each base has different needs, but we have been able to take elements from different concepts to create facilities to suit. Some have been developed with dedicated zones for gaming, watching TV and playing table sports such as pool; others simply provided a place to relax and purchase refreshments, meals and snacks. At the centre of each is a food and beverage offer aligned with the latest high street dining trends.

An integrated approach considering all aspects of military life, from helping to reduce the feeling of isolation, low morale and boredom, combined with a welcoming space to meet colleagues or to socialise, is proving a great success for those living and working at the base. Our role is not just as the caterer, we are a partner, and just like in the corporate environment we are committed to helping our clients improve the lived experience of people, whatever their occupation.