Best of CASE District II Award
 

Institution: Columbia University

Title of entry: Columbia Dining Launch of Chef Mike's Sub Shop

About this entry: In January 2022, Columbia Dining introduced a new offering in its portfolio: Chef Mike’s Sub Shop. The shop was launched as part of a growth initiative in Dining to meet students’ on-campus needs. Situated on the north section of Columbia’s campus, the location was formerly home to Uris Deli, a retail unit. The spot was in need of a revival in business and was an ideal to serve students coming and going to the athletic center and nearby Engineering building.

Named for Dining’s executive chef, Michael DeMartino, the shop is homage to Mike’s love of good old-fashioned sandwiches. Central to the launch is a recipe he perfected from his childhood: the Grandma Special. The shop serves 10-inch super-stuffed sandwiches, offering a daily Traditional, Vegan, and Special option, plus build-your-own. Sandwiches come with soup, chips, dessert, and a drink: the deal of a college student’s dreams.

A design framework was developed to support the roll out of a new dining location. The look established the personality and unique proposition of Chef Mike’s Sub Shop in the dining portfolio. Firmly within the Columbia brand identity, the look had to be fun and playful to fit within Dining and to appeal to the undergraduate students. It was to be used as the foundation for all on-site signage and point-of-sale, as well as marketing and promotional materials.

The launch transformed a quiet deli into destination dining, quickly becoming a student go-to for lunch and creating a fun way to celebrate campus favorite Chef Mike.