Miller Zell was charged by client Aramark® with reinventing the on-campus convenience store
in a way that could translate across colleges and universities nationwide and appeal to one of
retail’s most challenging targets, the Millennial Generation. This challenge meant designing a
store that could withstand the harshest critics: shopper-savvy students who require more than
good looks to earn their approval and loyalty.
THE RESULT
Research revealed that Millennials are environmentally conscious, politically motivated adults
who are committed to fair trade and pricing practices and who are accustomed to abundant
choice, quality and immediate gratification. To become their preferred shopping destination,
the P.O.D. Market brand had to demonstrate commitment and accountability on its claim to be
an “on demand” provider.
Working with the client, Miller Zell developed five brand pillars that form the guiding principles
for Provisions On Demand: Customer Attention, Choice, Fair Pricing, Full & Fresh Assortment
and Global Responsibility. This philosophy, along with combining the best elements of corner
store convenience and modern market style, helped redefine the campus store experience.
