Fresh New Food on Campus
The Burrito Bar’s Remarkable Beginning
By Kelsie West
We’re Here for the Food
Both new and returning students were met with unfamiliar sights and smells when entering the Kimball Student Center on the first day of the semester. The new on-campus burrito bar was a suitable welcome to Southern Virginia students.
After a year full of changes for Southern Virginia University, updating the most coveted amenity on campus — the food — seemed fitting. At the end of the Spring semester, it was clear that, to reduce pressure from an anticipated increase in students, an expansion of food services would have to be made. Dining facilities on campus needed to change to accommodate the growth.
As a result, an enthusiastic and tireless team was organized in late spring to make the vision of an updated eatery a reality. Richard George (consulting and marketing) and Brett Garcia (Chief of Staff) assembled and ran focus groups, which narrowed potential concepts and food choices developed by Joe Whetstone (Director of Auxiliary Services) and Southern Virginia graduate Heidi Glauser. Whetstone and Glauser had managed the previous on-campus hotspot eatery, Jonzzey’s Cafe.
The focus groups were made up of an eclectic group of students: men and women of various age and class. These students were given a variety of cuisines to test. In some of the testing, the groups were separated by gender to get a look at the individual preference of the women versus the men. Both genders, says George, “overwhelmingly preferred the Mexican option.”
With the confirmation from the focus groups, President Wilcox hinted at the end-of-year convocation about the expansion of the university and a Chipotle-style restaurant on-campus. Students responded positively to the idea of fresh Mex, meeting the announcement with loud applause.
With a second confirmation from the students, Whetstone and Glauser began a trial and error process of testing and inventing recipes, using only products from the best distributors. They tested a variety of recipes, recorded the pros and cons of each, and started mixing these basic elements to make Southern Virginia’s own combinations of fresh, flavorful food.
What they came up with is an intense, flavor-filled menu that has quickly become a staple on-campus. And it’s this menu that distinguishes the burrito bar from Chipotle and other fresh-Mex. Glauser believes the individual flavor is what sets them apart. “It’s not like Chipotle. It’s better than Chipotle,” she boasted.
The savory vinaigrette and creamy cilantro sauce, for example, has been a huge hits with the students. The sauce was originally supposed to be a salad dressing, but students have requested it for burritos, tacos, and burrito bowls.
Glauser and Whetstone both believe the burrito bar has flourished because it’s been a “labor of love.” Whetstone compared the burrito bar’s food to mom’s cooking: “It tastes good because you know mom made it with love.”
Whetstone was clear that every aspect of the burrito bar was made with sweat, blood, and tears, and makes it feel authentic. “I think the students can feel that and enjoy that,” he expressed.
From Trials to Tacos
And though some students have complained that the menu is limited, Glauser advised students that their patience would be rewarded. “Keep in mind,” she said, “that some of our favorite recipes have not been released yet.”
Even though the opening of the burrito bar was a success, it did not come without its fair share of challenges. A larger restaurant requires a larger staff, which has brought with it the challenge of hiring and training more workers. But a large staff has had its benefits too. According to student worker Kenzie Larreau, working at the burrito bar “has taught us new skills, and has given us a larger opportunity for leadership roles.”
The most controversial aspect of the process has been settling on a name for the burrito bar. About the name, Richard George said, “The naming process for the burrito bar is underway with the marketing group and others… In the meantime it is being referred to simply as the ‘Burrito Bar’.”
In a survey given via Southern Virginia University’s Instagram account, students were given the choice to vote for one of three different names. “Caballero,” which is Spanish for “knight,” and the mascot of Southern Virginia; “Dorado,” which means “golden” and was inspired by the Golden J. Kimball Student Center that houses the burrito bar; And “Adobo,” which refers to a flavorful ingredient. So far nothing has been decided. Meanwhile, the students have jokingly yet affectionately referred to it as “Juanzzy’s.”
Let’s Not Forget About Jonzzey’s
The burrito bar doesn’t mean Jonzzey’s is gone for good. It is currently the burrito bar’s unfinished neighbor, undergoing a reworking and rebranding of its own. Eventually, the fresh market-fare will be available in the space vacated by the old bookstore, which is presently undergoing extensive renovations.
It was important to the team to rebuild the fresh market right rather than rushing to have it open for the start of school, which is one of the reasons it is unfinished and not opened. Whetstone and Glauser are still unclear on details of what it will look like. But fear not. They are quick to reassure that no sacrifices will be made to the famous hot chocolate and delicious cookies that made Jonzzey’s one of the best spots on campus to grab a bite to eat.
In the meantime, a design committee has been assembled to put the market back together better than ever. It has been a university-wide effort. Almost every department has played a part in making it happen. Design, branding, marketing, finances, and others in the administration have all played a role. Even the Institute had a hand in the relaunch, when at the first convocation of the year they offered a free burrito to anyone who registered for Institute courses.
“The burrito bar is…a fast, fresh, convenient, great tasting, high quality option for Mexican cuisine in a fun and gathering environment,” said George. As such, everyone involved plans for the burrito bar and the upcoming fresh market to grow and evolve over time. This cannot happen without the active participation of hungry students, so feel free to stop by the burrito bar after class and treat yourself to some finger-licking good Mexican food.
