Food, Sidelined
For
the purposes of this essay, I observed the behavior of patrons at the Sidelines
Pub, a small restaurant tucked away in the student center here at the
University of Denver. The establishment is run by the food services company
that organizes the rest of the dining facilities on campus, however the
business is unlike those of the dining halls in several ways. For example, it
is open to the public, operates on different hours, serves the same menu all
day long, and has alcoholic beverages available for purchase. This last item is
what truly makes it a “pub”, and the atmosphere is designed to emphasize this
point, whether successfully or not. Televisions are displayed around the
establishment, muted, showing sporting events. Popular music is played at a
medium level throughout. Jerseys of the various school sporting teams are
displayed in frames on the walls. Seating is primarily small, wooden tables
with two to four chairs at each, but there are also couches arranged around the
television sets for larger groups. A small stage occupies a rear corner,
presumably used in various events that are held here. Ordering is done via a
checklist of the menu, which is passed to the cooks directly. To-go orders are
served in plastic boxes and paper cups, while other patrons are given a number
and have their food brought to their table on a plate with a plastic cup. The
food itself is traditional, greasy pub food for the most part. Burgers and curly
fries are the most common fare. Milkshakes are available, as are breakfast
options such as omelets and cinnamon rolls. Salads are also provided for the
more “health-conscious” patrons.
I
observed the patrons of this establishment at roughly 3:00 P.M. on a weekday.
At this time, the “lunch rush” had subsided, and the customers were mostly
those who were still finishing their orders from that time. Most of these were
students studying on laptops, paying very little attention to any food that
they had, or much of anything else around them. There were also a few small
groups chatting to each other over the last of their lunches. The couches
around the televisions were mostly empty in favor of the wooden tables.
Primarily the crowd was composed of men, but there were a few females around.
They appeared more likely to be in the small groups than alone and to have
ordered salads rather than the greasier foods that most of the men had chosen.
The customers were mostly college-age, but there were a few older customers.
Like the females, they appeared to be more often in small groups than alone.
From
these observations, what can we conclude about the values of the college
students that make up the base of this pub’s customers? To be blunt, we can
conclude that they do not much care for the food served at this pub. The pub
itself is designed to stimulate the customers and to increase the amount of
food that they purchase and consume. Upon analysis, everything from the
inclusion of televisions to the choice of music to the warm colors of the room
and the attempt at invoking school spirit is intended to engage the consumer
and increase the sale of the food here. (Stroebele and De Castro) Younger patrons’
observed preferences are specifically targeted to encourage them to stay and
eat. (Stroebele and De Castro) Yet they don’t.
Those patrons who do come here for the food are generally observed to order it
to go, avoiding the stimuli provided to encourage consumption. Those that stay
do so as a result of the fact that the pub is tucked out of the way and
generally empty. They avoid the attempts at engagement provided, (such as the
televisions, the music, or the stage) and instead concentrate on their own
business, be it the people they came with or their own work. Also, while men
seem mostly indifferent to the actual food served, the women that come here
appear to actively dislike it, choosing the least appropriately themed dish for
the institution, the salad, and only staying if they have some other person to
talk to. The proposal that this is due to health concerns is not unreasonable,
but probably beyond the scope of the limited observations I had.
Why
then, does this institution continue to exist? If it serves only as a sub-par
spot for socialization and study, with patrons that are less than enthusiastic
about the food that is served, logic would dictate that it would not last long.
The answer lies in the few people that I observed carrying out their food
orders and in the time of day that I chose to observe. Upon repeat visits, I
discovered that the frequency of these types of customers increased later in
the day, and that after 5:00 or so, they began to purchase alcohol. This also
helps explain why the pub engages in many special events after dinner, when it
is more socially acceptable to engage in drinking, yet few people are hungry. As
previously mentioned, the pub is the only place on campus where it is legal to
purchase alcohol. It would appear then, that the pub food and the environment
in which it is served are simply excuses in the minds of many of its patrons to
keep open a place where a college student can buy a beer or two. Despite its
attempt at being a casual restaurant, the pub remains primarily that: the place
where people go to buy booze.
Works Cited
BIBLIOGRAPHY Stroebele, Nanette and John M. De Castro.
"Effect of ambience on food intake and food choice." Nutrition
(2004): 821-838.