The company used to be called A.R.A. Services which used to stand for something like automated retailers of america (I think) because their business was vending originally. Their logo is a star person which was supposed to stand for the employees, if my memory serves me correctly. To the person who said there was a promotion, you are somewhat correct. There is a company newsletter that, at least, used to be called “The Mark,” and was created by the employee’s family after a promotion, they got a trip to Hawaii.

After all of the suggestions I’ve seen, “Managed Services, Managed Better” really does market only to a specific group of decision makers. Do not think this decision was a light one, as the company is almost obsessed with its public image. Even the color of the logo is known as Aramark Red. I’ve seen Aramark trucks get stopped by employees for not being clean enough. Do not think this happened in jest.

Don’t forget that company names can be trend-worthy, especially if they are the ones setting the trend. This logo was created when stealth bombers looked like winged vampires, it was the early-mid 90s, Clinton was in office.

Aramark does a vast range of things, to argue their slogan is too vague is almost moot, because it kinda has to be…

Slogans and other creative iterations always manage to unleash the Creativity in every one of us – which is fun (as we can see above). Nevertheless, the only way to judge a slogan is within the context of what the company wants to communicate and to whom. This is the frame. The hot core of a slogan is nevertheless a consumer insights — something that will touch and make the target audience (not everybody) vibrate. If Aramark is talking to folks who work in Facility Management, how many people from the ones who evaluated the slogan actually work in this industry?

The reason why slogans like the ones mentioned by Ivana — “When it absolutely positively has to be there” and “30 minutes or less – or it’s free” are memorable is because they speak to a certain audience (not to everybody), convey a message these audience truly cares about (the insight), in a way and with a frequency that make these slogans stand out for this audience.

Cheers.

Shame they couldn’t manage to fit some sense into their 4 precious words

“Aramark – Unmatched Hospitality, Facility & Uniform Services Since 1936″

I could go on…

I agree, their current slogan is non descript….

Aramark – Managing food service and uniforms, from stadiums to state rooms.

I’m not too big a fan of the word “managing” — just couldn’t think of anything better.

– Anita

First – before I read the bit about the slogan being on the truck…managed services spoke to me of managed care and health services. But it didn’t make sense for it to be on a truck. So then I thought of telephone services. Food never entered my mind and trust me, food frequently enters my mind.

Jonathon, I like pieces of your suggestions, perhaps change the last one to “serving meals to millions without all the heavy lifting.” Wait, no that has the wrong person lifting. Hmmmm, not as easy as it sounds.

To be honest when you revealed it was food service my first thought was “Managing Hunger One Function At a Time.”

Stop laughing.