Morrison Healthcare: Boosting Retail Performance and Engagement at UVA Health

FoodWorks Retail Dining Strategy at UVA Health

The transition to Foodworks was driven by operational insights and a focus on optimizing existing resources. With staffing constraints limiting the ability to consistently operate the previous concept, the Foodworks model created a more flexible approach—leveraging existing staffing levels while delivering a dynamic, rotating dining experience that continues to drive engagement and revenue growth.

UVA Health Retail Dining Challenges and Growth Opportunity

The previous Chopp’d concept required higher staffing levels and did not consistently generate the same level of engagement as other retail stations. FoodWorks introduced a more flexible model—optimizing existing resources while transforming the space into a dynamic culinary platform. Through rotating local restaurant pop-ups and regularly refreshed menu offerings, the concept delivers variety, strengthens community partnerships, and creates an engaging dining experience that continues to drive strong participation and sales.

How UVA Health Transformed Retail Dining with FoodWorks

In June 2025, the space was reimagined as Foodworks, a rotating local restaurant partnership concept designed to bring fresh culinary experiences into the café environment. The program features weekly takeovers from Charlottesville-area restaurants, creating variety and renewed excitement within the retail space. Local partner Crozet Seafood Supply featured a $29.99 lobster roll. On peak days, the station sold up to 15 lobster rolls, reflecting strong demand for premium, locally inspired offerings within the FoodWorks program.

Retail Sales Growth Results from the FoodWorks Program

The results have been significant. With seven local restaurant partners currently rotating through the program, Foodworks now generates average weekday sales between $1,400 and $2,200, representing a substantial increase (over the previous average daily sales $250–$300 per day.)

Due to increased demand and continued momentum, the program expanded beyond its initial lunch-only service to include dinner beginning in January 2026, with exploration underway to extend the concept further into evening and overnight hours to better serve staff working non-traditional shifts.

Healthcare Retail Innovation and Local Food Partnerships at UVA Health

Foodworks has been one of the most impactful retail advancements of the past year. Alongside this initiative, the retail program has embraced the Curate program, introducing locally sourced products while refreshing core menu offerings across retail locations.

Operational enhancements have also focused on maximizing existing space and expanding menu availability during high-demand periods, particularly during morning and overnight shifts. One example includes expanding the pizza station to serve breakfast sandwiches, helping meet early-morning demand while improving overall station utilization.

Future Expansion of the FoodWorks Retail Dining Program

The program continues to build momentum, with two additional local restaurant partners currently onboarding. The long-term vision is to expand Foodworks further, bringing rotating local restaurant experiences to evening and overnight team members, ensuring greater variety and accessibility across all shifts