Ibby’s, the only sit-down restaurant at Washington University in St. Louis (WashU), recently opened its doors after being shut down for several years.
After the challenges of the COVID-19 pandemic, the WashU dining team began to brainstorm ways to generate revenue and buzz around the restaurant. This led to a weekly event series called Tuesday on the Terrace.
“Actually, it was just a play on words, and it just steamrolled into this phenomenal student affair in which we bring local vendors on board,” said Marianne Rogers, Bon Appetit’s marketing manager for WashU dining.
The series began in October with the hope of generating revenue for Ibby’s but has turned into a student favorite, Rogers said.
“We needed something to generate some revenue, keeping in mind what the students wanted, and what the students would like,” Rogers said. “And also, trying to harbor that student comradery, introducing students to new fare.”
Creating a memorable experience for students is another main goal, Rogers said: “We want to do what they want. You can create all kinds of events you think are cool, but what do the students really want?”
According to Rogers, one of the most notable partnerships is with Southside Alchemy, a local wine and spirits vendor. As a part of its Tuesday on the Terrace event, Southside Alchemy offered a free sangria tasting to students.
“He makes the most amazing sangria. And it’s not just the pour red wine in a pitcher and add fruit, it’s things like basil blueberry, butternut squash and cinnamon—really using specific seasonal fruits and vegetables in which to create this sangria,” said Rogers. “So, it’s certainly not your run-of-the-mill cocktail.”
Other highlights have been an indoor s’mores night and a chicken wing special that led to the crowning of a “wing king.”
“There was an impromptu special that the chef wanted to do with just chicken wings,” said Rogers. “It steamrolled into the kids bouncing off of Instagram how many wings they ate. … So we crowned the kids that ate the most wings; it really brought together that sense of community.”
In addition to the tastings, students were also able to purchase vendors’ products at the restaurant.
An an upcoming meatball and mittens night will feature a meatball flight and a discount if customers choose to donate a pair of mittens.
So far, the events have been successful in generating revenue and buzz around Ibby’s. “We are so thrilled to have Ibby’s back open, so rich in history,” Rogers said. “So glad the students are able to experience it after, you know, the COVID pandemic.”