"To our knowledge, no one has looked at bacterial contamination from soda fountain
machines before, and our results may have public health implications," said Renee Godard, PhD, a study co-author and professor of biology and director of environmental studies at Hollins University in Roanoke, Va.
Recognizing that children - not parents - often decide where families eat, account executive Kirk Wallace and the creative team at Forza Marketing Group (formerly Martin & Martin) had set their sights on updating Dixie Cafe's soda fountain.
The result was tweaking the soda fountain as a "destination within a destination." The art deco soda fountain serving ice cream and doses of '50s nostalgia became a kid-friendly place where children's culinary cravings could cope with their parents' pocketbooks.
With the soda fountain under performing, Martin says, and the difficultly of getting children excited about mashed potatoes and other grown-up foods, Forza pitched a revamped version.
The creative team called the soda fountain the "South Pole at Dixie Cafe." Martin says the new concept keeps Dixie connected with the South and Southern food.
In addition' to changing the soda fountain's look, Forza added a children's menu, including specialty foods offered only at the South Pole.