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West End Market at Cochrane Hall

West End Market, was the first true marketplace-style dining operation on a university campus in the United States. It opened in 1999, replacing Cochrane Dining Hall, which was constructed in 1982. West End Market was named Best College Specialty Restaurant in the United States for 1999. It features made-to- order items prepared before the customers and offers specialties such as London broil, lobster, and steak on a daily basis.


Seven restaurants are featured in this unique marketplace, including:

  • Bistro Firenze: Here you will find gourmet pizzas cooked in wood- fired ovens, fresh pasta dishes, stromboli, calzones, Caesar or grilled chicken salads, tiramisu, chocolate silk pie and more.
  • Wired: This shop offers the same great gourmet quality coffee as Deet's Place, plus specialty drinks, ice cream, sundaes, milkshakes, breads, pastries, and other delicious desserts.
  • Leaf & Ladle: For a lighter meal, try Leaf & Ladle. Here you will find made-to-order Greek, fruit, pasta, spinach, hot chicken tenders, Southwest chicken, and chef salads. Soups and chili, served in a freshly made bread bowl, are made every day, along with a variety of quiches.
  • Wrap World: Delicious international wraps suited for all palates are made from a variety of meat and veggie fillings wrapped in gourmet tortillas.
  • Cutting Edge Delicatessen: Build your own sandwich at The Cutting Edge. Here you will find a variety of hot and cold made-to-order sandwiches and subs on fresh baked bread.
  • The Fighting Gobbler Sports Lounge: You can enjoy signature hamburgers, hot dogs, lime chicken sandwiches, quesadillas, hot or honey BBQ wings, and various appetizers such as nachos, fries, and many more while you watch the two big-screen projection TVs.
  • J.P.'s Chop House: Many different cuts of steak are prepared to order, along with London broil, the catch of the day, and live Maine lobster. You can also enjoy sides such as rolls, cornbread, seasonal vegetables, our signature roesti baked potato, homemade garlic mashed potatoes, and Italian broiled tomatoes.

  • Concept: Market-style, á la carte
  • Average daily transactions: 6,670
  • Academic year total transactions: 1,447,418
  • Seating capacity: 400
  • Top-selling products: London Broil, Spicy Asian Chicken Wraps, and Garlic Mashed Potatoes
  • Top three shops: Wrap World, J.P.'s Chop House, and The Fighting Gobbler Sports Lounge
  • Renovation costs: $5 million (Fall 1998) Construction: $4.6 million
  • Equipment: $222,000 Merchandising: $148,000
  • Food Service Consultant: Ricca Newmark
  • Design Architect: Tobey + Davis

Staffing

  • Assistant director: Steve Garnett
  • Executive chef: Mark Bratton
  • Chef de cuisine: Jeremy Vermeulen
  • Food production manager: Maxie Riddlebarger
  • Operations managers: Bernard Ross and Katey Carr
  • Assistant manager: John Zimniewicz

Contact Information

540-231-4779

sgarnett@vt.edu

www.dining.vt.edu


Location

Map for West End


Forms of Payment

-Flex Plan
-Dining Dollars
-Hokie Passport Account
-Credit & Debit Cards

 


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