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How To Create Meaningful Gathering Places & Grow Voluntary Meal Plan Sales By Transforming Your Campus Dining Program. Your Hosts. Arlene Hosea Assistant to the Vice President & Director of Campus Dining Illinois State University. David Porter Author, President & CEO - PowerPoint PPT Presentation



  • Your HostsArlene Hosea Assistant to the Vice President & Director of Campus DiningIllinois State UniversityDavid Porter Author, President & CEOPorter Khouw Consulting, Inc.

  • What Is Social ArchitectureTM?

  • Compelling Benefits of Social ArchitectureTM

  • RecruitmentYield RatesRetentionGraduation RatesMake Campus More StickyAlumniHousingStudent UnionsRecreation CentersCollege & University..

  • Socially EngageStudy PlanWholesome SocialFlipping The ClassroomLive & Dine On-CampusFace-to-Face SocialElectronic Social Media Get A Good JobHigh Cost of Low EducationClassroom Outside of the Classroom..

  • Social ArchitectureTMOur Hunger for Love and Affirmation is Greater than our Hunger for Bread Mother Teresa#3 Maslows Hierarchy of Needs To Socially ConnectDid Facebook Create our Need to Connect to Others?

  • If we keep fighting for our limitations, we will most likely get to keep them

  • Lifestyle/LivingStudent ClockPortabilityHealthy Menu/FoodGluten FreeFood AllergyVegetarianVeganPaleoPerformance DiningCollege & University Program Trends..

  • SustainabilityFarm to ForkLocally GrownOrganicFacility State of the Art..BrandingNational, Regional, Self-BrandingMeal PlansCateringFinancial Due Diligence

    College & University Program Trends..

  • How To Determine the Optimum Dining Program

  • Ask Yourself These QuestionsWhat is the optimum dining program for our unique campus?How do we organize dining in order to optimize social engagement?Do we need to enhance facilities?What will it cost?

  • With so much at stake, it's critical to use independent & objective experts to facilitate a proven process to design the optimum dining program.Seek Independent Insights

  • Determine Who You Are What makes your campus unique?DemographicsGeographyCultureTraditionsPreferencesGrowth plans/enrollmentPolitical environmentFinancial realities GOAL: To expand & enhance the student dining experience.

  • Determine Who You Are Ask these questions:What is your retention rate?What is your missed meal factor?Is meal plan participation up or down?Are the meal plans a good value or not? Can students use their meal plans when they want to?Is there a lack of social connectivity on campus?Does the program attract or subtract from student life on campus?

  • Market Research

  • Market Research Interview students & stakeholders. Directors of admissions, housing, res life and advancement (retention & recruitment) Residential & commuter students Faculty & staff Catering customers & conference planners Campus administratorsDetermine customers perceptions regarding:Hours of operation Monday-Friday & Saturday and SundayMenu varietyMeal plansMethods of serviceLocationsAmbianceSpeed of serviceCustomer service

  • Market Research Survey the campus community including students, faculty & staff.Where are customers eating off campus/calling for delivery?What time of day/night?How do they pay for purchases?What they do now is a better indication of what they will do. Use market research determine where the program is lacking & where opportunities lie.

  • Market ResearchEvaluate your facilities.Do they meet todays standards or are they in a time warp?Are they competitive with your cross applicant schools?How much deferred maintenance exists?

  • Optimum Dining Program Develop the optimum dining program for YOUR campus. Elements should include:ConceptsBrands Hours (Monday-Friday & weekends)Menu varietyMeal plansMethods of serviceMethods of paymentLocationsAmbianceSpeed of serviceCustomer service

  • Optimum Dining Program Financial consequencesHow will meal plan participation change?How much more labor will you need or how can the current labor be better utilized? Can you reduce labor?If you open new locations, how many operating days will they be open and what will the average check be?How will your operating expenses change? How much can you anticipate growing your bottom line in a five-year period?

  • Optimum Dining Program Identify necessary facility changes.Facilities should be designed to functionally support the optimum dining program.Do the current spaces need to be enlarged or redesigned to ensure easy customer throughput & the ability to provide top-notch service?How many customers does each facility need to support at the peak meal period? Will this change in the future?How much will it cost to make changes? BeforeAfter

  • Value PropositionPromotes less food waste/consumptionProvides ultimate in flexibilityAppeals to parents/easy transition from homeNo leftover mealsHigher gross profitabilityLower food cost (21-28%)Voluntary meal plan participation increases

    Promotes food wasteUnnecessary spendingLess gross profitabilityMeals must generally be consumed during certain time periodsLeftover meals/dining dollars causes dissatisfactionDoes not appeal to parents

    Access Driven: Anytime DiningConsumption Driven: Meals Per Week/Semester

  • Areas to Consider When Thinking AheadHow & in what venues will customers be able to use meal plan money?How do current staffing schedules need to be modified to meet customer demand & extended hours of operation?What menu offerings are going to be available in each venue? What kind of equipment layout/utilities will be needed?What changes to the campus landscape (new building, new arteries through campus) could impact the success of the dining program?Are our current facilities undersized & how large do they need to be to accommodate any changes in enrollment?What impact will these proposed changes have on your departments bottom line?

    Creating a campus-wide dining services master plan will help answer these questions!

  • A New Vision for Dining at Illinois State University

  • Public four-year universityEnrollment: 21,000Self-operated dining departmentDepartment includes:2 residential dining commonsWatterson Dining Commons: Renovated in 2010Marketplace at Linkins CenterMultiple retail locations around campus & in the Bone Student CenterCateringCentral bakeryTotal annual revenue: $31 million#of meal plan holders: 7,585# of residential students: 6,400

    Illinois State Campus Dining At A GlanceBeforeAfter

  • Case Study Illinois StatePKC was retained by ISU in 2004 to develop long-term campus wide strategic master plan for CDS.Recommendations included customer-friendly, value-added anytime dining meal plans, extended hours of operation and other significant program enhancements.Planning project resulted in a design initiative to renovate Linkins Dining Center.The study also included a review of the feasibility of central production.PKC prepared extensive financial models, staffing matrices and developed a payback analysis (ROI) for proposed foodservice venues and reviewed current business systems.

  • The ResultsWhen ISU introduced the new changes to the dining program (after pushback from students & marketing efforts by CDS to explain the benefits of the new program), the then student-body president said:The meal plan options now fit every students lifestyle and needs, whether they are on campus, off campus or commute. Its great to be able to find a meal plan that fits me. With the addition of off-campus meal plans, it allows those students to once again enjoy a great dining experience with convenience of being right on campus.

  • The ResultsSince CDS implemented PKCs recommendations, they have increased the number of off-campus meal plan sales (from fewer than 200 in 2005 to more than 1,200 in 2010 and more than 3,000 in 2013*).At new off-campus apartment complex, 2/3rds of student residents purchased meal plans in 2013.Customer satisfaction is high.Increased participation among faculty and staff who now eat in the residential dining venues again.The social architecture on campus has been strengthened by creating meaningful dining/learning commons on campus to provide safe and inviting places for students to gather.

  • Unlimited Access Meal Plans: 7-Day Unlimited (unlimited access to any residential dining center, seven days a week) plus $265 Flex Dollars/semester. Cost: $2,2365-Day Unlimited (unlimited access to any residential center, Monday-Friday only) plus $340 Flex Dollars/semester. Cost: $2,067Traditional Access Meal Plans:19-Meal Traditional (access to any 19 meals per week unused meals expire each Sunday) plus $436 Flex Dollars/semester. Cost: $2,34414 Meal Traditional (access to any 15 meals per week unused meals expire on Sunday) plus $485 Flex Dollars/semester. Cost: $2,158Block 225 Meal Plan: 225 Block Meals (access to any 225 meals throughout the entire semester) plus $339 Flex Dollars/semester. Cost: $2,051

    )ISU Customer-based Meal Plans

  • Methods of PaymentMeal plan money/unlimited accessFlex DollarsCashCredit/debit cards

  • Unlimited access featuring unlimited seconds & made-to-order food seven days a week at Watterson Dining Commons & The Marketplace at Linkins Center.Hours of operation: M-Th: 7 a.m. -10 p.m., Fri.: 7 a.m. to 8 p.m. Sat.: 9 a.m. to 8 p.m., Sun.: 9 a.m. to 10 p.m.Expanded menu variety to improve customer satisfaction.These venues are now functioning as dining/learning commons & provide meaningful, safe and wholesome social gathering places for all campus community.

    Anytime Dining in Residential Dining Centers

  • The DNA of a Successful Anytime Dining Program

  • ISUs Thriving Campus Dining Program

    Meal Plan CountsFall 20


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