Transcript Dalton Dining Hall - Radford University

Dalton Dining Hall
Case Presentation
By:
Kathryn Stallings
Carter Farmer
Chelsea Hentschel
Michael Asheber
Silence Grumbine
Description Of Dalton Hall
• All you can eat for one
price
• Breakfast, lunch,
dinner
• Multiple types of foods
available
• Large area for social
networking
Identified Problems
• Line forms outside during
peak meal times
• Lines form around food
stations and dish return
• Not many health conscious
food options
• Limited hours (not open late
enough)
• Not enough seating,
uncomfortable seating
• Small food variety outside of
themed nights
Identified Opportunities
• Long Term
Recommendation:
– Space for a grocery store
• Immediate suggestions:
– More card swipe lines
Identified Opportunities
• Immediate:
– Pre-Made brown bag lunch for
students on the go.
– Employee training
• Long Term:
– Advertise to those other than
students
– Space for a grocery store
– Encourage more healthy foods
– Delivery to on-campus students
– More comfortable seats
Improving Dalton Dining Hall
SWOT TABLE
Internal
Favorable
Unfavorable
Strengths
Weaknesses
-Many Choices
-Cheaper than terrace shops
-Convenient for on campus students
-Long Lines (entrance, dish return
& food stations)
-Limited hours
-Not convenient for off campus
students
-Not enough seating for students
and also uncomfortable seating
External Opportunities
Threats
-Advertise to those other than
-More students not buying on
students
-Space for a grocery store
-More card swipe lines
-Encourage more healthy foods
-Delivery to on-campus students
-Pre-Made brown bag lunch for
students on the go.
campus meal plans
-Other food shops in building
Current Marketing Mix:
What Does Dalton Offer
• Product: Buffet Style
 Salad Bar: The salad bar consists of
many vegetables and meets. The bar also
offers a wide range of salad dressing
including fat free ones.
 Main Course Meal: Offers a wide range of
selections of foods to meet a wide variety
of dietary needs.
• Menu located online at
http://dining.asp.radford.edu/newgrid.ht
m
 Desserts: Desserts consists mostly of
cakes, pies, cookies, brownies, and a small
selection of sugar free items.
 Sandwich Bar: Make a selection from
pretty much any sandwich that is wanted.
 Healthy Choices section: Provides
students with, what is considered, a healthy
choice.
Current Marketing Mix
• Price:
– Door prices for cash customers:
• Breakfast: $4.95
• Brunch/Lunch: $7.20
• Dinner: $8.40
– Meal Plans Available through Radford
University:
• With a Meal Plan On/off Campus:
» $1,533.00 per semester
– Breakfast $1.80 instead of $5.40
(Door rate)
– Lunch $2.60 instead of $7.80
– Dinner $3.00 instead of $9.00
Long Term Recommendation:
LOWER Brunch/Lunch and Dinner
Prices.
Flex Meal Plan on/off Campus
• Long Term
Recommendations:
Students/Parents are required
to pay $1.533.00 per semester
for a flex plan. Each student is
then given $400.00 dollars on
their card account throughout
the semester.
• Many believe that $400.00 is
enough for one student.
Decrease the semester amount
due.
Current Marketing Mix
• Promotion:
• Summer hours
Monday - Friday
– Breakfast: 7 am-9 am
– Lunch: 11:30 am - 2:30 pm
– Dinner: 4 pm - 7 pm
Saturday & Sunday
– Brunch: 10:30 am - 1:30 pm
– Dinner: 5 pm - 7pm
Current Marketing Mix
– Promotion (continued):
• Website
• http://dining.asp.radford.edu/
dalton_cafeteria.htm
• Dining Services
P.O. Box 6896
Radford, Va. 24142
831-5351
Fax: 831-5900
Dalton Hall Hours
Long term and Immediate
Recommendations:
 Ideally the cafeteria would
be opened all day.
 The school cafeteria should
be open at the convenience
of the students.
•
•
•
•
•
•
•
For those customers electing to not eat their
meal in the Residence Dining Hall, take out is
available.
Time of entry is the only time that you can
receive a “carry-out” container. Please
inform the door checker that you are a “carryout” customer to receive your
container. These containers are NOT for eat
in. No personal food, beverage containers or
outside food will be permitted.
Please only take the amount of food that fits
into the container when appropriately
sealed. “Take out” consists of one (1) box
and two (2) cups.
We ask all our customers eating in or taking
out to: “Take only what you can eat.”
Do not remove any china, cups or utensils
from the Residence Dining Hall.
Dining Services reserves the right to limit the
portion size of certain menu items.
Dine-in customers may not get carry-out cups
for beverages
Carry Out Policy Revised
Recommendation
• With the amount of money that is
spent each semester for meal
plans students should be able to
take carry out before and after a
meal. Not under the supervision
of an employee.
• With the amount of food that is
thrown out and wasted everyday
students should be able to carry
out anytime.
• Many college students live in
dorms and do not have enough
money to buy groceries for their
room. This would be an added
snack for the later hours.
Current Marketing Mix
• Place:
– On Campus
Long Term
Recommendation:
Take out the bookstore
and move it to the library.
Move the terrace shops to
where the bookstore was
and expand Dalton dining
hall.
Marketing Mix After
Recommendations Have Been
Implemented
•
•
Product:
– More healthy food, variety.
Grab and Go sandwiches
convenient for students.
If we implemented
weighing the salads,
students who are just
getting a salad pay less.
Price:
– reasonable price (meal
plans, students without
meal plans)
– Getting more for what you
pay for
•
Promotion– Grand reopening
– More events inside Dalton
dining hall
– Advertising to those other
than students which
brings more business
– cafeteria would be opened
all day
– Delivery to on-campus
students
•
Place– Expanded with more seats
for students, less
crowded. Multiple
entrances and more card
swipe lines which reduces
the lines.
Success
• Success will be
monitored and measured
on a daily basis during
renovations then on a
monthly basis by a
Performance Consultant.
Survey Of Dalton Hall
• Results of the
Survey:
– Suggestions of
Change:
• “Laxatives
would be
taken out of
food”
• “more service
pay stations”
• “better food”
• “make the
dining hall
bigger”
• “Price
without meal
plan should
be more
reasonable”
• More variety
• More healthy
•
•
•
•
•
•
•
•
“More variety”
“More healthy”
“Not able to eat as
much as you want”
“More events”
“The hours of
operation”
“Add TV’s and bring
back trays”
“Better service”
“Salads should be
weighed”
Food Quality at Dalton
Survey
Not So Tasty
Alright
Good
Fantastic
No Comment
Service Quality at Dalton
Poor
Alright
Good
Fantastic
No Comment
Interview
• Current Marketing
Techniques
• New Ideas and Marketing
Techniques
• Short Term Goals
• Long Term Goals