Transcript Executive Summary Report York College of Pennsylvania February 5, 2009

Executive Summary Report
York College of Pennsylvania
February 5, 2009
Scope of Work
• Conduct qualitative & quantitative market research
– Campus visit: November 10-11, 2008
• Focus groups & personal interviews
• Web-based survey
– Approximately 600 respondents
• Interactive Work Session
• Master Plan Development
• Executive Summary Report
MARKET RESEARCH
Market Research
• Campus Overview
– YCP is one of the lowest cost private colleges in the state of Pennsylvania.
– Slight decline in enrollment this year.
– YCP plans to open a new 360 bed residence hall on West Campus in Fall 2009.
• Suite-style living (no kitchens)
• Residential complex will also include a new dining hall & c-store
– The College also has long-term plans to develop land north of campus.
• “The center of gravity for the campus is changing.”
– YCP has added/renovated several buildings over the last few years, but the Student Union
is dated & cramped.
– The College’s foodservice program hasn’t been critically evaluated in more than 20 years.
– Students are allowed to use Flex Dollars off campus at up to 15 campus partners including
restaurants & c-stores (i.e. Rutter’s).
Market Research
• Johnson Dining Hall
– Entrance does not make a good first impression.
• “For prospective students, seeing Johnson Dining Hall can be a let down.”
– Servery is somewhat attractive but too enclosed.
• Feels a bit like a maze
• Congested during peak periods
• Signage could be more attractive & user-friendly
– Back of the house is undersized for service & catering food production.
• Staff reported problems with equipment not functioning properly
• Dishroom is flooding/leaking below
• Many comments in the survey about under/overcooked food, especially undercooked rice.
– Training vs. equipment issues
– Dining room is extremely dated & the seating is not customer friendly or efficient.
• Many administrators & students commented on this.
• One administrator described the dining area as an airplane hangar.
• Several campus community members described it as a “high school cafeteria.”
• Definitely not in step with many other college campuses that feature dining rooms with student-friendly
ambiance & amenities such as booths, small & large tables, background music, etc.
Market Research
• Johnson Dining Hall
–
Many comments from students about food quality/quantity & menu mix.
• Food is not perceived as fresh.
• Perceived as limited variety during the week and more so on weekends.
– Requests for more international foods
– More fresh fruits
– Seems like leftovers on the weekends
– “It seems like it’s been the same food since my freshman year.”
• Customers like the healthy food bar.
• Some comments about running out of food & staff “shooing” customers out of the venue, especially near
closing time.
– Positive comments about the staff, especially Josie & Elsie.
• However, the staff should not be taking their breaks at the tables near the entrance.
• They also appear to be shutting down stations early & starting to clean before closing (putting chairs up on
tables, etc.)
– Hours of operation are not aligned with students’ lifestyles.
• Weekend hours especially
– Staff like the $5 lunch door rate & feel that it is a good value.
Market Research
• Survey comments regarding Johnson Dining Hall
–
“I go for lunch at 2:30 p.m. to find they only have pizza. 2:30 p.m. is still lunch, especially for people who
have afternoon classes.”
– “I think that JDH should be open to at least 9-10 p.m. every day, including weekends. It’s very annoying
and inconvenient that it closes at 7 p.m. weekdays and even worse that it closes at 6 p.m. on weekends.”
– “I have track practice five days a week until 6:30 so by the time I get done, the dining hall is closed.”
– “I feel as though 7 p.m. is far too early to be closing. Most other colleges that I have visited have dining
halls that do not close until 9-10 p.m.”
– “I understand the no tray trend, but if that is going to work, the tables need to be cleaned much faster
because sitting down at a dirty table is disgusting.”
– “I’ve been it JDH numerous times around 6:50 p.m. and have watched people come in and the food is
gone at exactly 7 p.m. That is not fair to people who are allowed to come until 7 p.m., swipe a meal and pay
almost $9 and not be allowed to eat all they want or what they want.”
– “I know you guys need breaks…but during certain hours, there seems to be a complete lack of food,
especially during lunch around 1-2 p.m.”
– “They stop making food shortly after the last hour of work begins and bother students to finish up and
leave with more than half an hour of operation remaining.”
Market Research
• Sparts Den
– 80% of transactions are meal equivalencies.
– Several negative comments about the service in this location.
• Not opening on time
• Shutting down before closing time
– Except for the made-to-order foods, are offerings too similar to those offered in the bookstore?
• Some students & many faculty/staff buy the $3.99 bagged lunches & coffee in the bookstore.
• Self-operated bookstore generated $500,000 in c-store sales in the first year it was available.
– Sales appear to have dropped with the introduction of Flex Dollars usage off campus.
• Bookstore could use some of the space currently occupied by Spart Den seating for expansion.
• Pura Vida
– Great location/comfortable setting/ “feels modern”
– Popular but perceived by students as expensive.
– Limited ability to use meal equivalency here
• Campbell Coffee Bar
– Serves as the commuter student lounge although fairly high use of meal plan money in this venue
(approximately $11,000/month)
– Mix of vending & limited services
Market Research
• Survey comments regarding Sparts Den, Pura Vida & Campbell Coffee Cart
– Sparts Den
– “They are inconsistent with what they offer and how they make things.”
• “Sometimes the wait is really long and the customer service isn’t good.”
• “It would be nice if Sparts Den would remain open at times when they are supposed to. On different
occasions, I went to find they were closed at a random time (such as 7-8 p.m.) or they would tell me that they
weren’t going to cook any more hot food because they didn’t feel like it.”
• “Get more workers in the Sparts Den because it takes too long to get your food and sometimes you don’t
even get the right thing!”
– Pura Vida
• “Pura Vida has the best quality food on campus.”
• “Pura Vida doesn’t accept credit cards which is frustrating. The place looks super nice, but the food quality
isn’t all that great, especially when factoring in the cost of eating there.”
• “Pura Vida is the best food on campus and I would eat there more on a regular basis if the prices were
better.”
– Campbell Coffee Cart
• “The vending machines NEVER work or are out of stock for a week at a time…have coffee at separate
ordering to speed process…microwave needs to be visible to staff so it will be cleaned more often.”
• “I really like their baked potato soup. Bring back the chocolate chocolate chocolate cookies!”
Market Research
• Meal Plans
– Students feel like they are getting ripped off.
• Leftover meals
– Meal plan holders are buying their friends meals with leftover meals.
– Meal equivalencies aren’t equivalent/ viewed as a poor value.
• “One equivalency doesn’t cover the cost of a meal.”
• Students are “doing the math”; it costs more to use a meal equivalency than to pay cash.
• “It’s not fair that $8 turns into $4.”
• Dissatisfaction with rules limiting no more than two meals during a meal period.
– Hours of operation are not aligned with students’ lifestyles.
• Class schedules conflict with hours of operation including night classes until 9:15 p.m.
• College students live on a different clock. Most of them choose not to eat dinner between 4-6 p.m.
– Weekend hours are problematic, too. (Opens too late & closes too early)
• Students miss brunch on weekends when they sleep in.
• “Parents don’t seem to like or understand that the students have to visit the cafeteria during specific
meal periods.”
– Very low participation among optional meal plan holders (upperclassmen & non-required
students).
Market Research
• Survey comments & data regarding meal plans & related issues
– “Sparts Den is a complete rip-off. I pay around $7 for each JDH meal, but when I walk downstairs, I
only get $4 credit for that.”
– “Currently, it’s cheaper to pay for Johnson Dining services with Flex Dollars than it is with a block
plan averaging $7.40 a meal when, for example, breakfast is only $6.50 with Flex.”
– “I know sometimes I will eat breakfast in JDH during the beginning of lunch hours and then return
for lunch a little while later. Since I ‘already ate lunch,’ for the day, I have to wait until dinner begins.
That doesn’t seem fair, does it? I say, let us use our meals whenever we want.”
– 43.3% of overall respondents disagreed or strongly disagreed that the current meal plans are a
good value.
– 43.2% of overall respondents disagreed or strongly disagreed that the current hours allow them to
use their meal plan money when they want to.
• 58.7% of on-campus freshmen respondents disagreed or strongly disagreed.
– 48.8% of overall respondents said they have meals leftover at the end of each semester.
– #1 reason on-campus freshmen survey respondents said that they eat off campus is because of
menu variety & selection followed by on-campus dining venues are closed. Also the #2 reason (after
convenience) on-campus freshmen respondents cited for ordering food delivery.
Meal Plan Trends
– Meal Plans:
• Building community by encouraging undergraduate students (especially
freshmen) to purchase meal plans that promote social interaction &
bonding (see and be seen).
– Higher retention rates
– Higher graduation rates
• Unlimited access, continuous service meal plans
–
Ultimate in flexibility
– Easy transition from home environment, especially for freshmen
– Appeals to parents
Meal Plan Trends
– Meal Plans:
• Program enhancements to make it more attractive for students to stay in
on-campus housing longer and/or on the meal plan.
–
Extended hours of operation
– Attractive settings and dining venues
– Wider variety of food choices
• Competitive
in terms of quality, price & service with off-campus
restaurants
• Value-added meal plan options for non-residential customers including
commuters and faculty/staff to increase participation & social interaction
with residential students.
• Customer-friendly, year-long marketing campaigns to reinforce the
value of the meal plan program and to maintain customer awareness of
on-campus dining options and services.
Market Research
• Many students go to the nearby Rutter’s to buy food & beverages.
– Rutter’s accepts Flex Dollars. (“It’s mobbed on weekends.”)
– This currently is the only option for students on West Campus.
– “So much money is walking off campus,” said one administrator.
– Campus One Card can be used in 26 off-campus locations including some restaurants.
• Future West Campus dining venue
– Mostly upperclassmen live on this side of campus.
– Many live in full apartments with kitchens/new res hall will not have kitchens.
• Students in new res hall will be required to have a meal plan
– YCP hopes to grow meal plan sales with the addition of this new venue.
– All-you-care-to-eat vs a la carte?
• Fairly strong support during site visit from students & administrators for all-you-care-to-eat service.
• Some students said that thought that this would be more of a social gathering space if anytime
dining was available.
• Many also like the idea of a la carte dining.
• What type of meal plans should be offered?
Catering/Conference Services
• Most campus community members are satisfied with the catering services provided
by Chartwell’s.
– Many administrators spoke very highly of Nina.
• However, some customers have had issues with food quality, slow service and/or late
deliveries.
• Limited space on campus for events larger than 200 people, must be held in Johnson
Dining Hall.
• Campus events department works closely with Chartwell’s but they do not share
and/or utilize an events management software program.
• YCP hosts some conferences in the summer. Administrators are hoping to grow this
business with the addition of an air-conditioned residence hall.
Potential Contractual Issues
• YCP is responsible for repair & maintenance of equipment.
– Typically, for accountability purposes, the Contractor should be responsible.
• YCP pays for all utilities including exterminating services, garbage removal &
telephone services.
–Contractor should be responsible for direct costs including those listed above plus
utilities within the commission goal.
• YCP
is responsible for all necessary cleaning of walls, windows, electric light fixtures
& floors in all of the dining areas.
– Contractor should be responsible for cleaning all dining areas.
• The daily rate is based on a sliding scale.
– Typically, this number is tied down in the contract & allowed to fluctuate with the
regional CPI.
Self-Op vs. Contracted
• Should YCP have self operated dining services?
– Is the College committed to being in the foodservice business?
– Will it invest in the necessary business systems to make this style of operation
work?
– How would YCP’s rich benefits package impact a self-operated dining program?
• The YCP Bookstore is self-operated.
Final Direction for
YCP Campus Dining Program
Final Direction for YCP Campus Dining
– College administrators have decided to take the following approach to future campus
dining options. It should be noted that this approach differs from Porter Khouw
Consulting’s recommended approach which is outlined in subsequent slides.
• Hours of Operation:
– Johnson Dining Hall: 7 a.m.-8:30 p.m. seven days a week.
– The LRL Dining Hall: 8:30 a.m.-Midnight seven days a week.
• Anytime dining will be available until 8:30 p.m. After 8:30 p.m., customers will use cash
or Dining Dollars to pay for purchases and all food/beverage options will be priced
individually.
– Sparts Den: 7:30 a.m.-Midnight, Monday-Friday, 3 p.m.-Midnight Saturday & Sunday
– C-Store in LRL: 8:30 a.m.-11 pm. Monday-Thursday, until 10 p.m. Friday & noon-10 p.m.
Saturday, noon-5 p.m. Sunday
– Pura Vida: 7 a.m.-8:30 p.m. Monday-Thursday, 7 a.m.-2:30 p.m. Friday
– Campbell Coffee Cart: Maintain current hours of operation
Final Direction for YCP Campus Dining
– Final Meal Plan Direction
• All students who live in traditional, suite-style and LRL residence halls will be required
to purchase a full meal plan as defined below by YCP.
– Unlimited access plus $125 Dining Dollars
• This plan will provide unlimited access during operating hours in Johnson Dining Hall
& before 8:30 pm. daily in LRL Dining Hall
– Block 225 meal plan plus $100 Dining Dollars
• This plan will allow students 225 meal swipes per semester into Johnson Dining Hall
during operating hours or into LRL Dining Hall before 8:30 p.m. daily.
• This plan differs from unlimited access which allows meal plan holders to come and go
as many times as they’d like during unlimited access hours of operation in the two
dining venues. Students with this meal plan use one swipe each time they enter these
dining venues before 8:30 p.m.
• The following block meal plans will be available to all students except those required
to purchase a full meal plan (as outlined above).
– Block 50=50 meals per semester plus $30 Dining Dollars
– Block 75=75 meals per semester plus $50 Dining Dollars
– Block 125=125 meals per semester plus $75 Dining Dollars.
• There will be no meal equivalencies for use in the retail dining venues.
• Dining Dollars will be accepted at all campus dining venues. Students using Dining
Dollars as a method of payment will receive a 10% discount off of cash prices.
Porter Khouw’s Recommendations
– Offer anytime dining in Johnson Dining Hall (continuous service during operating hours seven
days a week).
• Students may take food out as well (checker will hand out eco-friendly take-out containers).
– Hours of operation: 7 a.m.-Midnight, Sunday-Thursday, 7 a.m.-10 p.m., Friday & Saturday
• Substantial choices should be available during non-peak hours (it appears that choices are very
limited after 1 p.m. & before dinner).
• After 9 p.m., menu options could be more limited but still offer a wide variety.
– Grill (made-to-order)
– Pizza
– Deli
– Salad Bar
– Desserts
– Service on the weekends should not be any less robust than it is during the week.
– Consider offering special brunch items on weekends like made-to-order omelets, carved meats,
special desserts, etc.
– Offer a wider menu variety & selection & more made-to-order foods/display cooking.
• Customers complained about repetitive menu items.
• Menu items should be properly labeled at all times.
– Step up table cleaning to ensure that clean tables are always available.
– Dining employees should not take their breaks at the tables in the front of JDH.
Porter Khouw’s Recommendations
– Methods of payment in JDH & LRL Dining Halls:
• Meal plan money (meal swipe during unlimited access hours)
• Dining Dollars
• Flex Dollars
• Credit card
• Cash
– Consider installing biometric hand readers at the entrance.
Renovation Options for Johnson Dining Hall
– Short term:
• Renovate the dining area to improve ambiance & to lessen the “cafeteria” feel.
• New tables & chairs and/or booths
– Create more intimate seating areas & higher seating efficiency
• New
flooring options
• Ceiling banners & other effects to “lower” the ceiling
• Attractive room dividers to “hide” unused areas & add interest
• Consider using mobile stations in the dining room to add interest & lower
congestion in the main servery
• More attractive & easier-to-read station signage
Renovation Options for Johnson Dining Hall
– Longer term:
• Eliminate walls around the servery to open up this space.
• Create a true marche-style servery with more made-to-order stations & more display
cooking (eliminate the straight line).
• Renovate the dishroom area.
– No longer need tray belt (continue trayless service)
• Renovate & enlarge the kitchen to improve work area & efficiency.
• Consider eco-friendly equipment.
– Energy saving dish machines
– Pulp “cookers” reduce pulp volume into compostable materials
– Energy saving hood systems (Melink)
– Preliminary Schematic Assumptions:
• All residential students would be required to buy a meal plan (2,330 in Fall 2009)
• 10% takeout factor
• 5% of commuter students (2,629) would eat here at the peak meal
• 10% of faculty staff (50) would eat here at the peak meal
• 70% of meal plan holders would eat here during the peak meal
Johnson Dining Hall Schematic
ESTIMATED Costs for JDH Facelift
ESTIMATED 2009 Construction & FF&E for Johnson Dining HallEstimated Cost Per Square Foot
Front-of-the-House Construction
Architectural/Structural
Window & Wall Finishes
Floor Finishes
Ceiling Finishes
Specialty Lighting
$
$
$
$
$
6.14
5.93
4.89
5.86
5.02
General Construction + FF&E
Furniture & Fixtures
Music, Artifacts & Signs
$
$
25.67
5.86
Estimated Total Cost Per Square Foot
Total Facility Square Footage
$
59.37
10,800
Estimated Total Cost
$
641,196
NOTE: These costs are estimated and will depend on what actual changes the College decides to make in JDH.
These estimates need to be confirmed with an architect and/or any other firm that plans to work with York College
on completing a facelift at JDH.
Porter Khouw’s Recommendations
– Offer anytime dining (all-you-care-to-eat) in the main servery in LRL Dining Hall with takeout.
• Research showed strong support for this style of service.
– Offer a wide menu variety & selection & more made-to-order foods/display cooking.
• Items rated as very important include:
– Hot & cold beverages
– Salad bar with fresh fruits & vegetables
– Made-to-order sandwiches/wraps
– Breakfast foods
– Pasta & pizza
– Comfort foods
– Grilled/fried chicken
– Baked goods
– Smoothies
– Ice cream
– Hours of operation: 7 a.m.-Midnight Sunday-Thursday, 7 a.m.-10 p.m. , Friday-Saturday
– Consider installing biometric hand reader at the entrance(s).
– Offer trayless service & permanent ware (non-disposables) as environmental strategic options.
– Methods of payment: Meal plan swipe, Dining Dollars, Flex Dollars, credit/debit cards & cash
– Maintain the c-store on the first level of the new commons building.
• Hours of operation: 4 p.m.-10 p.m., Monday-Sunday
Porter Khouw’s Recommendations
– The main dining venue on West Campus will require some physical changes in order
to offer anytime dining (all-you-care-to-eat) service.
• Cash registers will need to be removed from each station.
• Checkers will need to be added to the entrance points.
• Freshens will need to be relocated.
• The dishroom will be undersized to hold a dishmachine large enough to wash dishes.
It will also need to be relocated so that customers can bus their own tables.
– The current dishroom is designed to wash utensils, etc. only.
New West Dining Anytime Dining Venue Schematic
Porter Khouw’s Recommendations
– Consider offering Anytime Dining meal plans.
• Three levels: Unlimited Silver, Unlimited Gold, Unlimited Platinum
– Each plan offers varying levels of guest meal passes & Dining Dollars
• Unlimited Silver: Unlimited access (anytime dining) to all-you-care-to-eat
dining in Johnson Dining Hall & the new dining venue on West campus during
operating hours plus two guest meal passes and $50 in Dining Dollars.
– Estimated
cost: $2,075/semester (current cost of Ultimate 21 Meal Plan)
• Unlimited Gold: Same privileges as Unlimited Silver plus four guest meal
passes and $150 in Dining Dollars per semester.
– Estimated cost: $2,225/semester
•Unlimited Platinum: Same privileges as Unlimited Silver plus eight guest
meal passes and $300 in Dining Dollars per semester.
– Estimated cost: $2,375/semester
Porter Khouw’s Recommendations
– Anytime Dining meal plans can provide students with a more meaningful
campus dining experience (social bonding), especially freshmen.
– All residential students would be required to purchase the Unlimited Silver Plan
but could voluntarily buy up to Gold and/or Platinum Plans.
• Go for the Gold marketing plan
– Market
these plans to commuter students.
– Dining Dollars could be used in any retail venue on campus. (They cannot be
used off campus.)
– If there is push-back from students who live in apartments on West Campus,
consider reinstating current block meal plans for them.
Meal Plan Revenue Projections
Potential Meal Plan Revenue (All Residential Students)
Year
2009
Total # Of Anytime
Plans Sold
Annual Cost of
Unlimited Silver Plan
2,330 $
Total Anytime Plan Revenue
4,150 $
9,669,500
Potential Meal Plan Revenue (Currently Required Students + 360 new beds)
Year
2009
Total # Of Anytime
Plans Sold
Annual Cost of
Unlimited Silver Plan
1,221 $
4,150 $
Total Anytime Plan Revenue
5,067,150
NOTE: These projections are based on PKC’s recommended program only.
Porter Khouw’s Recommendations
– Offer block meal plans for faculty/staff.
• Block 75: 75 meals per semester at a cost of $4 per meal during unlimited
access hours Monday-Friday. Cost: $300/semester
• Block 50: 50 meals per semester at a cost of $4.50 per meal during unlimited
access hours Monday-Friday. Cost: $225/semester
• Block 25: 25 meals per semester at a cost of $5 per meal during unlimited
access hours Monday-Friday. Cost: $125/semester
– These customers may also purchase one of the unlimited meal plans.
Porter Khouw’s Recommendations
– Eliminate acceptance of meal equivalences at all retail venues.
• They aren’t equivalent.
• No need for them for residential students with unlimited access meal plans.
• Will help improve customer throughput & potential increase cash sales,
especially at Sparts Den.
• Meal plan holders can use their Dining Dollars if they want food from these
venues.
– Sparts
Den
• Maintain current hours of operation & service.
– Pura Vida
• Maintain current hours of operation & service.
– Campbell
•
Coffee Cart
Maintain current hours of operation & service.
• Make sure vending machines are operational & fully stocked at all times.
– Accept credit/debit cards in all campus dining venues including Johnson Dining
Hall.
Porter Khouw’s Recommendations
– Create three tiers of catering service in order to better meet customers’ needs &
budgets:
• Premium Service: For presidential and high-level catered events
• Standard Service: For traditional luncheon meetings and similar gatherings
• Budget Service: For groups with limited budgets (pick up/no set up or tear
down)
– Offer campus customers the ability to order & pay for catered foods and have it
delivered to their offices/conferences rooms.
– Maintain an updated catering webpage with menus, specials, upcoming events
calendar, promotions and contact information.
– Ideally, the College would utilize an events management computer system that
would interface with the dining services & physical plant departments.
Self Op vs. Contract
– Factors that go into making this decision:
• Does YCP want to be in the foodservice business?
• Is YCP willing to commit the time, money & effort to recruit & maintain a
highly-qualified foodservice general manager and staff?
• Is YCP willing to continue to make the necessary investment in
equipment, facility & point-of-sale and inventory management business
systems?
– If the answer is YES, self-operation may be the best option in the near
future.
– If at some point in the future, YCP is no longer willing or able to make these
commitments, contracting could be re-considered.
Factors to Consider
– Capital Investment:
• JDH needs to be renovated.
• Can YCP fund this renovation?
– Self funding is preferred if possible.
• Secondary option: Capital from a foodservice management company
– Most expensive option
– If contractor leaves before the end of the contract period, unamortized
capital generally must be paid back in full within 1-30 days.
– This option can be considered if YCP does not have any other source of
money to renovate JDH.
Factors To Consider
– Financial:
• Any dining services department, whether it’s self-operated or run by a
contract management firm, must fully utilize the necessary business
tools to successfully manage the foodservice operations. These business
tools include:
– Weekly/month profit & loss statements
– Weekly food costs for all units
– Weekly labor costs for all units
– A weekly physical inventory for all food/non-food products
– Standardized recipes for all menu items tied to food production and
inventory management in each unit.
– Daily adjustments of standardized recipes & inventory & purchasing
requirements based on input from chefs/managers.
Factors To Consider
– Customer Satisfaction:
• For a self-operated dining services department, all decisions are based
on what is best for YCP and its students and campus community.
• By nature, foodservice management companies first responsibility is to
their stockholders. Therefore, every decision made by these companies
in any account is driven by that responsibility, not necessarily what is
best for the client.
• In general, a self-operated dining services department is in a better
position to make immediate changes to its dining program when
necessary. Foodservice contractors often have more red tape and
corporate protocol to wade through & decisions and changes are often
delayed.
Porter Khouw’s Recommendations
– Rebid the foodservice contract.
• YCP is opening a new facility on West Campus & possibly making major
changes to its dining program. What is the optimum business model and
opportunity available in the marketplace?
• Rebidding the contract allows YCP to make sure that its program benefits
from all that is available in the marketplace.
• Financial picture will change with new program, what opportunities are
available in the marketplace?
Trends on College Campuses
Nationwide
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University of Pittsburgh:
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Executive Summary Report
York College of Pennsylvania
February 5, 2009