dalton dining hall case presentation by: kathryn stallings carter farmer chelsea hentschel michael...

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Dalton Dining Hall Case Presentation By: Kathryn Stallings Carter Farmer Chelsea Hentschel Michael Asheber

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Page 1: Dalton Dining Hall Case Presentation By: Kathryn Stallings Carter Farmer Chelsea Hentschel Michael Asheber Silence Grumbine

Dalton Dining Hall

Case PresentationBy:Kathryn StallingsCarter FarmerChelsea HentschelMichael AsheberSilence Grumbine

Page 2: 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

Page 3: Dalton Dining Hall Case Presentation By: Kathryn Stallings Carter Farmer Chelsea Hentschel Michael Asheber Silence Grumbine

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

Page 4: Dalton Dining Hall Case Presentation By: Kathryn Stallings Carter Farmer Chelsea Hentschel Michael Asheber Silence Grumbine

Identified Opportunities

• Long Term Recommendation:– Space for a grocery store

• Immediate suggestions:– More card swipe lines

Page 5: Dalton Dining Hall Case Presentation By: Kathryn Stallings Carter Farmer Chelsea Hentschel Michael Asheber Silence Grumbine

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

Page 6: Dalton Dining Hall Case Presentation By: Kathryn Stallings Carter Farmer Chelsea Hentschel Michael Asheber Silence Grumbine

Improving Dalton Dining Hall

Page 7: Dalton Dining Hall Case Presentation By: Kathryn Stallings Carter Farmer Chelsea Hentschel Michael Asheber Silence Grumbine

SWOT TABLEFavorable Unfavorable

Internal Strengths-Many Choices

-Cheaper than terrace shops

-Convenient for on campus students

Weaknesses-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-Advertise to those other than 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.

Threats-More students not buying on campus meal plans

-Other food shops in building

Page 8: Dalton Dining Hall Case Presentation By: Kathryn Stallings Carter Farmer Chelsea Hentschel Michael Asheber Silence Grumbine

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.htm

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.

Page 9: Dalton Dining Hall Case Presentation By: Kathryn Stallings Carter Farmer Chelsea Hentschel Michael Asheber Silence Grumbine

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.

Page 10: Dalton Dining Hall Case Presentation By: Kathryn Stallings Carter Farmer Chelsea Hentschel Michael Asheber Silence Grumbine

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.

Page 11: Dalton Dining Hall Case Presentation By: Kathryn Stallings Carter Farmer Chelsea Hentschel Michael Asheber Silence Grumbine

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

Page 12: Dalton Dining Hall Case Presentation By: Kathryn Stallings Carter Farmer Chelsea Hentschel Michael Asheber Silence Grumbine

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

Page 13: Dalton Dining Hall Case Presentation By: Kathryn Stallings Carter Farmer Chelsea Hentschel Michael Asheber Silence Grumbine

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.

Page 14: Dalton Dining Hall Case Presentation By: Kathryn Stallings Carter Farmer Chelsea Hentschel Michael Asheber Silence Grumbine

• 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 “carry-out” 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

Page 15: Dalton Dining Hall Case Presentation By: Kathryn Stallings Carter Farmer Chelsea Hentschel Michael Asheber Silence Grumbine

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.

Page 16: Dalton Dining Hall Case Presentation By: Kathryn Stallings Carter Farmer Chelsea Hentschel Michael Asheber Silence Grumbine

Current Marketing Mix

• Place:– On Campus

Page 17: Dalton Dining Hall Case Presentation By: Kathryn Stallings Carter Farmer Chelsea Hentschel Michael Asheber Silence Grumbine

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.

Page 18: Dalton Dining Hall Case Presentation By: Kathryn Stallings Carter Farmer Chelsea Hentschel Michael Asheber Silence Grumbine

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.

Page 19: Dalton Dining Hall Case Presentation By: Kathryn Stallings Carter Farmer Chelsea Hentschel Michael Asheber Silence Grumbine

Success

• Success will be monitored and measured on a daily basis during renovations then on a monthly basis by a Performance Consultant.

Page 20: Dalton Dining Hall Case Presentation By: Kathryn Stallings Carter Farmer Chelsea Hentschel Michael Asheber Silence Grumbine

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”

Page 21: Dalton Dining Hall Case Presentation By: Kathryn Stallings Carter Farmer Chelsea Hentschel Michael Asheber Silence Grumbine

Food Quality at Dalton

Not So Tasty

Alright

Good

Fantastic

No Comment

Service Quality at Dalton

Poor

Alright

Good

Fantastic

No Comment

Survey

Page 22: Dalton Dining Hall Case Presentation By: Kathryn Stallings Carter Farmer Chelsea Hentschel Michael Asheber Silence Grumbine

Interview• Current Marketing

Techniques

• New Ideas and Marketing Techniques

• Short Term Goals

• Long Term Goals

Page 23: Dalton Dining Hall Case Presentation By: Kathryn Stallings Carter Farmer Chelsea Hentschel Michael Asheber Silence Grumbine