Marketing Plan of Dining Hall - Research Paper Example

Marketing Plan of Dining Hall Statement of Problem The University of Delaware has one of the finest dining restaurants and snacks bar in the campus. However, the popularity of the dining restaurant campus have been decreasing to a large extent due to various factors like, low food quality, high prices and repetitive menu for the past five years. Proposal A marketing strategy would be prepared to address the issues related to the degradation of the services offered by the dining restaurant of The University of Delaware. The sales and marketing strategy would be prepared with consideration to the findings of the conducted survey on the staff and the students. The marketing strategy would constitute of methods of dealing with the issues and also, the date of implementation of these activities. Objectives The dining hall in University of Delaware provides variety of food at affordable prices for the students and also, includes other dining restaurants like, Scrounge Food Court, Trabant University Food Court and five snacks bars including, Chick-Fil-A, Taco Bell and Quiznos (University of Delaware, 2013d). It also includes another five snack bars within three campus markets along with a fine dining restaurant named Blue & Gold Restaurant. The major objective of the marketing strategy would be to address the fundamental issue concerning the degradation of services in the dining restaurant of The University of Delaware. The marketing strategy has been implemented in consultation with student body leaders, students, staff and college authorities. Procedure Collection of Information A questionnaire was distributed to the students of various departments of the college and the staff working in the kitchen department of the four dining restaurants. A total of 50 questionnaires were distributed to the college student and the staff working in the kitchen departments. The results differed completely from both the survey conducted on the staff and the students. Analysis through Current Menu Offerings Apart from the distribution of survey, the current menu was analyzed and the less favored menu was identified. Current Menu of University Of Delaware Pencader Dining Hall: Home food (whole meals), Soup, Salad, Grilled, Bread, Desserts Kent Dining Hall: Italian Food, Soup, Salad, Vegetarian Food, Sour Bread, Desserts Rodney Dining Hall: Wholesome meal in chicken and vegetarian meal, Soup, Salad, Noodles, Bread, Desserts Russell Dining Hall: Wholesome home meal, Soup, Salad, Grilled, Bread, Desserts The above menu is standardized for all the restaurants but all of them have different food items and the nutritional content is displayed in the official website. The first year students and the fresher are supposed to choose their dining plan as suggested by the college authorities (Tsai & Lin Lin, 2013). The dining plan has been customized as per the nutritional requirements of the students and also, the preferences designed by the student body and authorities (University of Delaware, 2013a). The students have been authorized to change the dining plan after submitting the plan to the student body (University of East London, 2013). Analysis & Comparison between the Delaware University Dining & Others The dining services offered by Delaware University are very popular but still, the services offered by The University of Newark and Rutgers University has gained more recognition throughout the entire region. Some of the important dining services offered by this university campus are as follows: Newark University Meals: Grilled, Boiled, Snacks, Wholesome Meals, Buffet, Wholesome Vegetarian and Non Vegetarian Meals. Prices: The prices of the meal are affordable and vary as per the prices of the vegetables. Diversity: The meal is diversified and ranges from vegetarian and non vegetarian Italian, Mexican, American and Chinese food. Location: The dining restaurants are primarily located near the main university building and other residential campus Services: The university restaurant offers catering service to the college and other college students. The restaurant also offers packaging services to students going on a long distance travel. Rutgers University Meals: Snacks, coffee, salad, sandwiches, grilled food, buffet, wholesome meal (vegetarian and non vegetarian) Prices: The prices are affordable and vary according to the meals. Diversity: The meal ranges from Italian, Mexican, American, Thai, Indiana and other cuisines. Location: The scarlet lounge café and the other residential dining restaurants are centrally located in the campus. Services: It offers catering services to the off campus and college students (Rutgers University, 2013; University of Newark, 2013). Thus, it has been observed that the dining plan, ranges, meals and their prices vary accordingly to the likes and preference of the students. Most of the students in Newark University and Rutgers University campus have the authority to change the menu as per their preferences and it is not even a time consuming process like, that of University of Delaware. The meals in the university campus of Newark and Rutgers are popular for their timely delivery for social purposes and also, to the students in residential campus. Both the university campus dining services are more or less focused on providing student oriented dining facilities (Washington University, 2013a). The kitchen staff in University of Delaware is more focused on designing the menu as per the nutritional requirements in collaboration with the student and college authority of university campus (University of Delaware, 2013e). Opinions of Student & Faculty through Questionnaire Opinions of the Faculty The four major dining restaurants are centrally located and not widely dispersed throughout the entire campus (University of Delaware, 2013b). The dining plans have remained static for the past few years and it is compulsory for the freshman to choose a particular dining plan out of the fixed menu. They do not have any choices (University of Delaware, 2013a). The prices of most of the food items is very high especially the wholesome meal. The dining restaurants do not offer a wide range of food items at affordable prices. Opinions of the Student Most of the students prefer wholesome food which is not affordable by the college students or staff working in the campus. The four dining restaurants have the same kind of menu and the availability of most of the food items is quite low. Introduction of preferences by the students is quite a time consuming process and requires approval from the higher authorities. Students have complained of the poor quality of Italian food offered by the four dining restaurants. Good Aspects of Newark University & Rutgers University The locations of the restaurants have been primary in the athletic and residential campus zones. The students may choose from variety of dining programs from the online portal and can also select from a wide range of diversified food. The Vita Nova offers are operated by the students from the department of hotel and institutional management. This institute provides classroom experience, full service meals and also, reservation for fine dining. SWOT Analysis In this section of the study, the strengths, weaknesses, opportunities and threats of the dining hall in the University of Delaware would be discussed. Strengths The dining hall in the University of Delaware offers food to the students at affordable price. There are many restaurants in the dining hall and snack bars too, so the students can eat according to their choices. Even fine dining restaurants like Blue & Gold Restaurants are available with the campus, which signifies that in terms of dining options for the students, there is no loop hole. Weaknesses The degrading services in the restaurant are one of the major weaknesses that are affecting the goodwill of the restaurants. This is also harming the reputation of the University dining hall as a whole. Threat The dining options present in University of Newark and Rutgers University are many and that too at affordable price. Apart from this, the services offered to the students by the restaurant staffs are up to the mark, so the restaurants owners can look for opportunities in the University of Delaware. The students might become reluctant to join or remain with the university if they do not receive proper fooding facilities. Opportunities Renovation of the dining hall might attract well-known restaurants of the city to open their restaurants in the University campus. Apart from this, the brand value of the university will increase among students. The supporting industry engaged in the dining services in the university will also get benefited. Marketing Mix After conducting the SWOT analysis, the focus of this report would be towards the analysis of the four major ingredients of the marketing mix. Product: The present menu that the dining halls in University of Delaware consist of whole meals, bread, soups, salads, desserts, whole meals with chicken as well as vegetarian, noodles, etc. However, the authorities and the student bodies can plan and include a diverse cuisine, which includes Italian, Asian, American or Latin American cuisines. Price: As far as price is concern, even the fine dining restaurants within the campus cannot charge exceptionally heft charges because it is within the University campus and most of the customers in these restaurants are students, so they need to be offered food at affordable price. Place: The dining rooms are centrally located within the campus and location wise the dining halls are at appropriate places, so renovation of the dining rooms will solve this issue. It would be easier for the restaurants to provide service in the newly designed dining halls. Promotion: Since promotion of University dining halls are concerned, social networking channels, university websites and University student blogs are the best vehicles to promote. Even banners and hoardings in the University campus or posters within the campus would be good option to advertise the newness of the renovated dining halls. The students should be given freebies such as free coffee or soft drink as a part of initial promotional strategy. New Marketing Strategy to Improve Dining Services in University of Delaware As per the results of the conducted survey on teachers and students, it was observed that 56 percent of the students had preferred the food of the restaurant because of the minimalistic price range, 55 percent of the students preferred it because of the taste, 48 percent for the students preferred because of the high quality and 30 percent of the students preferred the food of the restaurant because of the nutritional content. As per the survey results of the staff respondents, it was observed that the 63 percent of the staff preferred the food of the restaurant because of the reasonable salary package, 49 percent preferred for its affordable price range and taste of the food, 47 percent preferred for the quality of the food and 36 percent preferred the speed of the service delivery. Keeping in mind the current issues faced by the staff and the students of dining restaurant, the marketing strategy would be made. This marketing strategy would encompass the revised service blue print, implementation of milestones and the rate chart. Firstly, the standardized menu of all the four restaurants would be revised as per the preferences and choices of the students. The four dining restaurants would constitute of the following menu: Pencader Dining Hall: Whole Some Mexican, American and Italian Food, Soup, Salad, Grilled & Whole some home food, Bread, Desserts Kent Dining Hall: Italian Food, Soup, Salad, Wholesome meal in vegetarian meal, Sour Bread, Desserts Rodney Dining Hall: Wholesome meal in vegetarian meal, Soup, Salad, Wholesome meal in vegetarian meal, Bread, Desserts Russell Dining Hall: Wholesome home meal, Soup, Salad, Grilled, Bread, Desserts Secondly, after the menu has been revised it is important to create a Walk through Audit (WTA) which is highly significant for the success of the marketing plan for the improvement in the services and environment of the Delaware University Campus. The WTA has been made in such a way that it analyzes the current service offerings and then provides recommendations for the identified gaps to make the required improvements. The customer likings and the average benchmark suggested by the management would be provided along with suggestions for the improvement of the existing services, as can be seen in Appendix 1. Record of Service: Operational Strategy The other strategies to be implemented by the transfer students would include the introduction of innovative dining plans which can be modified as per the tastes and preferences of these students. Sick health dining plan would ensure the timely delivery of the wholesome meal to the sick students and the suggestion box (online and offline) would contain the suggestions from the students, authorities and other miscellaneous facilities. To promote a congenial, spacious and homely environment would be to design an environment according to the recommendations and opinions of students. The suggestions would be submitted to the student body and the design would be given to the interior designers which would ensure that the new design is implemented. Schedule & Activities Conduct of survey: 15/11/2013 to 17/11/2013 (Week 1) The questionnaire would be distributed to the students and the staff. Some of the questionnaire would be mailed. The feedback would be collected within a particular time frame so that the other related activities are carried out smoothly. The handling manager would be Student Body Leader, Staff of Kitchen Department of Dining Restaurant. Assimilation of Opinion: 17/11/2013 to 21/11/2013 (Week 2 & 3) The feedback forms would be collected and the student body would decide and select upon the best ideas. The monitor and head of each and every department of the college would be responsible for collecting the feedback forms from the students. Allocation of Budget: 23/11/2013 to 01/12/2013 (Week 3) After identifying the various departments, the budget would be allocated accordingly. It needs to be approved by the director of the colleges and also, by the leader of the student body. The handling manager would be the Student Body Leader. Allocation of Duties: 28/11/2013 to 4/12/2013 (Week 3 & 4) The duties would be explained to the selected head of each and every activity. The handling manager would be the Student Body Leader. Implementation of New Policies: 6/12/2013 (Week 4) The newly formed policies would be instructed to the workers and disseminated among the entire students and staff. The director of the college and other college authorities are the handling managers. Construction of Services: 1/12/2013 to 20/11/2013 The renovation of the dining room would be done as per the instruction format authorized by the student body. This activity would be looked after by ten heads of each and every department. Thus, it is observed that with the contribution of each and every department from the college, the implementation of policies for the improvement of the existing services of the dining restaurant would be achieved easily. This would be done with the assimilation of ideas from the college authorities and students and also, from the staff. This plan would help in the improvement of the existing services and also, would increase the goodwill of the restaurant. These policies would not only ensure that the students are provided with healthy and nutritious food, but also would ensure that the dining restaurant garners positive attention from outside campus customers. The catering services, packaging and delivery system to other colleges and other customers would help the college to yield profits and also, gain recognition. References Rutgers University. (2013). Rutgers dining. Retrieved from http://robeson.rutgers.edu/operations/dining-services.html Tsai, M.C., & Lin Lin, C.C. n.d. (2013). Expectations and perceptions in restaurant services: three dimension gap analysis. Retrieved from http://www.staff.chu.edu.tw/rdoff/document/99%E5%B9%B4%E5%BA%A6%E8%AB%96%E University of Delaware. (2013a). Sustainability. Retrieved from http://www.campusdish.com/en-US/CSE/Delaware/Sustainability/ . University of Delaware. (2013b). Web menus. Retrieved from http://compuweb.facilities.udel.edu:8080/ University of Delaware. (2013c). Campus restaurants. Retrieved from http://www.campusdish.com/en-US/CSE/Delaware/Locations/LocationsHome.htm University of Delaware. (2013d). Maps. Retrieved from http://maps.rdms.udel.edu/map/index.php University of Delaware. (2013e). Request for services. Retrieved from http://www.facilities.udel.edu/faculty.aspx University of East London, (2013). UEL Catering Survey. Retrieved from http://www.uel.ac.uk/catering/documents/catering-survey.pdf University of Newark, (2013). Rutgers-newark timeline. Retrieved from http://www.newark.rutgers.edu/history-0 Washington University. (2013a). Students. Retrieved from http://www.wlu.edu/dining-services/students Washington University. (2013b). Dining services suggestion box. Retrieved from http://www.wlu.edu/dining-services/suggestion-box Washington University. (2013c). Dining services. Retrieved from http://www.wlu.edu/dining-services Appendices Appendix 1 Table 1: Walk Through Audit (WTA) Services Client Average Ratings Current Services Management (Benchmark) Average Ratings Recommendations Administration 3.45 The food in the Delaware university is checked by administration to see whether it has the required nutritional requirement or not. The nutritional quantity is given with each meal and is specifically authorized by the administration staff (University of Delaware, 2013c). 5.0 The administration should be implementing innovative, hygienic standards which comply with the nutritional requirements and also, the National Health Guidelines. Food Catering 4.56 The food catering services is provided to student body and the teachers only on specific events and occasions (Washington University, 2013b). 5.0 The food catering services should be easily available to both the college students and the staff. Food Range 4.20 The university kitchen does not offer diversified food range and the prices of the wholesome meal are not affordable (University of Delaware, 2013d). 5.25 A student survey should be conducted to indentify and understand the tastes and preferences of the college students. The administration should check the nutritional requirements of the food and then introduce it into the food. Water Heaters 5.0 There are four water heaters per university dining restaurants. Two of the water heaters are meant for students and are located in the bathroom and near the dining seats. 5.0 Two new standardized water heaters should be introduced into the dining room. The capacity per water heater should be 30 liters and should be able to give regular supply of cold and hot water. Moisture Control Machines 3.35 The students and staff complain about the outdated moisture control machines in the dining room. The temperature regulations in the dining room are inappropriate. 5.0 The administration should take care that new moisture control machine would be introduced. These machines would naturally detect the room temperature of the dining hall. Arrangement of Chairs & Tables 3.0 The square arrangement of the dining room seating is marked satisfactory and is not liked by many students and staff. (Washington University, 2013c). 5.25 Since, the dining room cannot be extended, the arrangement of the chairs and tables should be done with the aim to make more space. The chair and table arrangement would be done through opinion formation of the students and college authorities. Cooking & Other Devices 4.25 The kitchen staff is equipped with modern kitchen devices and other modular equipments. 5.10 The administration would not invest in the kitchen devices and equipments and would rather spend on the furniture arrangement of the dining room. Lighting 3.2 There is not enough lighting and fittings in the dining space. There is less variety of light bulbs fitted in the dining room. 5.0 The lightings and fittings would be changed entirely in the dining room. The administration would look after the maintenance of the lights and bulbs in the dining room. Water Use 4.57 There is regular supply of hot and cold water throughout the year. 5.0 Money would not be invested in the water supply maintenance. Read More