The Division of Business Services , with assistance from the Vice Provost for University Life (VPUL) , has embarked on a comprehensive study of all campus food services. The purpose of the study is to assess the University's current systems, programs and management, and identify opportunities for improving student board plans, retail food services (including student center and athletic concessions), catering and vending on campus.

"The study will result in a master plan for food services across campus, "said Steve Murray, Vice President for Business Services. "We will begin with a view of the overall campus as it relates to food, then identify opportunities for enhancement."

The study will be conducted by Cornyn Fasano (CFG), an independent consulting group not affiliated with any of the industry's food service providers. Cornyn Fasano was chosen for the job following a competitive bidding process.

A steering committee is being created to review the consultant's work and assist in gathering the appropriate data and feedback. Marie Witt, Director of Support Services for Business Services, will lead the committee with assistance from Larry Moneta, Associate VPUL. The committee, which will convene in October, will include representatives from Hospitality Services, Faculty, Academic Programs in Residence, UA, GAPSA, the Division of Finance, and a Dining Services student manager. It will also work closely with individuals and groups working on initiatives such as the campus master plan for retail development, the Medical Center, Perelman Quad development, and the Residential Faculty Council.

Phase One of the study -- which will run September through December -- will include a market assessment and retail audit of the University's campus; a demographic and market penetration analysis to determine current trends and competition; and an assessment of current price points, that is, the prices consumers are willing to pay for various products and services. It will also summarize bench marking data obtained from comparable institutions that indicate both qualitative and quantitative measures of satisfaction and efficiency, and will compare operations of institutions with various service programs and management systems.

In Phase One, the consultant will survey students, faculty and staff about what they like and what they want in the future regarding food. Through a variety of methods, data from a wide range of customers and non-customers (those who currently are not availing themselves of the variety of campus dining options) will be collected and analyzed.

Representatives from organizations such as the UA, Residential Advisory Board, GAPSA, Faculty Senate, Penn Professional Staff Assembly and the A-3 Assembly and other groups will participate in interviews and focus groups.

"This will be a thoughtful, inclusive process," Witt said. Interviews will be conducted in September and October and will provide additional suggestions for soliciting feedback. In addition, CFG will be meeting with all levels of staff currently involved in providing dining services.

"Student participation in the dining services analysis will help Penn provide the best food within our budget and lifestyle," said Tal Golub, president of the Student Assembly, who has been interviewed for the project and will be a member of the steering committee.

"This is a very positive, thoughtful effort to include a great many University constituents, " said Dr. Al Filreis, who also has participated in focus group interviews. "I am confident it will result in the best, most efficient way to run food services."

At the end of Phase One, Business Services will have a clear idea of what the market is for food services and of Dining Service's "share" of this market; a comprehensive assessment of current operations and finances; and an extensive understanding of what people use, and what they would like to see added, to the food service at Penn, Witt explained.

Phase Two will begin in January and conclude in April. The consultants will indentify prospective options for managing the range of food services across campus including self-operation; outsourcing; partnering; and strategic alliances. Plans for residential living, retail development and other long-range planning efforts will be integrated with the final food service program.

Return to Compass Features for September 24, 1996