TRENT UNIVERSITY Food Services Review Abridged Version for Community Consultation

111 Pages·2012·1.46 MB·English

by  Geoff Wilson

Project Report

TRENT UNIVERSITY
Food Services Review
Abridged Version for Community
Consultation

Prepared For: Prepared By:
Laura Storey Geoff Wilson
Manager, Housing Services Bill Dover
Lori Johnston Jeff Dover
Director, Conference and Hospitality Andrew Waddington
Services fsSTRATEGY Inc.
Trent University 41 Steen Drive
11-26
1600 West Bank Drive Mississauga, Ontario
02-03-2012
Peterborough, Ontario L5N 2V3
E&OE K9L 1Z6 [phone] ext. 1
[email protected]

www.fsSTRATEGY.com
Trent University
Food Services Review March 2, 2012

Table of Contents
1 Introduction and Scope of the Analysis ................................................................................................ 4
1.1 Background ................................................................................................................................... 4
1.2 Objectives...................................................................................................................................... 4
1.3 Scope of the Analysis .................................................................................................................... 5
2 Current Situation ................................................................................................................................... 7
2.1 Campus Population ....................................................................................................................... 7
2.2 The College System ..................................................................................................................... 11
2.3 Food Service Operations ............................................................................................................. 11
2.4 Aramark Canada Limited ............................................................................................................. 16
2.4.1 Meal Plans ........................................................................................................................... 16
2.4.2 Contract ............................................................................................................................... 16
2.4.3 Hours of Operation ............................................................................................................. 17
2.4.4 Financial Results .................................................................................................................. 18
2.4.5 Observations of Aramark Operations—Symons Campus ................................................... 18
2.4.6 Observation of Aramark Operations—Oshawa Campus .................................................... 20
2.4.7 Sustainability ....................................................................................................................... 20
2.4.8 General Comments ............................................................................................................. 21
2.5 Other Trent Foodservice Operations .......................................................................................... 21
2.5.1 Seasoned Spoon (Symons Campus) .................................................................................... 21
2.5.2 Ceilie Pub (Symons Campus) ............................................................................................... 21
2.5.3 The Planet North (Symons Campus) ................................................................................... 22
2.5.4 Sunrise Café (Downtown Trail Campus) ............................................................................. 22
2.6 Trent University Foodservice Revenue ....................................................................................... 22
2.7 Total Foodservice Revenue (including other operators) ............................................................ 22
3 Primary Research ................................................................................................................................ 23
3.1 Focus Groups ............................................................................................................................... 23
3.1.1 Symons Campus .................................................................................................................. 23
3.1.2 Oshawa Campus .................................................................................................................. 27
3.2 Interviews with Trent Administration ......................................................................................... 27
3.2.1 Future of Trent .................................................................................................................... 27
fsSTRATEGY Inc. 1
Trent University
Food Services Review March 2, 2012

3.2.2 Foodservice Goals ............................................................................................................... 27
3.2.3 Foodservice Performance ................................................................................................... 28
3.2.4 Structure ............................................................................................................................. 28
3.2.5 Concepts .............................................................................................................................. 28
3.2.6 Foodservice Facilities and Capital Investment .................................................................... 28
3.2.7 Number and Location of Foodservice Outlets .................................................................... 29
3.2.8 Oshawa Campus .................................................................................................................. 29
3.3 Interview with Oshawa Campus Administration ........................................................................ 29
3.4 Customer Intercept Interviews ................................................................................................... 30
3.4.1 Respondent Demographics ................................................................................................. 30
3.4.2 Purchasing patterns ............................................................................................................ 31
3.4.3 Satisfaction .......................................................................................................................... 36
3.4.4 Concept Preferences ........................................................................................................... 38
3.4.5 Likes and Suggested Improvements ................................................................................... 40
3.5 Electronic Survey ......................................................................................................................... 41
3.5.1 Respondent Profile.............................................................................................................. 41
3.5.2 Purchasing Patterns ............................................................................................................ 43
3.5.3 Satisfaction .......................................................................................................................... 48
3.5.4 Concept Preferences ........................................................................................................... 50
3.5.5 Foodservice Likes and Suggested Improvements ............................................................... 52
3.6 Conference and Hospitality Services Survey ............................................................................... 53
3.6.1 Foodservice Objective ......................................................................................................... 55
3.6.2 Client Satisfaction ............................................................................................................... 57
3.6.3 Foodservice Location and Capacity ..................................................................................... 62
3.6.4 Likes and Opportunities for Improvement ......................................................................... 63
3.6.5 Concept Preferences ........................................................................................................... 64
3.7 Primary Research Summary of Findings ..................................................................................... 66
4 Zone-by-Zone Supply and Demand Analysis ....................................................................................... 69
5 fsIN-SITE Analysis ................................................................................................................................ 72
5.1 What is fsIN-SITE? ....................................................................................................................... 72
5.2 Analysis ....................................................................................................................................... 72
fsSTRATEGY Inc. 2
Trent University
Food Services Review March 2, 2012

5.2.1 Building Locational Characteristics ..................................................................................... 72
5.2.2 Building Physical Characteristics ......................................................................................... 73
5.2.3 Internal Market Characteristics .......................................................................................... 74
5.2.4 Environmental Characteristics ............................................................................................ 74
5.2.5 Foodservice Operational Characteristics ............................................................................ 76
5.2.6 Financial and Statistical Analysis ......................................................................................... 77
5.2.7 User Preferences ................................................................................................................. 77
5.3 fsIN-SITE Analysis Results ............................................................................................................ 77
6 Conclusions and Recommendations ................................................................................................... 80
6.1 Decision Drivers .......................................................................................................................... 80
6.2 Number of Operators and Catering Exclusivity........................................................................... 81
6.3 Meal Plan .................................................................................................................................... 81
6.4 Foodservice Concept Recommendations ................................................................................... 82
6.4.1 Bata Library ......................................................................................................................... 83
6.4.2 Lady Eaton College .............................................................................................................. 83
6.4.3 Otonabee College ................................................................................................................ 84
6.4.4 Gzowski College .................................................................................................................. 85
6.4.5 DNA Building ....................................................................................................................... 86
6.4.6 Capacity Analysis ................................................................................................................. 87
6.5 Financial Analysis ........................................................................................................................ 88
6.6 Conclusions ................................................................................................................................. 88
Appendix 1—Focus Group Transcripts ....................................................................................................... 90
Focus Group #1 – Students, Symons Campus ......................................................................................... 90
Focus Group #2 – Students, Symons Campus ......................................................................................... 92
Focus Group #3 – Staff and Faculty, Symons Campus ............................................................................ 95
Focus Group #4 – Students, Oshawa Campus ........................................................................................ 97
Appendix 2— Events Responding to the Catering Survey .......................................................................... 99
Appendix 3—Open-Ended Hospitality Services Survey Responses .......................................................... 100
Appendix 4 – Zone by Zone Supply and Demand Details ......................................................................... 103
Appendix 5—Competitive Foodservice Operations .................................................................................. 105
Appendix 6—fsIN-SITE Results .................................................................................................................. 106
fsSTRATEGY Inc. 3
Trent University
Food Services Review March 2, 2012

1 Introduction and Scope of the Analysis
1.1 Background
Trent University (“Trent” or the “University”) is located in Peterborough, Ontario with a satellite campus
in Oshawa, Ontario. The University has over 7,800 students including 550 international students from
about 100 countries, 345 graduate students (the majority of Trent students are undergraduates) and
over 900 students on the Oshawa campus. Based on a 19:1 faculty to student ratio in Peterborough and
24:1 ratio in Oshawa, Trent has about 400 faculty members. In addition to students and faculty,
University staff members also provide a market for food and beverage. 2014 will mark Trent’s 50th
anniversary.
Foodservices at Trent include:
• four campus dining halls (one affiliated with each of four colleges) on the Symons Campus
providing either all-you-can-eat or pay-as-you-go dining;
• a Tim Hortons and a baguette sandwich concept at the entrance to the library (Symons
Campus);
• a satellite snack and beverage outlet in the DNA Building;
• a cafeteria at the Oshawa campus; and
• vending.
The above foodservices at Trent are provided by Aramark Canada Limited (“Aramark”).
In addition to the above, the students operate the Seasoned Spoon and Ceilie Pub at Champlain College,
the Athletics Department contracts the services of a foodservice caterer to operate a snack bar, a mobile
food truck is located on City property at the south end of the Symons Campus and a third party operator
runs the Sunrise Cafe at the Downtown Peterborough campus.
Aramark’s contract with the University expires on May 1, 2013.
1.2 Objectives
Trent has retained fsSTRATEGY Inc. (“fsSTRATEGY”) to provide advice, recommendation and review
services in preparation for issuing a Request for Proposal (“RFP”) for food services at Trent. Specifically,
fsSTRATEGY was retained to:
• Review current practices, operational data and facilities. Provide recommendations on future
best practices at Trent University including continuation of services, staff, food service budget
and changes to current meal plans.
• Consult with students, faculty, staff and departments (i.e., Advancement, Student Affairs and
Conference Services) on food service requirements on Campus.
fsSTRATEGY Inc. 4
Trent University
Food Services Review March 2, 2012

• Consult on the design and the results of a Conference Services Customer Satisfaction Survey.
• Consult on design and results of Student, Staff and Faculty surveys to be completed during the
fall of 2011.
• Incorporate sustainable practices into the foodservice program.
• Develop a RFP document to be issued in July 2012.
• Assist the RFP Evaluation Teams in the review of both financial and non-financial aspects of the
bids received.
This Report details fsSTRATEGY’s work reviewing the current foodservice operations and preparing to
begin the RFP process.
1.3 Scope of the Analysis
In order to complete the objectives listed in Section 1.2, fsSTRATEGY preformed the following tasks:
• Collected and reviewed information on Trent’s food service operations including revenues, meal
plans, University resources and customer satisfaction surveys.
• Reviewed plans for future campus developments.
• Reviewed demographic data for Trent students.
• Conducted a survey of Conference Services customers.
• Conducted a site visit of the Trent Peterborough, Downtown Peterborough and Oshawa
Campuses. During the site visit, fsSTRATEGY:
o met with University and other stakeholders to understand current operational practices,
issues affecting foodservice operations, etc.;
o toured the Campuses and all foodservice operations;
o met with current foodservice operator (Aramark) to understand operations and
operating issues;
o conducted a review of competitive foodservice operations proximate to Campus;
o observed the foodservice retail outlets and dining halls during service;
o conducted focus groups with students, staff and faculty to gain perspectives with
respect to current foodservice on Campus as well as recommendations for future
services and opportunities for improvement;
o reviewed sustainability practices at Trent especially with respect to foodservices; and
o gathered data for the analysis.
• Conducted an electronic survey of students, staff and faculty to understand preferences with
respect to foodservices, and determine changes respondents would like in foodservice
operations, dining habits, etc.
• Divided the Campus into logical zones and completed a zone-by-zone supply and demand
analysis. This analysis helps determine where to place foodservice concepts based on typical
pedestrian, vehicular and transportation patterns.
• Determined the most appropriate foodservice concepts for the University using fsSTRATEGY’s
proprietary reverse site selection model.
fsSTRATEGY Inc. 5
Trent University
Food Services Review March 2, 2012

At the completion of these worksteps, fsSTRATEGY completed this Report.
fsSTRATEGY Inc. 6
Trent University
Food Services Review March 2, 2012

2 Current Situation
2.1 Campus Population
Exhibit 1 summarizes the population (students, staff and faculty) of the three Trent Campuses. Each of
these market segments represents a potential revenue source for foodservice operations. Please note
that staff and faculty information was not available for the Oshawa campus.
Exhibit 1
Trent University Population
Peterborough Oshawa Total
Undergraduate Students
Full Time 5,811 522 6,333
Part Time 848 277 1,125
Total Undergraduate 6,659 799 7,458
Graduate Students 433 0 433
Total Students 7,092 799 7,891
Staff 669 12 681
Faculty 298 32 308
Total Population 8,059 843 8,880

Source: Trent University
The total population of Trent is 8,880. The population of the Symons Campus, the primary focus of this
analysis, is 8,059.
Exhibit 2 provides demographic information of the students on Symons Campus.
fsSTRATEGY Inc. 7
Trent University
Food Services Review March 2, 2012

Exhibit 2
Trent University Symons Campus Student Demographics
Undergraduate Students
Gender Male Female Total
Domestic Full-Time 1,868 35.1% 3,447 64.9% 5,315 100.0%
Domestic Part-Time 323 38.5% 515 61.5% 838 100.0%
International Full-Time 253 51.0% 243 49.0% 496 100.0%
International Part-Time 4 40.0% 6 60.0% 10 100.0%
Total 2,448 36.8% 4,211 63.2% 6,659 100.0%
Age Full-Time Part Time Total
24 Years and Under 5,194 89.4% 441 52.0% 5,635 84.6%
25 to 29 Years 610 10.5% 380 44.8% 990 14.9%
30 Years of Age and Over 7 0.1% 27 3.2% 34 0.5%
Total 5,811 100.0% 848 100.0% 6,659 100.0%
Graduate Students
Gender Male Female Total
Domestic Full-Time 104 40.6% 152 59.4% 256 100.0%
Domestic Part-Time 13 41.9% 18 58.1% 31 100.0%
International Full-Time 49 43.0% 65 57.0% 114 100.0%
International Part-Time 13 40.6% 19 59.4% 32 100.0%
Total 179 41.3% 254 58.7% 433 100.0%
Age Full-Time Part Time Total
24 Years and Under 29 16.2% 65 25.6% 94 21.7%
25 to 29 Years 103 57.5% 138 54.3% 241 55.7%
30 Years of Age and Over 47 26.3% 51 20.1% 98 22.6%
Total 179 100.0% 254 100.0% 433 100.0%
All Students
Gender Male Female Total
Domestic Full-Time 1,972 35.4% 3,599 64.6% 5,571 100.0%
Domestic Part-Time 336 38.7% 533 61.3% 869 100.0%
International Full-Time 302 49.5% 308 50.5% 610 100.0%
International Part-Time 17 40.5% 25 59.5% 42 100.0%
Total 2,627 37.0% 4,465 63.0% 7,092 100.0%
Age Full-Time Part Time Total
24 Years and Under 5,223 87.2% 506 45.9% 5,729 80.8%
25 to 29 Years 713 11.9% 518 47.0% 1,231 17.4%
30 Years of Age and Over 54 0.9% 78 7.1% 132 1.9%
Total 5,990 100.0% 1,102 100.0% 7,092 100.0%

Source: Trent University
As shown, 63.0% of the students on the Symons Campus are female and almost 81% of are 24 years of
age or younger.
fsSTRATEGY Inc. 8
Trent University
Food Services Review March 2, 2012

For the purposes of this analysis, it has been assumed that 90% of the staff and faculty are 30 years of
age and over. Using this assumption, the age breakdown of the Campus is summarized in Exhibit 3.
fsSTRATEGY Inc. 9