2013

Dining Plan Restructure

5-4-0 Show
Proposed plan of restructuring Texas A&M Universitys current dining plan in order to better suit its customers.

Collin Lamar, Joseph Rempe, Christina Pizzitola, Channing North, Madison Brown, Courtney LaMarre 5-4-0 Show 11/11/2013

Company Description 5-4-0 Shows goal is to improve Texas A&M Universitys current dining plan structure in order to better provide for its students. Our means to achieve this goal is reverting the dining plan structure back to its previous state in which only dining dollars are sold. This means that all meals would be purchased solely with dining dollars, and the idea of meals and meal trades will be eliminated. By doing this, students are allowed flexibility in how much they can eat in a day, as well as less confusion due to a complicated system. By restructuring the current system, we believe the University will benefit from an increased number in purchased plans, as well as more outside participation from local businesses increasing University Dining Center Revenue. In addition, students will also benefit by eliminating excess unused meals. Market Analysis As of now, the current dining system is confusing, and many students are frustrated because they feel their money is being wasted. Not only that, but students also feel their dining options are limited due to the restrictions created by meals, meal trades and dining dollars. Currently, there are multiple demonstrations by several organizations promoting and encouraging change in the current system. In order to gain a better idea about these objections, we conducted a survey consisting of multiple questions about the Universitys current dining structure. Our results are as follows:

Are You Satisfied With The Current Dining Plan?

75% 25%

Satisfied Unsatisified

If the current dining structure were kept, would you purchase a meal plan next semester?
9%
Would Not Repurchase Would Repurchase

If no, would you repurchase is the dining plan had only dining dollars?

74% No 26% Yes

91%

Industry Description Audience: Texas A&M University students, particularly those that live on campus 11,500 minimum number of people who are going to buy meal plans Projected to grow from year to year at a rate of 5.3%

Purchase of Dining Plans at TAMU

On Campus Purchase 6% 70% Off Campus Purchases DNP

24%

Market Growth We project a 20% growth rate after our changes are implemented from survey results taken of a representative group of 100 students. The market is expected to naturally grow 5.3% due to more students on campus Those surveyed who indicated they do not have a dining plan indicated that they would consider purchasing a dining if it where made easier to use Customer satisfaction is currently sitting at 23% and is protected to grow over 50% after changes are made to the dining policy

20,000,000 15,000,000 Current Profit 2014 Without Restructuring

Required Off Meal Campus Plans Students
Projected Changes Removal of meals & meal trades, dining dollars will be sole purchasing power. Make meal plans available for purchase much earlier. Smaller dining plans so people can buy if they just want to eat on campus during lunch. Recycle dining dollars at the end of the semester. Increases number of meal plans sold. Increases number of dining establishments willing to move on campus. Increases competition, which lowers prices and raises profits. Brings about the possibility of off campus restaurants accepting dining dollars. Greater customer satisfaction due to greater flexibility and less wasted meals/money. Projected Results

10,000,000
5,000,000 0
Total

2014 With Restructuring

Service The purpose of restructuring the current dining plan system is to provide students with a simple, easy to use dining system that eliminates waste, and meal overall confusion. By doing this, we allow students to purchase food wherever, and whenever they want on campus, allowing them to maximize the benefits of their meal plan. Due to the variety of meal locations on campus, no property or locations need to be purchased. The current dining locations must simply change their systems in order to allow purchases with dining dollars. Marketing Plan Word of mouth Email list informing students of changes Dining plan structure more clear on TAMU website Information provided at new student conferences. Re-branding of the University Dining Center as a whole. Advertising meal plans with apartment complexes. Talking with local small businesses off campus about allowing Dining Dollars.

Executive Summary Mission Statement: To provide students, faculty, and affiliations of Texas A&M University simple, efficient, and affordable meal options on campus. Company Information: Growth Highlights: Products/Services: Financial Information: Future Plans: