Since the campus food service industry is not exempt from the escalating costs of higher education, controlling expenses will continue to be a challenge. Market research requires time and skills often not available in a campus dining department. Increased partnering with other student service departments may allow the sharing of administrative resources and expertise. Vanderbilt Dining's example provides several lessons for those in the college and university food service industry. It is the responsibility of campus food services to identify and meet the dynamic needs of new generations of college students.
Different models work in different places.
Market research can help identify the unique needs of the customers on a college campus and provide benchmark levels of satisfaction with campus food service. Since communication methods vary across campuses, so must the ways in which campus dining reaches its targeted customers. Proper utilization of new marketing tools such as the Internet will help the food service industry remain proactive. College food services can benefit from a customer-oriented philosophy. There is a need to effectively market the variety of services offered, to ensure student satisfaction and thereby contribute to the success of the institution and its students.