food services review abridged version for community ... · over 900 students on the oshawa campus....

Project Report

TRENT UNIVERSITY

Food Services Review

Abridged Version for Community

Consultation

11-26 02-03-2012

E&OE

Prepared For:

Laura Storey

Manager, Housing Services

Lori Johnston

Director, Conference and Hospitality

Services

Trent University

1600 West Bank Drive

Peterborough, Ontario

K9L 1Z6

Prepared By:

Geoff Wilson

Bill Dover

Jeff Dover

Andrew Waddington

fsSTRATEGY Inc.

41 Steen Drive

Mississauga, Ontario

L5N 2V3

(416) 229-2290 ext. 1

[email protected]

www.fsSTRATEGY.com

Trent University

Food Services Review March 2, 2012

fsSTRATEGY Inc. 1

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

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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


3.5.5 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


3.7 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

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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

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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.

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• 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.

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At the completion of these worksteps, fsSTRATEGY completed this Report.

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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

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.

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

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Exhibit 2

Trent University Symons Campus Student Demographics


As shown, 63.0% of the students on the Symons Campus are female and almost 81% of are 24 years of

age or younger.

Gender

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

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%

Gender

Domestic Full-Time 104 40.6% 152 59.4% 256 100.0%




Total 179 41.3% 254 58.7% 433 100.0%

Age

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%


Total 179 100.0% 254 100.0% 433 100.0%

Gender

Domestic Full-Time 1,972 35.4% 3,599 64.6% 5,571 100.0%




Total 2,627 37.0% 4,465 63.0% 7,092 100.0%

Age

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%


Total 5,990 100.0% 1,102 100.0% 7,092 100.0%

All Students

Male Female Total

Full-Time Part Time Total

Male Female Total


Graduate Students

Male TotalFemale


Undergraduate Students

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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.

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Exhibit 3

Trent University Symons Campus Estimated Age Breakdown


24 Years of Age and Under 5,635 84.6% 94 21.7% 0 0.0% 5,729 71.1%

25 to 29 Years of Age 990 14.9% 241 55.7% 48 5.0% 1,279 15.9%

30 to 64 Years of Age 34 0.5% 98 22.6% 870 90.0% 1,002 12.4%

65 Years of Age and Older 0 0.0% 0 0.0% 48 5.0% 48 0.6%

Total 6,659 100.0% 433 100.0% 967 100.0% 8,059 100.0%

Undergraduate Graduate Staff and Faculty Total

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As shown, the majority (71.1%) of the population on Symons Campus is estimated to be aged 24 years

and under.

2.2 The College System

Each residence at Trent is affiliated with a College. The College System dates back to a community

development tradition from the Middle Ages in England. At the Symons Campus, four Colleges are

located:

• Champlain College;

• Lady Eaton College;

• Otonabee College; and

• Peter Gzowski College.

The Colleges offer students “a rich and varied intellectual, cultural, social and recreational life” and “an

immediate sense of identity and community within the larger university”. The Colleges were set up by

Trent’s founders to prevent students from getting lost in a large, bureaucratic university as the

University grew.

Each College has a large foodservice operation. These four operations comprise the majority of

foodservices on Campus. The other foodservice operations are relatively small in scale.

2.3 Food Service Operations

As mentioned, the majority of the University’s foodservice operations are operated by Aramark. These

operations include:

• Peterborough Symons Campus:

o four residence dining halls:

� two with board meal plans (Lady Eaton, Peter Gzowski), and

� two retail operations which accept a declining balance meal plan (Champlain

Court and Otonabee Marketplace);

o Sculler’s a coffee operation on the west bank, which includes a Tim Hortons as well as

Aramark’s Express and Deli concepts;

o a food concession in the DNA building; and

o Gzowski Cart, a coffee operation.

The latter three operations also accept declining balance meal plans as well as flex dollars from

the board plan.

• A cafeteria at Oshawa Campus.

In addition, Aramark provides exclusive catering at both campuses.

Other foodservice operations at Trent University include:

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fsSTRATEGY Inc. 12

• Peterborough Symons Campus

o Seasoned Spoon, a student co-op serving organic baked goods, coffee and soups located

in Champlain.

o Ceilie Pub, the only licensed foodservice operation on Campus, operated by the Trent

Central Students Association under the supervision of Trent Conference and Hospitality

Services.

o A Chip Truck operated by an independent operator just south of the Campus at Armour

Road and Nassau Mills Roads at the south entrance to campus. This operation is located

on City land. The City issues an RFP and there is currently a three-year land lease

agreement with the operator.

o The Planet North, located in the Athletic Centre and operated by a third party.

• Peterborough Downtown Trail Campus

o Sunrise Café a counter service operation with café-style seating area, operated by a

third party.

The foodservice operations located on and proximate to Trent Campuses are summarized in Exhibit 4.

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Exhibit 4

Trent University Foodservice Operations

Source: fsSTRATEGY Inc., Trent University

Foodservice Outlet Building Location Operator Capacity Actual #POS Format/Notes

Symons Campus (Peterborough) - University Foodservices

Sculler's Bata Library West Bank Aramark 20 1 Cash; Declining Balance

Champlain Court Great Hall West Bank Aramark 262 164 2 Cash; Declining Balance

Lady Eaton College Dining Hall Lady Eaton College West Bank Aramark 235 150 1 All You Care to Eat - swipe on entry

Peter Gzowski Peter Gzowski College East Bank Aramark 232 160 1 All You Care to Eat - swipe on entry

Coffee Bar Peter Gzowski College East Bank Aramark 28 1 Cash; Declining Balance

Otonabee Marketplace Otonabee College East Bank Aramark 210 210 2 Cash; Declining Balance

DNA Building DNA POD East Bank Aramark 22 1 Cash; Declining Balance

Symons Campus (Peterborough) - Competition

Chip Truck Armour & Nassau Mills Rds. West Bank Independent 0 1

Seasoned Spoon Champlain West Bank Student co-op 55 1

The Ceilie Pub Champlain West Bank Conference Services/Students 41 1

Planet North Athletic Centre West Bank Independent 20 1

Tim Hortons Water Street West Bank Franchisee

Downtown Campus - Traill Campus

Sunrise Café Downtown Independent 50 1 Contract expiry same as Aramark

Oshawa Campus - University Foodservices

Cafeteria Thornton Road Campus Building Aramark 32 1 Yearly renewal

Oshawa - Competition

Whiskey John's King Street Independent

Johnny's Eatery King Street Independent

# Seats

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It should be noted that Trent has typically received relatively low scores for foodservice in the Globe and

Mail student survey.

Exhibit 5 compares the number of foodservice seats at Trent to a sample of Canadian universities (most

of which offer Board meal plans).

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Exhibit 5

Trent University—Symons Campus Residence and Campus Population and Foodservice Seats versus a Sample of Canadian Universities

Source: fsSTRATEGY Inc.

Note: Where cash operations double as residence cafeterias, seats in cash operations total includes residence cafeteria seats.

* Trent University/Aramark Cash Operations are available for declining balance meal plans and flex bucks on board plans.

Beds

Dining Hall

Seats Beds/ Seat Population Seats

Population/

Seat

Trent - based on actual seats 1,175 684 1.7 8,059 560 14.4

Trent - based on seating capacity 1,175 939 1.3 8,059 658 12.2

Benchmark High 3.5 34.3

Benchmark Average 2.7 16.3

Benchmark Low 2.0 8.0

Residence Campus Cash Operations*

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The above analysis shows that Trent may be over-seated, especially in residence cafeterias. As well, it

appears significance additional capacity exists as all dining halls offer fewer seats than the seating

capacity. The University’s College System with each College having its own dining hall appears to be one

of the main reasons for the relatively significant seating capacity at Trent.

2.4 Aramark Canada Limited

2.4.1 Meal Plans

Trent offers two types of meal plans to students. Residents in Lady Eaton Hall and Peter Gzowski are on

board plans that offer a number of all-you-can-eat meals each week plus a limited amount of flex

dollars. Other resident students are on declining balance meal plans. Meal plans are mandatory for

residence students. Non-resident students may also purchase declining balance meal plans.

2.4.2 Contract

Aramark’s contract (Symons Campus) began on May 1, 1998. The initial ten-year agreement has been

extended with a current end date of April 20, 2013. Significant clauses in the contract include:

• Aramark has the exclusive right to provide foodservices at Trent with the following exceptions:

o seven student-operated pubs, only one of which is currently in operation (Ceilie Pub)

others included in the contract are Cat’s Ass (Otonabee College), Crawpaddies and

Magpie Snack Bar (Lady Eaton), the Hangman (Peter Robinson), the Trend (Catherine

Parr Trail) and The Commoner (Symons Campus);

o one campus convenience store currently located in Champlain College;

o catered events that take place in the residence of a College Head;

o any site at which Aramark has suspended, with the prior consent of Trent, the provision

of foodservice due to profitability; and

o the Trent Athletic Complex.

It would appear that the Seasoned Spoon has replaced one of the student pubs as it is also an

exception from the contract.

• Trent may from time to time request that Aramark provide specialized foods (i.e., ethnic, special

event cuisine, etc.) in connection with an event. If Aramark’s offer to provide the specialized

services is unacceptable to the University, Trent may hire an outside caterer with access to the

dining hall facilities only. Aramark may bill the University for clean up or lost equipment as a

result of the outside caterer.

• With prior approval of Aramark and the Director of Conference and Hospitality Services or the

Contract administrator a specialized food or beverage may be brought on Campus by a client

(e.g., a wedding cake).

• Trent is responsible, at its cost, to maintain, repair and replace all Trent equipment located at

the sites during the term of the agreement (with the exception of any equipment that has been

damaged or destroyed due to acts of omissions of Aramark and Aramark personnel).

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fsSTRATEGY Inc. 17

• Trent will provide smallwares and small equipment at the start of the agreement. Aramark will

maintain the same quantity and quality of smallwares throughout the agreement.

Trent is feeling some pressure from conference groups about the extent of exclusivity of the Aramark

contract with respect to catering.

2.4.3 Hours of Operation

The hours of operations of the Aramark outlets are summarized in Exhibit 7.

Exhibit 7

Hours of Operations – Aramark Outlets

Source: Aramark Canada Ltd.

1. Continental Breakfast

2. Brunch

As shown, operating hours in the Lady Eaton College Dining Hall are reduced on the weekends. The

other board plan outlet, Gzowski College is closed on weekends.

Most declining balance/retail outlets operate with reduced hours on Fridays. The only declining

balance/retail outlet operating on weekends is the Otonabee Collage Marketplace.

Monday to Thursday Friday Weekend

Peterborough Board Plan Outlets

Lady Eaton College

Breakfast 8:00 am to 10:00 am 8:00 am to 10:00 am 9:00 am to 10:00 am1

Lunch 11:30 am to 1:30 pm 11:30 am to 1:30 pm 11:30 am to 1:30 pm2

Dinner 5:30 pm to 7:00 pm 5:30 pm to 7:00 pm 5:00 pm to 6:30 pm

Gzowski College 8:00 am to 7:00 pm 8:00 am to 7:00 pm Closed

Peterborough Declining Balance/Cash Outlets

Otonabee College 7:30 am to 12:00 am 7:30 am to 7:00 pm 9:00 am to 7:00 pm

Champlain College 8:00 am to 7:00 pm 8:00 am to 6:30 pm Closed

Scullers - Tim Hortons 7:45 am to 8:00 pm 7:45 am to 3:00 pm Closed

Gzowski Coffee Cart 7:45 am to 2:00 pm 7:45 am to 2:00 pm Closed

DNA Pod 8:00 am to 3:00 pm 8:00 am to 3:00 pm Closed

Oshawa

Cafeteria 8:00 am to 6:30 pm 8:00 am to 6:30 pm Closed

Outlet

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fsSTRATEGY Inc. 18

2.4.4 Financial Results

2.4.5 Observations of Aramark Operations—Symons Campus

Lady Eaton

This board plan cafeteria provides breakfast, lunch and dinner on weekdays and continental breakfast,

brunch and dinner on weekends. The line-style servery is dated. A feature display cooking bar and salad

bar were added last year in the seating area to improve the offering.

Observations:

• Students can get into line without having their meal cards swiped if staff members are not

watching. fsSTRATEGY observed three students doing this during the site visits.

• The servery is dated and inefficient.

o The servery is a narrow straight line format, which inherently has very slow throughput.

Little can be done to rectify this in its current location due to the structure of the

building.

o In some places along the servery line trays cannot be rested to enable safe collection of

food choices.

o Several students were seen making the decision to go to Peter Gzowski as the line up at

the peak service period appeared to be too long for them and they were overheard to

say that the food is better there.

• The current merchandising and service counters are unattractive.

o The fruit and dessert case is an old commercial merchandising refrigerator.

o The salad bar and display cooking bar were added in the seating area and are

disconnected from the main servery so it is difficult for customers to make choices as

they can’t see the entire offering. No menu board is displayed at the entry point

summarizing menu items of the meal period. This arrangement likely increases plate

waste as customers may take items they don’t really want.

• The dirty dish drop off area is cluttered with broken chairs and no proper plate scraping station

or composting exists.

• The downstairs kitchen is very dated; all catering for the Campus is serviced from this kitchen.

Peter Gzowski

This Dining Hall serves students who are on a board plan (students are not able to purchase a-la-carte

food and beverage items). This leads to an area of concern identified in the primary research as no large

common area exists for students of this college. Trent opened coffee bar downstairs to accommodate

non-board plan students, staff and faculty in the building. This is the only dining hall with air

conditioning on campus.

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Most food items are served from a central servery that has four stations (salad bar, grill, steam table and

cold area). Beverages, condiments and other items such as breads and cereals are located between the

central servery and the dining area. The central servery is flexible and can be easily changed to

accommodate additional menu items. This Dining Hall was much more efficient than the other board

plan dining hall, Lady Eaton, which was originally designed as a cafeteria.

Champlain Court

Champlain Court is a retail (cash) market style servery that includes pizza, grill, Home Zone and Pita

stations in addition to soup beverages and snacks. The servery is supported by a moderately sized

kitchen. The servery is dated and small, and becomes congested quickly during peak periods.

Champlain Court dining hall overlooks the River. The seating area capacity is underutilized. Trent’s

catering capacity data suggests that the dining area could hold an additional 100 seats if required.

Otonabee Marketplace

Otonabee Marketplace is a retail (cash) market style servery that includes pizza, grill, noodles bar, Home

Zone and sandwich stations in addition to soup beverages and snacks. The servery is supported by a full

capability kitchen.

Observations of Otonabee Marketplace included:

• during peak periods the servery was congested;

• lineups for the sandwich station block the grab-and-go display;

• lineups from the cash stations extend into the servery during peak periods; and

• throughput at the cash stations was significantly slower for debit card purchases.

Sculler’s/Tim Hortons

This outlet, located in the entrance to the Bata Library, combines a limited service1 Tim Hortons outlet

with a deli and baguette sandwich offering.

Observations of Sculler’s/Tim Hortons included:

• With only 20 seats and five tables, the seating area fills up while accommodating relatively little

demand. The seating area is not efficient as all tables have four chairs each. Tables with two

seats would be more effective.

• Tim Hortons demand is significant each time a bus arrives at the Library entrance in the

morning. Long lineups are common. The outlet could benefit from a second cash point to be

used during peak periods.

• Customers wanting only Tim Hortons products may have to wait while deli sandwiches are

prepared. Consideration should be given to implementing a full-service Tim Hortons concept

1 Does not serve Tim Hortons soup and sandwich program.

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and eliminating the deli and baguette sandwiches (Tim Hortons offers sandwiches in the full-

service concept.

DNA Building POD

The University recently developed this take out style operation at the DNA Building to service the staff

and students therein. No dedicated seating exists at this outlet but an adjacent lounge offers 22 seats.

Food is prepared in and delivered from the Otonabee Marketplace. Aramark is operating the outlet on a

“cost plus” basis, indicating that it does not believe revenues will be sufficient to cover operating costs.

Observations of the DNA POD included:

• The outlet is located on the second floor away from the heaviest traffic, which is not ideal.

• Limited pricing information is posted or on products. Customers are not able to compute the

cost of their purchase until their order is rung up at the point of sale, potentially resulting in

sticker shock.

• Trent staff members had posted a few paper signs advertising event right in the outlet, giving it

an unprofessional image.

• Only one coffee cup size is offered.

2.4.6 Observation of Aramark Operations—Oshawa Campus

This subsidized snack bar which offers a limited menu of soup of the day, made-to-order sandwiches and

wraps, Pizza Pizza slices, baked goods, toast and toasted bagels, fruit cups, crudité cups, cold beverages,

Seattle’s Best coffee and Tazo teas and side salads. Vending machines offer cold drinks, confectionary

items and pre-packaged snacks and meals (e.g., Mr. Noodles, Stag Chili, etc.).

Observations:

• Fresh baking and sandwich filling preparation is done here. The sandwich filling was fresh and at

the correct temperature. The cookie purchased during the observation was stale. Soup was a

convenience product – at correct temperature.

• Pizza is delivered from a local store in the morning and held in a heated display throughout the

day. In Pizza Pizza outlets, slices are reheated in pizza ovens before service resulting in a better

product.

• Limited facilities:

o No proper condiment counter – condiments displayed on a dining table.

o Tray rail but trays not used. Tray rail should be a solid counter.

o Sterile seating area. No music.

• No price list and limited on-product pricing.

2.4.7 Sustainability

Trent has implemented a composting program in all Aramark operated foodservice outlets. Aramark

supports this by delivering full composting containers to receiving docks for pick up by Trent personnel.

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fsSTRATEGY Inc. 21

Aramark has implemented a number of other sustainability programs including the use and promotion

of a number of local products and a selection of biodegradable disposable wares.

Other programs which should be considered include:

• reusable mug purchase program;

• procurement and promotion of more local food products but not at the risk of compromising

food safety and price points; and

• introduction of resource saving equipment in any renovations.

The next RFP process should require proponents to outline their sustainability program commitments.

2.4.8 General Comments

fsSTRATEGY was impressed with the friendliness and service attitude of all Aramark staff members. A

true feeling of caring for the students and staff was observed.

2.5 Other Trent Foodservice Operations

2.5.1 Seasoned Spoon (Symons Campus)

This operation is a student co-op (not-for-profit operation). Students pay into the co-op and, as a result,

prices are relatively low. It should be noted that this outlet pays no rent and is subsidized by the

University. This provides a competitive advantage for the Seasoned Spoon over Aramark operations.

Under the agreement with Trent and Aramark, the Seasoned Spoon:

• The Cooperative must submit an annual audited financial report demonstrating the fiscal

viability of the operation;

• The Seasoned Spoon is restricted in to selling certain products—primarily seasonal, local and

organic foods and beverages;

• a maximum of $1,000 per year in maintenance costs; and

• the ability to provide foodservices, advertise foodservices and provide catering in the Senior

Common Room of Champlain College.

Trent provides to The Seasoned Spoon:

• space with adequate facilities, heat, light and electricity; and

• priority access to the kitchen.

Revenues at the Seasoned Spoon are relatively low. In the year ending April 30, 2011, revenues totalled

$63,000 excluding fundraising, memberships, catering and merchandise.

2.5.2 Ceilie Pub (Symons Campus)

The Ceilie Pub is the only licensed foodservice operation on Campus. A student fee levy subsidizes the

cost of operations. The Manager of the Pub reports to Trent Conference Operations. All employees are

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fsSTRATEGY Inc. 22

employees of Trent. The University also holds the liquor license (the same license is used to serve

alcohol at catered events). The Pub pays no rent that, combined with the student fee level, provides a

competitive advantage over Aramark. In the year ending April 30, 2011, food revenues totalled $12,679

with an additional $27,000 in beverage (alcohol) revenues for a total of $39,679.

During the site visit, utilization of the Ceilie Pub was relatively low. Given the revenues, the Pub is likely

unprofitable.

2.5.3 The Planet North (Symons Campus)

This outlet located in the Athletic Centre. This outlet was operated by a third party operator. During

our site visit, the outlet was known as Excalibrew. Since that time, the tenant has left and Trent has

engaged a new tenant, The Planet North.

When the outlet opened, Aramark declined the opportunity to operate this outlet as revenue

projections were too low to support the operating expenses. It is unlikely that a major caterer would

consider the operation of this outlet on a commission basis. If the outlet was included in other campus

operations, a major caterer would likely absorb the outlet.

2.5.4 Sunrise Café (Downtown Trail Campus)

Sunrise Café a counter service operation with café-style seating area. This is operated by a third party

under an agreement that expires on April 20th, 2013 (the same day as the Aramark agreement). During

the site visit, utilization of this outlet was relatively low.

2.6 Trent University Foodservice Revenue

2.7 Total Foodservice Revenue (including other operators)

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fsSTRATEGY Inc. 23

3 Primary Research

As part of this analysis, fsSTRATEGY completed the following primary research initiatives:

• three focus groups (two at Symons Campus and one at Oshawa);

• interviews with Trent Administration;

• interviews with Oshawa Campus Administration;

• 100 customer intercept interviews completed at Symons Campus;

• 566 electronic surveys; and

• a survey of conference and hospitality customers.

This section of the report summarizes the results of the survey.

3.1 Focus Groups

During its site visit to the three campuses, fsSTRATEGY conducted focus group sessions with students,

staff and faculty as follows:

• Symons Campus

o students—two; and

o staff and faculty—one.

• Oshawa Campus

o students—one.

Appendix 1 contains the transcripts of the focus group sessions.

3.1.1 Symons Campus

Below the key findings from the focus group sessions at the Symons Campus are summarized.

Foodservice Concepts

Gzowski Dining Hall is the favourite dining hall due to its contemporary ambiance and offering.

Champlain is not considered to be a desirable dining location due to insufficient variety. No specific

comments were received regarding Otonabee Cafeteria or Lady Eaton Dining Hall.

Tim Hortons becomes heavily lined up in the morning as each bus arrives. More seating is required at

Tim Hortons and the seating area should be enclosed to limit noise transfer into the rest of the building.

Students and staff feel that the Seasoned Spoon offers more healthy and contemporary food and an

attractive atmosphere. The Seasoned Spoon is seen to be an important part of the fabric of the campus.

Participants in the focus groups had mixed opinions as to whether a table service outlet is warranted.

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fsSTRATEGY Inc. 24

Brands

Some students want to see brands on campus while others oppose the idea. Popular brands mentioned

by the focus group participants included Subway, Starbucks, a full-service Tim Hortons (soup and

sandwich program)2 and another limited service Tim Hortons on the East Bank. One local brand that

was mentioned was Stickling’s Bakery and Bistro.

Number and Location of Outlets

Students like the fact that there are a variety of foodservice locations on campus. However, some

students commented that many of the outlets offer similar or identical menu items.

Staff and some students commented that if the foodservice outlets were consolidated, there would be a

loss of identity for the college that loses its cafeteria. Staff and students commented that students do

not like to go outside when it is cold to get to meals. Some students suggested theming each cafeteria

with a specialty and allowing students to eat in any location.

Students and staff would like to have more common rooms on campus that are exempt from

foodservices where pot lucks could be held and, in general, more non-food meeting places.

Food Quality, Variety and Healthy Eating

Students voiced some concerns regarding Aramark’s food (e.g., Pizza Pizza was said to be not as good on

campus as it is downtown, there are only ever three types of fresh fruit – no exotics, food does not taste

fresh). There does not appear to be sufficient change in the menu – items are static or repeat

frequently. The Campus needs a great burger. Hallal options are supposedly available but are always

the same (i.e., a Hallal chicken breast) and utensils for handling products are not differentiated from

those used with regular foods. Not enough vegetarian options are available and no vegan breakfast

options are offered. The Seasoned Spoon and the Ceilie Pub do a better job of vegetarian food than

Aramark. Students alluded to The Extreme Pita as being the best Aramark vegetarian offering. Students

are concerned about the extent of processed foods being served. In general, students would like to see

“more personalized food”. Students would also like to see more emphasis on healthy eating and be able

to access information on the nutritional value of foods. Finally, students voiced a concern regarding the

quality of water in the campus water stations.

Service

University staff members feel that Aramark’s staff members are helpful, friendly and caring. Students

remarked specifically that the Aramark staff members at Gzowski dining hall are friendly and helpful.

Aramark’s debit/credit card systems are too slow and a charge of $0.50 per transaction is levied on debit

transactions was viewed as gouging. Students would like to be able to view the menu of the day on line

so they can determine where to eat. Menus are not available on line. Staff suggested that the

2 fsSTRATEGY understands that Tim Hortons is not receptive to implementing its full-service program in a unionized

environment.

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fsSTRATEGY Inc. 25

foodservice operator should open a demonstration kitchen where first year students can cook their own

meals under supervision so they can transition to off-campus housing more easily in their second year.

Price/Value

A number of students and staff remarked that Aramark’s prices are high and some suggested that

portion sizes are too large. Students suggest that prices for snacks are above market level in

convenience stores and pitas can be ordered and delivered cheaper from downtown outlets than buying

them at the Extreme Pita. Subway is perceived as having better value than Aramark. Excalibrew was

seen as a desirable location due its more attractive pricing

Meal Plans

Students like the flex dollar portions of their meal plans as they don’t have to carry cash. One student

suggested he did not like having a set number of meals. A desire exists to see meal cards being accepted

at the Seasoned Spoon and the Ceilie Pub. Students on board plans don’t have the option to get a small

meal as they are charged for one whole meal on each entry, they can’t take food out of the dining hall

and they have less choice in terms of dining location. Declining balance meal plans that allows such

flexibility are preferred. Some students said they would like to be able to use their meal plan off campus

as well. On weekends, Gzowski is closed and the only option is Lady Eaton or using flex dollars which get

used up quickly. Meal plan balances cannot be carried over to the next year. The choice of residence is

somewhat dictated by the meal plan system it offers, choice of college should not be based on the meal

plan (e.g., Gzowski would be used more if it were not on a board plan). Students would prefer a more

transparent meal plan system as they believe that both Aramark and the University are making mark ups

on the meal plans.

Hours of Operation

Students like that the Otonabee Cafeteria is open until midnight but feel the late night offering is a bit

limited. Friday, Saturday and Sunday dinner ends too early. Breakfast is not available before 8:00 a.m.3

and some students have 8:00 am classes. Weekend hours of operation are perceived to be too limited.

Hours of operation are more limited and not clearly publicized on holidays, reading week and during

exams.

Sanitation

Students remarked that tables and chairs in the cafeterias are not always clean. Garbage bins are often

overflowing and compost bins are sometimes missing.

Sustainability

Students would like to see more local, less processed food. Chefs should be given more opportunity to

cook from scratch. Leftovers should be donated to charities. Reusable mugs should be promoted and

3 This is true of the board plan Dining Halls; however, some retail foodservice outlets open at 7:30 a.m.

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fsSTRATEGY Inc. 26

the price should be cheaper for coffee if a reusable mug is used. Washing of reusables should be

reintroduced as opposed to using disposables – reusable plates, cutlery and glass should be the default

service. Staff suggested that the foodservice operator(s) should be held accountable for purchasing a

certain level of local food.

Catering

Trent staff members were very complimentary of Aramark’s catering services. However, it was noted

by both students and staff that prices for simple services (e.g., coffee and muffins, chicken wings, etc.)

are perceived as expensive.

Contract Arrangements

Some students suggested that they would like to see more contractors rather than one exclusive

contractor on campus. These students believe this would lead to greater innovation. Trent should

consider the use of more local operators.

Summary – Symons Campus

A number of key themes emerged from the focus group sessions:

• On one hand, students and staff want more variety, more flexibility in eating times, meal plans,

portion sizes and dining locations, yet on the other hand they don’t want to eliminate any of the

dedicated college cafeterias (which inherently requires sameness of offering) as they are part of

the Campus culture.

• A branded coffee outlet is needed on the East Bank. Starbucks and Subway are also desired.

• More fresh, unprocessed and local foods and multiple foodservice operators. fsSTRATEGY

believes students are looking for more varied food experiences.

• Better emphasis on ethnic and person diet choices (e.g., Hallal, vegetarian and vegan),

nutritional information and nutrition programs.

• More common rooms are needed where students can gather and, if desired, have pot luck

meals.

• Menus should be posted on line by outlet by day.

• Better value.

• The current dual meal plan system is not working. It may be better to focus on one meal plan

system (i.e., declining balance) that addresses student demands for greater flexibility in terms of

portion sizes, dining locations, etc.

• Hours of operation before 8:00 am on weekdays and on weekends, reading week and in the

summer need to be addressed.

• Sustainability practices in the foodservices need to be improved.

• Value oriented options for catering should be offered.

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fsSTRATEGY Inc. 27

3.1.2 Oshawa Campus

Attendance at the Oshawa Campus focus group was very light (five participants). The following is a

summary of key issues arising in the session.

• The size of the Oshawa Campus is frustrating as it limits the availability of foodservices in a

variety of ways.

o The UOIT Campus (where Trent’s Oshawa Campus was previously located) offers far

more food selection.

o Classes run until 10:00 pm and breaks are between 7:00 pm and 8:00 pm. The Cafeteria

closes before the break time. The Cafeteria is not open on Friday at all (although there

are fewer classes).

o Branded foodservice concepts are desired but the students acknowledged that the

Campus is perhaps too small to support them.

• Recent additions to the food offerings (e.g., Pizza Pizza, Seattle’s Best Coffee, “junk foods”) have

been appreciated. However, prices are considered to be high.

• Other food selections that are desired include hamburgers and French fries.

• Debit card service is desired.

• Couches and booths would enhance the ambiance of the Cafeteria.

3.2 Interviews with Trent Administration

As part of the research process for this study, fsSTRATEGY interviewed the following members of the

Trent Administration:

• Steven Franklin – President;

• Kristie Kerford, Assistant Vice-President, Student Affairs; and

• Garth Brownscombe, Assistant Vice-President Finance and Acting Vice-President Administration.

The following is a summary of their comments regarding foodservices at Trent.

3.2.1 Future of Trent

Enrolment is expected to grow over the next ten years to 10,000 students by introducing new academic

programs.

A new 310-bed residence is being built on Water Street by a private sector developer/operator on land

leased from Trent. The residence units will have kitchens and there will be no foodservice operation.

The new residence will open for the fall of 2012. A second similar residence is contemplated but not

confirmed.

3.2.2 Foodservice Goals

The University’s foodservice goals are as follows in declining order of importance:

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fsSTRATEGY Inc. 28

1. contributing positively to the image of Trent and excellence in foodservice performance (tied);

and

2. maximizing the financial returns from foodservices.

Foodservices need to become more financially viable. A belief was expressed that the current financial

returns could be improved. Significant overheads exist in the Housing portfolio (which includes

foodservices) and these are not well funded. The University wishes to explore a pouring rights

agreement with a cold beverage brand.

3.2.3 Foodservice Performance

Trent is not well known for its foodservices. The Administration is focused on improving this perception.

The Administration cited the following positive aspects of the current foodservice program:

• Aramark is highly responsive and responsible;

• Trent has built processes to monitor performance and student satisfaction;

• Aramark is making good progress on sustainability; and

• Aramark’s special event catering is excellent.

The following challenges with foodservices were identified:

• The physical facilities need to be improved. The Administration recently undertook a tour of

other Aramark university foodservices and liked the operations with smaller food stations with

greater variety and production in front of the customers.

• One member of the administration expressed concern over the customer service attitude of

some foodservice staff.

3.2.4 Structure

Currently, the Colleges own their respective foodservice spaces, the University pays the overhead costs

and the foodservice operator operates. The Administration wishes fsSTRATEGY to comment on this

structure. When conflicts occur, a debate as to who is responsible always follows. Since students pay

the College’s ancillary fees, the students have a say in the foodservices.

3.2.5 Concepts

One administrator sees the need to implement popular brands and another Tim Hortons on the East

Bank. Implementation of any branded concepts will require community consultation through this study.

The Seasoned Spoon is an important part of the Trent community and must be maintained.

3.2.6 Foodservice Facilities and Capital Investment

One administrator expressed concern with the accessibility of the Gzowski Cafeteria (relative to its

board meal plan). All administration members suggested that any future capital investment in

foodservices will have to be funded by the foodservice operator(s).

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fsSTRATEGY Inc. 29

3.2.7 Number and Location of Foodservice Outlets

Consolidation of foodservice outlets may save money but will be met with some resistance due to the

four college structure at Trent. Most of that concern will come from returning students. The

Administration believes that it is more important to provide excellent service as opposed to a large

number of locations. However, closing one of the cafeterias will be very challenging and “hard to

imagine” that it will happen. One administrator believes Trent has too many foodservice outlets.

3.2.8 Oshawa Campus

This campus is a concern as Aramark is currently operating foodservices on a cost plus basis. The

enrolment will double to 660 students in the next two years and the University needs direction on what

to do with the contract.

3.3 Interview with Oshawa Campus Administration

fsSTRATEGY met with a number of the administrators of the Oshawa Campus:

• Brendan Hickey – Principal;

• Chris Nelan – Student Life Coordinator; and

• Sandra Gunn – Administrative Coordinator, Oshawa Campus

The following key issues were presented:

• When the Oshawa Campus was at UOIT, far more foodservice options and services were

available.

• When the new campus opened, two bids were received from local operators but these were

unrealistic. Aramark was asked to take on the business on a cost plus basis.

• Through consultations between the students and Aramark, some improvements have been

made to the foodservices recently (e.g., addition of Pizza Pizza, addition of Seattle’s Best coffee,

water filter for coffee system, extended operating hours until 6:30 pm instead of 5:30 pm).

More variety (e.g., a daily special) would be nice.

• Many of the students at this campus are part-time, working, mature students and they don’t

generate a lot of foodservice demand. Classes are in three to four hour blocks and most

students commute.

• The Oshawa campus will grow by 8% each year for the next two years, supported by the growth

expected in Durham region.

• The foodservice staff members provide excellent service to students and staff. Aramark is

responsive to the students.

• The Cafeteria atmosphere is sterile and uninviting.

• Catering is a real challenge as it must come in from the Symons Campus unless it is items on the

menu at the Oshawa Campus. Aramark has exclusivity on catering. Aramark’s catering prices

are far too expensive for student groups.

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fsSTRATEGY Inc. 30

• Little is being done in terms of sustainability (e.g., no composting, a lot of disposables, wasted

food).

3.4 Customer Intercept Interviews

One hundred customer intercept interviews were conducted by Trent students at the Peterborough

Symons Campus on behalf of fsSTRATEGY.

3.4.1 Respondent Demographics

Respondents were chosen randomly from foodservice outlets, and various locations throughout the

campus. Exhibit 14 summarizes respondent profiles.

Exhibit 14

Respondent profiles


As shown, respondents included a mix of off-campus students (44.4%), resident students (45.5%) and

staff/faculty (10.1%). Most respondents (83.7%) were below the age of 25 while genders were relatively

evenly represented (52.5% female to 47.5% male). The age profile is reflective of the campus

population.

Exhibit 15 provides a breakdown of the meal plan program of the respondents.

Respondent Profile

Age Group (n=98) Count Percent

0-24 82 83.7%

25-34 5 5.1%

35-64 11 11.2%

Gender (n=99) Count Percent

Female 52 52.5%

Male 47 47.5%

Description (n=99) Count Percent

Off-Campus Student 44 44.4%

Resident Student: Champlain 7 7.1%

Resident Student: Gzowski 14 14.1%

Resident Student: Lady Eaton 5 5.1%

Resident Student: Otonabee 19 19.2%

Staff / Faculty 10 10.1%

Symons, Peterborough

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fsSTRATEGY Inc. 31

Exhibit 15

Meal Plans


Most respondents (52.5%) do not participate in a meal plan program. The Flex: $2,600 plan was the

most common among respondents (19.2%) followed by the 12 meal per week board plan (13.1%).

3.4.2 Purchasing patterns

Exhibit 16 summarizes the typical number of weekly purchases respondents make by campus

foodservice outlet.

Meal PLans (n=99)

Description Count Percent

Board: 12 Meals/Week 13 13.1%


Flex: $1,700 1 1.0%

Flex: $2,600 19 19.2%

Flex: $2,800 7 7.1%

None 52 52.5%

Off-Campus 1 1.0%


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Exhibit 17

On Campus Outlet Usage


Uses per Week Ceilie Pub Champlain DNA Pod

Excalibrew

Café Lady Eaton Otonabee

Peter

Gzowski

Scullers/Tim

Hortons

Seasoned

Spoon

None 86 59 98 94 83 22 63 37 85

Less Than Once a Week 3 2 - - - 3 1 1 2

Once a Week 10 21 2 5 7 28 9 21 10

Twice a Week 1 7 - 1 3 9 6 14 2

Three Times a Week - 1 - - 2 7 1 10 -

Four Times a Week - - - - - 8 3 11 -

Five Times a Week - 2 - - - 4 1 4 -

Five to Ten Times a Week - 2 - - 3 4 11 2 1

More Than Ten Times a Week - 6 - - 1 15 4 - -

Average Weekly Uses (n=100) 0.1 1.6 0.0 0.0 0.7 4.1 2.2 1.6 0.2


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fsSTRATEGY Inc. 33

The most frequently used foodservice outlet by respondents is Otonabee (4.1 average uses per week)

followed by Gzowski (2.2 uses per week) and Sculler’s/Tim Hortons and Champlain (1.6 uses per week

each). On average, respondents reported using the remaining outlets less than once per week.

Exhibit 18 summarizes the number of snack and beverage purchases respondents make on-campus in a

typical week, excluding meal plan purchases and beverage alcohol.

Exhibit 18

Weekly On-Campus Snack and Beverage Purchases


As shown, respondents on average make 2.5 on campus snack or beverage purchases per week.

Exhibit 19 summarizes the number of meal purchases respondents make on-campus in a typical week,

excluding meal plan purchases and beverage alcohol.

Exhibit 19

Weekly On-Campus Meal Purchases


As shown, respondents on average make 2.7 on campus meal purchases per week.

On Campus Snacks and Beverages

Purchases per Week Count Percent

None 30 30.0%

Once a Week 15 15.0%

Twice a Week 13 13.0%

Three Times a Week 12 12.0%

Four Times a Week 9 9.0%

Five Times a Week 12 12.0%

More Than Five Times a Week 9 9.0%

Average Times (n=100) 2.5


On Campus Meals


None 38 38.0%

Less Than Once a Week 3 3.0%


Twice a Week 9 9.0%





Average times (n=100) 2.7


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fsSTRATEGY Inc. 34

Exhibit 20 summarizes what respondents typically spend on-campus in a typical week, excluding meal

plan purchases and beverage alcohol.

Exhibit 20

Weekly On-Campus Food and Beverage Spend (Excluding Meal Plan Purchases)


Most respondents (67%) spend less than $20 a week for meals, snacks and beverage purchases. The

midrange average4 spend for on-campus purchases is $17.17 per week.

As could be expected, off-campus purchase patterns were significantly lower than on-campus. Exhibit

21 summarizes the number of snack and beverage purchases respondents make off-campus in a typical

week, excluding meal plan purchases and beverage alcohol.

Exhibit 21

Weekly Off-Campus Snack and Beverage Purchases


As seen above, respondents on average, reported making 1.0 off-campus snack and beverage purchases

per week.

4 Respondents selected from pre-set ranges ($0.01 to $10.00, etc.). The midrange value is the median value of the

range (for example, the midrange for $0.01 to $10.00 is $5.00) which is then averaged for all responses.

Snacks, Beverages and Meals

On Campus Spend per Week Count Percent

Nothing 23 23.2%

$0.01-$10.00 27 27.3%

$10.01-$20.00 16 16.2%

$20.01-$30.00 13 13.1%

$30.01-$40.00 3 3.0%

$40.01-$50.00 4 4.0%

$50.01 or more 13 13.1%

Average Mid Range Spend (n=99) 17.17$


Off Campus Snacks and Beverages


None 52 52.0%


Twice a Week 9 9.0%







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fsSTRATEGY Inc. 35

Exhibit 22

Weekly Off-Campus Meal Purchases


As seen above, respondents on average reported making 0.8 off-campus meals meal purchases per

week.

Exhibit 23 summarizes what respondents typically spend on-campus in a typical week, excluding meal

plan purchases and beverage alcohol.

Exhibit 23

Weekly Off-Campus Food and Beverage Spend


The average midrange spend for off-campus food and beverage purchases (excluding alcohol) is $12.98

per week.

Exhibit 24 shows the round trip distance (in minutes) respondents are willing to travel for snacks and

beverages.

Off Campus Meals


None 42 42.0%

Less Than Once a Week 2 2.0%


Twice a Week 8 8.0%




More Than Five Times a Week - 0.0%




Off Campus Spend per Week Count Percent

Nothing 28 28.3%

$0.01-$10.00 17 17.2%

$10.01-$20.00 30 30.3%

$20.01-$30.00 14 14.1%

$30.01-$40.00 5 5.1%

$40.01-$50.00 5 5.1%

$50.01 or More - 0.0%

Average Mid Range Spend (n=99) 12.98$

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fsSTRATEGY Inc. 36

Exhibit 24

Maximum Travel Time for Snacks and Beverages


Exhibit 25 shows the round trip distance (in minutes) respondents are willing to travel for meals.

Exhibit 25

Maximum Travel Time for Meals


On average, respondents are willing to travel 12.0 minutes (round trip) to purchase a snack or beverage,

and 15.8 minutes round trip for a meal.

3.4.3 Satisfaction

Respondents were asked to rate several foodservice attributes on a scale of 1 (poor) to 5 (excellent).

Exhibit 26 summarizes the responses.

Snacks and Beverages

Round Trip Time (Minutes) Count Percent

Less than Five 13 3.0%

Five to Nine 26 6.0%

Ten to Fourteen 34 7.8%

Fifteen to Nineteen 5 1.2%

Twenty or More 22 5.1%

Average Time (n=100) 12.0


Meals


Less than Five 5 1.2%

Five to Nine 19 4.4%

Ten to Fourteen 34 7.8%

Fifteen to Nineteen 6 1.4%

Twenty or More 36 8.3%

Average Time (n=100) 15.8


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Exhibit 26

Foodservice Attribute Scores

Foodservice Attribute

Quality of Food Count Percent

1 - Poor 1 1.1%

2 15 15.8%

3 - Neutral/Don't Know 40 42.1%

4 30 31.6%

5 - Excellent 9 9.5%

Average Score (n=95) 3.3

Value/Price of Food Count Percent

1 - Poor 29 29.3%

2 39 39.4%


4 8 8.1%



Variety and Section of Food Count Percent

1 - Poor 5 5.2%

2 22 22.9%


4 19 19.8%



Speed of Service Count Percent

1 - Poor 1 1.0%

2 13 13.3%


4 38 38.8%




Trent University


fsSTRATEGY Inc. 38


Location of outlets (average score 4.3/5), cleanliness of outlets (3.9/5) and attitude of service (3.8/5)

scored the highest of the attributes. Price and value scored the lowest (2.1/5). Quality of food, menu

variety, speed of service, and hours of operation received relatively neutral scores ranging from 3.1 to

3.5 out of 5.

3.4.4 Concept Preferences

Respondents were asked select product, experience and service style preferences from a list.

Respondents were encouraged to select all preferences that applied; their responses were not limited.

Exhibit 27 shows the top ten product preferences selected by respondents.


Attitude of Service Count Percent

1 - Poor 2 0.5%

2 10 2.3%


4 35 8.0%



Cleanliness of Outlet(s) Count Percent

1 - Poor 1 0.2%

2 5 1.1%


4 52 11.8%



Location of Outlet(s) Count Percent

1 - Poor - 0.0%

2 1 0.2%


4 45 10.3%



Hours of Operation for Outlet(s) Count Percent

1 - Poor 7 1.6%

2 16 3.6%


4 34 7.7%




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Exhibit 27

Top Ten Product Preferences


Exhibit 28 shows the top ten experience preferences selected by respondents.

Exhibit 28

Top Ten Experience Preferences


Exhibit 29 shows the top service style preferences selected by respondents.

Preference Count Percent

Pizza 52 52.0%

Snack 49 49.0%

Juice 48 48.0%

Sandwiches - Subs 48 48.0%

Bagels 48 48.0%

Baked Goods - Donuts, Muffins 47 47.0%

Breakfast 47 47.0%

Asian - Chinese 46 46.0%

Chicken 46 46.0%

Soup 46 46.0%

Coffee 44 44.0%

Salad 44 44.0%

Pasta 44 44.0%

Experience (n=100)


Grill 55 55.0%

Café 54 54.0%

24-7 53 53.0%

Patio 53 53.0%

Breakfast 49 49.0%

All Day 45 45.0%

Diner 42 42.0%

Bakery Café 42 42.0%

Bistro 40 40.0%

Deli 38 38.0%


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Exhibit 29

Top Service Style Preferences


Service style preferences appear to reflect a desire for convenience and variety.

3.4.5 Likes and Suggested Improvements

Respondents were asked to list five things they liked the most about the current foodservice offerings at

Trent and five things they felt could be improved.

Exhibit 30 highlights the top ten characteristics respondents liked about the current foodservice

offerings included:

Exhibit 30

Top Ten Characteristics Respondents Liked about Trent’s Foodservice


Exhibit 31 highlights the top ten characteristics respondents thought could be improved about the

current foodservice offerings included:

Service Style (n=100)


Take-out 67 67.0%

Cafeteria 66 66.0%

Buffet 66 66.0%

Market Style 47 47.0%

Quick Counter 41 41.0%

Casual Table Service 39 39.0%

Vending 38 38.0%

Delivery 37 37.0%


Likes (n=100)

Item Count Percent

Friendly Service 35 35.0%

Convenience 25 25.0%

Menu Variety 22 22.0%

Speed of Service 15 15.0%

Locations 13 13.0%

Food Quality 9 9.0%

Cleanliness 8 8.0%

Pita Pit 7 7.0%

Tim Hortons 7 7.0%

Service Quality 6 6.0%

Healthy Options 6 6.0%


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Exhibit 31

Top Ten Characteristics Respondents Thought Could be Improved about Trent’s Foodservice


Convenience related topics including “convenience”, locations, speed of service and hours of operation

represent three out of the top five likes and two of the top five suggested improvements. This

illustrates the importance of convenience for on campus foodservice operations.

3.5 Electronic Survey

In addition to the intercept interviews, students, staff and faculty were invited to complete an electronic

survey. The survey asked the same questions as the intercept interviews. 566 responses were collected

representing 6.4% of Trent population, though not all respondents answered every question.

3.5.1 Respondent Profile

Exhibit 32 below classifies respondents by description.

Suggested Improvements (n=100)

Item Count Percent

Price/Value 62 62.0%

Hours of Operation (Delivery) 29 29.0%


Healthy Options - More 17 17.0%


Food Quality 9 9.0%

Freshness of Baked Goods 8 8.0%

Cleanliness 5 5.0%

Weekend Gzowski 5 5.0%

Vegan/Vegetarian Options 5 5.0%


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Exhibit 32

Respondent Profiles


As seen above, most respondents (54.4%) were off campus students. Almost 94% of respondents listed

Symons Peterborough as their primary campus. Responses from Catharine Parr Traill College (3.7%) and

Oshawa Campus (2.7%) were reviewed; however, the sample size is not large enough to be statistically

accurate, nor are these Campuses the focus of this analysis. This section summarizes the outcome for

the Symons campus only.

Exhibit 33 summarizes the demographic profile for Symons Campus respondents.

Exhibit 33

Respondent Demographics


Respondent Profile

Description Count Percent

Resident Student: Champlain 63 11.9%

Resident Student: Gzowski College 56 10.6%

Resident Student: Lady Eaton 17 3.2%

Resident Student: Otonabee 26 4.9%

Off-Campus Student 288 54.4%

Staff / Faculty 79 14.9%

Total Respondents (n) 529 100.0%

Primary Campus Count Percent

Symons, Peterborough 529 93.6%

Catharine Parr Trail College 21 3.7%

Thornton Road Campus Oshawa 15 2.7%



Respondent Profile

Age Count Percent

0 to 24 299 72.9%

25 to 34 50 12.2%

35 to 64 50 12.2%

65 + 1 0.2%

Prefer not to answer 10 2.4%

Total Responses (n) 410 100.0%

Gender Count Percent

Male 116 28.3%

Female 282 68.8%

Prefer not to answer 12 2.9%

Total Responses (n) 410 100.0%


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Symons respondents were primarily female (68.8%) under the age of 25 (72.9%). The heavily weighted

female response differs from the intercept surveys, which were essentially balanced between the two

genders. The average age is somewhat reflective of the campus population (approximately 85% under

the age of 35).

Exhibit 34 summarizes respondents by the type of meal plan used by respondents.

Exhibit 34

Meal Plans


As seen above, most respondents (57.1%) do not use a meal plan. The meal plans most frequently

mentioned were the off-campus plan (12.4%), Flex: $,2600 (10.3%) and the 12 meals per week board

plan (9.0%).

3.5.2 Purchasing Patterns

Exhibit 35 shows the frequency at which respondents use various foodservice facilities in a given week.

Meal Plan

Type Count Percent

None 300 57.1%



Off-Campus 65 12.4%

Flex: $2,800 20 3.8%

Flex: $2,600 54 10.3%

Flex: $1,700 14 2.7%



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Exhibit 35

On-Campus Outlet Usage


Uses per week Ceilie Pub Champlain DNA Pod

Excalibrew

Café Lady Eaton Otonabee

Peter

Gzowski

Scullers/Tim

Hortons

Seasoned

Spoon

None 241 160 250 249 212 70 182 114 214

Once a Week 44 86 18 26 32 79 44 93 45

Twice a Week 3 29 3 4 23 70 16 59 22

Three Times a Week 6 12 6 3 14 52 11 42 14

Four Times a Week - 15 3 1 4 41 9 21 9

Five Times a Week - 9 1 - 2 41 6 26 15

Five to Ten Times a Week - 35 1 2 7 41 33 11 2

More than Ten Times a Week 2 6 - - 6 17 15 3 -

Average Weekly Uses 0.4 1.9 0.2 0.2 1.0 3.3 2.1 2.0 0.8


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As with the Intercept responses, the most frequently used foodservice outlet by respondents is

Otonabee (3.3 average uses per week) followed by Gzowski (2.1 uses per week) and Sculler’s/Tim

Hortons and Champlain (2.0 uses per week each). Respondents used Champlain 1.9 times per week and

Lady Eaton once a week. On average, respondents reported using the remaining outlets less than once a

week.

Exhibit 36 summarizes the frequency at which respondents make snack or beverage purchases on

campus in a typical week.

Exhibit 36

Weekly On-Campus Snack and Beverage Purchases


As shown, excluding meal plans and beverage alcohol, respondents on average make 3.6 on campus

snack or beverage purchases per week.

Exhibit 37 summarizes the frequency at which respondents make meal purchases on campus in a typical

week.

Exhibit 37

Weekly On-Campus Meal Purchases


As shown, excluding meal plans and beverage alcohol, respondents on average make 3.4 on-campus

meal purchases per week.

On Campus Snacks and Beverages


None 56 14.6%Once a Week 56 14.6%Twice a Week 69 18.0%Three Times a Week 85 22.1%Four Times a Week 34 8.9%Five Times a Week 59 15.4%More than Five Times a Week 71 18.5%Average Times (n=430) 3.6


On Campus Meals

Purchases per week Count Percent

None 88 22.9%Once a Week 95 24.7%Twice a Week 68 17.7%Three Times a Week 43 11.2%Four Times a Week 18 4.7%Five Times a Week 27 7.0%More than Five Times a Week 74 19.3%Average Times (n=413) 3.4


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Exhibit 38 summarizes what respondents spend on campus for snacks, beverages and meals (excluding

beverage alcohol and meal plans) in a typical week.

Exhibit 38

Weekly On-Campus Food and Beverage Spend


As seen above, most respondents (68.6%) spend less than $20 a week, with a midrange average5 spend

of $18.34 per week. This is slightly higher than the intercept interview responses ($17.17). Because a

slightly greater percentage of online respondents were over the age of 24, the increased average spend

is likely indicative of a higher spending threshold for older students, faculty and staff.

Exhibit 39 summarizes the frequency at which respondents make snack or beverage (excluding beverage

alcohol) purchases off campus in a typical week.

Exhibit 39

Weekly Off-Campus Snack and Beverage Purchases


As shown, the average respondent makes 2.5 off-campus snack and beverage purchases in a typical

week.

5 Respondents selected from pre-set ranges ($0.01 to $10.00, etc.). The midrange value is the median value of the

range (for example, the midrange for $0.01 to $10.00 is $5.00) which is then averaged for all responses.


On Campus Spend per week Count Percent

Nothing 76 16.2%

$0.01 - $10.00 101 21.5%

$10.01 - $20.00 145 30.9%

$30.01 - $40.00 98 20.9%

$40.01 - $50.00 24 5.1%

$50.01 + 26 5.5%

Average Spend (n=432) 18.34$


Off Campus Snacks and Beverages


None 119 31.0%






More than Five Times a Week 41 10.7%



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Exhibit 40 summarizes the frequency at which respondents make meal purchases off campus in a typical

week.

Exhibit 40

Weekly Off-Campus Meal Purchases


As seen above, the average respondent makes 2.0 off campus meals.

Exhibit 41 summarizes what respondents spend on campus for snacks, beverages and meals (excluding

beverage alcohol and meal plans) in a typical week.

Exhibit 41

Weekly Off-Campus Food and Beverage Spend (Excluding Meal Plans)


The average midrange spend for off campus food and beverage purchases is $18.67 per week.

Exhibit 42 summarizes the round trip distance respondents are typically willing to travel (in minutes) to

make a snack or beverage purchase.

Off Campus Meals


None 117 30.5%






More than Five Times a Week 33 8.6%




Off Campus Spend per week Count Percent

Nothing 101 23.4%

$0.01 - $10.00 70 16.2%

$10.01 - $20.00 115 26.6%

$30.01 - $40.00 86 19.9%

$40.01 - $50.00 32 7.4%

$50.01 + 28 6.5%

Average Spend (n=432) 18.67$


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Exhibit 42

Maximum Travel Time for Snacks and Beverages


Exhibit 43 summarizes the round trip distance (in minutes) respondents are willing to travel for meals.

Exhibit 43

Maximum Travel Time for Meals


On average, respondents are willing to travel 8.5 minutes round trip to purchase a snack or beverage,

and 11.3 minutes round trip for a meal. The online results are significantly shorter travel time than the

intercept interviews (12 minutes for snacks and beverages and approximately 16 minutes for meals).

3.5.3 Satisfaction

Respondents were asked to rate several foodservice attributes on a scale of 1 (poor) to 5 (excellent).

Exhibit 44 summarizes the responses.

Snacks and Beverages


Less than Five 73 16.8%Five to Nine 127 29.3%Ten to Fourteen 197 45.4%Fifteen to Nineteen 11 2.5%Twenty or More 26 6.0%Average Time (n=434) 8.5


Meals

Round Trip Time Count Percent

Less than Five 39 9.0%Five to Nine 76 17.6%Ten to Fourteen 212 49.2%Fifteen to Nineteen 32 7.4%Twenty or More 72 16.7%Average Time (n=431) 11.3


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Exhibit 44

Foodservice Attribute Scores


Quality of Food Count Percent

1 - Poor 114 25.9%

2 134 30.5%


4 105 23.9%



Value/Price of Food Count Percent

1 - Poor 246 55.9%

2 134 30.5%


4 16 3.6%



Variety and Selection of Food Count Percent

1 - Poor 148 33.7%

2 144 32.8%


4 70 15.9%



Speed of Service Count Percent

1 - Poor 64 14.6%

2 109 24.8%


4 131 29.8%



Attitude of Service Count Percent

1 - Poor 52 11.8%

2 68 15.5%


4 135 30.8%




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None of the attributes had an average score greater than four (out of five). Location of outlets (average

score 3.61/5), cleanliness of outlets (3.56/5) and attitude of service (3.36/5) scored the highest of the

attributes. Price and value scored the lowest (1.63/5). Quality of food, menu variety, speed of service,

and hours of operation received relatively low scores ranging from 2.21 to 2.93 out of five.


Respondents were asked select product, experience and service style preferences from a list.

Respondents were encouraged to select all preferences that applied, responses were not limited.

Exhibit 45 shows the top ten product preferences selected by respondents.


Cleanliness of Outlet(s) Count Percent

1 - Poor 26 5.9%

2 52 11.8%


4 218 49.4%



Location of Outlet(s) Count Percent

1 - Poor 23 5.2%

2 43 9.8%


4 193 44.0%



Hours of Operation for Outlet(s) Count Percent

1 - Poor 113 25.7%

2 128 29.1%


4 96 21.8%




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Exhibit 45

Top Ten Product Preferences


Exhibit 46 shows the top ten experience preferences selected by respondents.

Exhibit 46

Top Ten Experiences Preferences


Exhibit 47 shows the top ten service style preferences selected by respondents.

Product


Breakfast 237 56.2%

Juice 221 52.4%

Pizza 214 50.7%

Pasta 213 50.5%

Sandwiches - Wraps 213 50.5%

Salad Bar 212 50.2%

Bagels 204 48.3%

Chicken 197 46.7%

Vegetarian 192 45.5%

Snack 191 45.3%

Salad 190 45.0%

Sandwiches - Pitas 190 45.0%

Soup 190 45.0%

Sandwich Bar 189 44.8%


Experience


All Day 239 56.9%

24-7 212 50.5%

Café 204 48.6%

Grill 197 46.9%

Breakfast 196 46.7%

Bakery Café 172 41.0%

Lunch Dinner 165 39.3%

Market 161 38.3%

Patio 160 38.1%

Convenient 154 36.7%


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Exhibit 47

Top Ten Service Styles Preferences


The preferred service styles appear to reflect respondents’ desire for menu variety (see “suggested

improvements”).

3.5.5 Foodservice Likes and Suggested Improvements

Respondents were asked to list five things they liked the most about the current foodservice offerings at

Trent and five things they felt could be improved.

Exhibit 48 highlights the top ten characteristics respondents liked about the current foodservice

offerings included:

Exhibit 48

Top Ten Characteristics Respondents Liked about Trent’s Foodservice


Exhibit 49 highlights the top ten characteristics respondents thought could be improved about the

current foodservice offerings included:

Experience


Market Style 257 62.7%

Buffet 242 59.0%

Take-out 224 54.6%

Cafeteria 213 52.0%

Quick Counter 191 46.6%

Delivery 140 34.1%

Casual Table Service 135 32.9%

Quick Elegance 123 30.0%

Family - Plate Service 84 20.5%

Modified - Counter 84 20.5%


Likes (n=310)

Item Count Percent

Attitude of staff/friendly 152 49.0%

Accessible/Convenient/Multiple locations 98 31.6%

Food and beverage options / variety 88 28.4%

Speed of service 61 19.7%

Food quality/care of prep/taste 48 15.5%

Seasoned Spoon 41 13.2%

Cleanliness 31 10.0%

Coffee 20 6.5%

Fairtrade coffee/food 20 6.5%

Hours of operation 19 6.1%


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Exhibit 49

Top Ten Characteristics Respondents Thought could be Improved about Trent’s Foodservice


Menu variety including healthy options is an important characteristic for on campus foodservice

operations. This preference for variety is further illustrated by the top preferred service styles (market

style, cafeteria and buffet) highlighted earlier in this section.

3.6 Conference and Hospitality Services Survey

fsSTRATEGY conducted an electronic survey of Conference and Hospitality Services clients to determine

client satisfaction levels. Conference and Hospitality Services issued a link to the survey via email to

their contacts. Twenty-four clients responded.

Exhibit 50 summarizes the event profiles for the respondents. Names of the events can be found in the

Appendix 2.

Suggest Improvements (n=362)

Item Count Percent

Price/Value 223 61.6%


Hours of Operation - General 106 29.3%

Food Quality 98 27.1%

Healthy Options 87 24.0%


Vegan / Vegetarian Options 51 14.1%

Employee Attitude 45 12.4%

Local Foods 30 8.3%

Service 26 7.2%


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Exhibit 50

Event Profiles


As shown, most events took place in June (41.7%) or July (25.0%). The average event was 2.6 days in

length and had 125 guests/delegates.

Exhibit 51 summarizes the usage of various dining facilities on campus for catered meals.

Event Profiles

Month of Event Count Percent

January 2 8.3%

February - 0.0%

March - 0.0%

April 2 8.3%

May 3 12.5%

June 10 41.7%

July 6 25.0%

August - 0.0%

September - 0.0%

October - 0.0%

November 1 4.2%

December - 0.0%

Length of Event Count Percent

Less than one day 1 4.2%

One day 10 41.7%

Two days 2 8.3%

Three days 7 29.2%

Four days 2 8.3%

Five or more days 2 8.3%

Average length 2.6

Size of Event Count Percent

Less than 50 guests 6 25.0%

50 to 99 guests 6 25.0%

100 to 149 guests 3 12.5%

150 to 199 guests 3 12.5%

200 to 249 guests 2 8.3%

250 to 299 guests 1 4.2%

300 or more guests 3 12.5%

Average size 125

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Exhibit 51

Foodservice Facility Usage for Catered Events


Of the 78 meals associated with respondents’ events, most were held either in Gzowski (30.8%) (the

only air conditioned facility), Otonabee (28.2%) or Lady Eaton (LEC) (20.5%). Other locations included

the Senior Common Room, Bagnani Hall Piano Room (Traill), Alumni House, a private meeting room,

Otonabee College Common Room and a BBQ Dinner.

3.6.1 Foodservice Objective

Respondents were asked to rank the relevance of three statements pertaining to the purpose of offering

foodservices at their event. Respondents selected a ranking from “most relevant” to “least relevant” for

each statement. Only one statement could be awarded a specific relevancy (i.e. two statements could

not both be ranked “most relevant”). Exhibit 52 illustrates the results of the ranking.

Foodservice Facility Usage (Meals)

Outlet Count Percent

LEC Dining Hall 16 20.5%

Champlain Dining Hall (Great Hall) 7 9.0%

Otonabee Dining Hall 22 28.2%

Gzowski Dining Hall (Robinson Hall) 24 30.8%

Other 9 11.5%

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Exhibit 52

Foodservice Objective


Foodservice Objective 4 - Most 3 2 1 - Least Avg Score RankProvide sustenance (meals and snacks) 10101010 4 2 2 3.22 1

Enhance the guest/delegate experience 6666 6666 2 1 3.13 2

Enhance the image of the conference/event 2 4 6666 1 2.54 3

Other 1 0 0 0 -- --

Relevance Rank (times selected)

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As shown, the most relevant objective for providing foodservices was to offer sustenance to guests and

delegates. Enhancing the image of the event ranked lowest of the three objectives.

3.6.2 Client Satisfaction

Respondents were asked to rate several attributes of their food and beverage using a scale of one (poor)

to five (excellent). Exhibit 53 summarizes the outcome of those ratings.

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Exhibit 53

Foodservice Objective


Hours of Service Count Percent

1 - Poor 1 4.5%

2 2 9.1%


4 3 13.6%



Variety/Menu Offering Count Percent

1 - Poor - 0.0%

2 1 4.5%


4 8 36.4%



Food Quality Count Percent

1 - Poor 1 4.5%

2 1 4.5%


4 7 31.8%



Price/Value Count Percent

1 - Poor - 0.0%

2 2 9.1%


4 4 18.2%



Service Quality Count Percent

1 - Poor - 0.0%

2 2 9.1%


4 10 45.5%



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Most attributes were rated relatively high. Service attitude received the highest rating (4.3 out of 5.0);

food safety and sanitation, hours of service, service quality, service speed, variety/menu offering also

scored well with ratings of four out of five or greater. Most respondents (65.0%) were either indifferent

to or didn’t know about sustainability or “green” programs run by campus foodservices. Price/Value

was the attribute that scored the lowest overall (3.5 out of 5.0).


Service Speed Count Percent

1 - Poor - 0.0%

2 1 4.5%


4 9 40.9%



Service Attitude Count Percent

1 - Poor - 0.0%

2 2 9.1%

3 - Neutral/Don't Know - 0.0%

4 10 45.5%



Sustainability ("Green") Programs Count Percent

1 - Poor - 0.0%

2 - 0.0%


4 2 10.0%



Healthy Options/Nutrition Count Percent

1 - Poor 1 4.8%

2 2 9.5%


4 8 38.1%



Food Safety and Sanitation Count Percent

1 - Poor - 0.0%

2 - 0.0%


4 6 28.6%



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The following additional comments were provided by respondents. The comments have not been

edited:

• The price of the meals was rather steep in lieu of what the Campers were actually getting. The

food quality and variety was average, yet they were being charged ~$12.00 for lunch/dinner

meals.

• Service area too limited for the amount of guests.

• More vegetables and more choices of cereal with less sugar.

• Some kinds of food refilled not as fast as possible such as soup container, salad bar, cutlery

supplies and general clean up.

• The vegetarian choices seem to be very limited, especially at lunch time. Greater variety should

be offered to those who wish to have a meatless entree.

• Dinner was for high school students only.

• The service was great. Our food order was customized to accommodate my guests. Everything

is always great with catering at Trent.

• I was really surprised with how fantastic the food was after having lived in residence for a year.

Conference services should take over all food provision in my opinion.

• The quality of the food and service were the worst we have experienced at a university/college

setting

• The breakfast eggs were NOT good - we had MANY comments from our women regarding this.

The ladies didn't really enjoy the Sunday lunch either - forget exactly what it was?!

• The variety and options available though were great - even for the gluten free diets.

• Enjoyed the wide variety of breakfast options available at the different stations.

Respondents were also asked to rate their overall satisfaction for various types of foodservice offerings

using a five point scale (very unsatisfied, somewhat unsatisfied, neutral, somewhat satisfied, very

satisfied). Respondents only rated service types that applied to their event. The number of response

for each service type ranged from two to eleven. Exhibit 54 summarizes the ratings.

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Exhibit 55

Satisfaction by Foodservice Type


Foodservice Type

Cafeteria-Style Meals (served in dining halls) Count Percent

Very Unsatisfied 1 9.1%

Somewhat Unsatisfied 1 9.1%

Neutral 1 9.1%

Somewhat Satisfied 3 27.3%

Very Satisfied 5 45.5%


Catered Plated Meals Count Percent

Very Unsatisfied - 0.0%

Somewhat Unsatisfied - 0.0%

Neutral - 0.0%




Catered Buffet Meals Count Percent


Somewhat Unsatisfied 1 12.5%

Neutral - 0.0%




Catered Receptions Count Percent



Neutral 1 14.3%

Somewhat Satisfied - 0.0%



Delegate/Guest Paid Meals in Retail Foodservice Outlets Count Percent



Neutral 1 50.0%

Somewhat Satisfied - 0.0%



Coffee Breaks Count Percent



Neutral 1 16.7%




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Most respondents reported being “very satisfied” for all service types with the exception of

delegate/guest paid meals which only had two responses (50.0% neutral, and 50.0% very satisfied).

One respondent noted that the cafeteria style meals were “inedible”.

3.6.3 Foodservice Location and Capacity

Respondent who stayed in residence during their event were asked to rate the importance of

foodservice facilities being in the same building as the accommodations.

Exhibit 56

Importance of Foodservices Being in Same Building


Twelve of the respondents stayed in residence during their event. Of those twelve, most (58.3%) felt

that it was “very important” that foodservices be in the same building as the residence.

Respondents were asked if sufficient foodservice capacity was provided and in the right locations for

their events. Exhibit 57 summarizes the replies.

Exhibit 57

Was There Sufficient Foodservice Capacity in the Right Locations?


As seen above, most (90.5%) respondents felt that there was sufficient foodservice capacity in the right

locations for their events. The two respondents who answered “no” provided the following additional

comments (these have not been edited:

• Would be better to have two serving stations in order to avoid people waiting for long time in

the line. [fsSTRATEGY: In reference to Otonabee]

• The space of dining hall is too small to hold 300 people there at one time therefore have to

divide groups in different times going in. The dinning times have to take longer. [fsSTRATEGY: In

reference to Gzowski]

Importance Count Percent

Not Important at All 1 8.3%

Somewhat Not Important - 0.0%

Neutral 2 16.7%

Somewhat Important 2 16.7%

Very Important 7 58.3%

Sufficient Capacity/Right Location Count Percent

Yes 19 90.5%

No 2 9.5%

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3.6.4 Likes and Opportunities for Improvement

Respondents were asked to describe what they liked about the current conference and event

foodservice offerings at Trent. Exhibit 58 summarizes the open-ended responses. Raw (non-coded)

responses can be found in Appendix 2.

Exhibit 58

What Respondents Like About the Current Offerings at Trent


As shown, menu variety (38.9%) and food quality (33.3%) were the most commonly mentioned “likes”

by respondents.

Respondents were asked to describe what they thought could be improved about the current

conference and event foodservice offerings at Trent. Exhibit 59 summarizes the open-ended responses.

Raw (non-coded) responses can be found in Appendix 2.

Likes (n=18)

Attribute Count Percent

Menu variety 7 38.9%

Food quality 6 33.3%

Kind/welcoming staff 3 16.7%

Convenience of being in same building 3 16.7%

Menu flexibility 3 16.7%

Accomodating of special needs 2 11.1%

Prices / Affordability 2 11.1%

Healthy options 1 5.6%

Price variety 1 5.6%

Ability to provide client's own recipes 1 5.6%

Reliability 1 5.6%

Fast response to concerns 1 5.6%

Excellent communication 1 5.6%

Convenient campus 1 5.6%

Ability to reserve a table 1 5.6%

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Exhibit 59

What Respondents Think Can Be Improved About the Current Offerings at Trent


1 Examples provided included stir-fry, congee, real steamed rice (not minute rice) and Chinese tea.

Many respondents (31.3%) felt there no improvements to the current conference and event foodservice

offerings were necessary. Menu variety and food quality were mentioned twice, making them the most

commonly mentioned improvement opportunities.

Respondents were asked to suggest ways they thought the current conference and event foodservice

offerings at Trent could be more innovative. For the most part, responses simply mirrored suggestions

made in the “Likes” and “Improvements” questions. One respondent suggested that Trent could make

better use of feedback cards by implementing requested menu items. Satellite kitchens to reduce the

distance food must be transported, more variety in healthy and local foods were also suggested. The

unedited open-ended responses can be found in Appendix 2.


Respondents were asked to describe what products they would like to see offered by conference and

event foodservices at Trent. Exhibit 60 summarizes the open-ended responses.

Potential Improvements (n=16)

Attribute Count Percent

Menu variety/diversity 2 12.5%

Food quality 2 12.5%

Take action on menu feedback 1 6.3%

More kid-friendly options 1 6.3%

Speed of service 1 6.3%

More vegetables on the menu 1 6.3%

Larger facilities 1 6.3%

More than one serving station 1 6.3%

More traditional Asian foods1

1 6.3%

More variety for meatless entrees 1 6.3%

Less expensive healthy options 1 6.3%

More coffee shop style locations 1 6.3%

Price 1 6.3%

Happier staff 1 6.3%

Nothing 5 31.3%

Trent University


fsSTRATEGY Inc. 65

Exhibit 60

Product Preferences


1 Examples included chicken fingers, mini pizzas, build-your-own pasta/taco/quesadilla, etc.

No patterns were identified for specific product offerings; however, menu variety in general was

mentioned most frequently.

Respondents were asked to describe what service experiences they would like to see offered by

conference and event foodservices at Trent. Only eight participants responded to this question. None

of the responses provided guidance towards defining a specific experience, other than possibly

indirectly inferring that “experience” is not an important attribute of event foodservices. Two

respondents recommended friendly service while one respondent suggested an arcade and another

noted that they were not satisfied with the quality of the food.

If no specific “experience” is desired, fsSTRATEGY would classify the appropriate experience as “Filling

Station”. A Filling Station is a foodservice outlet whose sole purpose is to provide sustenance to the

customer regardless of atmosphere, décor, view or other defining factors.

Respondents were asked to describe what service styles they would like to see offered by conference

and event foodservices at Trent. Exhibit 61 summarizes the open-ended responses.

Exhibit 61

Service Style Preferences


Only five usable responses were provided for this question. Of these five, most (60.0%) suggested

Buffet as the preferred service style at events and conferences.

Product (n=13)


More variety 3 23.1%

Kid-friendly1

1 7.7%

More meat/seafood options 1 7.7%

Less starchy foods (i.e., Lasagna) 1 7.7%

Vegan (not just on special order) 1 7.7%

Healthy foods 1 7.7%

Sandwiches 1 7.7%

Fresh fruit and vegetables 1 7.7%

Food prepared from scratch 1 7.7%

Service Style (n=5)


Buffet 3 60.0%

Coffee Shop (Quick Counter) 1 20.0%

Uniformed Servers 1 20.0%

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fsSTRATEGY Inc. 66

When asked about the preferred locations for event and conference foodservices, three usable

responses were provided (unedited):

• Same building as accommodations

• Something near Blackburn (with reference to a new residence being constructed in that area)

• Lady Eaton College (provided the tables are cleaned more frequently)

Finally, respondents were asked to provide general comments pertaining to the foodservices offered at

their event. Of the 14 responses, only two were not positive. One respondent noted that there were

not enough meeting rooms available on campus, and a second mentioned that they experienced the

worst food they had had at any of their conferences in the past (of which they have had 62). Raw

responses can be found in Appendix 2.

3.7 Primary Research Summary of Findings

The following conclusions may be drawn from the primary research:

• students, staff and faculty expressed a desire for increased variety, enhanced hours of

operation, meal plans, portion sizes, ethnic and personal diet choices, with respect to

foodservices—essentially more varied food experiences;

• there is an indication that some parties believe that the four main campus dining halls should

remain as they represent the Trent College System, as they are seen as an important part of the

Campus Culture;

• students, staff and faculty expressed a desire for more fresh, unprocessed and local foods;

• a branded coffee outlet is required on the East Bank (Starbucks and a second Tim Hortons were

identified as potential brands);

• desire was expressed for a Subway sandwich location;

• a desire was expressed by students and staff for enhanced sustainability practices with respect

to foodservices;

• Trent Administration representatives indicated that contributing to the University’s reputation

and excellence foodservice were the primary goals of foodservice at the University—more

important than maximizing financial returns;

• while the administration views Aramark’s performance positively, the student population feels

improvements could be made in food quality, access, variety and value;

• any capital investment in foodservice will be funded by the foodservice operator(s);

• the average reported number of on-campus snack and beverage purchases was between 2.5

(intercept interviews) and 3.6 (electronic survey) per week and average number of on-campus

meal purchases was 2.7 (intercept interviews) and 3.4 (electronic survey) times per week;

• average visitation of the Ceilie Pub, DNA Pod, Excalibrew Cafe and Seasoned Spoon is relatively

low (customer intercept interviews and electronic survey);

• the weekly average spend on campus for food and beverage (excluding meal plan purchases) is

between $17.17 (customer intercept interviews) and $18.34 (electronic survey);

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fsSTRATEGY Inc. 67

• price and value of foodservice products and menu variety were concerns expressed by

respondents to the customer intercept interviews and electronic survey;

• price and value was also identified as an opportunity for improvement by conference clients;

and

• conference clients generally desire to have food and beverage in the same building as the

accommodation.

During the customer intercept interviews and electronic survey, respondents were asked to identify

preferences with respect to foodservices. The top responses in each category are summarized below.

Exhibit 62

Summary of Top Product Preferences—Customer Intercept Interviews and Electronic Survey


Rank Count Rank Count Rank Count

Breakfast 7 47 1 237 1 284

Juice 3 48 2 221 2 269

Pizza 1 52 3 214 3 266

Pasta 11 44 4 213 4 257

Sandwiches - Wraps 15 43 4 213 5 256

Bagels 5 48 7 204 6 252

Salad Bar 22 37 6 212 7 249

Chicken 9 46 8 197 8 243

Snack 2 49 10 191 9 240

Soup 10 46 11 190 10 236

Salad 11 44 11 190 11 234

Asian - Chinese 8 46 15 185 12 231

Sandwiches - Subs 4 48 18 182 13 230

Sandwiches - Pitas 20 38 11 190 14 228

Baked Goods - Donuts, Muffins 6 47 19 180 15 227

Intercept Interviews Electronic Survey Total

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fsSTRATEGY Inc. 68

Exhibit 63

Summary of Top Customer Experience Preferences—Customer Intercept Interviews and Electronic

Survey


Exhibit 64

Summary of Top Service Style Preferences—Customer Intercept Interviews and Electronic Survey



All Day 6 45 1 239 1 284

24-7 3 53 2 212 2 265

Cafe 2 54 3 204 3 258

Grill 1 55 4 197 4 252

Breakfast 5 49 5 196 5 245

Bakery Cafe 8 42 6 172 6 214

Patio 4 53 9 160 7 213

Lunch Dinner 17 32 7 165 8 197

Market Style 14 34 8 161 9 195

Diner 7 42 12 147 10 189

Convenient 15 33 10 154 11 187

Internet Cafe 11 37 11 149 12 186

Brunch 12 36 13 144 13 180

Deli 10 38 16 135 14 173

Meeting Place 18 30 14 142 15 172



Buffet 3 66 2 242 1 308

Market Style 4 47 1 257 2 304

Take-Out 1 67 3 224 3 291

Cafeteria 2 66 4 213 4 279

Quick Counter 5 41 5 191 5 232

Delivery 8 37 6 140 6 177

Casual Table Service 6 39 7 135 7 174

Quick Elegance 10 25 8 133 8 158

Vending 7 38 11 80 9 118

Family - Plate Service 11 20 9 84 10 104


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fsSTRATEGY Inc. 69

4 Zone-by-Zone Supply and Demand Analysis

In order to determine the appropriate locations for foodservice outlets, the Symons Peterborough

campus was divided into four geographic zones. This division allowed the evaluation of both general

supply and demand gaps and supply distribution throughout the Site. Exhibit 65 illustrates the zones as

they have been defined for this analysis.

Exhibit 65

Symons Peterborough Campus Zones

Zone 1 – J.Blackburn Hall, Sport & Rec. Centre Zone 2 – West Bank

Zone 3 – East Bank Zone 4 – DNA and Health Sciences Centre

Source: fsSTRATEGY, Trent University

A balanced campus is one that is capable of servicing each zone at peak capacity. The typical peak meal

period is assumed to be weekdays between 11:00am and 1:00pm (i.e., lunch meal period). In order to

determine the zone populations, we obtained data from the University on resident bed counts,

classroom capacities, and office seats. Additional assumptions were made concerning other traffic

streams such as visitors, library usage and Athletic Centre usage. These assumptions can be found in

Appendix 3 of this report. Based on this analysis, using agreed upon capture assumptions, market

demand was calculated.

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fsSTRATEGY Inc. 70

Supply capacity for retail operations is estimated by multiplying the number of foodservice cash points

by an industry rule of thumb assumption for potential transactions per minute. In this model, the

assumption is that every point of sale should be able to conduct two transactions per minute during

peak periods. This does not account for delays due to slow credit/debit card systems. For board plan

operations, the number of seats is used to define capacity and assume a 45 minute seat turnover. The

supply analysis takes into consideration any retail outlet that serves food regardless of who the operator

is (i.e., Aramark, Ceilie, Seasoned Spoon, AC outlet). The analysis does not include vending machines.

Comparing the supply to the demand within each zone illustrates whether opportunities exist to add or

remove foodservice outlets. In Exhibit 66, supply capacity is compared to demand. The difference

figures (gap) that are negative indicate under supply.

Exhibit 66

Zone by Zone Supply and Demand


1 - Athletics /

Blackburn 2 - West Bank 3 - East Bank 4 - DNA

Symons

Campus, All

(1-4)

Demand 74 715 1,847 377 3,014

Supply 240 1,456 1,339 240 3,275

Gap [1] 166 741 (508) (137) 261

Gap % [2] 223% 104% (28%) (36%) 9%

[1] Supply less demand: negative = under supplied; 0 = balanced; positive = over supplied

[2] ((Supply/Demand)-1): negative = under supplied; 0 = balanced; positive = over supplied

Zone

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fsSTRATEGY Inc. 71

As shown, the Campus as a whole is oversupplied by approximately 9%. The West Bank zone is

significantly oversupplied, but it also handles overflow from the undersupplied East Bank zone. It should

also be noted that The Ceilie Pub and The Seasoned Spoon account for a customer capacity of 349

during the peak meal period. Our observations on campus did not indicate that these operations were

being used to that capacity.

Shifting supply capacity to the East Bank could help balance the zones.

Trent University


fsSTRATEGY Inc. 72

5 fsIN-SITE Analysis

In order to determine the most appropriate food and beverage concepts) for the Trent, fsSTRATEGY’s

proprietary fsIN-SITE tool was used. In this section, the fsIN-SITE methodology is described and the

results of the analysis are discussed.

5.1 What is fsIN-SITE?

fsSTRATEGY have been asked numerous times to assist organizations with the identification of the most

appropriate concept(s) for their facilities. It became apparent that a disciplined methodology was

needed rather than just relying on “gut intuition”. As a result, fsIN-SITE, an Access database driven

facility and market analysis tool was developed. The tool assesses over 150 factors in seven categories

to determine the most appropriate concept for a food service operation. The seven categories are:

• locational characteristics of the facility (e.g., accessibility, local foot and vehicular traffic

patterns);

• physical characteristics of the facility (e.g., size, layout);

• market characteristics pertaining to its visitors (e.g., current and future demographics of guests);

• environmental characteristics: (e.g., market conditions, competitive set in trade area, demand

generators);

• foodservice operational characteristics;

• financial and statistical analysis; and

• user preferences.

The methodology determines the impact of the factors on the three parameters of foodservice concept:

primary product offerings, customer experience and service style. fsIN-SITE is a tool that is

complemented by detailed market and comparables research and the experience of the consultants.

The data generated by fsIN-SITE is married with fsSTRATEGY’s experience and creativity to identify the

concepts that we believe will allow the operation to maximize customer service, revenues and

profitability.

5.2 Analysis

This section highlights all of the key information that our team considered when preparing the inputs for

the fsIN-SITE tool. Some of the information included in this Section has also been addressed in previous

sections of the report. Summarized and detailed results of the analysis may be found in Appendix 6.

5.2.1 Building Locational Characteristics

The building type for Trent’s campus is education. Trent is located in a suburban area of Peterborough.

Ease of internal access to the foodservice operations is difficult as potential customers must navigate

through the campus and the campus buildings. The foodservice outlets are, for the most part, not

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fsSTRATEGY Inc. 73

externally visible. Trent has ample paid parking space proximate to most campus buildings. However,

this parking capacity is likely to generate little food and beverage revenue.

Drive by Traffic is limited in the Trent Campus area. However, the University foodservice outlets are not

proximate or nor visible from these roads. Limited foodservice demand is expected from this segment.

Pedestrian traffic, almost exclusively from the Trent community, is significant near the food and

beverage outlets.

Demand for foodservice at Trent is highly seasonal with demand levels low on student holidays and

outside of the traditional academic year. Foodservice outlets at Trent do not enjoy exterior signage.

However, the University community is aware, or rapidly becomes aware, of the location of foodservice

outlets.

5.2.2 Building Physical Characteristics

The Trent campus population peaks during the academic year. The current Trent population is 8,059

and is forecasted to grow to 10,000 over the next five to ten years. The campus’ layout, which is

separated by a river, is horizontal necessitating several foodservice outlets.

Twelve percent of the Trent population is staff and faculty. Trent has 7,891 graduate, undergraduate

and part time students making up 88.0% of the campus population.

Exhibit 67

Geographic Source of Origin of Trent Students (Graduate and Undergraduate)


Qualitative data indicates the gender ratio of Trent students is about 2/3 female and 1/3 male.

For the most part, students are assumed to spend between four hours and eight plus hours on-campus

each day. Faculty and staff are assumed to spend about eight hours on-campus each day. Trent

currently has 925 residence students who are on-campus for much of the academic year, many of whom

are on mandatory meal plans. Two additional residences are in Trent's development plans.

The Campus is active throughout the day with the earliest classes beginning at 8:00 am and latest

classes ending by 9:50 pm. Campus population peaks during normal business hours with lunch being the

peak meal period.

Canada 7,421 94.0%

United States 43 0.5%

United Kingdom 16 0.2%

Western Europe 37 0.5%

Other 374 4.7%

Total 7,891 100.0%

Students

Trent University


fsSTRATEGY Inc. 74

5.2.3 Internal Market Characteristics

Classes at Trent begin at 8:00 am while the latest class ends at 9:50 pm. Campus population peaks

during normal business hours with lunch being the peak meal period.

Exhibit 68 provides an age breakdown of Trent Students.

Exhibit 68

Age Distribution of Trent Students (Graduate and Undergraduate)


The majority of staff and faculty are between the ages of 35 and 64.

5.2.4 Environmental Characteristics

The average household income in the City of Peterborough during the 2006 Census was $40,668. For

comparison purposes, the average household income in Ontario was $53,626. Typically, students have

relatively low personal disposable income.

In December 2011, the unemployment rate in Peterborough was 7.3%. For comparison purposes, the

unemployment rate in the Province of Ontario in December 2011 was 7.7%.

The Bank of Canada’s target overnight interest rate was increased from 0.75% to 1.0% in September

2010. The current expectation is that the interest will not be increased further until sometime in 2012.

The Canadian dollar has been performing at or above par with the United States in recent months, a

trend that is expected to continue. Based on the local population of Trent, however, this will not affect

retail foodservice on Campus.

Commercial foodservice sales are estimated to increase by the Canadian Restaurant and Foodservices

Association (“CRFA”) to increase by 2.9% in 2011 and 2.8% in 2012.

There is relatively limited competition proximate to the Trent (Peterborough Campus). Five foodservice

operations (including three located on Campus) compete with the Trent foodservice operations. These

foodservice operations are summarized in Appendix 5. Exhibits 69, 70 and 71 summarize the products,

customer experiences and service styles of these competitive operations.

Canada 7,421 94.0%

United States 43 0.5%

United Kingdom 16 0.2%

Western Europe 37 0.5%

Other 374 4.7%

Total 7,891 100.0%

Students

Trent University


fsSTRATEGY Inc. 75

Exhibit 69

Competitive Market Area (Main Campus)—Product Analysis


Exhibit 70

Competitive Market Area (Main Campus)—Dining Experience Analysis


As shown, Filling Station6 is the most common customer experience. This is the case for many

foodservice operations on post-secondary education campuses.

Exhibit 71

Competitive Market Area (Main Campus)—Service Style Analysis


As shown, Quick Counter is the most common service style in the competitive foodservice operations.

The population of the Peterborough was 74,898 during the 2006 Census. Between the 2001 and 2006

Census, Peterborough’s population grew 4.8%. For comparison purposes, the Population of Ontario

grew by 6.6% during this same period. Given the remote nature of the Campus to Peterborough’s

population base, Peterborough residents who are not part of the Trent community are not likely to

patronize Trent foodservice outlets.

6 A Filling Station is a restaurant that allows customers to enjoy a quick meal or snack, focusing on convenience and

satiating hunger.

Description Count Graph

Baked Goods 3 | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | |

Soup 3 | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | |

Sandwiches 2 | | | | | | | | | | | | | | | | | | | | | | | | | |

Coffee 1 | | | | | | | | | | | | |

Frozen Beverage 1 | | | | | | | | | | | | |

Hamburger 1 | | | | | | | | | | | | |

Organic 1 | | | | | | | | | | | | |

Pizza 1 | | | | | | | | | | | | |

Snack 1 | | | | | | | | | | | | |

Vegetarian 1 | | | | | | | | | | | | |


Filling Station 3 | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | |

Bar - Pub/Tavern 1 | | | | | | | | | | | | |

Café 1 | | | | | | | | | | | | |


Quick Counter 4 | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | |

Modified Counter 1 | | | | | | | | | | | | | | | |

Trent University


fsSTRATEGY Inc. 77

Exhibit 74

Trent University Foodservice Operations—Service Style Analysis


5.2.6 Financial and Statistical Analysis

Total Annual Retail and Meal Plan foodservice sales at Trent the 12-month period ending April 30, 2011

totalled $5.1 million. Further details may be found in Section 2 of this report.

5.2.7 User Preferences

The information used in this section of the analysis comes from the primary research summarized in

Section 3 of this report.

5.3 fsIN-SITE Analysis Results

Exhibits 75 through 77 summarize the top product, customer experience and service style implied by the

fsIN-SITE analysis as a result of consideration of all of the foregoing information. Full summarized and

detailed results of the fsIN-SITE analysis may be found in Appendix 6.


Take-Out 4 | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | |

Cafeteria 3 | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | |

Quick Counter 1 | | | | | | | | | |

Market Style 1 | | | | | | | | | |

Trent University


fsSTRATEGY Inc. 78

Exhibit 75

Product Implications


As shown, the top two product preferences (Coffee and Baked Goods – Donuts, Muffins) along with the

fifth product preference (Coffee – Specialty) indicate the need for a Bakery Café concept at Trent. Soup

and Sandwiches (various styles) also rated well in the analysis. Comfort foods such as Pizza, Hamburger

and Breakfast were also top preferences.

Exhibit 76

Customer Experience Implications


Count

Coffee 27.3

Snack 23.0

Baked Goods - Donuts, Muffins 22.2

Pizza 17.5

Coffee - Specialty 16.1

Sandwiches - Subs 15.4

Sandwiches 15.1

Sandwiches - Pitas 15.1

Hamburger 14.7

Soup 14.3

North American 14.1

Vegetarian 14.0

Asian - Chinese 13.2

Salad 12.9

Pasta 12.7

Breakfast 12.0

Juice 11.7

Confection 11.7

Frozen Beverages 10.9

Sandwiches - Deli 10.4

Chicken 10.2

Sandwiches - Wraps 10.1

Count

Filling Station 21.2

All Day 16.5

Meeting Place 11.0

Convenient 10.1

Bakery Cafe 7.3

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fsSTRATEGY Inc. 79

As shown, Filling Station (a place to have a quick meal or snack), All day, Meeting Place (a place to enjoy

a meal or snack with friends or colleagues) and Convenient were the top customer experience

preferences. The All Day preference ties into the desire identified in the primary research for enhanced

foodservice operating hours.

Exhibit 77

Service Style Implications


As shown, Quick Counter, Take-Out and Cafeteria were the top-rated service styles in the analysis.

The analysis also shows that Trent requires four or more foodservice outlets at the Symons Campus.

Count

Quick Counter 28.8

Take-Out 18.9

Cafeteria 16.7

Quick Elegance 11.4

Casual - Table Service 7.4

Modified - Counter Order/Table Service 7.3

Trent University


fsSTRATEGY Inc. 80

6 Conclusions and Recommendations

6.1 Decision Drivers

Based on the analysis, fsSTRATEGY believes that Trent’s current foodservice system has some significant

challenges in terms of cost of operations, flexibility, and perceived value.

• Costs of Operation—Trent requires the caterer to operate four separate residence dining halls

within a ten-minute walk of each other. The previous analysis demonstrated that the seating

capacities of these dining halls are underutilized. Moreover, the Lady Eaton and Champlain

serveries are dated and unappealing. Operating four dining halls for a university the size of

Trent results in significantly higher fixed operating costs (primarily labour) and large

inefficiencies for the caterer. This translates into greater costs for students and higher physical

plant costs for Trent. Trent should consider reducing the number of dining halls.

• Flexibility—The residence to which Trent students are assigned determines their type of meal

plan. Lady Eaton and Gzowski residence students receive a traditional board plan with a limited

amount of flex dollars. Otonabee and Champlain residence students receive a declining balance

plan. While declining balance students can use Lady Eaton and Gzowski, students must

purchase a full meal, even if only a light meal or snack is desired. Lady Eaton and Gzowski

students have a limited amount of flex dollars that may be used at Otonabee and Champlain.

While Trent is organized into a four college system, fsSTRATEGY’s experience at other

universities suggests that today’s students want a much higher level of choice in terms of variety

of food, dining experiences, location of dining, etc. Much of this is linked into the social

experience of dining together, being close to where their activities are at the time of dining and

being able to customize their meals. In fsSTRATEGY’s opinion, Trent is too small to support two

types of meal plans and offer the type of flexibility that students desire in a manner that is

economically affordable for the caterer and students. Trent should consider migrating to a

single type of meal plan.

• Declining Balance Program Value Perception. Based on the intercept interview and on-line

survey results, students are not happy with the value they are receiving.

These three areas are interdependent and must be acted on in a coordinated strategy. If Trent reduces

the number of dining halls, the caterer’s costs will drop enabling either lower prices, or less desirably, a

greater commission. If Trent focuses on one meal plan system, students will have greater flexibility and

costs will be easier to control. Any shortfall in revenues should be made up by the increased

commissions associated with reducing the number of dining halls and greater perceived value resulting

in higher spending. Overall, student value perception will improve.

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fsSTRATEGY Inc. 81

6.2 Number of Operators and Catering Exclusivity

Currently, there are four foodservice operators at Trent (Aramark, the Seasoned Spoon, the Ceilie Pub

and The Planet North at the Athletic Centre). Students, staff and faculty expressed a desire for more

operators on Campus. However, given the revenues and likely profitability of the operations (please

refer to Section 2 of this Report), one contract caterer (in addition to the Seasoned Spoon and Ceilie

Pub) would be beneficial to Trent. This would allow Trent to include potentially unprofitable

foodservice operations such as the DNA Pod, the Sunrise Cafeteria at Traill Campus (if necessary) and

the Cafeteria at the Oshawa Campus. A single foodservice contract will allow an operator to absorb

these outlets, all of which are likely unprofitable, providing a better experience for the Trent students,

staff and faculty.

The current operator is the exclusive caterer at Trent. Typically, foodservice operators generate

relatively low profits on retail foodservices and greater profits on catering businesses. There are a

variety of reasons for this including:

• known demand allowing for efficient scheduling of labour;

• known quantities allowing for little waste; and

• limited choices in offerings allowing for economy of scale.

As a result, fsSTRATEGY recommends that the foodservice provider is the exclusive caterer on campus,

maximizing the business case of the operator will maximize the financial returns to the University and,

as discussed above, allow for the operation of unprofitable outlets such as the DNA Pod and Oshawa

Cafeteria thereby enhancing the experience of Trent students, staff and faculty. However, should the

Ceilie Pub and/or Seasoned Spoon wish to provide catering at Trent, they should be allowed. If they

would like to participate, a level playing field with the foodservice operator would be required. In such a

case, the foodservice operations would have to pay a commission equal to that of the main foodservice

operator and forgo any subsidies received from the University and/or student fees. If the Ceilie Pub

and/or Seasoned Spoon would like to retain such subsidies, the outlets should be prohibited from

providing catering on Campus.

Currently, the Colleges “own” the dining halls while the University is responsible for facility costs and the

foodservice operator is responsible for operations. fsSTRATEGY recommends going forward, the

University be the owner of the space as it is paying the facility costs, against which caterer commissions

are applied.

6.3 Meal Plan

Trent currently has two types of meal plans. Given the relatively low number of residence students and

the desire for enhanced choices (and hours of operation), fsSTRATEGY recommends converting to only a

declining balance meal plan. This will allow residence students, off-campus students with voluntary

meal plans and cash customers to use all outlets at the University. This will enable the foodservice

Trent University


fsSTRATEGY Inc. 82

operator to extend operating hours at some outlets during off-peak periods (late evenings, weekends,

exam periods, etc.).

Other foodservice operators (i.e., the Seasoned Spoon and the Ceilie Pub (food only)) should be offered

the opportunity to participate in the meal plan program if desired. If these operators would like to

participate in the meal plan program, they would be subject to paying a commission to the University

similar to that of the foodservice operator. Also, the other operators should be required to give up any

subsidies provided by the University or through student fees if they would like to participate in the meal

plan program.

6.4 Foodservice Concept Recommendations

Based on the analysis, fsSTRATEGY recommends closing the Champlain Court Dining Hall. This will

provide the following benefits to Trent:

• Reduce the operating costs of the foodservice operator by reducing the fixed costs associated

with operating a fourth dining hall. This reduction will also benefit Trent through enhanced

compensation from the foodservice operations and the students, staff and faculty through

lower prices/better value.

• Bring the West Bank of the Symons Campus supply of foodservice into balance with the demand

for foodservice. The majority of future growth on the Symons Campus is expected to be on the

East Bank. As such, future requirements for incremental foodservice will be required on the

East Bank.

The Champlain Court should remain as a common area for Champlain College. This space will also

continue to be the prime catering space on Campus. This outlet could be renovated and reopened in

the future if enrolment growth and demand on the West Bank can support it.

fsSTRATEGY recognizes that the decision to close the Champlain Court Dining Hall will be met with

resistance by proponents of the College System and members of Champlain College. However, the

benefits of closing this outlet outweigh the challenges. Champlain College still has a common area.

Further, if desired (i.e., in inclement weather) students living in Champlain Residence can purchase

meals at Tim Hortons/Sculler’s, the Ceilie Pub and the Seasoned Spoon. The latter two outlets are

under-performing and, perhaps, the closure of Champlain will increase the usage and financial viability

of the operations.

Based on the results of the fsIN-SITE analysis and in order to achieve the objectives of improved variety,

more local and sustainable foods and an enhanced foodservice program image, fsSTRATEGY

recommends the following concepts. In the RFP, the proposed concepts should be described and

proponents should be given the opportunity to recommend their own approach using these

recommendations as guidelines.

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fsSTRATEGY Inc. 83

6.4.1 Bata Library

Exhibit 78 shows the proposed foodservice concept for the Bata Library (currently Tim

Hortons/Sculler’s).

Exhibit 78

Bata Library Foodservice Concept Recommendation


1. Full service Tim Hortons including soup and sandwiches (assuming Tim Hortons will support this).

The current deli and baguette sandwich concept (Sculler’s) would be dropped. If possible, additional

seating should be added in the upper hallway. A second cash point would be added.

6.4.2 Lady Eaton College

Exhibit 79 shows the foodservice concept recommendations for Lady Eaton College.

Imagery Tim Hortons1

Service Style Quick Counter

Experience Filling Station

Products Coffee

Baked Goods

Bagels

Soup

Sandwiches

Frozen Beverages

Foodservice Concept Definition

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fsSTRATEGY Inc. 84

Exhibit 79

Lady Eaton College Foodservice Concept Recommendation


The Lady Eaton Dining Hall would be converted to one cafeteria with a dual-branded concept with décor

focusing on the Cucina Italiana and Symons Dinner concepts. Ideally, the current hallway servery would

no longer be used. The majority of the servery would be located in the current seating area near the

existing servery. The remaining seating area would be reconfigured to keep the current number of

seats. The pizza concept would back into the old servery to take advantage of the existing exhaust

system. Two cash points would be provided. The servery would be supported by the existing main

kitchen. A small area would be dedicated to Convenience Store snack foods and beverages to take back

to residence rooms.

Total available seating capacity of 235 seats would be utilized but up to 125 seats could be lost to

development of a new servery in the seating area. This would leave 110 seats. As all residence students

would be on a declining balance meal plan, fsSTRATEGY expects demand to be spread around all dining

halls. Moreover, seat loss at Lady Eaton could be mitigated through the servery design process.

6.4.3 Otonabee College

Exhibit 80 shows the foodservice concept recommendation for Otonabee College.

Imagery Cucina Italiana

Symons Diner

Service Style Cafeteria


Meeting Place

Plasma TVs/Sports

Products Branded Pizza

Pasta Bar

Sandwich Bar

Salad Bar

North American Entrees

Vegetarian, Vegan and Hallal Options

Soup

Breakfast

Convenience Store Snack Foods


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Exhibit 80

Otonabee College Foodservice Concept Recommendation


1. Limited Service Tim Hortons—no soup or sandwiches

2. Submarine or pita sandwich concept

This outlet would have a food court atmosphere. A third cash point would be added.

6.4.4 Gzowski College

Exhibit 81 shows the foodservice concept recommendation for Gzowski College.

Imagery Otonabee Food Court

Tim Hortons1



Meeting Place

Products Coffee

Baked Goods

Bagels

Frozen Beverage

Branded Sandwich Concept2

Branded Juice Concept

Branded Sushi Concept

Grill - All Day Breakfast

Grill - Great Hamburgers

Grill - Chicken Fingers, Sandwiches


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Exhibit 81

Gzowski College Foodservice Concept Recommendation


This concept would take advantage of the fresh food design and reputation that already exists. The

concept would feature local foods to the greatest extent possible. A small area would be dedicated to a

Convenience Store snack foods and beverages to take back to residence rooms. Three cash points

should be provided. The full seating capacity of 232 seats would be utilized but approximately 32 seats

would be lost to the implementation of the third cash point provided to accommodate the declining

balance meal plan.

With Gzowski Dining Hall now available to the entire Trent population with the conversion to a declining

balance meal plan (as well as accepting cash), the Coffee Bar in the basement of Gzowski should be

closed.

6.4.5 DNA Building

Exhibit 82 shows the foodservice concept recommendations for the DNA Building.

Imagery Near & Far

Local & World Foods

Service Style Cafeteria


Meeting Place

Display Cooking

Music

Products Local Entrees

Pan World Entrees

Local Rotisserie Chicken

Stir Fries

Pastas

Sandwich Bar

Salad Bar

Vegetarian, Vegan and Hallal Options

Soup

Breakfast

Convenience Store Snack Foods


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Exhibit 82

DNA Building Foodservice Concept Recommendations


While the format of this outlet would not change, the lounge opposite the outlet would be made to feel

more intimate and comfortable like a contemporary meeting place coffee bar and offer a plasma TV

screen featuring an all new station operating without audio.

6.4.6 Capacity Analysis

Exhibit 83 summarizes the seating capacities and number of cash points that would be provided based

on the recommendations. The plan will provide more than sufficient seating and provide capacity more

balanced to demand based on number of cash points. fsSTRATEGY expects that, with the use of only a

declining balance meal plan, demand will redistribute around the various dining hall outlets as students

will have access to a wider variety of dining concepts and experiences.

Imagery Oasis



Meeting Place

Plasma TV/News

Products Branded Coffee

Baked Goods

Sandwiches

Salads

Snacks


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Exhibit 83

Future Symons Campus Foodservice Capacity based on Recommendations


1. Ideally, 20 additional seats would be added to the upper Library Lobby. These incremental 20

seats have not been included in the Exhibit.

2. Assuming the total capacity of 235 seats is used but 125 are lost to the expansion of the servery

into the seating area.

3. Assuming the total capacity of 232 seats is used but 32 seats are lost to the implementation of

cashier stations to accommodate declining balance and cash customers.

4. Assuming the addition of one cash point for use during peak periods.

As shown, with these recommendations, Trent will still be below the benchmarks for population per

seat for both residence students and retail customers (i.e., despite the closure of Champlain Court, the

University will have enough foodservice seating).

6.5 Financial Analysis

6.6 Conclusions

fsSTRATEGY believes Trent should implement the recommendations outlined in this Report. This will

provide:

• more variety for students, staff and faculty with respect to foodservice on Campus;

Outlet Residence Cash

Sculler's/Tim Hortons1

- 20 2

Champlain Court Closed

Lady Eaton College Dining Hall2

110 110 2

Peter Gzowski3

200 200 3

Coffee Bar Closed

Otonabee Marketplace4

210 210 3

DNA Building - 22 1

Seasoned Spoon - 55 1

The Ceilie Pub - 41 1

The Planet North - 20 1

Total 520 678 14

Population per Seat

Population 1,175 8,059

Future - Trent 2.3 11.9

Benchmark Average 2.7 16.3

Seats Points of

Sale

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• better price/value for residence students with respect to purchasing power of their meal plans

through a significant reduction in administration fees;

• increased profitability for the foodservice operator enabling the operator to provide a significant

capital contribution to the foodservice operations at Trent as well as continued operation of less

profitable outlets in the DNA Building and at Oshawa Campus.

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Appendix 1—Focus Group Transcripts

Focus Group #1 – Students, Symons Campus

Group #1 – Students

Date/Time November 9, 2011, 3:00 p.m.

Demographics:

• Male/female – 2/6

• Residence

o Lady Eaton

o Champlain

o Gzowski -1 (Don)

o Otonabee

• Off Campus -5

1. What do you like about the current foodservice offerings at this campus?

a. Seasoned Spoon – vegetarian options

b. Pita Pit is vegetarian

c. Ceilie pub – good food menu – flexibility – flexibility (most items can be vegetarian);

home cooking

d. Flex dollar system – non-mandatory meal card, don’t have to carry cash. Would like this

program at Seasoned Spoon and Ceilie.

e. Otonabee open until midnight (only sandwich and grill and Res express (order and

deliver 8-midnight) – don’t eat at 7:00 p.m.

f. Gzowski staff amazing. Same at all colleges – great staff. Personal, friendly, caring.

g. Aramark tries to work with some student groups.

2. What would you like to see changed?

a. Not enough vegetarian options.

b. Aramark debit/credit card speed slow – pay wave would be good.

c. Friday Sat Sun hours –closed by 6pm or 700 pm; Lady Eaton meals 11-30 -2 4-7;

Otonabee open 8 am-8 pm

d. Hours of operation not clear on holidays and before shut downs. Poor communication.

e. Hallal options limited – using same utensils for regular food. Asked but not being

followed.

f. Some classes start 8 am – not food open before this. (first year students)

g. Sometimes unreasonable pricing for student group events. Get non-exclusive on

catering. The problem is will low end catering – coffee, muffins, pizza, wings.

h. Gum - $3.40; chocolate milk $3.00 for 500 ml. Markups beyond convenience store.

i. Aramark doesn’t do Hallal as they are too busy. More Hallal options.

j. More staffing at Tim Horton’s.

k. Cheaper to order from Pita Pit downtown and have it delivered.

l. Dining hall chairs and tables not cleaned. Filthy.

m. No one takes responsibility for keeping tales organized.

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n. Wheel chair accessibility is an issue.

o. More balanced diets religious diets – e.g., Hallal – not precooked freezer burnt chicken.

p. Feel sick after meals – is it preservatives?

3. How could the campus foodservice offering be even more innovative?

a. More foodservice operator on campus – competition.

b. More exempt spaces on campus. So students can sample food from off campus donated

by restaurants downtown.

c. Locally grown or organic more often. Trent needs to distinguish itself this way.

d. Local foodservice operators by college.

e. Student card to work on vending machines.

f. Explain value per dollar for meal plans. Pay $4,500, give $2,400 in credit. Two overheads

– university admin fees, Aramark admin fees.

g. Can’t see menu on line before swipe card to find out what’s for dinner. Menu is

supposed to be on website every day.

h. Value – subway gives better value than Aramark sandwiches.

4. Is there sufficient foodservice outlets on-campus and are they in the right locations? Please

explain.

a. Otonabee in great location.

b. Number and location are good.

c. If remove a cafeteria, taking a ¼ of available space.

d. If less – off campus; but if in college, want own cafeteria. Cafeteria in residence is the

college meeting place. Issue at Gzoswki. Policy of Student Affairs pushed by Aramark.

e. If centralized, space limitations; if long way to class only 10 minutes.

5. Residence Students only: What do you like about the current residence meal program (food,

access, meal plans)? What would you like to see changed?

a. Upper year can change meal plan. Like this.

b. Don’t like to have set number of meals.

c. Declining balance goes away fast (see earlier comments).

d. Declining balance gives more flexibility on meal size.

e. Portion sizes are way too large.

f. Like option to pick – change res to change.

g. If get bored of food, then not enough flex dollars to accommodate me. Board meals go

to waste.

h. Consensus – want flexibility to have either plan in allocations. Can’t go both ways. Can

take a board meal to a Declining Balance location. Want to be able to convert and use

either. Personalize your food plan.

6. Please tell me what types of foodservice offerings you would like to see at this campus.

a. Menu items/products – healthier: cook in olive oil instead of lard; fresh made each

instead of pre-made. Seasoned spoon seems fresh. Too much sodium. Food doesn’t

taste fresh. Yet Spoon serves smaller number of clients so fresh is easier. Students

would like to east at Seasoned Spoon. Pizza Pizza here is not as good as downtown.

Street pricing. More fresh fruit, same basket of apples, too expensive.

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b. Customer experiences – theming or rebranding would be good. Only work if the

university and Aramark not to view students. Crackers not at soup as you don’t trust me.

Access to Gzowski DR without a meal plan purchase.

c. Service styles – likes mixed. Don’t add sit down table service.

7. Is the use of branded foodservice concepts appropriate?

a. Yes. What brands might you like to see? Subway, Starbucks, Tim Hortons soup and

sandwich program. No others. Limited the brands. No food court. Some say no brands.

b. No. Why not?

8. What issues do you think need to be addressed in foodservices?

a. Hours of operation – see above

b. Food quality – see above

c. Sustainability – not doing a good job. All recycling goes into plastic bags. Plates and

cutlery not compostable. Coffee cups not compostable. Need more reusables (theft

issues). Concern that the University and Aramark don’t trust us. Promote what is being

done. Cheaper coffee if use own cup.

d. Nutrition programs – never seen any. Some posted in Otonabee.

e. Quality assurance, food safety and sanitation – see above.

f. Other

9. Any other comments? See above.

Focus Group #2 – Students, Symons Campus

Group Group #2 - Students

Date/Time November 9, 2011 4:30 p.m.

Demographics:

• Male/female - 3/1

• Residence

o Lady Eaton

o Champlain

o Gzowski – 1

o Otonabee

• Off Campus -3


a. Seasoned Spoon and Ceilie – offer vegan, vegetarian, not a monopoly held by a huge

corporation

b. Athletic complex: Johnny A’s – more reasonably priced than Aramark

c. Lots of locations

d. Tried meatless Mondays – too much back lash.

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a. No monopoly by Aramark

i. A number of different providers

ii. Non-exclusive catering

b. Lower prices for student catered functions – cheaper to go through grocery store – but

must use Aramark. Cheaper to order off campus. No incentive for Aramark to improve

itself. While Aramark is cheaper in some cases, they don’t pay rent.

c. Gzowski – sometimes composting and sometimes not. Sometimes all goes into garbage.

d. Need bigger compost bins.

e. More local food like U of T - certain percentage to be sourced locally.

f. More vegan and vegetarian options – there is no vegan breakfast options.

g. Not enough vegetarian options/quantity – more creative items.

h. More personalized food

i. Table service restaurant especially for faculty and staff- Ceilie is booming.

j. Healthier – not processed foods, fruit is over-priced, $2.00 for an orange, $6.00 for a

salad, $9.00 for a pita, local options.

k. Smaller portions available.

l. Quesadillas, etc. All we have burger and fries, pita, chicken fingers and fries, and one

special which I may or may not like.

m. Catered foods are really good – quality in cafeteria is not there.

n. Gzowsky Mediterranean is not always Mediterranean.


a. Show nutritional value of foods

b. Kosher, Hallal (they have it but it is not).

c. More local foods, less processed. Are soups homemade?

d. Let the chefs have more freedom to create food.

e. Involve community more – a lot of green washing.

f. Leftover food – can it be donated.


explain.

a. Too much repeat – Champlain and OC are the same.

b. Each college should have its own cafeteria – freezing.

c. Expect to have a cafeteria in each residence – so students wouldn’t want to stay in

those residences. Cafeteria is very community based. A culture.



a. Like declining balance – eat what I want.

b. Have to eat all food in Gzowsky – can’t take it out.

c. No one can go in Gzowsky unless on board plan.

d. Loss board plan meals and loss declining balance at end of year - want carry over – a

waste of our money.

e. Can’t use meal plan at all outlets – one system. More personalized approach. And use

flex money off campus too.

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f. Why is it that I pay for a meal plan but don’t get that full amount of credit? I want more

transparency in this program.

g. One meal plan allowable everywhere – multiple providers. Aramark is making a lot of

money by overpricing their food and guaranteed demand.


a. Menu items/products – more entrée selections per meal, more ethical foods, nightly

know what is available – Aramark has lots of food options but it’s all bad – don’t take

pride in their dishes. OC is theorist – serves the largest student population. Champlain –

not a lot of variety – same grill menu all the time. More rotation on grill. Have more

entre options. LAC food was over processed foods.

b. Customer experiences – sometimes they do themes. These are really good. E.g., Dessert

for Dinner. But really want good quality unprocessed food.

c. Service styles – want table service (Ceilie is counter order pick up). Cafeterias are best

for processing people through.


a. Yes. What brands might you like to see?

b. No. Why not?


a. Hours of operation – everything closes at 7 pm yet I have classes but just sandwich bar –

some open to 8pm or 9pm; need coffee before 8 am; better summer hours.

b. Food quality see above

c. Sustainability see above

d. Nutrition programs -

e. Quality assurance, food safety and sanitation – environmentally friendly chemicals, need

s student driven group to punish the operator for poor service or quality. Garbage bins

always over flowing. Missing compost bins. Containers are not very compostable. No

real dishes on campus except OC and LEC . Issue is theft.

f. Other

9. Any other comments?

a. Only consolidate if offer more variety

b. Theme each cafeteria to a theme - different experiences and offer fresh food. Have

specialties and let people eat in different ;locations

i. Options

1. keep college systems and have a core common offering plus a specialty

theme (e.g., marcello’s stew) – add diversity of food and theme – must

have meal plan to go with it – need ability to design meal plan that fits

lifestyle and allows you to move to other college for specialty theme

sometimes. Need different pita rotation. Need vegetarian.

2. Go specialty by cafeteria.

c. Rotation menus varying by location to offer more variety

d. Core offerings

e. Signature offering by cafeteria

f. Design meal plan

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g. On-line menu – specials each day – 24 hours – email program – sign up to get specials

Focus Group #3 – Staff and Faculty, Symons Campus

Group #3 – Staff and Faculty

Date/Time Nov 10, 2011 – 9:00 a.m.

Demographics:

• Male/female 3/6

• Role:

o Staff 7

o Faculty 1

o Other –sustainability coordinator (included in staff)


a. Aramark staff – helpful, friendly, care for students, remember students

b. Seasoned Spoon – variety, healthy options, something different every day, atmosphere,

local/organic – feel more part of the Trent community than the foodservice contractor

c. Fair trade coffee – DNA and Champlain – all except

d. Aramark catering – excellent food (one concern about salad – bagged lettuce) and

excellent service – invitation to prospective students event done well. Catering prices

are expensive - $4.00 for coffee (mostly lower end). Seasoned spoon catering is lower

cost. Have chosen off site to save money. Hot meal $8.00 here; $14.00 in Oshawa. Dis-

satisfaction that spoon caterers only in certain areas. Full reusable service at not extra

charge.

e. Gzowski – good variety and healthy options. Added new bar outside – very busy –

sandwiches/Panini, stir fries at night. Not enough vegetarian (not tasty) choice. More

choice at Gwowski. Champlain a disaster.


a. Price – sandwich $7.00 (Subway sandwich soup and drink)

b. Reading week – closes early and others shut so Library is jammed, bigger line ups – use

whole break standing in line

c. Bus line ups at Tim’s.

d. Not enough places where can get a small amount of free – e.g., Lady Eaton College,

Gzowski (also issue Gzowski can’t sit). Full price.

e. Weekend Gzwoski closed – go to Lady Eaton or use flex which hurts them. Look at plans.

f. Can’t carry over balances to next year.

g. Can’t consolidate -= food cafeterias – compels them to meet other people – don’t use

common rooms – shy, not drinkers, don’t like TV

h. Shouldn’t pick choice of college due to meal plan. If one meal plan system – choice of

college by other reasons

i. If no Board plan, more vibrant cafeteria at Gzowski – head of that college using it less

than would.

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j. If consolidation – sense of identity would be lost, inequity

k. Students don’t like to go out in cold.


a. Champlain – deep fried, pitas, pizza and one entrée – very few healthy options – one

salad in a box. Two soups is not enough. Weekends – Matsu Sushi $10.00. Improve

value.

b. More nutritional information and lower salt options.

c. Starbucks – a good option for coffee or at least specialty coffee.

d. Exempt space from Aramark – no senior common room, space to have a pot luck.

e. Tim Horton – more seating – counter top along stone wall; too loud due to students up

above being noisy.

f. Waste management – promote reusable mugs, better progressive incentive for that,

Aramark has compostable takeout ware but used as a default – must ask for and insist

reusable – moved away from dish washing. Issues with dishwashers old and breaking.

Theft of reusables.

g. Reloadable Tim cards.

h. Slow debit and credit – charge 50 cents on debit card – why?

i. Demonstration kitchen to transition students to off-campus.


explain.

a. Blackburn Hall – nothing – walk or drive to off campus Tim’s. Now have outlet at Athletic

Complex – nice food, healthy choices. Johnny A’s.

b. Not too many.

c. Gzowski Hall for all – drop coffee cart.




a. Menu items/products – More Hallal options (only Hallal chicken available) – students

chose not to live in residence. Not enough fresh fruit (only apples, bananas, go grapes,

kiwis); fresh sodium free soups, more free trade/vegan/vegetarian. Another Seasoned

Spoon on East Bank _old corner unused in OC. Sushi. Great burger.

b. Customer experiences – tables are dirty in Gzowski! – feels empty (tables and chairs

unbalanced). Music. Big screen TVs. Plastic forks – go to metal.

c. Service styles – used to have a Friday table service.


a. Yes. What brands might you like to see? Starbucks. Subway. Quizno’s at UOIT. More flex

in more cafeterias. Another Tim’s.

b. No. Why not? Great restaurants downtown – local concepts. Sticklings $5.00

sandwiches. (Good Aramark toasted roast beef sandwich for $4.95).


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a. Hours of operation – students here in reading week in College of education – everything

closed (OC 10-2). Summer – lots of classes in Gzowski but no food. (Ned coordination of

classes to foodservice in slow periods).

b. Food quality

c. Sustainability – coffee cups – library bins keeping with them – (price incentive with own

cup (irregular and inconsistent – good in Tim’s). Lot of waste of food in board plans –

gone trayless but not working. More communication with the sustainability office in

terms of data – stats on reusable coffee sales. Numbers on local and sustainable food

usage – want a built in obligation. Disgusting water stations – bad water. Keep

compostable wares – make sure will work in on-campus composting. Default should be

real plate for eating here.

d. Nutrition programs -

e. Quality assurance, food safety and sanitation –Hallal poor handling – cross

utensils/gloves.

f. Other

9. Catering feedback

a. See above

10. Conference foodservices feedback

a. See above - good but more expensive than off site. Seasoned spoon can’t participate.

11. Any other comments?

a. Non-vegetarian option at the Seasoned Spoon – best quality food on campus.

b. Look at in-house foodservices.

c. Reputation of food impacts incoming student – nee to make a commitment to change

and invest. Need meals that are eaten on plates.

Focus Group #4 – Students, Oshawa Campus

Group #4. Oshawa

Date/Time November 10, 2011 3:30 p.m.

Demographics:

• Male/female 1/4

• Two reps from TOSA


a. Like bagels and sandwiches but over-priced. $10 for a meal here.

b. Happier now that there is Pizza Pizza – more affordable.

c. Efforts to improve – things have gotten better

i. Upgraded coffee

ii. Filters on water lines for coffee


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a. Initial food program – university wanted healthy food. University promised we would

not lose any services when we moved her but we have. Now we want junk food too.

b. We don’t like it – over-priced and poor quality.

c. Pre-packed salad and yogurt cups are over-priced.

d. Milk is over-priced.

e. Operating hours – close too early – night classes run until 10:00 p.m. Breaks are at 7:00

to 8:00 p.m.

f. Not open on Friday – less classes.

g. We feel like second class citizens.

h. Aramark making a profit on meals not used by students yet we are suffering since there

is a loss. All comes out of students pockets. No carry over here but does UOIT.

i. Debit cards wanted. Yet we have an ATM here. If accepted debit, it would beb more

convenient and we might use it more.


a. More selection – only wraps, pizza and bagels, soup

b. Want brands – Subway, Tim Hortons, Pita Pit, Starbucks??

c. More healthy options - but we need to be able to make the choice. Add a deep fryers so

can get fries, burgers. This is not a real university food experience – UOIT had so much

selection.


explain. No see above.




a. Menu items/products – see above

b. Customer experiences – couches and booths to create a more desirable outlet. Should

not be for studying, more for hanging out.

c. Service styles – see above.


a. Yes. What brands might you like to see? – see above.

b. No. Why not?


a. Hours of operation – see above.

b. Food quality – value issue. Vending food is not fresh.

c. Sustainability – no comment

d. Nutrition programs – access would be nice. FS worker can tell us if there are allergens.

e. Quality assurance, food safety and sanitation – none. Clean, good.

f. Other

Any other comments? None.

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Appendix 2— Events Responding to the Catering Survey

The following events responded to the catering survey:

• AECEO Leadership & Team Building Camp

• Birthday Party

• Bring it On!

• Carruthers Creek Community Church - women's getaway

• Church of the Nazarene Women's Retreat

• Finn Gallagher Memorial

• Focolare Mariapolis

• Forensic Science Camp

• Gathering@Trent

• ICAv Board meeting

• Mariapolis / Focolare

• Mariapolis 2011

• Mariapolis July 2011

• MMM Summer Workshop

• MNR meeting

• North at Trent 2012 lecture series cash bar for dinner

• OACUSA

• Outing Club of East York Cycling Club

• Prom 2011

• ss

• Struthers/Elliott wedding

• Summer Retreat of Toronto Chinese Alliance

• Toronto Western Nurses 55th reunion

• Wayside Academy Gala dinner

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Appendix 3—Open-Ended Hospitality Services Survey Responses

The responses have not been edited by fsSTRATEGY.

What do you like about the current conference/event foodservice offerings at Trent University?

• The current conference/event foodservice offerings staff at Trent University work together with

the Camp staff to attempt to provide a variety of healthy, high quality food options for

breakfast/lunch/dinner meals. Throughout my years as Camp Coordinator, it has not always

been a 100% positive experience when dealing with Aramark and Trent U foodservice staff, but

they make a valiant effort to satisfy my Campers' needs and picky attitudes.

• Quality

• Overall everybody says the food is good, the staff is kind and welcoming and accommodating if

there is any special need.

• Menu was available for user group to review and open for change. It is convenient for

conference group to hold all activities in one building.

• We appreciated lots of fresh fruit, vegetables and yogurt offered every day, also whole grain

bread. Entrees were for some of our delegates too salty.

• Variety of platters offered.

• good choices for high school students

• Preparing for the conference was fun and picking out the meal was easy. I've heard from

delegates that the food was great.

• There were many choices at different price points; everything sounded very delicious; I was also

pleased at the ability to mix and match some items to make our meal affordable and interesting.

• Willingness to customize menu and use recipes provided.

• I can depend on it being there as I ordered it. But even if something was wrong, after I have

explained the situation, it is fixed the next week. The communication with conference services

is excellent.

• Good choice and good pricing. I like that it’s all in, china, food etc.

• Really excellent food quality and great staff.

• Food quality, available menu variety

• It's fine. I find that the cost is very high for the quality of food served. However the staff is

great.

• Somewhat affordable

• Close to Ajax. All local together with rooms, hall & dining room.

• Location of dining room, variety and amount of food offered. We are a cycling club so a full

breakfast is essential to start our day as our club rides right from the university. Also having a

reserved table for our club was great. We don't always get that at other universities we have

stayed at.

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What do you feel could be improved about the current conference/event foodservice offerings at

Trent University?

• I realize that catering to everyone's needs is something that is not always feasible, especially

when dealing with younger delegates who are used to being catered to by their parents.

However, my Campers have repeatedly made positive use of the feedback forms given to us in

the Gzowski cafeteria and suggested items they would like to see on the menus. Nevertheless, I

feel like it's the SAME battle EVERY Camp year to provide my younger delegates with

acceptable, kid-friendly options, despite their continued feedback.

• Speed of service

• As mentioned before a bigger cafeteria with 2 serving stations if it is possible or available. Some

attendees asked to have more vegetables in the menu.

• If possible can be adding Asian Food for Asian customers such as stir-fry, hot cereal as congee,

Chinese tea, and steamed rice (not like minute rice).

• Definitely offer a wider variety in meatless entrees.

• Nothing

• More coffee shop type locations. Cheaper fruit/ healthy options

• nothing at this time

• Do not have sufficient experience with Food Services to know how to answer this specifically in

a way that might be helpful.

• Nothing. I think the conference staff does an excellent job, and they show they want to provide

an excellent service.

• Price

• Nothing

• I think the diversity of food offered would be nice.

• more variety in the selection, better food, better preparation, happier staff

• Higher quality food.

• Nothing

How could the current conference/event foodservice offerings at Trent University be more

innovative?

• I think that the feedback forms should be given more clout and the menus should be revised

accordingly. If someone is suggesting a food item it's because they actually want to see it on the

menu; attending to these suggestions is paramount in keeping delegates happy and spreading a

positive words about Trent University and Aramark foodservices.

• Open more service stations

• The user group and kitchen should have a communication and understanding before-hand of

conference such as food serving, channeling of crowds ...

• Having a location is also great for socializing.

• Allow outside caterers on occasion.

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• I think it would be easier for the preparation and setup people to have small beverage facilities

at the different colleges, so the staff doesn’t have to transport the beverages over the campus.

E.g. transporting from LEC to Gzowski.

• not necessary

• Have more local, healthy varied types of food.

• Offer healthier options, less fried foods, no potato chips, prepare food from scratch on the

premises and use less powdered/frozen foods

• Liked it as it was.

General comments pertaining to the Conference and Hospitality Services provided by Trent University

• Overall is a very positive and satisfying experience for all the participants regarding the

hospitality Services provided by the University. The staff is very welcoming, accommodating and

efficient.

• Satisfaction!

• The service and the meals provided by the Staff of Trent University are excellent, generally

speaking. We have no major complaints!

• Danielle and the staff did a great job making this birthday party for Brittany memorable.

• We are very pleased with the food and service

• Not enough meeting rooms on campus

• My last visit to the Ceilie was great!

• Our experience with the Conference services was very pleasant; staff in all areas was helpful and

very nice to work with.

• My impression was that the department was understaffed. Our event went off very well but I

felt anxious throughout the planning process because I could see they were challenged by all the

demands placed on them and I constantly worried that things might fall through the cracks.

They didn't...our event was described by those in attendance as "a triumph". Well done, Trent!

• I like that they continually strive to provide an excellent service.

• Conference services are fantastic. Very professional and they always go the extra mile to help.

The food is good and there are some good choices.

• Awesome job.

• We were very pleased with the food preparation, presentation and service.

• The conference services staff was helpful and diligent in their responsibilities however, the food

was extremely bad. This had to be the worst experience we have ever had with food at a

conference and this was our 62nd annual event. We have nothing positive to say about the

food.

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Appendix 4 – Zone by Zone Supply and Demand Details

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Classroom Occupancy (around peak day period) 75% (Default 100%)

Lurking Factor (% classroom capacity also in hallways, hanging out etc.) 38%

Other Capture (Capture of other traffic) 25% (0% = no one will stop)

Library "Other" Population mid Day (% of total seats excluding classrooms) 70% (0% = empty) Bata Library estimates 50%-70%

Residence Population mid Day (% of total Residence pop) 20%

Residence Population Dinner Peak (% of total Residence pop) 90% (Doesn't drive anything yet)

Off Campus Students (as % of al l students) 90% (Change to 0% to omit modification)

Off Campus Students bringing lunch (as % of total off campus students) 50% (Change to 0% to omit modification)

Faculty / Teaching Staff bringing lunch (as % of total Faculty) 80% (Change to 0% to omit modification)

Zone 1: J. Blackburn Hall, and Community Sport and Recreation Centre

Bldg # Description

Classroom

Capacity

Student

Lurking

Residence

Population

Faculty /

Staff

Other

Traffic Total

25 Julian Blackburn Hall 0 0 0 91 18 109

23 Trent Community Sport and Recreation Centre 0 0 0 8 200 208

Total Zone 1: Population 0 0 0 99 218 317

Total Zone 1: Demand 0 0 0 20 55 74

Zone 2: West Bank

Bldg # Description

Classroom

Capacity

Student

Lurking

Residence

Population

Faculty /

Staff

Other

Traffic Total

1 Bata Library 214 80 0 64 428 787

3 Champlain College 338 127 231 81 0 777

5 Bookstore 0 0 0 2 0 2

6 Alumni House 0 0 0 6 0 6

7 Lady Eaton College 207 78 249 57 0 591

Total Zone 2: Population 759 285 480 210 428 2,162


Zone 3: East Bank

Bldg # Description

Classroom

Capacity

Student

Lurking

Residence

Population

Faculty /

Staff

Other

Traffic Total

21 Chemical Sciences Building 66 25 0 21 127 239

20 Environmental Science Centre 189 71 0 71 331

10/11 Otonabee College 913 342 386 88 1,729

17 Peter Gzowski College / First Peoples H.L. 822 308 250 81 1,461

19 Science Complex 645 242 0 28 915

Total Zone 3: Population 2,635 988 636 289 127 4,675

Total Zone 3: Demand 1,087 543 127 58 32 1,847

Zone 4: DNA and Health Sciences

Bldg # Description

Classroom

Capacity

Student

Lurking

Residence

Population

Faculty /

Staff

Other

Traffic Total

Life and Health Sciences 368 138 0 107 613

DNA 200 75 0 23 298

Total Zone 4: Population 568 213 0 130 0 911


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Appendix 5—Competitive Foodservice Operations

Name Product Experience Service Style

Seasoned Spoon Baked Goods Café Quick Counter

Sandwiches - Wraps

Soup

Organic

Vegetarian

The Ceilie Pub Hamburger Bar - Pub/TavernModified Counter

Sandwiches - Wraps

Pizza

Snacks

Salads

Chip Truck Snacks Filling Station Quick Counter

Excalibre Café Snack Filling Station Quick Counter

Tim Hortons Coffee Filling Station Quick Counter

Baked Goods

Sandwiches

Soup

Frozen Beverage

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Appendix 6—fsIN-SITE Results

Summary Results

fsIN-SITE Trent University

Product Implications Summary

Coffee 27.348

Snack 22.994

Baked Goods - Donuts, Muffins 22.189

Pizza 17.526

Coffee - Specialty 16.059

Sandwiches - Subs 15.367

Sandwiches 15.069

Sandwiches - Pitas 15.054

Hamburger 14.650

Soup 14.343

North American 14.129

Vegetarian 13.981

Asian - Chinese 13.174

Salad 12.939

Pasta 12.651

Breakfast 11.994

Juice 11.711

Confection 11.711

Frozen Beverages 10.875

Sandwiches - Deli 10.358

Chicken 10.238

Sandwiches - Wraps 10.054

Mediterranean 9.166

Greek 8.450

Bagels 8.228

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Frozen Dessert 8.159

Dessert 7.711

Italian 7.250

Mexican 7.041

Fish and Chips 6.998

Organic 6.994

Salad Bar 6.835

Deli 6.298

Middle Eastern 6.161

Indian 6.161

Asian - Pan-Asian 6.161

Asian - Thai 5.450

Asian - Japanese 5.170

Pan-World 5.166

Asian - Noodles 5.041

Barbecue 4.815

Seafood 3.348

Asian - Sushi 3.000

Bev Alcohol - Beer 1.831

Caribbean 1.337

Spanish 1.052

French Fries 1.000

Sandwich Bar 1.000

Canadian - French Canadian 0.940

Bev Alcohol - Cocktail/Martini 0.403

Bev Alcohol - Micro-Brew Beer 0.403

Bev Alcohol - Wine 0.403

Asian - Vietnamese 0.330

Moroccan 0.330

Hungarian 0.330

German 0.330

American Regional - Cajun 0.288

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American Regional - Californian 0.288

American Regional - Tex-Mex 0.288

American Regional - Pacific NW 0.288

American Regional - Southern 0.288

Steak 0.288

Asian - Mongolian 0.171

Asian - Korean 0.171

American Regional - Southwestern 0.129

Experimental 0.124

Fusion 0.124

South American 0.054

French 0.048

Kosher Deli 0.047

Ukrainian 0.047

Kosher Other 0.047

Hallal 0.047

English 0.009

Irish 0.007

Northern Europe 0.007

South American - Nuevo Latino 0.007

Continental 0.005

American Regional - New England 0.005

American Regional - Midwestern 0.005

Ribs 0.005

American Regional - Amish/Mennonite 0.005

Experience Implications Summary

Filling Station 21.244

All Day 16.533

Meeting Place 10.965

Convenient 10.114

Bakery Café 7.283

Café 6.413

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Breakfast 6.283

Grill 6.244

Lunch Dinner 5.279

Patio 5.000

24-7 5.000

Bar - Pub/Tavern 3.994

Bar - Sports Bar 2.870

Bar - Beer Garden 2.711

Bistro 2.120

Market 2.000

Deli 2.000

Live Entertainment 1.000

Rotisserie 1.000

Bar - High Energy 1.000

Display Cooking 1.000

Roadhouse 1.000

Bar - Lounge/Quiet Bar 0.244

Service Implications Summary

Quick Counter 28.825

Take-out 18.870

Cafeteria 16.711

Quick Elegance 11.403

Casual 7.413

Mod - Counter Order/Table Service 7.293

Family - Plate Service 6.010

Market Style 6.000

Vending 6.000

Buffet 5.000

Delivery 3.000

Mobile Cart 3.000

Meal Replacement 2.000

Casual Elegance 1.244

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Curbside Pickup 1.000

Drive-Through 1.000

Unit Count Implications Summary

4 Units 16.711

2 Units 3.403

Detailed Results

food services review abridged version for community ... · over 900 students on the oshawa campus....

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