University campuses, like the students that inhabit them, are always changing.
That’s why, in 2020, Aramark Collegiate Hospitality set out to better understand the ideal campus hospitality ecosystem. Research was conducted in partnership with wRatings to find out what students wanted and needed from their college experience.
One takeaway from that research came through loud and clear. Even with evolving technology, tastes, and priorities—not to mention the influence of the pandemic—college students crave an authentic on-campus college experience today more than ever.
“Armed with the information from that research, we set out to better understand what role dining and hospitality can and should play on campus,” said Jack Donovan, President and CEO, Aramark Collegiate Hospitality. “We combined analytics and real-world experiences to identify new ways to drive better outcomes for students and institutions alike.”
The team identified the need to consider the overall wellbeing of students while cultivating an experience that delivers education within a hospitality ecosystem.
Beyond Dining
Today’s college dining environment barely resembles that of prior generations.
Campuses and their partners have invested in dining programs to create beautiful residential dining facilities where choices include an array of national, regional, and local tastes and brands in multiple formats, including in-person dining, food trucks, mobile pick-up, and even robotic delivery.
These improvements pay dividends when students choose where to go to school.
In fact, a survey conducted by the National Association of College and University Food Services (NACUFS) found that 80% of college students considered the campus dining experience to be a factor when deciding which college to attend.
“We found that the role of dining on campus goes well beyond just food,” said Donovan. “Top programs deliver on the emotional needs of students and foster a hospitality ecosystem that nourishes students’ tastes while also engaging their hearts and minds.”
Great Hospitality Is Great Business
Aramark Collegiate Hospitality knew that improving the student experience would help attract prospective students and satisfy existing students.
What the team wanted to better understand was whether improving the student experience would enhance financial performance.
They analyzed returns from hundreds of higher education institutions and identified two drastically different paths that campus business leaders can take to achieve superior financial returns from dining. Further, they mapped out a recipe for success to create that nurturing hospitality ecosystem they identified while creating better financial returns.
The team has published a white paper with more detailed findings. Read or download “Great Hospitality Is Great Business.”
