In Spring 2007, Jackson State University (JSU) hired our firm to conduct qualitative and quantitative market research in order to provide recommendations for enhancements to its campus dining program. Jackson State University is a HBCU institution located in Jackson, Mississippi.  Our scope of work included spending several days on campus to conduct focus groups and personal interviews with a wide variety of campus constituents including residential and non-residential students, graduate students, faculty, staff and administrators. We followed this qualitative market research with a web-based survey designed to further probe issues and opportunities identified during focus group discussions. Following this market research work, our team returned to JSU to present our preliminary market research and findings with regard to customer satisfaction with menu variety and selection, hours of operation Monday-Friday and Saturday & Sunday, dining locations, meal plans, branded food preferences and more. We also provided recommendations for meal plan and service enhancements that could help the University boost meal plan participation and grow customer satisfaction. Our team also created detailed modeling that illustrated the financial impact of our recommendations and other changes to the dining services department that the University was considering.