Michigan State University - East Lansing, MI

In January 2005, Michigan State University’s Division of Housing & Food Services engaged Porter Consulting to perform a multi-faceted market research study. The first part involved confirming/defining the operating program, reviewing meal plan components, examining retail options, developing a profit and loss statement, and developing schematic designs for the foodservice portions of Snyder/Phillips Hall, a residential complex which was about to go through a major renovation. The second part of the study examined the Owen Graduate Center dining facility, which has its own meal plan program and does not align with the program available to the undergraduate population. Our study of Owen involved confirming/defining the operating program of the dining facility and preliminary schematic designs in accordance with our recommendations.

The third segment of our charge at MSU was to examine the Brody Complex. Brody serves as a central hub to a primarily freshman residential section of campus, far from the center. In examining Brody, we were asked to consider what the entire complex could be, beyond just a building that provided some classrooms, a c-store, and a dining facility. Brody was in need of renovation and there was interest in creating a student center-style facility to aid in creating a sense of community among the large freshman population living in the immediate vicinity. Our study of this facility focused on providing services within the building such as retail dining, residential dining, c-stores, grab-and-go, classrooms, meeting rooms, study space, and other potential draws that could be provided by MSU or through outside contractors. We also provided MSU with the pros and cons of outsourcing the dining business in this complex out to a foodservice management company.

Our final charge at MSU was to examine the current meal plan structure, and recommend alternative meal plans that might increase participation, customer satisfaction and revenue. An important part of the meal plan study was examining the role meal plans can/do/should play in recruitment and retention both at the University and within campus housing.