The campus itself is a “walking” campus, with dormitories, classrooms, and
supporting amenities such as a bookstore, sundry shop, barbershop, branch bank, and
food service facilities—all within close proximity. Access to the campus by car is limited,
with peripheral parking lots provided. The university also provides space, at a nominal
rent, for three food-service facilities. The primary facility, a large cafeteria housed on the
ground floor of the main administration building, is located in the center of campus. This
cafeteria is open for breakfast, lunch, and dinner daily. A second location, called the
Dogwood Room, on the second floor of the administration building, serves an upscale
luncheon buffet on weekdays only. The third facility is a small grill located in the corner
of a recreational building near the dormitories. The grill is open from 11 A.M. to 10 P.M.
daily and until midnight on Friday and Saturday nights. Kershaw is responsible for all
three operations.
The Pizza Decision
BSB, Inc., has been operating the campus food services for the past 10 years—ever
since the university decided that its mission and core competencies should focus on
education, not on food service. Kershaw has been at this university for 18 months.
Previously, she was assistant manager of food services at a small university in the
Northeast. After 3 to 4 months of getting oriented to the new position, she had begun to
conduct surveys to determine customer needs and market trends.