BSB Inc.
- Nationally operated food-services company catering to organizations
- Target markets:
1. Corporate
2. Airlines
3. University/College
- Operating organizational food-services for the past 10 years
- Contracted to cater to 6,000 students and 3,000 faculty at the university
The University
- The university is a “walking” university; dorms, classes, bookstore, sundry shop, barber shop, branch bank, and food-service facilities are all within close proximity
The Cafeteria
Large cafeteria on the ground floor of themain administrative buildingThe cafeteria is open for breakfast, lunchand dinner
In response to the survey, Kershaw made the following changes:
Decided to expand the menu at the grill to include pizzas
-Installed a pizza oven
-Allocated space to store pizza ingredients and make pizzas
-Pizzas offered had limited topping options, so as to minimize lead time
Started delivery service that covered the entire campus
-Hired existing personnel to deliver pizzas by bicycle