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INTRODUCTION
College and university students' needs and preferences are important to understand as they
are the primary customer. As these individuals represent the population that will be directly
influenced by any changes to dining program offerings, their perspectives are important to
ascertain. Moreover, information yielded from the focus groups demonstrated that the
opinions and preferences of those leaving do not always represent the desires of those
students entering the university. Additionally, as this study is meant to provide suggestions
for 2030 and beyond, it was important to gather the needs and preferences of the youngest
student cohorts, namely high school seniors and college freshmen. The high school seniors
represent the voices of those students who have an idea of what they want from their college
dining experience, without the bias of having experienced it. The freshmen represent the
youngest cohort of college and university students who have experienced some form of
college dining. Both cohorts were asked questions regarding their expectations of and
preferences surrounding the organization, operations, customers and employees within their
campus environments. This portion of the project was designed to inform stakeholders about
customer preferences.
METHODOLOGY
Data Collection
Data were collected via a Qualtrics panel
sample. The survey questions were created
based on the information provided in the
focus groups and the remaining themes that
emerged from that data. Participants were
required to be at least 18 years of age to
participate and either have attended
college or university during the 2022-2023
academic year or have been accepted to a
college or university for the 2023-2024
academic year. 'Attention check' questions
were included that asked them to provide a
specific response to ensure they were
paying attention and not simply filling in
random answers.
Findings
The data collected provide
information on rising college
freshmen and current college
freshmen, including demographic
information and perceptions of
importance on the noted topics of
interest, such as mealtime
preferences; diversity, equity,
inclusion (DEI) initiatives;
sustainability; and technology,
among other topics. The data
provided by the students are
displayed in the charts below.
Additionally, explanations are
provided for each chart.
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