Bsb Inc: Pizza Wars Come To Campus
Case Analysis Report
Renne Kershaw, the food manager at BSB. Inc., has had a successful one year sales at a medium sized university in the Southeast from its pizza delivery service and thinking of expanding its operations. Until then BSB. Inc., was the only food service operating on campus. However, she came to know that the president of the university has announced construction of a student center that among other facilities will house a food court and allow three other food services to private organizations namely: Dunkin' Donuts, Taco Bell, and Pizza Hut. Renne has to come up with an operational strategy to combat increasing demand of pizza delivery and competition.
2. Facts of the case
--BSB. Inc., has been the only food service on campus for the past ten years. --It caters to 6000 students and 3000 faculty and support staff at the university --The company manages three facilities:
• A large cafeteria—centrally located on ground floor and open for breakfast, lunch and dinner daily • Dogwood Room—centrally located on second floor of administration building and only open on weekends for an upscale buffet • A small grill—located near the students’ recreation center and dormitories that operates from 11:00 am to 10:00 pm daily and until midnight on Fridays and Saturdays --Renne noted the surveys showed dissatisfaction amongst the customer due to the following reasons: • Strict schedules of cafeteria did not suit students
• Lack of variety
• Students had cars
• Students had refrigerators and micro-waves
• Students ordered food from off campus
--Renne decided to expand menu
• offer pizza service
• limited toppings
--As a result orders increased as well as the demand for new toppings. ---Now faced with the following issues
• Capacity at the grill was insufficient to accommodate the inventory required and the increased demand for the orders. Therefore delays in orders led to a...
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