Serving the future

Purpose This study aims to investigate the expectations and expert opinions of food service professionals, thought leaders and students as customers about the college and university dining (CUD) industry. The goal is to identify strategic areas of emphasis for the CUD systems in 2030 and thereafter. Design/methodology/approach Four independent studies were used to inform the final implications. The researchers collected the data by using six focus groups of industry experts, in-depth interviews, a student as customer survey and a think tank as part of the participatory action research model. Thematic analysis was used to interpret the qualitative research findings, and a descriptive analysis was used to report the quantitative data. Findings The findings revealed that, to meet the needs of students, CUD providers must execute thoughtful facility design and technology support, address labor and food cost issues and operate with social responsibility and sustainability at the forefront. Considerations of healthful eating as a form of well-being in addition to physiological needs were discussed. Originality/value This study leverages the tenets of the health promotion model and the participatory action research model to provide a holistic understanding of strategic areas of emphasis for CUD systems. It provides short and long-term strategies that consider the opinions and needs of the key constituents across the institutions.