At this year’s “RFP Anatomy” session, I had the opportunity to challenge a room full of higher education leaders to rethink everything they’ve been told about how to run a food service Request for Proposal (RFP) process. For too long, colleges and universities have treated food service management companies like consultants—asking them what the program should be, when in fact, those companies have a financial interest in minimizing service, reducing labor, and maximizing profit. That’s not partnership. That’s abdication.
We’ve been doing this for more than 30 years. At Porter Khouw Consulting, we’ve worked with over 400 institutions across North America. We are fiercely independent, fee-based, and committed to one thing: advocating for the student experience and helping institutions regain control of their food service strategy.
This RFP session wasn’t just another overview of timelines and paperwork—it was a call to arms. It was a challenge to universities to own their food service destiny and stop outsourcing the vision to those who profit from the status quo.
Stop Asking the Fox How to Run the Henhouse
Early in the session, I asked attendees a simple question: Would you put Dracula in charge of the blood bank? Or the fox in charge of the henhouse? Predictably, the room laughed and said no. But isn’t that what happens every time a school asks a management company to “help them design the dining program”?
It’s not that contractors are evil. It’s that their goals may not be aligned with yours. They make more money when fewer students participate because they reduce labor and food cost. You, on the other hand, need students to stay on campus, feel connected, succeed academically, and renew housing contracts year after year.
That’s why the most critical mistake schools make is asking contractors to tell them what their program should be. Our philosophy flips that entirely: You define the program. You set the expectations. They tell you how they’ll deliver it.
Ownership = Value = Student Engagement
Let’s talk about value.
It’s not the price of meal plans that makes students bolt to DoorDash. It’s the lack of value. When students are required to buy a mandatory meal plan and feel like it’s a poor deal because of limited hours, menu variety and selection, and/or access, they vote with their feet, and their phones. When students go off campus or use delivery apps to spend their own or their parent’s money on food in addition to the mandatory meal plan they’re already paying for, this is what we call the inferior program penalty.
You can’t fix this with discounts or more branding. You fix it by designing a program students actually want. That means:
- Locations that match student traffic patterns and habits
- Hours that support the rhythm of student life
- Menus with variety, cultural relevance, and inclusivity
- Service models that support community-building and reduce friction
And guess what? Only the university can define that. Not the contractor. Because only you know your students.
Contractors Respond to Risk & Reward
Let me be blunt: Contractors don’t change unless their revenue is on the line.
We’ve seen it time and time again. Contractors only get innovative when they face the possibility of losing business or gaining new business. That’s why our approach is to show them the program vision and say: Here’s what we want. Show us how you’ll deliver it. Or don’t.
We also encourage alternate proposals. If they truly have a better idea, great—put it on the table. But the key is, we’re no longer asking them what we should want. That era is over.
The RFP Process: A Blueprint for Fairness & Clarity
The RFP process we lead isn’t just paperwork. It’s a precision instrument to create transparency, fairness, and ultimately, great outcomes.
Here’s the anatomy of our typical process:
- Issue the RFP with detailed specifications
- Host a pre-bid conference to clarify expectations
- Allow for Q&A so all bidders are informed
- Receive and evaluate bids
- Interview finalists
- Select the provider and negotiate the agreement
- Sign the contract before beginning transition
The secret sauce? Precision.
We build a financial workbook that includes labor analysis, commissions, capital investments, and buyout language. Every item is transparent and comparable. There’s no hiding behind vague proposals.
And let me say this clearly: The most important factor in a successful operation is not the company. It’s the person they put on your campus. That account manager is the make-or-break difference in your program. You need to know who they are, what their experience is, and how empowered they are to act.
The Land of Yes—and the Contract That Brings Them Back to Earth
During the bidding phase, contractors live in the “Land of Yes.” Almost anything you ask for, they’ll say yes to—until it’s time to sign the contract.
That’s where the rubber meets the road. And that’s why we never recommend a transition to begin before the agreement is finalized and signed. We’ve seen schools burned too many times by promises made in proposals that don’t survive contract negotiations.
What You Can Do Right Now
I didn’t want the session to end without giving people tools. So I offered two things:
- A free downloadable RFP blueprint that outlines every step of our process. It’s a roadmap you can use immediately to improve your approach.
- A free book offer that goes deeper into these principles—because food service can and should be a tool for transformation, not just transaction.
Ready to Take Back Control?
If you’re ready to stop letting vendors dictate your campus dining experience and start building a program that fuels connection, retention, and real student success, we should talk.
At Porter Khouw Consulting, we offer a no-risk Success Fee Guarantee for qualified institutions. That means no upfront fees; you only pay if we deliver results. It’s a performance-based partnership designed to eliminate your financial risk and maximize student success and your financial return.
Whether you want the free RFP Blueprint, a copy of the book, or a confidential conversation about your options, we’re here to help you lead with a vision that reflects the unique culture, philosophy, and strategic goals of your campus.
Email us at mporter@porterkhouwconsulting.com Or call 410-451-3617 Let’s schedule a 30-minute strategy call—on us.
It’s your campus. It’s your students. It’s your move. Let’s make sure your dining program reflects that.
