“If you don’t tell your story, someone else will—and they won’t get it right.”
That’s the realization that continues to echo in my mind as I reflect on the robust conversations I’ve been having with campus dining leaders across the country. Whether I’m sitting in on a NACUFS roundtable, helping a university reimagine their entire dining ecosystem, or rolling up my sleeves with a team struggling with declining meal plan participation, the thread remains the same: our programs have incredible value—but we’re not always telling that story clearly, intentionally, or powerfully enough.
And when we don’t, we leave students, parents, administrators—and even our own staff—guessing about our purpose, our potential, and our impact.
Today’s dining programs are at a crossroads. The pressures are real: weaponized meal plan complaints, shifting labor dynamics, authenticity in marketing, and the need to demonstrate ROI to administrators. But if we approach this moment with creativity and courage, it can become our finest hour. I believe the path forward is rooted in something I’ve spent my career developing: SOCIAL ARCHITECTURE™—the intentional design of spaces, systems, and stories that forge emotional bonds, social capital, and long-term value in campus dining.
Here’s how we write our story—and why we must.
- Start from the Inside: Your Story Lives in Your Staff
In a breakout session I attended recently, someone posed a provocative question: “Does your catering team know how good your retail team is? Does anyone on your staff know the bigger picture of what your program is doing well?” That hit home.
Too often, we underestimate the internal narrative. The truth is, your staff are your first storytellers. They need to be fluent in your mission—not just the menu. They need to know how your scratch cooking, your cultural food celebrations, your sourcing strategies, and your student engagement efforts all connect to something bigger: helping students feel seen, supported, and successful.
Building internal storytelling means celebrating wins at shift meetings. It means spotlighting staff accomplishments on campus communications. It means connecting the dots between culinary excellence and student emotional well-being. When your team understands the “why,” their performance and pride follow.
- Build Social Capital Through Intentional Programming
Dining is not just about nutrition; it’s about connection. That’s why I created SOCIAL ARCHITECTURE™—because the dining table is still the most effective place to combat loneliness, spark friendships, and strengthen retention.
Let me tell you a story.
At one university, dining leaders collaborated with student cultural groups to host a Diwali event featuring a student Bhangra dance group. What happened? Meal counts jumped 45% over the daily average. But more importantly, 1,400 students showed up—not for the food alone, but because they felt represented and included. That’s social architecture in motion.
We need to build programs with students, not just for them. Cultural dinners. Late-night breakfast during finals. DIY hot cocoa bars recommended by students themselves. These aren’t “special events”—they are connection strategies. And they drive results in meal plan participation, satisfaction, and student stories that go viral—for all the right reasons.
- Define and Deliver Value—Then Promote It Relentlessly
When a student (or a parent, or a VP) asks, “Why should I buy a meal plan?” we should have an answer that’s not just rational—it should be emotional.
Let’s stop hiding our magic. One campus featured in a roundtable discussion made a brilliant point: they were serving 15-hour smoked pulled pork sourced from their on-campus processing facility, paired with cheese from their own dairy. But no one knew. “Who is actually celebrating this?” the chef asked.
This is where strategic storytelling becomes indispensable. Use your digital menus to showcase sourcing. Create short videos showing behind-the-scenes culinary craftsmanship. Compare the real-world value: for $7.42, a student can access a variety of fresh, balanced meals vs. a $9 fast food combo with limited nutrition. That’s not just a better price—it’s a better life.
If we want students to stop weaponizing the meal plan, we have to stop hiding the value behind it. Show them where their dollars are going—and more importantly, what that investment is giving back.
- Leverage Student Voices to Build Authentic Trust
Trust doesn’t come from a banner ad. It comes from relationship.
One of the best ideas I’ve heard recently came from a young operator who created a student “Dining Ambassador” program. These weren’t focus groups—they were storytelling allies. Students who shared why the dining program mattered to them. Why a certain dish made them feel at home. Why they trust the people behind the food.
In one instance, a student-led promotion of a smoothie tasting resulted in a line out the door—and the CFO stopped by to sample. That moment got posted to social media. It was fun, yes—but it was also strategy.
As leaders, we must connect with student media, align with influencers on campus, and provide the experience that makes them want to share our story organically. Real voices, real people, real food—that’s the content strategy we need.
- Craft Your Story for Every Audience
One of the most insightful exercises I’ve seen involved breaking down your story into concentric circles: internal, campus, local, national. It’s a solar system of storytelling. And you need a communication plan for each orbit.
- To students: “We see you. This food is for you. Let’s build it together.”
- To parents: “Your child’s meal plan is an investment in health, happiness, and academic success.”
- To administrators: “Our program increases retention, enhances the freshman experience, and generates revenue.”
- To staff: “You are ambassadors of culture, comfort, and connection.”
When your storytelling aligns with each audience’s values and concerns, your message doesn’t just inform—it inspires action.
- Close the Loop: Measure and Share Impact
Finally, track your wins. Use social engagement metrics, dining participation spikes, meal swipe data, and even short student testimonials. Share the anecdotal evidence with the hard numbers. For example:
“Our Hispanic Heritage Month event increased dining hall traffic by 47%, generated 12K impressions on Instagram, and got featured in the local paper.”
This isn’t fluff—it’s ROI. It’s why your program matters.
Writing the Next Chapter—Together
As someone who has spent decades helping colleges and universities unlock the power of dining, I believe this is the moment we’ve been preparing for. The enrollment cliff. The retention crisis. The loneliness epidemic.
Dining can solve all of these—when it’s grounded in SOCIAL ARCHITECTURE™, driven by strategic storytelling, and amplified through value-focused programming.
So write your story. Tell your story. Live your story.
Because when we do, we don’t just feed students.
We fuel futures.
