Envision Strategies conducted a comprehensive dining services evaluation for Purdue University Northwest’s Hammond and Westville campuses, with the market assessment centered on a campus-wide quantitative survey and peer benchmarking analysis. The customized online survey, developed from stakeholder input and early research, went beyond satisfaction measures to capture behaviors, preferences, and willingness to pay, revealing actionable insights into student demand, price sensitivity, and desired program enhancements. In parallel, benchmarking research compared Purdue Northwest to a set of peer institutions across key criteria (including campus demographics, residential and retail dining structures, meal plan design, pricing, and financial operating metrics) providing context for competitive positioning and best practices. Together, the survey and benchmarking findings, supported by financial analysis, offered University leaders a data-driven roadmap to align dining operations with customer needs, assess the advantages of self-operation versus outsourcing, and strategically plan for the future of the dining program.