University of Maryland pits Broardwalk vs. McDonald's

Univ. of Maryland in College Park opened a Boardwalk Fries last month in its student union. The new kiosk is located between Taco Bell and McDonald's.

"We brought McDonald's in on a lease-space arrangement in January, replacing Roy Rogers, and told them before we started construction about Boardwalk," says Joe Mullineaux, asst. to the dir.

Staff-run: Boardwalk Fries will be operated by university staff. "We have a good relationship with McDonald's and believe we'll both do well selling fries."

Initially, the location will operate only during lunch-hours, and is projected to do $600 a day.

McDonald's occupies over 2,000 sq. ft. of space and has eight registers. Based on its size, it could gross over $1 million a year.

"We thought when McDonald's opened, our sales in Taco Bell, in-house pizza, deli and Starbucks would go down. But, it's actually bringing more people and sales into the building."

Running ahead: Sales are also ahead of projections at the new campus rec center, which opened Feb. 27—with two operations grossing 300%-400% of anticipated sales.

"Our Pro Shop, a combination c-store and snack-bar, is generating $7,000-$8,000 a week, compared to an initial estimate of $2,000 a week.

The Pro Shop is the first operation outside of a restaurant that also takes major credit cards, which are generating a significant portion of sales.

Sales-mix: "We're selling everything, from pre-made sandwiches and salads to bathing suits, aspirin and Maryland souvenirs." Mullineaux will expand evening closing from 9:30 to 11 p.m.

"Sneakers, a juice, smoothie and coffee bar, is doing $2,000 a day, compared to $500 a day."

"The rec center has replaced what bars were on campus in the '70s. It's a place to see and be seen, meet someone, and have a fruit smoothie."