HUNGRY FOR BUSINESS

While Adele's has established itself as the high-end alternative to dining halls on the campus, officials said the restaurant has been less popular this semester after opening 251 North and eliminating focus dates.

Situated on the first floor of Stamp Student Union, Adele's — which offers a gourmet menu featuring everything from crab cakes to strip steaks to brownie bowls — has experienced a 13 percent drop in business during dinner hours compared to last fall, according to Dining Services spokesman Bart Hipple. While Dining Services officials said the source of the decrease has been identified, they're amping up efforts to attract more students to the eatery.

"We have more capacity at Adele's than we are currently using, whereas historically Adele's was typically very close to capacity most of the time," Hipple said. "Adele's was the only fine dining alternative for dining plan students who wanted to use their meal plan to eat."

In the past, Dining Services officials said they counted on students flocking to the restaurant whenever focus dates — which required students to spend a certain number of points every three weeks — drew near. The opening of the all-you-can-eat 251 North diner also drew students away from Adele's.

"The thing is, 251 [North] has good food, it's all-you-can-eat and it's in a dining hall," said sophomore electrical engineering major Pavan Bhargava. "It's just more convenient."

And officials have formulated a plan to draw more patrons. They hope to create an online ordering system by the end of spring semester that would allow students to order carryout food on their smartphones, according to Adele's Head Chef Ivory Kornegay. Additionally, Dining Services Associate Director Joe Mullineaux will allow students to submit recipes and add more international dishes to their menu.

While officials said they foresaw the possible downturn in business, marketing efforts throughout the semester did not translate into steady customer traffic.

"We did things to try and be proactive, such as having our student employees go out and push Adele's in the other dining halls and around campus," Mullineaux said. "But it was still tough at the beginning of the semester because we couldn't get the business to be consistent."

However, the restaurant has seen a 23 percent increase in business in the last three weeks as students rush to spend the last of their points near the end of the semester — similar to what students did before each focus date.

For students who eat at Adele's, the lack of business in the first few months of the semester has been noticeable compared to the end-of-the-semester rush.

"I came with eight people once, and we got seated very quickly," sophomore journalism major Allison Gray said. "But last time we came, right before Thanksgiving, there was a two-hour wait. So we just left."

But officials said they are disappointed it took this long for students to fill Adele's tables.

"The goal is to create business throughout the whole semester," Hipple said. "Not just have it pile up at the end."

With almost a whole semester to adjust to the new trend, officials are hoping the changes will entice more students.

"We're going to be working on spreading the word about Adele's, reminding students that it's still there, and reminding them what a good experience it is," Hipple said.

israel@umdbk.com