Zeeland, MI (March 31, 2025) — Creative Dining Services®, a hospitality management company, is pleased to announce the appointment of Dr. Sandra Lee, MBA as its new Chief Executive Officer, effective March 31, 2025. Sandra succeeds Jim Eickhoff, who is retiring after 10 successful years of dedicated service.
Prior to joining Creative Dining Services, Sandra Lee served as Division President at Chartwells Higher Education Dining Services, where she led strategic initiatives to enhance dining experiences at academic institutions across the country. Her tenure at Chartwells also included roles as Senior Vice President and Regional Vice President.
Sandra Lee has held executive positions at leading hospitality brands such as Au Bon Pain, Ruby Tuesday, and Olive Garden, where she led training and development programs and optimized financial performance. With an extensive background in strategic planning, P&L management, and organizational development, Sandra is well-positioned to guide Creative Dining Services into its next phase of innovation and growth.
Sandra shared, “I am honored to join Creative Dining Services and guide this exceptional team in delivering outstanding hospitality experiences. I look forward to building on the company’s strong foundation that started three decades ago. I’m eager to work closely with our partners and clients to drive continued success.”
Sandra holds an EdD from Maryville University of Saint Louis, an MS Ed from Purdue University, and an MBA from the University of Tennessee, Knoxville. Additionally, she has completed executive education programs at Wharton Executive Education and holds a Master Certificate in Project Management from Villanova University. Sandra is a U.S. Army Veteran.
“Creative Dining is poised for growth, and we’re confident Sandra will be instrumental in setting and leading that vision. We are thrilled to welcome Sandra to Creative Dining Services,” said Richard Frost, Chairperson of the Creative Dining Services Board. “She has unique expertise and experience from a global hospitality company to national commercial restaurants. Her work is driven by exceptional food experiences, creativity, care for clients and team, and financial acumen at the highest levels. The Board is confident she will propel the company forward and be true to Creative Dining’s DNA.”
In her role, Sandra will focus on differentiated dining programming, client and diner engagement, and growth strategies. Under her leadership, Creative Dining Services will continue to relentlessly pursue its founding mission: to be the most trustworthy, flexible, and transparent hospitality partner.
“The future is bright at Creative Dining Services as we are nimble to be thoughtfully disruptive in an industry that continues to operate with traditional paradigms. I’m confident we will set new go-to-market strategies and programming that will elevate the overall diner experience,” said Sandra.
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