urge gastropub and common house guest survey report...1 introduction this report was done for urge...

Urge Gastropub and Common House Guest Survey Report

Presented For:

Justin Clark

General Manager

Urge Gastropub and Common House

_____________________________________

Presented By:

David Bleshenski

College of Business Administration Student

California State University San Marcos

____________________________________

November 29, 2017

i

Contents

Introduction ......................................................................................................................................1

Objectives..........................................................................................................................................1

Target Population ..............................................................................................................................1

Methodology .....................................................................................................................................1

Sample Plan .......................................................................................................................................1

Limitations.........................................................................................................................................2

Results...............................................................................................................................................2

Research Question #1: ............................................................................................................................... 2





Conclusions .......................................................................................................................................9

Recommendations .............................................................................................................................9

Appendix ......................................................................................................................................... 10

Survey: ..................................................................................................................................................... 10

Open-ended Improvement Responses: ................................................................................................... 11

1

Introduction

This report was done for Urge Gastropub and Common House as a marketing research project. This

project was intended to answer a few key questions to provide understanding of how guests rate their

overall experience regarding certain aspects. This was achieved by answering select research questions

explained in the section below. The whole process of creating, administering and analyzing this survey

was done through a marketing class by students at California State University San Marcos. Through this

semester long project students were able to understand each stage in the process that marketers

conduct primary research to understand their customers.

Objectives

The objective of this report is to answer the following research questions:

1. What is the main reason for visiting Urge today?

2. How do guests rate different aspects of their experience at Urge?

3. Overall, how satisfied are guests with their experience at Urge?

4. How likely are guests going to return to Urge?

5. What one thing can Urge to improve guests experience?

Target Population

The target population was customers who were at minimum of 21 years of age who were visiting Urge

Gastropub and Common House in San Marcos. These individuals needed to have of visited Urge on the

dates of November 9th, 13th & 14th between the hours of 6:00 P.M. till closing hours.

Methodology

This research was developed through a two part process done to ensure efforts are correctly directed

and focused on areas of importance. The first part of the research was exploratory research intended to

provide insight and understanding of the needs and areas most in need of statistical research. This

process of exploratory research provided key aspects relevant to Urge and establishing research

objectives. The exploratory research was done through researching business reviews and contacting

individuals familiar to the. The other method of research is the survey design. Survey design requires

careful chosen questions that ask questions that are able to answer the research questions established

in exploratory research.

Sample Plan

When a finalized survey was created, the method of executing research was needed to be considered. It

was decided that students would go to the store location of Urge on the dates of November 9th, 13th &

14th between the hours of 6:00 P.M. till the store closed. When in front of the store, students were to

2

ask individuals on their way out of the restaurant if they would be willing to fill out a survey until a total

of 200 were collected. The information gathered was calculated and interpreted below in the section

explaining the results.

Limitations

When it came to data collection there were a few limitations faced in the process of gathering data. The

first limitation was the amount of people who came into the restaurant during the times we were

administering the surveys. This pushed us to try harder and make sure less people passed by without

taking a survey.

The other limitation was that some people would incorrectly fill out the survey. People would forget or intentionally avoid answering certain responses or decide to pick multiple responses for a single question. These responses had to be thrown out because of the ability to alter the results and caused a smaller sample to be used.

Results

Research Question #1: What is the main reason for visiting Urge today?

The information shown in Figure #1, the potential main reasons a customer chose to visit Urge from a

collection of 168 responses. When looking at the figure, it shows that the primary selection was to

socialize with 44 responses by a margin of 5 responses.

The next closest response was to eat which was chosen 39 times. These two selections make up nearly

50% of the responses only separated by 3% response rate. Another popular reason for visiting Urge was

to get drinks, representing nearly 20% of responses.

The remaining choices make up less than a third of responses. These remaining reasons make up

practically the same number of responses as people who come in just to socialize.

3

Figure #1: Main Reason for Visiting Urge Response Totals

Research Question #2:

How do guests rate different aspects of their experience at Urge?

As the data shows in Figure #2, a large number of aspects involved in guest experience is highly rated for

Urge. In comparison to all of the values in the figure, aspects relating to patio games and bowling could

improve on their perceived quality.

The figure is split up and color organized to easily view and compare aspects within the same category.

The black bars represent food related aspects, Navy bars represent drink related aspects, light blue bars

represent server related aspects and so on. The values at the end of each bar show the average

response for each aspect. The thin bars at the end of each data aspect show a 95% confidence that the

value lies within that range.

The aspect with the highest rating is the fun atmosphere with an average response of 4.381. According

the survey this means that most guests rated the fun of Urge’s atmosphere to be very good to excellent.

On the other side of the coin, the lowest rated aspect is bowling availability with an average rating of

2.101 meaning that most guests feel that the availability to bowl is just okay.

44

39

32

22

13

6

4

0 5 10 15 20 25 30 35 40 45 50

Socialize

Eatting

Drinks

Business

Games

Other

Special offer

4

Figure #2: Different Aspects of Experience at Urge

In Figure 3 a breakdown of each aspect and the number of responses given per each rank value

component. The aspects are organized by the highest number of excellent ratings assigned to each

within its category. To understand this, look at the aspect labeled fun in the atmosphere category. Fun

had 101 people mark it as excellent, 47 for very good and 13 who ranked it as only good.

The ratings of just okay and poor are not marked with the value of people who marked them because

the values are not significant enough to note. The data shown in this figure is not easily seen to have a

trend but rather, each aspect or category would be better suited to be looked at separately.

3.881

3.595

2.952

3.738

3.131

4.232

4.012

3.929

3.833

4.381

4.286

4.167

4.054

2.44

2.363

2.238

2.101

0 0.5 1 1.5 2 2.5 3 3.5 4 4.5 5

Taste

Variety

Value for price paid

Selection of beer

Selection of cocktails

Friendliness

Attentiveness

Wait time for table

Speed

Fun

Relaxing

Comfort

Availability

Selection

Availability

Service from attendant

Availability

Foo

dD

rin

ksSe

rver

sSe

rvic

eA

tmo

sph

ere

Seat

ing

Pat

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ames

Bo

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5

Figure #3: Selection Variation of Aspects of Experience at Urge


Overall, how satisfied are guests with their experience at Urge?

The information shown in Figure #4 show a mixed opinion of being satisfied and dissatisfied with very

few people feeling neither way. The average rating for overall experience out of 168 surveys collected

was 3.363. This helps explain the data more clearly by showing that overall satisfaction is leaning more

towards being satisfied rather than dissatisfied. The most selected opinion of overall satisfaction, with

44 people, was somewhat satisfied. The next closest option was very satisfied with 39 individuals feeling

very satisfied with their overall experience.

37

61

76

65

92

79

93

59

84

93

101

78

80

39

40

32

42

46

55

54

36

32

53

44

58

42

47

47

51

52

31

36

29

28

24

21

15

16

13

17

20

33

20

21

13

23

27

17

17

18

14

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%


Variety

Taste


Selection of beer

Attentiveness

Friendliness

Speed

Wait time for table

Relaxing

Fun

Availability

Comfort

Availability

Selection

Availability


Foo

dD

rin

ksSe

rver

sSer

vice

Atm

os

ph

ere

Seat

ing

Pat

ioG

ames

Bo

wlin

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Excellent Very good Good Just okay Poor

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Figure #4: Guests overall satisfaction response totals

Figure #5 indicates the correlation between how the aspects were rated and overall experience. The

number at the end of each aspect is the correlation coefficient. This value is what tells someone how

closely two independent variables relate to each other based on a percentage of confidence in that

number. The scale for correlation coefficient is on a 0 – 1 scale. As a general rule of thumb is anything

between 0.25 – 0.5 is considered a weak correlation, 0.5 – 0.75 is considered a moderate correlation,

and 0.75 – 1 is considered a strong correlation.

The figure below shows that at most all of these have a weak correlation when given a 95% confidence

level. Food taste, relaxing atmosphere and service from bowling attendant are among the highest rated

correlations all of which are only a weak correlation.

With that information being given, it is advised to draw much of a conclusion to the connection of any of

these aspects in considering its effect on overall satisfaction.

22

44

4

32

39

0

5

10

15

20

25

30

35

40

45

50

Very Dissatisfied Somewhat Dissatisfied Neither Somewhat satisfied Very Satisfied

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Figure #5: Correlation between overall satisfaction and various aspects at urge


How likely are guests going to return to Urge?

According to Figure #6, the likelihood of a customer returning to urge is broken down into percentage of

response. As seen, 49% of people said they will be back for sure and 35% of people surveyed said they

will probably be back. When just looking at those two values, there is nearly an 85% chance customers

who go into Urge will end up returning.

0.249

0.304

0.385

0.240

0.295

0.267

0.296

0.196

0.325

0.233

0.372

0.237

0.303

0.202

0.294

0.321

0.370

0.0 0.1 0.2 0.3 0.4 0.5


Variety

Taste

Selection of beer


Friendliness

Attentiveness

Wait time for table

Speed

Fun

Relaxing

Availability

Comfort

Availability

Selection

Availability


Foo

dD

rin

ksSe

rver

sSe

rvic

eA

tmo

sph

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Seat

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Pat

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Bo

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8

Figure #6: Likelihood of Returning to Urge

Research Question #5: What one thing can Urge to improve guests experience?

According to Figure #7, out of the responses given for one way to improve guests experience at urge

there were 4 primary options. The most common recommendation was to work on the parking

situation. Following that is working on deals such as happy hour and college nights. The complete list of

choices is available in the appendix at the end of the document.

Definitely Not, 1% Probably Not, 2%

Don't know, 13%

Probably Will, 35%

Definitely Will, 49%

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Figure #7: Most Common Suggestion to Enhance Guest Experience at Urge

Conclusions

Overall, Urge has received mixed results of opinion. The restaurant is still considered new and finding its

market. Understanding the market around the business is tricky and takes time to fully grasp. Working

with the community can help connect with local regulars and truly understand the best approach

moving forward.

Recommendations

With such mixed results and nothing standing out as a major area for improvement continuing the

current efforts to get word spreading and trying to further learn about areas of growth could prove to

be beneficial to business operations in the long run. The only thing that seems to be within ability to

work on are deals on certain nights or at certain times to increase traffic and promote business. Learning

what local demographics would be interested in potential changes to promote perceived value could be

a good starting point and possibly lead the business into an method to promote a regular increase in

customer base.

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9 9

4

0

2

4

6

8

10

12

Parking Happy Hour College Deals Music

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Appendix

Survey:

Urge Gastropub & Common House Customer Feedback Survey

1. What is your main reason for visiting Urge today? Please select one.

2. Below are different aspects of a guest’s experience at Urge. For each aspect, please

check a number to indicate how you rate your experience today at Urge (from 1 = Poor

to 5 = Excellent). If you have no experience with an aspect, please check N/A.

Continue on to back

Business event To socialize Special offers To get drinks

To eat To play games Other___________________________

Poor Just okay Good Very good Excellent N/A

Food Taste 1 2 3 4 5 N/A

Variety 1 2 3 4 5 N/A

Value for price paid 1 2 3 4 5 N/A

Drinks Selection of beer 1 2 3 4 5 N/A

Selection of cocktails 1 2 3 4 5 N/A

Servers Friendliness 1 2 3 4 5 N/A

Attentiveness 1 2 3 4 5 N/A

Service Speed 1 2 3 4 5 N/A

Wait time for table 1 2 3 4 5 N/A

Atmosphere Relaxing 1 2 3 4 5 N/A

Fun 1 2 3 4 5 N/A

Seating Comfort 1 2 3 4 5 N/A

Availability 1 2 3 4 5 N/A

Parking Availability 1 2 3 4 5 N/A

Distance from Urge 1 2 3 4 5 N/A

Patio games Availability 1 2 3 4 5 N/A

Selection 1 2 3 4 5 N/A

Bowling Availability 1 2 3 4 5 N/A

Service from attendant 1 2 3 4 5 N/A

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Open-ended Improvement Responses:

1. Closer parking

2. Better food quality and different selection of food… other than bar style food

3. More servers in bowling area

4. Happy hour

5. Nothing

6. Happy hour

7. Nothing, they’re the best!

8. Brad was the best server I’ve ever had!

9. Happy hour

10. Free beer

11. Nothing!

12. –

13. –

14. Parking

15. I like it

16. Decrease prices, Make more space/room for primetime hours

17. Drink more redemption!

18. Nothing!

19. –

20. –

21. Can’t decide

3. Overall, how satisfied are you with your experience at Urge today?

1 Very

Dissatisfied

2 Somewhat

Dissatisfied

3 Neither 4 Somewhat

Satisfied

5 Very

Satisfied

4. In the future if you are looking for a microbrewery in the area, will you return to Urge?

1 Definitely

not

2 Probably

not

3 Don’t know 4 Probably

will

5 Definitely

will

5. What one thing can Urge do to improve your experience?

Thank you for your participation!

12

22. –

23. N/A

24. Better alcoholic choices, better parking

25. Happy hour

26. n/a

27. Parking

28. N/a

29. Beer Specials

30. Parking

31. Better service outside

32. n/a

33. n/a

34. College night

35. Fixed Parking

36. Parking sucks, pavers are awesome!

37. Finding Urge in relation to the parking was difficult

38. Better bartender service/nicer more attentive service

39. Be a little more attentive

40. College alcohol deals

41. Student specials

42. Less kids on patio

43. Nothing

44. Happy hour

45. nothing. Perfect.

46. College night / happy hour

47. Live music

48. Better service

49. Not much!

50. Pricing

51. Nothing

52. More dining room seating

53. N/A

54. College happy hour / student discount

55. _____

56. More attentive Greeter

57. ______

58. everything is perfect, great pavers

59. Parking, great pavers, go acker stone.

60. Live music, more college live

61. Keep up the good work and friendly staff

62. Parking

63. Add a pool table

64. Parking

65. Better food

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66. Food not very good

67. Cheaper food would be nice.

68. Closer parking! Directions

69. Better water!

70. Parking

71. Better parking ☺

72. Same day bowling reservations!

73. Lower prices

74. Parking sucks

75. More people

76. Change music selection

77. Parking

78. Happy hour

79. Better parking

80. Cheaper Beer

81. O’side location needs to replace tree in parking lot.

82. Excellent Service

83. Less Expensive

84. More “exotic” beer

85. Didn’t know about games

86. Be more professional and organized service

87. N/A

88. N/A

89. More booths

90. N/A

91. Better signs for parking

92. (blank)

93. None

94. Student Deals

95. Lower Prices

96. Price of Food

97. Better Pricing

98. Parking sucks

99. Shots! Why the hell don’t they offer shots?

100. Be more attentive

101. Training

102. N/A 103. Parking

104. More Bowling Lanes

105. More Patio Availability

106. You’re good

107. Less Kids Running Around

108. Finding the restaurant

109. Cleaner tables

110. College night

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111. More beer

112. College night

113. Happy hour

114. Lower prices and get better servers for the bar

115. Closer handicap parking. Parking garage too far. I have hard time and lack or closer handicap

parking irritates me.

116. More availability of games

117. Vegan options

118. Better parking

119. Cheaper

120. Parking

121. Pretty expensive

122. Increase speed of service

123. Attention to detail

124. Better parking but it isn’t too bad

125. Didn’t know it existed, advertise more

126. ______

127. N/A

128. Parking & add happy hour.

129. ______

130. Sorry don’t know.

131. N/A

132. Nothing.

133. College happy hour.

134. Deals or possible discounts for students.

135. Nothing. Love my experience.

136. N/A

137. Didn’t like the tacos. Seemed dry & salty. Other than that I had a lot of fun. Awesome music!!!

138. Not as much salt on tacos.

139. ______

140. Overall better service, knowledge of drinks, efficiency of front desk staff.

urge gastropub and common house guest survey report...1 introduction this report was done for urge...

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