Post on 01-Aug-2020
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
Research Question #2: ............................................................................................................................... 3
Research Question #3: ............................................................................................................................... 5
Research Question #4: ............................................................................................................................... 7
Research Question #5: ............................................................................................................................... 8
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
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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
ioG
ames
Bo
wlin
g
5
Figure #3: Selection Variation of Aspects of Experience at Urge
Research Question #3:
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%
Value for price paid
Variety
Taste
Selection of cocktails
Selection of beer
Attentiveness
Friendliness
Speed
Wait time for table
Relaxing
Fun
Availability
Comfort
Availability
Selection
Availability
Service from attendant
Foo
dD
rin
ksSe
rver
sSer
vice
Atm
os
ph
ere
Seat
ing
Pat
ioG
ames
Bo
wlin
g
Excellent Very good Good Just okay Poor
6
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
7
Figure #5: Correlation between overall satisfaction and various aspects at urge
Research Question #4:
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
Value for price paid
Variety
Taste
Selection of beer
Selection of cocktails
Friendliness
Attentiveness
Wait time for table
Speed
Fun
Relaxing
Availability
Comfort
Availability
Selection
Availability
Service from attendant
Foo
dD
rin
ksSe
rver
sSe
rvic
eA
tmo
sph
ere
Seat
ing
Pat
ioG
ames
Bo
wlin
g
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%
9
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.
11
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.