University Dining Services
Assessment of UDS Guest Satisfaction
Submitted by Byron Drake, Associate Director for Professional Development
ABSTRACT
In 2010 UDS completed several small targeted assessments in lieu of completing the National Association of College &
University Food Services (NACUFS) Guest Satisfaction Survey. The UDS marketing department designed and
administered these assessments, which included questionnaires on guest choice regarding cage -free eggs, the location of
the La Peak Café, the UM Farm to College (FTC) Fall Feastival, and breakfast location preferences. UDS found that
respondents preferred cage-free eggs regardless of the additional food cost, preferred eating at the Food Zoo for breakfast,
enjoyed the FTC Fall Feastival, and liked the new location for La Peak Café.
BACKGROUND INFORMATION
As a self-operated college food service organization, UDS is focused on students as the primary guests. A typical guest
satisfaction survey identifies general trends and overall satisfaction, but is less helpful when answering specific questions.
To better serve guests, UDS implemented assessments to answer specific questions on the following topics.
During the fall 2010 student orientation period, UDS received comments from parents and students indicating a desire to
have the Food Zoo open for breakfast. However, opening the Food Zoo for breakfast for the 2011-12 year represented a
significant impact to the UDS operating budget ($65,000). In October 2010, UDS developed and launched an online
survey to identify how significant a number of students would visit the Food Zoo for breakfast.
“Cage-free eggs” represent a popular conception of sustainable food. Five-hundred and ten guests responded to this
survey, demonstrating that UDS guests also find this to be an important topic. The fiscal impact of this decision represents
an additional $14,000 of annual food cost expense.
UDS requested feedback on the movement of the La Peak Café to a new location at the Cascade Country Store in the
same building, and on how guests felt about the Fall Feastival. The goal of the La Peak Café and Feastival assessments
was to gather comments as opposed to anecdotal information.
ASSESSMENT PROCEDURE
UDS marketing signs and table tents directed the guests to the UDS website. Once on the website, guests were directed to
take a brief online survey. UDS advertised the surveys in print material at UDS events, as well as on napkin holders in all
dining operations, and on the UDS website, including the Food Zoo menu page. Each survey remained active for at least
thirty days to give guests time to respond. Students promoted the cage-free egg survey as a campaign in the Cascade
Country Store as guests ordered food at the service counters. Each assessment allowed the guests to make comments. The
associate director for residential dining reviewed the comments after the assessment period.
FINDINGS
Two-hundred and twenty-four students responded to the breakfast survey. Out of the 224 respondents, 219 answered the
question regarding which location they preferred for breakfast. Sixty percent indicated they preferred the Food Zoo over
the Cascade Country Store, even if the store remained closed until 11 a.m. (see table 1). Forty-one percent of respondents
indicated they would eat breakfast between 7:30 and 8:30 a.m.; 184 respondents explained their preference.
Table 1. At Which Location Would You Prefer to Have Breakfast
Cascade Country Store
Breakfast 7:30-11:00am
(with the Food Zoo opening at
11:00am for lunch)
Food Zoo
Breakfast 7:30-9:30am
Continental Breakfast 9:30-11:00am
(with the Cascade Country Store
opening at 11:00am for lunch)
Number of Respondents
87
Percent
40
132
60
Five-hundred and ten guests responded to the survey on cage-free eggs. Eighty-five percent indicated that UDS should
switch to cage-free eggs if increases in food cost would not result in increases in the price of meal plans.
Seventy guests responded to the survey on guest satisfaction in the La Peak Café area of the Cascade Country Store. In
general, respondents were “very” or “somewhat satisfied” with all categories including overall service, overall cleanliness,
and overall dining environment (figure 2). However, speed of service was an exception; 19 percent of respondents were
“very dissatisfied” (figure 3).
Figure 2. What Do You Think of the New La Peak?
60%
50%
40%
Very Satisfied
Somewhat Satisfied
30%
Mixed
20%
Somewhat Dissatisfied
10%
Very Dissatisfied
0%
Overall
Service
Overall
Cleanliness
Location
Figure 3. Rate your Satisfaction as it Pertains to SERVICE in the New La Peak Area: Speed of Service
35%
Very Satisfied
30%
25%
20%
Somewhat
Satisfied
15%
Mixed
10%
Somewhat
Dissatisfied
5%
0%
Speed of Service
Very Dissatisfied
Only five guests responded to the survey on the FTC Fall Feastival. Respondents were supportive of the event, the menu,
and the program. However, one guest was unhappy with the entertainment, specifically with derogatory references made
in the Singing Sons of Beach’s lyrics.
RECOMMENDATIONS
Specific actions based on the UDS assessments include:
1. UDS will open the Food Zoo for breakfast fall semester 2011. Budgets and unit operating plans support this
initiative.
2. UDS should make the transition to cage-free eggs. When Wilcox Farms opens their new plant in Great Falls,
UDS will be able to use their cage-free eggs as part of the FTC program.
3. The associate director for residential dining should explore ways to increase the speed of service in the La
Peak Café area. Breakfast in the Food Zoo may alleviate crowding during morning rush periods.
4. Entertainment for this fall’s Feastival will be advised to be sensitive to the diversity of the UM campus and to
avoid the inclusion of songs with derogatory lyrics.